THE
GIBRALTAR Tourist Board has allocated £400,000 to a new UK consumer advertising
campaign promoting the island as a safe place to holiday.
Called
Home from Home in the Sun it will be officially launched at World Travel Market
and will be targeting Gibraltar’s main markets, including, day trippers from
Spain and Morocco, visitors from cruise ships and the conference and incentive
travel market. Advertisements will feature in national broadsheet and tabloid
newspapers next month.
Speaking
earlier today at Gibraltar Day celebrations in London, Gibraltar minister for
tourism Joe Holliday said: “The Gibraltar Tourist Board has adopted a
business as usual policy and we are committed to maintain our advertising and
marketing spend.”
He
said that next year will be a good year for countries that promote themselves
now.
The
GTB was given £1.1 million to spend on marketing to younger UK holidaymakers earlier
this year to capitalise on growing demand from the sector for short breaks and
winter sun (Travel Weekly July 30).
To
appeal to the younger market, the tourist board is placing less emphasis on
Gibraltar’s historical attractions and more on its fast-expanding nightlife.