THE Discover New England marketing consortium is embarking on an increased programme of trade education and training in the UK to keep agents up to speed with new product coming on line.
Vermont-based managing director Jackie Ennis said the programme of operator workshops and familiarisation visits would improve the knowledge of sales staff, many of whom are still unable to name all six states that form the region.
Massachusetts, Connecticut, Rhode Island, New Hampshire, Vermont and Maine will each be involved in the training programme.
Ennis said: “We have had significant success in selling Cape Cod and coastal Maine as beach-holiday destinations. Now we want to promote the idea of summer holidays in the mountains and lakes regions of New Hampshire and Vermont.
“We also want to drive more consumer demand to visit during off-peak times, such as in the spring when southern New England is warmer than you’d expect as well as inexpensive.”
As well as skiing in the northern states and shopping in Boston during the winter, special-interest niche markets are opening up, such as Connecticut’s antique fairs. Ennis said Boston could also be developed as a two-centre with New York following the launch later this autumn of a high-speed Amtrak rail service between the two cities. This will cut the journey time from 4hrs 15mins to 2hrs 45mins and also gives passengers the option of stopping off in Connecticut and Rhode Island en route.
nÊOperator workshops are planned for October and November. For details contact 01732 742777.
On the Thursday of World Travel Market, the consortium is hosting morning and afternoon teach-ins at a location near the Earls Court show and is planning two ARTAC educationals in December and late April/May 2000.