Newstrack

VisitBritain to change its strategy for the Indian market

2008 to be landmark year

Jyoti Koul - New Delhi

In order to strengthen its presence in the country, VisitBritain is busy deploying a new strategy for the market. Having taken initiatives like visa simplification, it is now focusing on its new strategy. According to senior officials from the tourism board, 2008 is going to be a landmark year; one will notice a change in the way Britain has been promoted so far. It is 'rethinking the strategy' keeping the changing profile of its customers in view. According to Paramjit Bawa, country manager, VisitBritain, "we do not have a very huge budget but we will utilise the money to its maximum potential. We are moving from tactical to strategic promotions. We will also be working with the regional offices." Keith Beecham, regional director, Asia Pacific, VisitBritain added, "Our aspiration is to achieve an ambitious target of a million visitors in the next 10 years. Realising that the Indian economy is booming, it is attractive enough to try and capture our slice of the pie. We offer a great opportunity to inspire and explore. We realised that we needed to be more strategic in our pitch and response to the market. Therefore, we took into confidence a number of experts and developed our new campaign. We have decided on a three-pronged approach, focussing on 'Dynamic Britain', 'Lifestyle Campaign' and 'Journey of a Lifetime'," he added. Dynamic Britain will target young travellers and it will take the 2012 London Olympics opportunity to capture the segment, because the game is supposed to be the game of youth and is associated with passion and energy. "Since we borrowed the Olympics idea from Paris, we want to respond to the challenge," he quips. VisitBritain is also working with Liverpool in this regard to roll out the best strategy, besides looking at developing the travel-trade partnership. Similarly, the Lifestyle Campaign will showcase classic Britain and will target the middle age, mature traveller.

"We will provide a new twist to the existing products sparking off the excitement." Bawa mentioned. Journey of a Lifetime will tap the business traveller. "Using these campaigns we hope to inspire people to visit Britain," Beachem concluded.