INTERNATIONAL NEWS: German campaign targets UK market

The German National Tourist Office's (GNTO) 2003 marketing push, which is focusing on the theme 'Germany - routes to success; trade fairs, congresses, conferences and more,' is to develop further activity to attract UK C&I business.

As reported (CIT, March) the campaign, which will be introduced at the GNTO's biannual workshop, the Germany Travel Show on 6 June at the Royal Horticultural Halls in London, will be aimed at delegates combining a meeting with an incentive element.

"Each year the GNTO releases a different marketing theme for the consumer market, but as 40% of all travel into Germany is business, the board has decided to target the corporate market for the first time," said marketing manager Jeanette Schuchmann.

"Fam trips will continue to play a key role. The next trip for UK C&I agents will go to Hamburg in July,

she added.

Both the GNTO and the German Convention Bureau (GCB) have produced a motivational package brochure featuring congress centres and unusual venues, and the next step will be a direct mail campaign, targeting event organisers.

December will see a follow-up 'business for pleasure' insert produced in conjunction with German cities, transport firms and hotels, to be distributed through the UK press.

The UK is currently Germany's third largest market and, also for the first time, the GCB has been able to assign its C&I turnover volume of 63 million participants to individual sectors. Some 20% of convention participants from overseas - 2.8 million - combine their visit to Germany with an add-on stay.

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