Umbrellas being used to sell Andalucía to the British

Umbrellas being used to sell Andalucía to the British
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By h.b. - Nov 7, 2009 - 9:32 AM
The Junta de Andalucía is spending two million € at the World Travel Market in London next week

Luciano Alonso - EFE archive

The Junta de Andalucía has announced what it says is an advertising campaign without precedent to attract more British tourists to the region.

The region has a large presence at the World Travel Market which runs in London from Monday to Thursday next week, and a budget of some two million €.

There will be direct advertising in key locations such as airports, Waterloo, Paddington and Victoria Stations and in Leicester Square and a whole list of ‘working meetings’ designed to increase tourist numbers.

Regional Councillor for Tourism, Luciano Alonso, speaking in Málaga on Friday, said the British market was weak because of the loss in value of sterling, but it had to be a priority for Andalucía. He highlighted that part of the campaign was in the Daily Telegraph where there will be a special supplement on Andalucía. Other initiatives will target Liverpool, Manchester and Birmingham.

During the World Travel Market 15,000 umbrellas will be given away – each has the slogan ‘In sunny Andalucía you don’t need this’.

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