High-profile Initiative Boosts Business Tourism Enquiries By 23 Per Cent

12th November 2010

A business tourism initiative which has showcased Lancashire and Blackpool’s conference and meetings facilities at a series of high-profile events has led to a 23 per cent increase in enquiries.

The results of the major awareness drive by Lancashire & Blackpool Conferences & Meetings were being announced as tourism bosses promoted the sub-region at the Chartered Institute of Personnel and Development (CIPD) annual conference.

The three-day event in Manchester (November 9 – 11) will allow Lancashire and Blackpool’s unique offering to be promoted to the UK’s top HR suppliers, who will be at  Manchester Central to explore the latest HR products and services.

Lancashire & Blackpool Conferences & Meetings (LBCM), a joint initiative between Lancashire and Blackpool Tourist Board (LBTB) and visitBlackpool, embarked on the major drive to highlight the business tourism offering earlier this year.

The initiative combined a major presence at the leading events and conferences on the business tourism calendar as well as a successful Venue Show held for prospective customers.

It also included the launch of an Ambassador Programme, which recruited leading business and academic figures to promote the sub-region.

A venue referral scheme has enabled venues to capitalise on the increased enquiries coming in by recommending alternative facilities when they are fully booked.

Tony Openshaw, Director of Marketing at LBTB, said: “We launched this major, new business tourism initiative to challenge the ‘big city’ conference offerings by highlighting the variety and diversity Lancashire has to offer, particularly for medium-sized and smaller conferences.

“To have a 23 per cent increase in enquiries as a result shows that people agree with us – that the area has something different to offer and that they want to find out more about the quality facilities we have to offer.

“We are actively promoting the area as a conference and meetings venue again this week, to the country’s top HR professionals at the CIPD annual conference and will continue to work to build on the success we have had so far.”

As part of the initiative, Lancashire & Blackpool Conferences & Meetings had a high-profile presence at national events such as Event UK 2010 at the NEC Birmingham and office at London’s Earls Court.

Lancashire and Blackpool’s conference facilities were also showcased at the two–day Association Congress, held at London’s Millennium Conference Centre and the HRD Conference and Exhibition for human resource professionals, at London’s Olympia.

The sub-region’s unique offering was highlighted to the ‘not for profit’ sector at the Charities and Associations Exhibition (CHASE) held at the Business Design Centre in London.

The ‘Conference Ambassadors’ scheme gives the full backing of Lancashire & Blackpool Conferences & Meetings, including comprehensive support in bidding for conferences, as well as help finding the best venues, booking accommodation and hosting fact-finding visits to the area. 

Well over 100 prospective customers attended the Venue Show conference at Park Hall Hotel Leisure and Conference Centre, just off the M6 near Chorley.

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