Britain woos India’s Dinks and Sinks

KOLKATA: If you think that England is all about a brisk tour of London town or lazy walk in lush meadows, think again! Because, Great Britain has just evolved a two-pronged strategy to specifically lure Indians with a variety of options.

VisitBritain, the quasi-governmental organisation funded by the British department of culture, media and sports, is on a marketing overdrive. It is consciously targeting Dinks (double-income-no-kids) and Sinks (single income, no kids) segments in the 25-40 years age bracket. That’s not all. For the first time, there is a greater emphasis on showcasing Britain as a “Mice” (meetings, incentives, conferences and events) destination to Indian business houses. Consequently, the country is wooing corporates with big budget allocations for such programmes. “VisitBritain has even prepared a brochure listing various MICE locations and to provide tips on activities for HRD meets,” said Punam Singh, country manager, VisitBritain, India.

These efforts are dovetailing with the initiatives from national carrier British Airways. The airline is increasing its frequencies from Chennai from the present bi-weekly status to six times a week, come October.

Bangalore will see the launch of five flights a week from October while the number of flights from Mumbai will be doubled from a daily service to twice a day from March 2006.

Singh said a conscious effort is being made by VisitBritain to promote regional and seasonal spread so that people move out to Scotland, Wales and Ireland to sample the various tourism products on offer. With this objective, shopping, nightlife and romantic getaways are offered.