| Journal: TWUK | Section: |
| Title: | Issue Date: 21/08/00 |
| Author: | Page Number: 20 |
| Copyright: Other |
Retailers join Backing Britain campaign in bid to boost sales
MORE than 400 agents have so far thrown their collective weight behind a crusade to promote domestic holidays.Thomas Cook and Holiday Hypermarkets are among those who have joined the Backing Britain campaign and are displaying point-of-sale material in shops. The campaign was launched in April.
The initiative is being spearheaded by ABTA and Rank Holidays to raise awareness of the UK market.
Rank divisional sales and customer services director Nick Burrows said it was gathering momentum.
“The bottom line is increasing sales and while this is not going to happen overnight, we are pleased with the response so far,” he said.
Campaign organisers are now planning to locate people around the country who have dedicated their time to promoting their local area or attraction.
“We want to recognise the contribution of these unsung heroes and hope they will be the inspiration for agents,” said Burrows.
“Many of them will have their own style of promoting something which again the trade can learn from.”
Plans are also being hatched to run regional quiz nights involving local agents and tourist boards, most of which have now backed the campaign.
Burrows said one of the aims is to promote the UK as a year-round destination, not just as an alternative to the Mediterranean during the summer.
“Three out of Rank’s four brands are year round,” he said.