Visit Bath targets millennial audience with first 'Unexpected Bath' campaign

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”.

For more information see visitbath.co.uk/unexpected


More News...

Loganair starts direct fl…

Loganair starts direct flights between London and Aberdeen

Loganair has launched direct service between London and Aberdeen.

Tahiti Tourisme launches …

Tahiti Tourisme launches 'Pick Your Paradise' campaign

Tahiti Tourisme has launched the 'Pick Your Paradise' campaign nationally to entice travellers to learn about and explore the many facets of The Islands of Tahiti.

Cayman Islands launches n…

Cayman Islands launches new agent training programme

The Cayman Islands Department of Tourism (CIDOT) has launched an updated online travel training programme with a new easy-to-navigate design, selling tips and revised information on the complete visitor experience...

Celebrity Cruises welcome…

Celebrity Cruises welcomes 900 agents for exclusive sailing on Celebrity Edge

Celebrity Cruises’ newest ship, Celebrity Edge, arrived into Southampton earlier this week, with more than 900 trade partners invited onboard to experience its innovative features first-hand, and to learn more...

London Luton Airport serv…

London Luton Airport serves 17 million passengers

Last month saw the first time that London Luton Airport (LLA) has served 17 million passengers over a 12 month period.

Fred. Olsen to partner wi…

Fred. Olsen to partner with marine wildlife charity ORCA

Fred. Olsen Cruise Lines has teamed up with marine wildlife charity ORCA for an inaugural Iceland sailing on Boudicca for summer 2019, as part of a new partnership to monitor...

Jewel Changi shows the sk…

Jewel Changi shows the sky’s the limit when its comes to layovers

Singapore’s latest icon and aviation-lifestyle destination - Jewel Changi Airport - has officially opened its doors to the world.

Eurostar provides 360° gu…

Eurostar provides 360° guide to help travellers with autism

In a first for the travel industry, Eurostar has launched a new 360° virtual guide to help travellers with autism enjoy a smooth and stress-free journey.

Ras Al Khaimah for all ag…

Ras Al Khaimah for all ages

The Ras Al Khaimah Tourism Development Authority (RAKTDA) continues to promote its summer campaign, offering a host of summer offers for guests visiting the destination up until September 30.

Air New Zealand's new cam…

Air New Zealand's new campaign highlights London to Los Angeles route

Air New Zealand has launched its UK campaign ahead of the summer showcasing its London to Los Angeles route and highlighting its “a better way to fly” proposition.

Qatar National Tourism Co…

Qatar National Tourism Council launches ‘Summer in Qatar’ programme

Qatar National Tourism Council (QNTC) has announced ' Summer in Qatar' programme that runs from June 4 to August 16.

Wales Coast Path Walking …

Wales Coast Path Walking Festival features 40 new guided walks

Started on May 4, the Wales Coast Path Walking Festival, featuring more than 40 new guided walks created by Ramblers Cymru, will continue till the 19th of this month.

Prev Next

twn Are you sure that you want to switch to desktop version?