New Balearic islands campaign promotes the region in winter


The Balearic Islands hope to increase visitor numbers outside the peak season with its new Better in Winter campaign. The campaign, announced at last


week’s World Travel Market show in London, has been launched with the publication of a consumer magazine highlighting events in the Balearic islands between October and May. UK visitors to Majorca, Menorca, Formentara and Ibiza totalled more than 3.3 million between January and September, accounting for about a quarter of all tourists to the Balearics. Despite the increase, much of


the tourism remains concentrated around the summer months.


MENORCA: Island’s UK arrivals up 10.3% for first nine months of year


The campaign aims to showcase the islands at a quieter time of year and highlight that they are more than just sun and sea destinations. Gabriel Barcelo, Balearic Islands


vice-president, said: “These are the times when guests can experience a truly authentic and


heart-warming holiday.” illesbalears.es


Brand USA boosts


Robin Searle robin.searle@travelweekly.co.uk


Brand USA has unveiled enhancements to its online training programme, including five new training modules and an incentive for UK agents to win flights to the US with American Airlines and British Airways.


Plans are also in place


for an online USA Toolkit to provide travel professionals with imagery, travel tips and itinerary suggestions. The toolkit will be launched next


year and will form part of a new- look consumer website designed


to allow visitors to personalise content and browse information linked to three ‘personas’: those looking for excitement, to ‘get away’ or to have authentic experiences. Speaking at WTM, Brand USA


WIN!


chief marketing officer Tom Garzilli said: “We have seen strong growth in the UK market and we are bullish about that continuing, despite some of the headwinds we face. “Our job is to inspire


consumers to think about the US and give the trade the tools to convert that interest into sales, so we will continue to invest to make that happen.” The five new training modules on the USA Discovery Program focus on Enterprise Holdings,


24 travelweekly.co.uk 17 November 2016


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