Around twenty hotels, between them providing more than 17,000 beds for the holiday trade, plus other companies linked to the sector, such as nautical firms, have joined the "Warm at Heart" campaign which will see a promotional vehicle touring the U.K. and stopping in prime sites, such as city centres and shopping malls, to attract tourists to the island.
The Menorca Roadshow started its journey yesterday at the Thomas Cook office in Falkirk, before moving on to Glasgow today and then crossing the border to visit nine cities and towns in England.
Two Fundació Destí (Tourist Board) employees and representatives of the companies in the campaign will travel with the vehicle for direct contact with tour companies (TUI, Thomas Cook, Cosmos/Monarch and Jet2Holidays.com) and with members of the British public interested in Menorca for their holidays.
The interior of the vehicle has been fitted with an exhibition room, which can seat 25 people, and is equipped with large viewing screens and computers for easier access to information.
In order to attract more people, promotional material will be given out, such as T-shirts, sun cream and stickers, and different activities will be run, including tastings of island products and draws for people interested in receiving information with prizes such as free holidays on the island, excursions, kayaking and horse riding.
In the period leading up to the arrival of the Roadshow, the campaign has been advertised in the regional media as well as on Facebook and a microsite on the www.menorca.es website.
The cost of the "Warm at Heart" campaign has risen to 183,000 euros, including hire of the 13-metre articulated lorry from Silman 97 S.L. and employing the marketing and communication services of Hills Balfour Ltd. Should it prove a success it may be repeated in the U.K. next year and possibly extended to other countries such as France and Germany.
One tenth of all jobs in Balearic Islands are in tourist industry
The need for promotional campaigns to boost the island's holiday trade lies in the importance of tourism not only to the Menorcan economy but also to the Balearic finances.
The region has the second highest number of jobs in the sector within Spain, with 9.68% of all jobs in the autonomous community being linked to tourism. High though this percentage is, it is far below 2009's figure, a year in which the holiday trade provided 20.5% of all jobs in the Balearic Islands.
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