| Journal: TWUK | Section: |
| Title: | Issue Date: 29/05/00 |
| Author: | Page Number: 33 |
| Copyright: Other |
Travel industry association of america
TIAplans campaigns to reviveinterest in US ski itineraries
Report by JOANNE O’ CONNOR
THE US is pinning its hopes on a major new promotional campaign to revive UK interest in the country’s ski product.It will be the first of several product themed campaigns planned by the Travel Industry Association of America, which opened a UK office in January.
Research carried out by TIA has shown that US resorts are losing ski market share to Canada.
TIA senior vice president of marketing Betsy Bromberg O’ Rourke said: “Canada is our number one competitor but we also believe our reasonable air fares, diversity of product and longer season enable us to compete with the short-haul destinations.”
The consumer and trade press advertising campaign will kick off in September and will focus on the diversity of the US winter sports product, the length of the season and good sunshine record.
Enquiries will be directed to the TIA’s new Web site www.seeamerica.org where there will be further information on ski and snowboarding in the US.
The advertising push will be backed by a major training effort focused on travel agents and tour operators.
Three half-day seminars will take place from September 19-22 in London, Birmingham and Manchester. These will be followed by apres ski-style parties for agents and operators.
In addition a CD Rom with information on US ski and snowboard product will be distributed in September to 2,000 travel trade representatives.
In partnership with Ski USA, TIA will also have a presence at the Daily Mail/Subaru Ski Shows being held in London and Birmingham in October.
TIA is hoping that publicity surrounding the Winter 2002 Olympic Games, which are being hosted by Salt Lake City in Utah, will also help to generate demand.
As an added incentive, UK travellers who purchase ski or snowboard product for winter 2001 from participating tour operators using a designated credit card will be automatically registered to win a trip for two to the Winter Olympics.
The Winter Olympics prize will also be offered as an incentive to the top-selling UK travel agent.
The ski campaign will be followed by a History and Culture campaign next spring and a Golf/City Breaks campaign in autumn 2001.
Wyoming: hopes to benefit from publicity surrounding the US Winter Olympics in 2002