London is one of 43 cities from 23 countries that have united to launch a new common brand to market their existing City Cards. Under one banner: ‘We Love City Cards!’, the European Cities Marketing (ECM) network has forged the new scheme which follows it setting up, earlier this year, the City Cards Knowledge Group chaired by Olivier Occelli (Lyon Tourism & Congress).
The new scheme refreshes the concept of City Cards as a promotional means of offering free public transport, free entrances, free sightseeing and discounts in restaurants, shops and entertainment.
A report from ECM and TCI Research on the value for money perception in European cities had show that besides key elements in the visitors’ budget (accommodation and food), non-paying and intangible experience also strongly impacts visitors’ value for money satisfaction.
The new common City Card brand is designed to offer more profile and interaction on social media, as well as increased consumer awareness and boasts a new website www.welovecitycards.com.
Occelli says: “Last year, more than 2.7m cards were sold among the leading cities in Europe. It was essential for us to remodel the City Cards marketing strategy to stick with travellers’ habits of planning more and more their city travels through the Internet and social media.”
ECM has 110 members and is a non-profit organisation set up to improve the competitiveness of cities in Europe by providing a platform for convention, leisure and city marketing professionals to exchange knowledge, best practice and widen their networks.
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