A new travel trade initiative introduced by Visit Southport to attract more groups to the town is being hailed a success, with interest up around 15% year-on-year.
‘Southport Pick ‘n’ Mix’ was launched at the British Tourism & Travel Show in March. Developed jointly with coach tourism consultancy Stuart Render Tourism, the initiative offers a range of inspiring ideas for a bespoke 4-night itinerary for groups. It gives group travel organisers and coach tour operators the opportunity to combine the town’s many attractions with visits to attractions in the surrounding area.
Steve Christian, destination development manager with Visit Southport says that the initiative has been one of the most successful trade campaigns in recent years.
“In 2017 Southport went through a re-branding exercise, introducing a new strapline ‘Different Every Time’. When we were looking for ideas for a trade campaign to support the new branding, we came up with ‘Southport Pick ‘n’ Mix’. We launched it at the British Tourism & Travel Show where, I’m delighted to say, it seems to have captured the attention of GTOs and coach tour operators in a way we haven’t seen for many years.
“The level of interest has far exceeded our expectations. Supported by our trade media advertising and PR activity the flow of enquiries coming into our trade team is around 15% up year-on-year. What we’re hearing is that while most GTOs and coach operators know about Southport, they hadn’t really given much thought about coming to visit. They’re telling us that not only does the ‘Pick ‘n’ Mix product stand out, but it also makes it so much easier to understand what the group offer is.”
The ‘Southport ‘Pick ‘n’ Mix’ attractions and destinations that groups can visit in the surrounding area include WWT Martin Mere Wetland Centre near Ormskirk, the National Trust’s Formby Beach, Samlesbury Hall near Preston, The World of Glass in St Helens, Ena Mill and The Courtyard, Tarleton, and a full day out in Liverpool.
The launch of ‘Southport Pick ‘n’ Mix’ follows on from the introduction of the ‘Southport Welcome’, an initiative launched at the end of 2016 to remind coach operators tour planners why the seaside destination is coach and group friendly.