To mark the 25th anniversary of Bath gaining its World Heritage Site status, Bath Tourism Plus (BTP) and Bath & North East Somerset Council have launched a new Heritage Campaign that will run throughout May & June 2012 to drive visitors into the city during off-peak periods.
Aimed at attracting the affluent ‘empty nester’ market from London, the campaign will include almost half a million press inserts in the Times and Telegraph, Google and digital banner advertising, press visits and extensive PR activity. This latest campaign marks the start of a new three year marketing push from Bath Tourism Plus, the city having been recognised as one of the country’s leading destinations by VisitEngland.
The Heritage campaign coincides with the nationwide Museums at Night event on Friday 18th and Saturday 19th May where many of Bath’s museums will join hundreds of museums, galleries and heritage sites across the UK in keeping their doors open after hours for special evening activities. This nationwide initiative is expected to attract 100 000 people to museums across the UK and aims to introduce visitors to unfamiliar venues by showing them in a new light.
For visitors to Bath, it will offer a unique opportunity to celebrate Bath’s museums after lights out. It will transport you to torch lit Roman pavements; the city in tatters in the wake of WW2 bombing; a Georgian soiree; Victorian Melodrama when Bath was a hive of manufacturing industry; the first mail coaches working day and night to deliver their precious cargo and the intrigue of ancient Chinese burial customs. And for those keen to gain knowledge on the city itself, “Bath by Moonlight” provided by the well informed Mayor’s Guides will reveal the impressive sights of Bath at night including the Abbey; Pulteney Bridge and several of the architectural set pieces.
Nick Brooks-Sykes Chief Executive at Bath Tourism Plus says: “By collaborating with the Council and the city’s museums, it has allowed BTP the opportunity to form brand alliance that compliments Bath’s unique and varied heritage offering which will help deliver additional visitor reach.”
Patricia Dunlop Commercial Manager for the Council’s Roman Baths said: “Bath is recognised as one of the most beautiful cities in the world and this is a unique opportunity for visitors to explore its unique heritage and architecture in a new light.”
Bath’s heritage is in the spotlight this year as the city celebrates 25 years as a UNESCO World Heritage Site. The city’s extraordinary history is evident wherever you walk and it is one of few entire cities to be designated by as a World Heritage Site.