Niche move: Britain rolls out royal sites map March 06, 2002 Share 1 -- NEW YORK -- The British Tourist Authority published a "Britain's Royal Heritage" map highlighting 50 top U.K. sites associated with royalty, just in time for Queen Elizabeth's Golden Jubilee celebrations. The map is the latest reflection of a shift toward niche and special-interest marketing, said BTA chief executive Jeff Hamblin, noting the group can't "be all things to all people."The BTA identified six market segments to target: business travelers, families, seniors, youth, empty nesters and "DINKs" (double-income, no-kids), such as gays and lesbians."We're being more effective using a rifle rather than a shotgun," said Hamblin.Other recent niche tools include the family-oriented "Harry Potter: Discovering the Magic of Britain" map and the "Britain Inside & Out" pocket-sized gay guide; the royal heritage map is targeted at empty-nesters and DINKs, he added."Britain's Royal Heritage" will be available to consumers, agents -- including BritAgent specialists -- and tour operators; call (800) 462-2748.