VisitBritain, the tourism board for all of Britain, has joined forces with the airline Emirates to launch a new high-end jointly-funded tourism marketing campaign: "Britain. A Tradition of Luxury," aimed at Britain’s growth markets.
There's a clear logic behind this: The number of ‘High Net Worth’ individuals – wealthy people with more than $1 million in disposable funds – grew by 17.1 percent in 2009 to 10 million, and for the first time there are as many in Asia as in Europe and North America - about three million.
The VisitBritain and Emirates campaign is being launched in China, India, UAE, and Singapore. It is aimed primarily at affluent 35-55 year old International travelers who are savvy luxury connoisseurs.
Britain is looking to promote its unique luxury offerings, like hotels in London (The Savoy, the May Fair, etc.), golf in Scotland (St Andrews), or Bodysgallen Hall in Llandudno, Wales.
The joint activity rolls out across multi-channels including; press advertising, on-line banners, email direct marketing and a campaign microsite:
For more information, visit www.visitbritain.com/sg/emirates.