New Marketing Challenge Fund To Bolster Tourism Activity In The East Midlands
UNITED KINGDOM, July 11, 2005. East Midlands Tourism (EMT), the region's tourism development body, is introducing a new challenge fund to support the delivery of marketing campaigns in 2005/6. This partnership initiative is designed to raise the profile of the region and encourage more staying visitors.
EMT has set aside lb500,000 for organisations to bid in to deliver tactical activity to support three campaigns. These are Outdoors, which promotes a wide range of leisure interests, Essential England focussing on the region's heritage and Meeting Place aimed at building the region's business and conference tourism market.
Grants of lb50,000 or more will be made to organisations that can match fund activity and add value to campaign delivery. Submitted proposals need to reflect EMT's tourism targets for the region, which include increasing staying visitors and encouraging tourism from abroad, particularly the rest of Europe.
Richard Dickinson, chief executive, East Midlands Tourism said,"This fund has the potential to really raise the profile of the region. We know that there are some great campaigns already underway so it makes sense to try and utilise this market expertise and knowledge, and strengthen existing routes to market. Through strong partnerships we will be able to deliver marketing campaigns that have a real opportunity to turn the spotlight on the region's destinations and attract more visitors here."
As well as demonstrating an understanding of the region's tourism framework, businesses need to explain how their proposed marketing activity will be delivered and whether it is targeted at domestic or overseas markets. Campaigns should be developed to break from the autumn onwards.
Initial expressions of interest, outlining proposed ideas and plans for delivery, need to be submitted by 1st of August. Full submissions will be requested from successful businesses after the 15th August. Information on the challenge fund criteria can be downloaded from http://www.emda.org.uk/tourism/tourism.asp?nav=08.
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