While the resounding message from the tourism industry has been ‘business as usual’ in the face of the flooding, recent research by VisitEngland shows that 10 per cent of consumers say they have been put off taking a trip to affected areas. Last month we reported that hospitality and tourism businesses were struggling to cope in the aftermaths of severe flooding.
The VisitEngland national tourist board intends to help affected tourism businesses get back on track after the damages suffered. Their campaign will consist of two elements, the first of which comprises of a number of events focused on providing business support. The second part of the campaign involves a tactical marketing campaign called ‘Spot on England’ which is aimed at boosting bookings.
Business support events
VisitEngland is partnering with a number of destinations around the country to organise events where tourism businesses can gain free access to experts on building design, communications and social media and marketing and legal issues. The aim is to ensure that businesses in the industry can be more resilient in the face of future flooding or extreme weather conditions.
Chief executive of VisitEngland James Berresford said: “We welcome this additional funding from the Government to support the tourism industry. It has enabled us to act fast, and together with our destination partners we are providing vital on the ground support to help businesses become more resilient against severe weather conditions in the future.
There are 16 destinations involved and over 50 events planned to provide support and advice to businesses.
Spot on England
Berresford said: “The price-led Spot on England advertising campaign will support our efforts to reassure visitors that England remains a beautiful and exciting destination to visit this spring and summer.”
The campaign will see a great deal of advertising promoting everything from romantic city breaks to exciting outdoor activities and from English seaside and coastal escapes to holidays in the countryside.
“We focused on the destinations that were most impacted by the floods, there’s going to be bespoke marketing in those areas. We want to encourage bookings there,” said corporate communications manager at VisitEngland Angelah Sparg.
VisitEngland’s flood recovery campaign comes a couple of months after the NatWest and RBS emergency loan fund which was also set up as a measure to help businesses affected by the floods.