VisitBritain, the nation’s tourism agency, has teamed up with the Dubai-based airline Emirates in the new campaign to attract affluent tourists by promoting some of the country’s luxury resorts and destinations. A new marketing campaign dubbed Britain. A tradition of Luxury is unashamedly targeting wealthy individuals, those with over $1 million in disposable funds, to persuade them that Britain is worth visiting.
The campaign is being launched in China, India, UAE, and Singapore. It is aimed primarily at affluent 35-55 year old International travellers who are savvy luxury connoisseurs. It comes after the number of wealthy people with over $1 million in disposable funds, grew by 17.1% in 2009 to 10 million, and for the first time, there are as many in Asia as in Europe and north America, some three million.
The focal point of the campaign is VisitBritain’s new website offering travel picks for luxury lovers visiting the UK, which include hotels such as the five-star May Fair in London and St Andrew’s golf club in Scotland, shops including Harrods and Christie’s auction house and a selection of other experiences such as restaurants and sporting events. Britain is already regarded by many of the international jet-set as the original home of luxury, thanks to our traditions and history of service, said Laurence Bresh, director of marketing, VisitBritain. Whether these visitors have a passion for rubbing shoulders with the British elite at Royal Ascot, shopping at Harrods, taking a journey on the Orient-Express or a stay at the May Fair London, we have many luxurious experiences just waiting to be enjoyed.