Europe, Fred Clifford, said: “We will implement a focused and strategic consumer advertising campaign which has been created in order to target various regions, including Scotland, within the UK. It has the support of three major tour operators, details of which will be revealed at WTM.”
Clifford added: “In March 2000 we will also be undertaking a major UK sales and training mission on a grand scale befitting to the millennium year. Details of this event will also be unveiled next week.”
Joining Clifford at WTM will be MOTT executive director Mary Jane Mckenna and director of international marketing Bill Macdougall.
One reason for the big increase in traffic and the rise of Boston as a favourite city-break destination is the growth in the number of daily scheduled services from London – now operated by British Airways, Virgin Atlantic, United and American Airlines, as well as Aer Lingus from Dublin.
Indirect flights include those of Icelandair from London and Glasgow and KLM/Northwest via Amsterdam from a range of UK provincial points.
Massachusetts is also stepping up promotion of its link with Bermuda to twin it with the gateway of Boston for a two-centre holiday. The initiative was based on the fact that 40% of UK travellers to Bermuda combined their trip with a key US city.
A joint national advertising campaign is planned, as well as a tour operator educational to see how the two destinations complement each other.
Operators already featuring packages include Prestige Holidays, Jetlife and Simply Travel.
MASSACHUSETTS is investing in a major consumer advertising campaign in the UK and Ireland next year to sustain interest in its largest overseas market.
Through the increasingly popular gateway of Boston, the New England state expects to achieve a 12% rise in UK visitors on the 440,000 who arrived in 1998.
This figure made it the fourth most popular US state for the UK, capturing 12% of the total British market to the US.
Details of the new campaign and participating airline and tour operator sponsors, will be revealed at World Travel Market.
Massachusetts Office of Travel and Tourism director Europe, Fred Clifford, said: “We will implement a focused and strategic consumer advertising campaign which has been created in order to target various regions, including Scotland, within the UK. It has the support of three major tour operators, details of which will be revealed at WTM.”
Clifford added: “In March 2000 we will also be undertaking a major UK sales and training mission on a grand scale befitting to the millennium year. Details of this event will also be unveiled next week.”
Joining Clifford at WTM will be MOTT executive director Mary Jane Mckenna and director of international marketing Bill Macdougall.
One reason for the big increase in traffic and the rise of Boston as a favourite city-break destination is the growth in the number of daily scheduled services from London – now operated by British Airways, Virgin Atlantic, United and American Airlines, as well as Aer Lingus from Dublin.
Indirect flights include those of Icelandair from London and Glasgow and KLM/Northwest via Amsterdam from a range of UK provincial points.
Massachusetts is also stepping up promotion of its link with Bermuda to twin it with the gateway of Boston for a two-centre holiday. The initiative was based on the fact that 40% of UK travellers to Bermuda combined their trip with a key US city.
A joint national advertising campaign is planned, as well as a tour operator educational to see how the two destinations complement each other.
Operators already featuring packages include Prestige Holidays, Jetlife and Simply Travel.