Annex 1
HOW BTA PROMOTES
WALES IN
GERMANY
Wales features prominently in the following
BTA activities/promotions in Germany:
Advertising Campaigns
BTA has been running image advertising in Germany
for the whole of Britain since the late 1970s. Our partners in
the campaign have traditionally been the major ferry companies
with routes to Britain. The annual budget for the campaign is
around £650,000, of which media normally accounts for £500,000.
In 1995, the Britain—Island of Three Countries
campaign was developed and this has evolved into the present Britain
themes campaign. Each year, the advertising campaign produces
requests for between 20,000 and 25,000 copies of the Germany language
edition of the Wales Guide and conversion studies show that awareness
of Wales has risen significantly over the last five years.
Direct Mail Activity
Wales features prominently in all the major
direct mail activity in Germany aimed at our consumer database
of 250,000 names. Response rates—at between 10 per cent
and 16 per cent—are significantly higher than the industry
norm of 2 per cent and produce a further 10,000 requests for information
on Wales.
Relationship Marketing/Britain Insider
Appearing twice a year Britain Insider
has a print run of 120,000 copies per edition and is aimed at
the repeat visitor. Two pages are devoted specifically to Wales
and each edition produces over 2,000 specific responses for information
on Wales.
Consumer Events
Double Decker Britain, BTA's mobile information/marketing
touring bus which visits five German cities each year, offered
a specific Wales stand this year which produced over 4,000 responses.
Wales was represented at all the major consumer
travel fairs in Germany last year (ie Stuttgart, Hamburg, Munich,
Leipzig and Dresden) and information was distributed to over 80,000
visitors to the stands.
Press and PR
BTA Frankfurt runs a total of 12 group press
trips each year throughout Britain, involving a total of 80 top
journalists from Germany. Two of the trips in 2000 will go to
Wales and BTA pays 50 per cent of the costs.
Five times a year BTA produces its Destination
Britain newsletter which goes out to all major media contacts
in Germany. Most recent Wales articles have included:
— "Island-Feeling": Anglesey;
— "Guide to the Historic Parks
and Gardens of Wales";
— "National Botanic Garden of
Wales";
— "Walking in Wales"; and
— "Castles of South Wales".
Consumer Information Service/Holiday Counselling
In addition to general enquiries, over 8.000
consumer enquiries on Wales are serviced each year by our Frankfurt
office and appropriate material is sent out in response.
Travel Trade Activity
In addition, the BTA office in Berlin—which
deals exclusively with the travel trade—handles over 1,000
enquiries from travel agents and tour operators in Germany.
The BTA Berlin office features Wales in the:
— annual travel agency seminars—audience
450 top travel agents;
— Agents Sales Guide to Britain—the
handbook on travel to Britain distributed to 27,500 travel trade
contacts; and
— quarterly travel trade newsletters
to 3,200 top contacts in Germany, Austria and Switzerland.
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