easyJet, the UK’s largest airline, has formed a partnership with VisitBritain, the UK’s national tourism agency, to jointly market Britain as a tourist destination over the next four years.
The deal between the two parties is worth over £18million in cash and marketing in kind, and will help boost visitor numbers to the country and capitalise on the unique opportunities provided by the impending Royal Wedding, Queen’s Diamond Jubilee and 2012 Games.
easyJet is the most recent private sector company to contribute towards the target marketing fund of £100million, with private sector match funding the £50 million of public money already committed by national tourism agency, VisitBritain.
The four-year marketing campaign, to be launched in Britain’s key inbound tourism markets later this year, aims to deliver:
* 4 million extra overseas visitors,
* £2 billion more visitor spending the UK
* 50,000 new jobs across the country.
The investment will also provide crucial support in ensuring that the showcasing of Britain through the series of events is capitalised on by the industry in tactical marketing to ensure overseas visitors come and experience what they have seen on their screens.
easyJet’s contribution to the campaign will be focused mainly in France, Germany, Italy, Spain and Switzerland which match VisitBritain’s priority countries for attracting tourists. easyJet has a strong presence in these countries with local staff and marketing agencies available to drive a number of multi-media campaigns.
Sandie Dawe, Chief Executive at VisitBritain said: “We are delighted that easyJet has signed up to be one of the founding partners of our marketing campaign. They offer a fantastic regional spread of routes and cover our core European markets making all parts of Britain accessible for our European visitors. We look forward to working with them to ensure that the opportunities we have in the years ahead are turned into growth for our tourism industry across Britain.”
Carolyn McCall, CEO at easyJet said: “Over 300 million Europeans live within a one hour drive of an easyJet airport and this partnership will help easyJet bring even more visitors to the UK. Operating Europe’s best network of flights makes it easy and affordable for people to fly to Britain and easyJet is committed to positioning Britain as a top tourist destination and increasing visitor numbers.”
John Penrose MP, Minister for Tourism and Heritage said: “This is excellent news. easyJet is joining a distinguished group of key tourism businesses, whose support will help us make the most of everything that’s going on in the UK over the next couple of years. The eyes of the world will be on us from next month, right through to the end of 2012 and beyond. Thanks to easyJet and the other backers, we will be well-placed to make sure that this interest is turned into sustained growth for our tourist industry, and a cause for real national pride.”