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
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.