Niche move: Britain rolls out royal sites map

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.

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