NORTH and South Carolina have completed a joint UK consumer- marketing partnership which could continue with travel industry activities including agent training.
Traditionally, the two states compete fiercely in niche areas such as the golfing market, with more than 800 courses offered between them. But with similar geographical product such as coastal resorts, state parks, historic towns and the famous Blue Ridge and Smoky Mountains, the southern neighbours may pull closer together in order to strengthen their profile in the UK.
The first step in the Carolinas’ promotional drive was a joint presence at consumer holiday shows in Bournemouth, Manchester and London earlier this year. Discussions are now taking place between the two states to follow these up with agency training and sales calls, ideally beginning in the autumn.
Access to the region will be improved from June 12 when US Airways starts daily flights from Gatwick to Charlotte in North Carolina – one of the major domestic hubs for the carrier.
Gatwick is already the departure point for British Airways’ daily service to Charlotte and American Airlines’ similar frequency into Raleigh-Durham, also in the state. Delta Airlines’ services from Gatwick and Manchester to Atlanta serve as a useful gateway into South Carolina.
The carrier has also tied up with Sabena to offer joint service over Brussels from other UK provinces.
Stella Clery-Ackland, managing director of North Carolina’s UK representative, Cellet Travel Services, said: “US state boundaries are meaningless and we know that Britons take in several states in one visit.
“The Carolinas are a very recognisable destination where a lot of different elements could be sold together; this would also make it easier for agents to sell the area. We are now putting a proposal forward for a joint agent-training programme and combined trade newsletter.”
Rand Romaine, sales manager UK for South Carolina Parks, Recreation and Tourism, said: “We both feel joint participation at the UK shows is the way to reach the consumer and increase the number of visits, although we are still approaching the trade separately. This is particularly the case in the niche golf market, which is very predatory and competitive.”
But the states may still be some way from establishing significant common ground in touring and resort stays. South Carolina is trying to woo families with older children to its 60-mile Myrtle Beach resort area.
North Carolina’s main market apart, from golf, is empty-nesters on their third or fourth trip to the US who want to tour the region independently by car. Younger couples and single travellers looking for adventure and outdoor activities are not currently a prime UK target of either state.
Romaine said: “The average stay in South Carolina is about nine days, of which two are spent in the historic port town of Charleston and the rest mostly on the coast.
“In addition, we would now like to attract families on flydrives to Florida to include four or five days in our state.” He pointed out that it was only a 5hr drive from Orlando to Hilton Head, which is the largest resort area between Florida and New York. We are not a primary destination but at some point you have to drive the consumer to the operator, and the joint approach with North Carolina is one way of achieving this.”