ETW STAFF – New Delhi
With a strategy for 2020 aiming to build on Britain’s image, increase distribution through travel trade in key markets, improve the range of product on offer where necessary, VisitBritain India has decided to launch a partnership with OTA, Yatra.com.
The aim of the VisitBritain and Yatra.com trade co-op is to increase regional spread of Britain destinations and raise awareness about out of London destinations well suited for holidays for Indian families, couples, friends and youth. VisitBritain is jointly investing a sum of GBP 100,000 in India with Yatra.com, which is the fastest growing online travel market in Asia-Pacific region. Patricia Yates, director of Strategy and Communications at VisitBritain said: “India remains one of our most important inbound markets. This partnership with Yatra.com will help us to broaden our appeal as a destination and promote all that is great about Britain.
Neeraj Dev, head-Outbound Product at Yatra.com added, “UK has a tremendous destination recall as it remains one of the top aspiration destinations for Indian traveller. At Yatra.com we want to capture this imagination and dream of Indian traveller and introduce him to tourist destinations beyond London in UK.”
Yatra.com will utilise Salman Khan to engage the masses in the UK-specific TVC. A print media campaign will also be activated in key metros as a follow-through.