Tourism spa campaign targets high spending city dwellers

Published on : Monday, January 27, 2014

Tourism-spa-campaign-300x135As the UK’s number 1 spa destination, a new marketing campaign highlighting Bath as the ultimate ‘detox’ location has been launched with a series of print and online advertising aimed at encouraging visitors to the area during January and February.

Targeting consumers across London, Birmingham and South Wales, the campaign captures the heart of Bath’s spa heritage whilst reflecting the city’s relaxing and rejuvenating properties to an audience of up to 2 million readers.

Funded by Bath’s destination marketing organisation Bath Tourism Plus (BTP), the Government’s Regional Growth Fund* (RGF) and 10 of Bath’s top hotels, the campaign will target couples and female friends and relations who are looking for a ‘pick me up’ after the stresses of Christmas.

Taking £20,000 worth of bookings in its first two weeks, the offer is built around an exclusive spa break package that can only be booked on the visitbath.co.uk website; the package includes one night’s accommodation in one of Bath’s 3, 4 or 5 star hotels alongside a relaxing 4 hour session at Thermae Bath Spa.

Chief Executive of Bath Tourism Plus, Nick Brooks-Sykes stated: The importance of this campaign is that it is targeting a valuable London audience as well as our key catchments of the Midlands and South Wales to visit in a period which is traditionally a quieter period for businesses. I am delighted that so many hotels are supporting this campaign and I am confident that our joint activity will result in an uplift in overnight visitors to the area.

Marketing Manager of Thermae Bath Spa, Peter Rollins added: This has been a really good initiative by Bath Tourism Plus at a time of year when all of us can benefit from new business. This innovative and cost effective campaign has demonstrated the opportunities of marketing ‘Bath’ as the UK’s premier spa destination.

General Manger and owner of the Abbey Hotel Ian Taylor said: “We were delighted to work in partnership with Bath Tourism and Thermae Bath Spa to provide a competitively priced package to encourage visitors to the city through the slower months of January and February. Bookings have been strong and we feel that the combined approach to marketing has driven a greater level of awareness; we were the featured prize in the Evening Standard promotion and are very pleased with the return on investment this has provided. Additionally it is great to see a range of properties working together to support the initiative for the benefit of Bath as a city”

The exclusive ‘Bath Spa and Detox Escape’ package starts from just £67 per person (£134 for two people) and is available any day of the week from 6 January 2014 to 13 February 2014 subject to availability.

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