Budget carrier joins VisitBritain’s marketing push
Saturday, 29 Mar, 2011
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Easyjet has created a four-year marketing alliance with tourism agency VisitBritain in a bid to bring four million extra visitors to the UK.
It is hoped the move, which seeks to capitalise on the publicity the UK will receive as it hosts the royal wedding, the Queen’s Diamond Jubilee and the 2012 Olympics, will raise £2 billion in extra visitor spending revenue and create 50,000 jobs across the country.
Easyjet says the deal is worth £18 million in cash and marketing services in kind.
The inbound markets of France, Germany, Italy, Spain and Switzerland will be the focus of the campaign for Easyjet, with the budget airline’s local staff and marketing agencies well-placed to help promote the UK.
Easyjet chief executive officer Carolyn McCall said: “Over 300 million Europeans live within a one hour drive of an Easyjet airport and this partnership will help Easyjet bring even more visitors to the UK.
“Operating Europe’s best network of flights makes it easy and affordable for people to fly to Britain and Easyjet is committed to positioning Britain as a top tourist destination and increasing visitor numbers.”
VisitBritain’s chief executive Sandy Dawe said: “We are delighted that Easyjet has signed up to be one of the founding partners of our marketing campaign. They offer a fantastic regional spread of routes and cover our core European markets making all parts of Britain accessible for our European visitors.
“We look forward to working with them to ensure that the opportunities we have in the years ahead are turned into growth for our tourism industry across Britain.”
Tourism minister John Penrose MP added: “This is excellent news. Easyjet is joining a distinguished group of key tourism businesses, whose support will help us make the most of everything that’s going on in the UK over the next couple of years.
“The eyes of the world will be on us from next month, right through to the end of 2012 and beyond. Thanks to Easyjet and the other backers, we will be well-placed to make sure that this interest is turned into sustained growth for our tourist industry, and a cause for real national pride.”
by Dinah Hatch
Dinah
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