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AIF festivals join euro tourism campaign
By CMU Editorial | Published on Thursday 9 April 2009
The Association Of Independent Festivals has announced it is participating in a £1.8 million marketing initiative by tourism body VisitBritain to promote the UK as a destination to young people across Europe. The marketing campaign uses the slogan ‘See More For Less’, and is seemingly partly about bigging up the current weak status of the pound and the benefit that brings to those coming into the UK from abroad.
Among the AIF members participating, by offering a 20% discount to overseas music fans who buy tickets to their festivals via the VisitBritain website, are Bestival, Big Chill, Creamfields, Field Day, Secret Garden Party, Summer Sundae Weekender and Womad.
AIF co-founder Ben Turner told reporters: “VisitBritain has been completely open to our thinking and ideas, and shares a similar understanding of the true importance of the great British festival to UK tourism and creative culture. I’d like to think this is relationship that will grow and grow as we mirror the trend of people wanting to base international holidays around music festivals. We believe that this new genre of tourism is now officially recognised through VisitBritain”.
Laurence Bresh, VisitBritain’s regional director for Europe, added: “The link-up with the Association of Independent Festivals is an exciting development for us, as the organization has opened up the door to over 20 of Britain’s finest festivals. The great British festival is a major tourist attraction for our target audience so this deal is a great value added addition to our annual campaign”.
