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EuroDirect & English Regional Tourist Boards Launch First UK Tourism Classification System

07 December 2001

EuroDirect, the leading database marketing specialist has developed the UK's first classification system for the UK tourism market, in a joint initiative with eight English Regional Tourist Boards.

TARGET©, the unique and exclusive system, is the only classification of its kind available to tourism destinations and all businesses in the tourism sector in England.

Available exclusively through the Regional Tourist Boards the TARGET© classification has been built from a unique combination of specially collected tourist survey data, the latest Census and a range of other geodemographic datasets. Applied to the DemoGraf* GIS system, it will be used to provide regional tourist board members with target marketing services, via a bureau service operated by each individual tourist board.

The system has been designed to help tourist businesses in England to promote and market themselves to the UK consumer, improving their revenues and profitability.

John Slater Managing Director of Southern Tourist Board on of the participating English Regional Tourist Boards comments:
" With the consequences of the foot and mouth epidemic, it is important that we help tourism businesses in England target the consumers they need to rejuvenate the domestic tourism industry. In order to do this, we needed a system that would accurately classify, target the tourism market and drive the push for new business. TARGET© does just that."

John Dobson, Managing Director for EuroDirect comments:
" We are delighted to be working with the eight English Regional Tourist Boards in this venture. Many businesses are still unaware of the opportunities that direct marketing offer. The main aim of the classification and integrated DemoGraf* package is to gain a better understanding of their customers within their catchment areas. They can then use this knowledge to recruit new customers through a variety of effective direct marketing techniques."

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