Striking images of Cumbria, Lancashire, Scotland and Yorkshire have been unveiled across Heathrow’s terminals today in a bid to promote some of the worst affected areas following recent floods.
Offering £500,000 worth of advertising space, Britain’s busiest airport has teamed up with VisitBritain and VisitScotland to encourage the airport’s passengers to visit the affected areas.
The promotional GREAT campaign images feature Hadrian’s Wall in Cumbria, Harewood House in Yorkshire, Williamson Park in Lancashire and Crathes Castle in Aberdeenshire. The affected areas will showcase their unique attractions to tens of millions of British passengers as well as international tourists throughout the six-week campaign across all of Heathrow’s terminals.
VisitBritain and Heathrow are encouraging international tourists and Britons to help spread the word further, by sharing their own spectacular images of these unique areas via social media using #OpenforBusiness!
International tourism to these areas is on the rise. In 2014, Yorkshire and Cumbria both saw a 13% increase in international visits compared to 2013 – with 1.4 million and 265,000 visits respectively – while Lancashire welcomed more than 280,000 visits from overseas, an increase of 12%.
Growth has been even higher in the longer-term with international visits and spending in Cumbria both up 35% in the five years to 2014. Spending during this period was also up in Yorkshire (37%) and Lancashire (24%).
