THE Tirol Tourist Board plans to promote its lakes and mountains product to the UK market in gardening magazines as well as having a presence at flower shows.
Marketing director for the UK, Christine Edenstrasser, said: “Most of our lakes and mountains clients from the UK are over 50 years, and our market research found that more than 80% are keen gardeners.
“Over the next three years we’ll concentrate on promoting our product in gardening magazines and flower shows.
“This year we’ll be the official sponsor of the Alpine Garden Society at the Chelsea Flower Show at the end of May. We’ll have contact with a new market.”
Over the next months, advertisements and inserts with the slogan ‘Discover Nature’s Own Alpine Garden’ will be in nine gardening publications such as BBC Gardeners’ World.
To boost business through the trade, the tourist board is working with Airtours, Crystal and Thomson to set up a series of educationals for around 100 top-selling agents this summer.