Audience Profile
Destinations attracts over 54,000* independent, discerning, affluent and passionate travellers across both the London and Birmingham Shows.
89% of visitors are ABC1
70% of Destinations London visitors come from London and the South East.
80% of Destinations Birmingham visitors are from the East and West Midlands The audience is split into two main groups:
The Dinkys
- Under 35
- Professional
- Love travel, active, curious, independent, discerning and adventurous
- Preparing for weddings
- Enjoy culture, good food and drink, socialising
- Enjoy a mixture of short breaks, UK and abroad for culture, fun and relaxation and long breaks for a mix of culture, beach, adventure and discovery
- Take between 3-5 holidays and short breaks per year
The Glams
- 50 plus
- Looking forwrd to retirement or retired
- Empty nesters
- Disposable income to spend on luxuries in life including travel and holiday property
- Enjoy golf, keep fit, tennis, gardening, walking, galleries/museums, theatre and wine
- Enjoy short breaks - for culture, relaxation, golf holidays, European breaks, holidays of a lifetime - long haul, safari, cruise
- Take between 4-7 holidays and short breaks per year
"Destinations is a Show which just seems to get bigger and better every year. We found that the visitors were genuinely interested in travel and were well informed and ready for an adventure. We will certainly be back in 2008." Dragonman Overland
Delivering visitors
The marketing strategy is designed for maximum exposure amongst the Show's key audience. The comprehensive campaign reaches across key media channels, forms powerful partner alliances, and taps into Clarion Events' database of high spending consumers. It includes:
- Extensive promotion and coverage with our title media partner in; The Times, The Sunday Times and The Sunday Times Travel Magazine
- High profile advertising campaign via the national and regional press, specialist travel publications, lifestyle titles and online
- Radio campaigns targeting the core visitor groups across key stations
- Outdoor advertising via London Underground and prominent poster sites
- Extensive direct mail and leaflet distribution campaign through partners, retail outlets and targeted databases
- Dedicated regional and national PR campaign
"Cox and Kings once again enjoyed a successful Destinations Show, generating many AB1 new leads, and reaffirming relationships with traditional Cox & Kings customers. A worthy event to exhibit at for travel companies that wish to market to real travellers." Cox & Kings
Additional Exposure
Destinations features vibrant, cultural extravaganzas to inspire and captivate visitors. These attractions provide exhibitors with unrivalled opportunities to increase their brand awareness.