National tourism agency, VisitBritain has joined forces with Yell in a partnership that will put local and regional information on days out into the homes of 95% of UK adults. With Yellow Pages directories alone used nearly one billion times a year?, millions of people could be inspired to explore new attractions, both in and around their area as a result of the partnership, helping to boost Britain’s £85 billion visitor economy.
The major media and content collaboration will commence its roll-out with Yellow Pages directories from December 2007. As each of the 104 regional editions of Yellow Pages directories are published throughout 07-08, consumers will note the addition of six pages of editorial in the preface showcasing “Great Days Out in Britain”. VisitBritain and its partners have worked with Yell to develop compelling editorial providing detail on local and regional attractions and activities, all within a two-hour drive of each individual directory area.
Packed with images, each section features a range of visitor attractions plus listings of local, regional and national tourism websites alongside national branding, for example Enjoy England or Visit Wales. The six pages of editorial content are split in to three sections - ‘On Your Doorstep’ for attractions within the immediate area of the particular directory, ‘In Your Area’ which covers those within 80 minutes drive, and ‘Further Afield’ which takes a look at what is around a two hour drive away. Many of the attractions are members of VisitBritain’s Visitor Attractions Quality Assessment Service which ensures visitor’s expectations of their leisure experience will be met.
Tom Wright, chief executive of VisitBritain, says: “This fantastic opportunity is part of our commitment to developing new partnerships to widen our audiences and extend our provision of tourism information. Such a wide-reaching partnership is only possible following the development of our comprehensive database of tourism products across the UK, as part of the EnglandNet programme, which means we can easily format information about accommodation, attractions and events for all kinds of uses.
“Yellow Pages directories are found in more homes than any other printed classified directory in the UK?, and this will help us to get the message to millions of potential visitors about the wide range of leisure experiences they can enjoy here in their own country. Together, we can boost business for tourism organisations nationwide.”
The introduction of new editorial content in Yellow Pages directories is part of Yell’s continuous programme of enhancements to its products. This also includes a fresh new look to Yellow Pages directories rolling out from December onwards.
Clodagh Ward, consumer development director at Yell, said: “Thousands of people turn to Yellow Pages for trusted local information every week. Adding useful and inspirational tourist information gives our consumers extra editorial content and helps them understand their local areas even better. It’s the start of an exciting partnership for us with VisitBritain.”
The new directories begin publishing this month with Middlesbrough featuring attractions such as Nature’s World, Captain Cook Birthplace Museum and Ormesby Hall, as well as Go Ape!, the North Yorkshire Moors Railway, Hall Hill Farm and Castle Howard further afield. Directories for Sunderland and Durham are also published in December.