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VisitBritain and Emirates target wealthy tourists with new campaign

A marketing campaign promoting Britain as a luxury destination to travellers with more than $1m in disposable funds has launched in China, India, UAE and Singapore.

Jointly funded by VisitBritain and Emirates and created by Albion, the "Britain. A tradition of Luxury" campaign runs across press and online and is supported through email, DM and a campaign microsite.

Highlighting luxury tourist destinations such as The May Fair, St Andrews, and Bodysgallen Hall, the campaign targets 35 to 55-year old international travellers.

VisitBritain director of marketing Laurence Bresh said of the new campaign: "I’m delighted to announce Emirates as the lead partner in one of our most sought after campaigns of the year. It’s a great match – Emirates has perfected the art of luxury over many years, as has Britain over the centuries."

"Whether these visitors have a passion for rubbing shoulders with the British elite at Royal Ascot, shopping at Harrods, taking a journey on the Orient-Express or a stay at the May Fair London, we have many luxurious experiences just waiting to be enjoyed."

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