Visit Bath, the Destination Marketing Organisation for the World Heritage city, has launched Unexpected Bath, a new marketing campaign highlighting the unexpected, quirky and more unusual side of Bath to millennials and students: an audience which it has never directly targeted before.

David James, chief executive of Visit Bath, said: “Bath is a creative and modern city, full of energy and fun things to do and we are excited to be showcasing this alternative side. Our marketing strategies are really focusing on celebrating the best of the history and heritage of the city and its modernity.

“This new and innovative campaign will appeal to younger visitors, and once they have experienced Unexpected Bath we are confident that they will return to the city many more times. We are also delighted that the University of Bath will be working alongside us as an accommodation partner as this is the first time we have worked with them in this way.”

The University of Bath is working with Visit Bath as the accommodation partner for this campaign, with creative developed by local design agency, Mytton Williams. Visit Bath will be working closely with its members who offer an unexpected or alternative experience, including adventure experts Original Wild, Electric Bear Brewing Company, walking tours by Bizarre Bath, unexpected flavours of gelato (such as Charcoal Vanilla) at Swoon and new wine bar concept in Milsom Place - Le Vignoble.

One of the highlights will be Bath on the Beach which will see an area of Royal Victoria Park transformed into a Caribbean Beach, complete with sand, deckchairs, palm trees, volleyball and table tennis. A beach bar will be serving summer cocktails and Mexican street food.

The campaign mirrors activity currently being undertaken by VisitEngland on a national level. Their research has shown that 16-34-year-old, budget conscious ‘buzzseekers’ are now taking fewer holidays at home than ever. Visit England’s campaigns for 2018 are encouraging this demographic to holiday in Britain rather than taking a low-cost holiday abroad encouraging them to “discover Britain like a global traveller and say hello to amazing experiences on their doorstep”.

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