As well as pooling their resources, the two organisations will draw on their respective counties' similarities and neighbouring locations to capitalise on, and build, the awareness that already exists for the region as a holiday destination among Germans.
The campaign will be driven by consumer and trade PR activity in a bid to increase German media coverage of the region and will include journalist visits, press events and travel-focused news feeds. There will also be some crossover with other German-speaking markets such as Austria and Switzerland. The campaign will reinforce images of the region being fantastic for walking, beautiful scenery and full of and literacy connections, while also enhancing perceptions of the diversity of what is on offer for visitors.
Malcolm Bell, head of tourism at VisitCornwall, said: 'Eight per cent of the 4.5 million visitors that come to Cornwall each year are from overseas and we know that of these, approximately half are from Germany. Focusing on this key market in partnership with Devon will offer greater effectiveness and return on investment than mass market promotion could achieve and will enable us to maximise the positive associations for the region that have already been established.'
Frankfurt-based PR and marketing agency, BZ.COMM, has been appointed to co-ordinate the campaign and will also manage a German Facebook site for Cornwall and Devon.