In compliance with its Action Plan and the continuing efforts it envisages for the British market, the Costa del Sol Convention Bureau has carried out its second destination marketing campaign in the UK this year. This time, we focused on the South West and East of England, since in our first campaign we had targeted the northern area and last year we addressed southern districts.
The campaign consisted in a series of training workshops for the staff of ten travel agencies in Gloucester, Bristol, Bath, Wimbledon, London, Walton-on-Thames, Windsor, Hertfordshire, Berkshire, and Bedfordshire.
The idea was to reach executives and opinion leaders making decisions on business travel destinations, as well as to strengthen our warm relations with our own clients in the area.
This year, the Convention Bureau is facing the challenge of strengthening our destination’s image in the British market by means of aggressive and highly personalised promotional campaigns targeted at the leading incentive travel agencies, meeting planners, venue finders, and marketing companies in the country, as well as at emerging agencies and end costumers, in an attempt to maintain the flow and increase the number of business travellers coming to Málaga.
The clients we met with in this campaign underscored the importance of new values and creativity in the promotion of our travel destination, which they said they were leaving aside because it had become too obvious a choice. They all took down notes during the presentation and promised to take the Costa del Sol into account for future quotes.
All in all, we have made a good impression on them, so we think the British MICE market –our no. 1 outbound market– can be highly active in the next few months.