Marking the start of a fruitful relationship, a brand new global marketing partnership is due to be launched between VisitBritain and Turkish Airlines in an effort to promote the Turkish carrier’s UK gateways which include Manchester, Birmingham and Edinburgh, as well as London’s Heathrow and Gatwick.
Over the next 12 months, the two entities will be working together to develop an international marketing campaign which, to begin with, will focus on KSA, India and other GCC markets. It will aim to stimulate more visitor numbers to the UK, shedding light on the UK’s many charms.
Inbound tourism represents Britain’s fifth largest export industry and in 2013, this industry contributed over $40 billion to the UK economy.
Chief executive, VisitBritain, Sally Balcombe commented on the collaboration with the carrier: “We are very pleased to be the first national tourist body to develop a global partnership marketing campaign with Turkish Airlines. There are significant growth opportunities in the markets served by Turkish Airlines, including the emerging market of Saudi Arabia, using the airline’s global connectivity and rapidly expanding network. This partnership will also allow us to target our marketing to inspire more international visitors to come and explore all the nations and regions of Britain, so we can continue to create jobs and deliver our ambitious plans for growth.”
Meanwhile, chief marketing officer, Turkish Airlines, Ahmet Olmustur added: “This is an incredibly exciting opportunity for Turkish Airlines and we are delighted to be teaming up with such an acknowledged and reputable brand as VisitBritain. The travel market in the UK continues to go from strength-to-strength and therefore we strongly believe this partnership will further enhance visitor numbers in the UK in the coming year. Turkish Airlines is always investing in the UK and, along with partnerships such as this, we hope to see big inroads being made in terms of visitor numbers.”
In an effort to stimulate numbers from India, one of the UK’s most important emerging markets, VisitBritain and Turkish Airlines will launch a tactical digital campaign in early 2016. The Turkish carrier is also supporting VisitBritain’s ‘Bollywood is GREAT’ campaign, which promotes Britain’s culture and countryside.
As part of its wider digital and print campaign, VisitBritain is partnering with Dharma Productions, a film studio, to promote the destinations that were used as locations for the Bollywood movie ‘Shaandar’ including Yorkshire and Durham. Turkish Airlines is the airline partner of the campaign where two Indian couples stand to win a pair of business class tickets to explore Britain.
Meanwhile, the GCC marketing activities will soon be in full swing with a promotional campaign focusing on Saudi Arabia, an emerging market for both VisitBritain and Turkish Airlines. Turkish Airlines now flies out of seven cities from Saudi Arabia, providing even more connectivity to regional Britain via its Istanbul hub.