VisitBritain 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.
The number of High Net Worth individuals – wealthy people with more than $1 million in disposable funds – grew by 17.1 per cent 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 was launched in China, India, UAE, and Singapore. It is aimed primarily at affluent 35 to 55- year-old international travellers who are savvy luxury connoisseurs.
What unifies this audience is the way they travel and the quality of product and service they expect to enjoy. They want high quality and service with authentic one-off experiences, personalised itineraries and to attend events they can tell their friends about with brands they trust.
Britain has some great luxury experiences that can only be found here, many of which are built on centuries of tradition.
This multi-channel campaign showcases the very finest luxury products and experiences that can be had not just in London but across Britain. With the luxury experience extended by Emirates and the numerous benefits it has on offer.
These products include The May Fair London, situated in the heart of the city, and surrounded by some of the most distinguished fashion, art and theatre in the world; St Andrews, the Home of Golf in Scotland, with its breath-taking championship golf courses, gourmet dining and exclusive spa, or Bodysgallen Hall a grade 1 listed house with sixteen beautiful cottages in Llandudno, Wales.
Emirates is the airline with a tradition of luxury and offers this every step of the journey to Britain. Consumers can expect to experience the highest level of service and comfort available on board an Emirates flight. The first class private suites offer exclusive Shower Spas, on-board lounge and award-winning service. Each customer can also have their very own Chauffeur-driven airport transfer courtesy of Emirates.
Emirates offers a choice of 98 flights a week to the UK, with services to London Heathrow, London Gatwick, Birmingham, Manchester, Newcastle and Glasgow Laurence Bresh, director of marketing, VisitBritain said: “I’m delighted to announce Emirates as the lead partner in one of our most sought after campaigns of the year. It’s a great match – Emirates has perfected the art of luxury over many years as has Britain over the centuries.”
“Britain is already regarded by many of the international jet-set as the original home of luxury, thanks to our traditions and history of service.” “Whether these visitors have a passion for rubbing shoulders with the British elite at Royal Ascot, shopping at Harrods, taking a journey on the Orient-Express or a stay at the May Fair London, we have many luxurious experiences just waiting to be enjoyed.” (Source: www.visitbritain.com)