easyJet and Netherlands Board of Tourism invest EUR 4.5m to boost Dutch tourism
Thursday 15, September 2011
easyJet has announces a new partnership with the Netherlands Board of Tourism and Conventions (NBTC) to jointly market city breaks in Holland to holidaymakers across Europe. The three-year deal will help to boost visitor numbers to the Netherlands and increase demand for Dutch city breaks.
Key aims of the three-year marketing campaign, which will be carried out in conjunction with eight Dutch cities, are: 750,000 extra city break visitors to Holland from the UK, Germany, Italy and Spain, and €300million in increased visitor spending in targeted Dutch cities.
The campaign will be focused mainly in German, Spanish, Italian and British markets, which match NBTC’s priority countries for attracting tourists. easyJet has a strong presence in these countries with local staff and marketing representatives on hand to drive targeted multi-media campaigns.
Paul Simmons, easyJet’s UK Director, said: “easyJet is already a major force in tourism and commerce within the Netherlands. We have been flying to Amsterdam since 1996 and have carried a total of 23 million passengers to and from the city over that time.
“Working closely in partnership with the NBTC will only help to strengthen our commitment to making travel easy and affordable for passengers travelling to Holland from all over Europe and boost tourism to the country.”
Andrew van der Feltz, Business Development and Network Director at the NBTC, said: ‘‘We are delighted to be pooling our resources with easyJet to drive tourism to Holland by competing even more effectively for share of voice with other destinations. By formalising a partnership with Europe’s fourth largest airline, we are significantly better placed to achieve our goals over the next three years."
"This partnership is an excellent example that fits our strategy to bundle as many relevant domestic and international partners and resources as possible to maximize marketing power for the destination Holland”.
The three-year deal between follows an £18million investment by the airline with VisitBritain to promote the UK as a tourist destination and is part of easyJet’s strategy of building marketing partnerships with tourist authorities across Europe. easyJet operates Europe's No. 1 air transport network with a leading presence on Europe’s top 100 routes and at Europe’s 50 largest airports. easyJet flies on more than 550 routes between 130 airports in 30 countries. More than 300 million Europeans live within one hour’s drive of an easyJet airport, more than any other airline.
easyJet currently operates 16 routes for leisure and business passengers to Amsterdam Schiphol Airport from across Europe (Basel, Belfast, Bristol, Edinburgh, Geneva, Liverpool, London Gatwick, Luton, Stansted, Manchester, Madrid, Milan, Prague, Rome, Split) – with plans to launch four additional routes by spring 2012 from airports including: Glasgow, London Southend, Barcelona and Berlin Schoenefeld.
The airline celebrates its 15th anniversary in the Netherlands this year, after launching its first ever international route from Luton to Amsterdam in 1996 and is forecasted to fly 3.1 million passengers to and from Holland in 2011.
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