New 'Shop & Dine London' tourism campaign to launch in 2010

15th December 2009, 3:05pm

A new tourism marketing campaign, which already exists in the US, will launch in 2010 with the sole aim of increasing pre-arrival awareness of London shops and restaurants.

Anderson Retail Tourism Marketing said it hoped footfall and sales by UK and international travellers to London would increase as more and more people are enjoying affordable travel packages and favourable exchange rates.

Similar programs have existed for over a decade in the US, where American retail and dining destinations promote special offers and activities to travel industry professionals including tour operators, meeting planners, ground handlers and media, as well as consumers planning leisure and business trips throughout the US.

Kathy Anderson, CMD, president of Anderson Retail Tourism Marketing and Co-founder of the Shop America Alliance, explains more about the initiative: "Individually, shopping centres, retailers and restaurants do not have the resources or budget to promote globally, yet tourism sales can account for a large percentage of their sales.

"By working together to promote shopping and dining as part of visitors' itineraries before they travel, research has shown that it increases the length of stay in a destination as well as time spent shopping and the overall spend on shopping and dining purchases."

The Shop & Dine London campaign includes a 'Visitor Passport Card'. Presented in various establishments, consumers receive special offers and gifts with purchases.

The campaign plans to launch in March of 2010 and will be promoted in targeted UK feeder markets throughout North America, Europe, the Middle East and Asia.

"As a member of Visit London, we are looking forward to working with their sales and public relations team to promote the Shop & Dine London program to travel industry professionals via trade shows and sales missions," said Anderson.

"We will also have a strong online and mobile marketing aspect dedicated to directly reaching travelling consumers who research activities in their travel destination via the internet prior to arrival."

For further information on participating in the Shop & Dine London campaign, contact Renee Ward at 020 8816 7037 or renee@retailtourism.com

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