VisitBritain head of PR Jo Leslie, revealing the results of a survey of European travel journalists exclusively to PRWeek, said: ‘We need a huge awareness campaign to get [provincial cities] on the radar.’
London and Edinburgh dominated provincial cities such as Birmingham, York and Liverpool, when journalists were asked which was the ‘top British city-break destination’. Leslie said VisitBritain planned to ‘educate the industry as to what is interesting about their cities [in the eyes of foreign journalists]’.
Leslie said aspects such as whether the cities were birthplaces of well-known Britons were the sort of selling-points that provincial cities should better promote to overseas journalists, according to the research, which polled ten travel writers from each of 11 European countries.
In addition, Leslie said VisitBritain planned to ‘further promote the value on offer’ in UK regions, saying it planned to target journalists with story ideas, such as ‘How to spend a weekend in Newcastle for under a certain price’. She added that attempts would also be made to better target ‘late-deal supplements’.
VisitBritain will officially launch a ‘European Short-Breaks Campaign’, to promote Britain as the best short-break destination in Europe, on 7 October in London.