VisitCornwall has joined forces with its Devon counterpart in an public relations campaign to promote the region to German visitors.
As well as pooling their resources, the two organisations will draw on their respective counties similarities and neighbouring locations to capitalise on, and build, the awareness that already exists for the region as a holiday destination among Germans.
Malcolm Bell, head of tourism at VisitCornwall, explained: “8% of the 4.5 million visitors that come to Cornwall each year are from overseas and we know that of these, approximately half are from Germany. Focusing on this key market in partnership with Devon will offer greater effectiveness and return on investment than mass market promotion could achieve and will enable us to maximise the positive associations for the region that have already been established.”
The campaign will be driven by consumer and trade PR activity in a bid to increase German media coverage of the region and will include journalist visits, press events and travel focused news feeds.
There will also be some cross over with other German speaking markets such as Austria and Switzerland. The campaign will reinforce images of the region being fantastic for walking, beautiful scenery and full of and literacy connections, whilst also enhancing perceptions of the diversity of what is on offer for visitors.
Frankfurt based PR and marketing agency, BZ.COMM, has been appointed to coordinate the campaign and will also manage a German Facebook site for Cornwall and Devon.