THE British Tourist Authority has launched a trendy Web site and accompanying magazine, UK The Guide: 2000, to complement its new global youth campaign.
Over five million under 25-year-olds travelled to Britain last year and young budget travellers are being dubbed tomorrow’s high-spending customers. The campaign’s main focus is on drawing the market to the UK. BTA campaigns manager Liz Beaton said:”We want to position Britain as ‘the’ place for young people to be and with the new Web site, we hope to create the right triggers to bring them to Britain now.”
The campaign will run in 14 countries using Internet, print and advertising. The new youth Web site www.uktheguide.com is available in English, French, Italian, Spanish and Portuguese. Updated monthly it will offer information on clubs, cities, people and fashion, history and theme parks.
Sponsored by National Express 500,000 copies of the magazine are already available in BTA offices around the world.