THE Association of Independent Tour Operators is drawing up a long-term marketing strategy to help increase its consumer profile.

The move follows the commissioning of a marketing consultant to review the association’s strategy.

Council member Mike Bruce-Mitford, of VFB, told the AITO conference in Porto: “The general public does not know anything about AITO.”

Ideas are believed to include a direct-mail campaign and revamping AITO’sWeb site and directory.

Bruce-Mitford, who has been overseeing the project, said it was too early to comment on AITO’s plans, but said the final proposals would be drawn up in January and discussed with council and then at the general meeting in February.

n See full conference report, page 31