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...

Food and fiesta in the s…

 Food and fiesta in the sunshine state

Seaworld Florida will be playing host Tampa Bay’s celebrated Food & Wine festival from March 16 to April 28.

Flybmi ceases operations,…

Flybmi ceases operations, passengers stranded

British Midland Regional Limited announced on Saturday that it has ceased operations and is filing for administration.

Thailand now offering 'eV…

Thailand now offering 'eVisa on Arrival' for 21 countries

Thailand is now offering eVisa on Arrival (eVOA) service for travellers from 21 countries, thereby enabling a faster and more convenient arrival into the country. 

Singapore Tourism celebra…

Singapore Tourism celebrates bicentennial with a year of events

The Singapore Tourism Board is commemorating the city state’s bicentennial year with a series of events running throughout 2019.

Carnival opens bookings f…

Carnival opens bookings for Mardi Gras voyages

Mardi Gras, the latest vessel for Carnival Cruise Line, is now open for bookings ahead of its inaugural schedule for 2020.

Premier Holidays partners…

Premier Holidays partners with Visit Isle of Man

Premier Holidays has partnered with Visit Isle of Man to market all-inclusive breaks to UK travel agents.

Agents advised to plan ah…

Agents advised to plan ahead to avoid taxing times

Agents who complete Self Assessment tax returns at the end of each financial year are advised to start planning early to avoid last-minute panic and late filing penalties which caught...

A quarter of Brits stroll…

A quarter of Brits stroll toward walking holidays

The days of Brits abroad lazing by the pool appear to be over, a new study has revealed.

Tauck announces 2019 savi…

Tauck announces 2019 savings for solo travellers

Tauck is welcoming solo travellers with special savings in 2019. 

Crystal Endeavor to sail …

Crystal Endeavor to sail from Anadyr to Norway in 2021

Crystal Expedition Cruises’ Crystal Endeavor will embark from Anadyr, Russia to Tromsø, Norway on August 18, 2021. 

Diversity of Italy ideal …

Diversity of Italy ideal for escorted tours says Newmarket Holidays

From the Northern lakes to southern outpost of Sicily, Italy has a lot to offer clients enthuses Newmarket Holidays’ commercial director Dave Sharman, who said: “Italy has so much more...

No1 Lounges reveals new l…

No1 Lounges reveals new lounge at Edinburgh Airport

No1 Lounges has opened a new lounge at Edinburgh Airport.

Prev Next

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