MARKETING BRITAIN

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DESTINATION BRITAIN IRELAND 2009
SUCCESSFUL BRITAIN MARKETING

• MARKETING BRITAIN

Speaker Sumathi Ramanathan,VisitBritain
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Britain is one destination that you have to
sell.
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WHY BRITAIN BUSINESS PERSPECTIVE
Size, scope and opportunity

• - 2.8 mil millionaires in AsiaPac combined
  wealth of 8.4 trillion
• Emerging middle class Year 2010 - 100mil new
  first time travellers from APMEA
• Evergreen destination for high end segment
• Britain top 3 Aspirational Destination
• - 8020 Rule
• Average stay Asian visitor Short haul 2-4 days
  vs Britain 10 -16 days
• presumed complexity in trip planning booking
• niche, tailored service
• destination expertise advice (ACTION)

Demand existing emerging
High yield larger profit margin
Scope for value add
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THE BRITAIN BRAND PROMISE
4 IN 1- One Destination, 4 Countries
6500 BC History 27 UNESCO World Heritage
Sites 7 Dedicated Heritage Cities 49 Areas
of Outstanding Natural Beauty 2,500 World Class
Museums Galleries 137 Michelin Starred
Restaurants 13 MIL People Saw West End Theatre
in 2007
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TIPS TO BOOST YOUR BOTTOMLINE

• VisitBritain initiative to strengthen industry
  engagement
• Business Development
• Commercial Collaboration
• Key Account Management
• Learning Development

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LEARNING DEVELOPMENT INDUSTRY TRAINING
PROGRAMME
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INTRODUCTION TO BRITAGENT

• Online and offline training programme, dvlped in
  consultation with travel trade specialists

PHASE 1 Online (Modules 1,2 3) PHASE 2
Practical Case Assignments PHASE 3 Graduation
Certification PHASE 4 Continuous
Learning
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MODULE I INTRODUCTION TO BRITAIN

• CHAPTER 1 Overview of Britain
• geography, seasons, climate
• destinations experiences in brief
• CHAPTER 2 Practical information
• customs migration
• transport network getting around
• medical personal safety guide
• communications, FAQs
• ASSESSMENT Multiple choice questions

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MODULE II EXPLORE BRITAIN

• Discover the key USPs and product offerings of
  London, England, Scotland, Wales and N. Ireland
• Foundation for itinerary planning

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MODULE II EXPLORE LONDON
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MODULE II EXPLORE ENGLAND
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MODULE II EXPLORE WALES
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MODULE II EXPLORE SCOTLAND
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MODULE II EXPLORE N.IRELAND
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MODULE III EXPERIENCE BRITAIN
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MODULE III EXPERIENCE CLASSIC BRITAIN

• Family, emerging/middle class, seek value and
  fun

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MODULE III EXPERIENCE DYNAMIC BRITAIN

• Youth, DINKS and SINKS, seek budget options
  excitement

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MODULE III EXPERIENCE PRICELESS BRITAIN

• High net worth, seek high value quality,
  enriching experiences

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MODULE III EXPERIENCE BUSINESS BRITAIN

• Corporate segment, seek customised service, value
  success

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MODULE III EXPERIENCE SPORTS BRITAIN
Niche segment, seek passionate, lifetime
experience
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BENEFITS OF BRITAGENT

• Business Referrals Preferred Agents Status
• Britain Marketing Toolkit
• B2B Trade Events Familiarisation Trips
• Relevant Market Insights Product Updates
• Dedicated KAM Enquiry Support

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THE BEGINNING OF THE BRITAGENT JOURNEY
The point to remember about selling things is
that, as well as creating atmosphere and
excitement around your products, you've got to
know what you're sellingStuart Wilde Customers
may not pay for information but they can be
persuaded to pay for knowledgeSumathi
Ramanathan Please contact your market
representatives for details on how to enrol for
Britagent.