Leaflets for UK Tourism

With the summer season almost upon us, now is the time to finalise domestic tourism marketing for the coming season. Holidays in the UK are still very much on the agenda as research by Deloittes has highlighted - tourism could be one of the UK’s fastest growing industries, as we are the sixth most visited country in Europe. This is serious business, and serious business must consider all options when capturing visitor footfall.

Of course it’s inevitable that I would extol the virtues of leaflet marketing but it is a tried, tested and cost-effective approach. We know the impact that take away, information rich pieces can have on an attraction, hotel or transport link. Leaflets are an essential part of the marketing mix.

Today, we are dealing with a new breed of multi-tasking consumers, who are less likely to buy into traditional ‘push’ advertising.  They are far more likely to ‘media snack’ building a picture of a brand across a range of activities. Consumers who are as interested in what their choices say about them, as what they say about their choices.

To be in the right place, and at the right time, is more important than ever before, and to stay ahead of the trends is vital. To add to our range of options, we have developed new, high definition digital stands for key airports and already we are seeing a bigger pick up.

And what else must domestic tourism providers do to capture these changing consumers, what can they do to get people marching through the doors and gates?  I am not sure I have the whole answer, but I do know, that now is the time to be asking new questions.

Philippa Harris
Take One Managing Director