Rivals combine to promote Cheshire tourism

MARKETING Cheshire has launched a new tourism strategy which has involved promoters of rival venues combining to work on a new multi-media campaign.

The decision by rival hotel and attraction owners to pool resources to promote the county is a response to what it describes as “”seismic changes in the funding landscape for tourism bodies across the UK”.

The campaign will see venue and attraction owners cross-selling each others’ products and promoting the county’s unified message of ‘‘Explore, Experience, Treasure’.

Launching the initiative at Chester Zoo yesterday, the organisation said that the promotion by its 400 member organisations should reach an audience of over 5m people.

Chief executive Chris Brown said: “This is a truly innovative and fully integrated approach.  It sees partnership working at an unprecedented level for the sector.

“With our 400-plus members – ranging from small B&Bs to the Chester Grosvenor and Chester Zoo – synchronising their activity and messaging, this creates an unparalleled campaign in terms of its overall reach and impact.”

Guests staying within any member firm’s accommodation will also receive a “thank you” pack with offers designed to entice repeat visits.

Major partners already on board include Chester Zoo, the National Trust, Cheshire Oaks, and Chester Races. The initiative is also being backed by Virgin Trains.

Mr Brown added: “We are delighted that so many businesses, attractions, destinations and events have already got behind the campaign, as well as promoting it via their email signatures and e-newsletters.”

The campaign has been created by Marketing Cheshire in partnership with Chester-based The Other Agency.