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Bath's tourism marketing campaigns deliver outstanding results

Bath’s official destination marketing organisation Bath Tourism Plus, (BTP) working with the Bath BID, has created 527 jobs for Bath and the surrounding area as a result of marketing campaigns, which were in part supported by the Government’s Regional Growth Fund (RGF). The campaigns, which took place from June 2012 to February 2013, generated £43.7million in consumer spending on trips to Bath, benefiting Bath’s accommodations, bars, restaurants and shops.

Bath Tourism Plus, in partnership with VisitEngland and Bath Improvement District (BID), is one of a number of destinations in England that has been allocated additional funds through VisitEngland’s Growing Tourism Locally programme, funded by RGF, to support destination marketing campaigns designed to bring new visitor spending and associated jobs to the area. Independent research confirms that the Great Bath Feast and the City’s extensive Christmas and Spring marketing campaigns, are responsible for a significant uplift in visitor spend campaigns in the city.

Nick Brooks-Sykes, Chief Executive at Bath Tourism Plus said: “By working together, we have delivered a series of high profile marketing campaigns to encourage visitors to Bath and the surrounding area. These results, which come from independent research and which have been audited by Government, show that we have delivered significant impact and exceptional returns. We continue to lead the field amongst destinations in creating highly successful campaigns, which are driving additional visitor spending into our economy.”

Andrew Cooper, Bath Business Improvement District Manager said: “The figures are impressive and clearly show the benefits of our collaborative marketing activity both here in Bath, regionally and nationally. It is particularly pleasing to see that our efforts are driving and increasing spend with businesses and creating local jobs in Bath.”

Councillor Paul Crossley, Leader of Bath & North East Somerset Council said: “Bath has an incredible amount to offer people who visit here whether it is for leisure, culture, eating or shopping. The Council is delighted that these campaigns have opened people’s minds up even more to the prospect of visiting here that in turn has created new jobs for local residents.”

Amanda Wilmot, Board Member of BTP said: "There is no doubt that the profile of Bath in national media has never been higher and this is due to the hard work of the team at Bath Tourism Plus. As a result, more people are reading about Bath and what the city has to offer. As a result, Villa Magdala has had a very busy year and I am certain that the city’s marketing campaigns have played an important role in this."

James Berresford, VisitEngland’s Chief Executive said: “The RGF funding has provided a huge boost for tourism in England. This project enables our public and private sector partners to work together to stimulate tourism and ultimately create new jobs throughout the country with particular emphasis on some local areas. The first year has proved incredibly successful with destinations throughout the country benefiting significantly from this investment, boosting local economies and creating important jobs.”

Working closely with partners across the industry, BTP’s Marketing Strategy is setting out ambitious growth targets and aims to add an additional £43million into the visitor economy by 2014. In a new collaboration with Bath BID, BTP is delivering marketing campaigns which sees Bath being promoted both nationally and regionally through press advertising, digital marketing, and outdoor sites together with an extensive PR programme.

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