GLNA brand helps to raise awareness of US city breaks

Great Lakes of North America by Alan Moore

GLNA brand helps to raise awareness of US city breaks

Alternative accommodation and touring gains publicity

THE Great Lakes of North America brand name may still not be that familiar to the consumer but it has helped create more trade awareness of alternative US city breaks, as well as touring within up to 11,000 miles of scenic coastline.

More than 70 UK tour operators now feature parts of the region that includes the states of Illinois, Indiana, Michigan, Minnesota, Ohio and Wisconsin, not forgetting Canadian provincial partner Ontario.

All are framed by some of the biggest lakes and most diverse gateway cities in the US that the GLNA marketing consortium has helped turn into a ready-made product.

Key to this development has been the growing number of direct air services from London, including those to Chicago, Cincinnati, Cleveland, Detroit and Minneapolis/St Paul, as well as Toronto and Ottawa across the border.

All member states are represented under the Great Lakes umbrella stand where other potential products can be discussed.

Stella Clery-Ackland, managing director of UK representation company Cellet Travel Services, said: “The Great Lakes region is the perfect flydrive, coaching or city-break destination and it is easy to get to through seven gateway cities.

“There are also endless scenic roads and historical towns and over 11,000 miles of shoreline to enjoy. This includes vast tracts of coast and inland scenery that provide opportunities to take in every sport and outdoor lifestyle activity.”

The GLNA is also putting greater emphasis on the cities’ shopping, nightlife, live entertainment and arts and music scenes, and a dedicated tourism brochure and information line has been set up on 0870 9000 997.

Details will be available at the show of a second sales and agents’ training mission to be held in London and Manchester between March 26-30. This follows an inaugural event earlier this year that was supported by specialist operators.

In the driving seat: preparing to wave the flag at WTM for the Indianapolis Grand Prix, from left, are Dawn Faulkener, marketing manager; Yvette Andrews, marketing executive; and Mike Ackland, commercial director, all from the Great Lakes of North America marketing consortium

NEWS FLASH

&#42 New product for the UK includes a 10-day Great Lakes cruise from Toronto to Detroit featured bySeafarer Cruising andSailing Holidays. Ports of call are made in all seven Great Lakes with prices from £1,499 cruise only.

&#42 Seasonal motor racing packages in Indiana are being put together by six specialist UK sports operators, following September’s inaugural US Formula One Grand Prix event at the Indianapolis Motor Speedway venue.

&#42 Michigan is raising its profile in the golfing market with new courses at Bellaire and Grand Rapids. North Michigan has also been nominated by the International Association of Golf Tour Operators for the undiscovered golf destination of the year award.

&#42 Lake Michigan has been selected to host the 2004 PGA Golf Championships at Whistling Straits Golf Course in Wisconsin. New attractions include a Harley-Davidson Experience Centre due to open in Milwaukee in 2002.

&#42 Cleveland in Ohio is adding to its attractions with the new Rock and Rock Hall of Fame Museum, while new thrill rides include the Millennium Force at Cedar Point Amusement Park.