VisitBritain is hoping the trade will play a key role in driving sales to the UK once the dust settles on the Olympic Games in August.
Mark Haynes, the tourism body’s Australia and New Zealand marketing manager, said partners are being finalised along with the marketing creative that will form the basis of the post-Olympic promotional push.
“A lot of partner marketing will happen as soon as the Olympics is finished because that is the perfect time to take advantage of what is happening,” Haynes told Travel Today.
VisitBritain is hoping retailers such as Jetset Travelworld Group and Flight Centre will be involved. The latter has already run a three month campaign with VisitBritain which saw the development of more than 20 themed packages to the UK’s regions.
“A flyer was produced with real, in-depth regional tours. We had not tried this before and the results are due at the end of May. But as far as we can tell it was well received,” Haynes said.
Producing themed packages based around some of VisitBritain’s key "pillars" of heritage, culture and countryside is among the focuses for VisitBritain as it aims to create more detailed itineraries.
“We see France, Italy and the US doing this (thematic tours) very well and it’s important for us to work with JTG and Flight Centre to do the same,” Haynes said. “We will be moving from less of a brand campaign after the Olympics to a campaign that is very tactical.
“Next year will likely be a record year. We need to see success and the government needs to see success and so far our partners are saying it looks good for 2013.”
Meanwhile, a Google mapping system is being produced for the Australian website enabling consumers to find their nearest UK specialist.
Around 500 agents are part of VisitBritain’s BritAgent scheme.
