Leicester tourism body extends Callcredit licence

Tourism body Leicester Shire Promotions has extended its licence to use marketing and profiling software provided by Callcredit Information Group.

The organisation, which was set up by Leicester City Council and Leicestershire County Council to promote short breaks and tourist attractions within the Leicestershire region, has signed up to use Callcredit's Microvision and CAMEO tools for a further 12 months. The company has been working with Callcredit since March 2009.

CAMEO is Callcredit's flagship customer classification suite, allowing marketers to carry out consumer geographic segmentation and marketing analysis in order to increase understanding of their customers.

Microvision is a sophisticated Geographical Information System (GIS), marketing intelligence and modelling programme capable of carrying out in-depth market and customer analysis in order to accurately identify target prospect groups for direct marketing activity.

Leicester Shire Promotions will use the tools to build an accurate picture of their existing customers and previous enquirers, in order to market the most appropriate short break or event to them. In particular, they will use Microvision to understand the profile of consumers living within Leicestershire and surrounding areas, looking at variables such as drive-time to calculate consumer catchment areas for specific attractions.

The company is aiming to drive sales of its key product, 'Stay, Play, Explore', which provides a combined hotel stay and entrance to local attractions at a significantly reduced rate.

Janine Williams, Marketing Director at Leicester Shire Promotions, said: "As a not-for-profit organisation, it is essential that we get maximum value for money from our marketing campaigns. Callcredit's software helps us to achieve this by delivering accurate, reliable and in-depth customer insight and market analysis, thereby ensuring we can target consumers effectively.

"We have been delighted with the level of service and support that Callcredit provide, and we are looking forward to continuing our relationship with them for the next year."

Glyn Cowlishaw, strategic account director at Callcredit Information Group, said: "Our state-of-the-art consumer profiling and segmentation tools give marketers the insight they need in order to cost-effectively target the right customers, at the right time, with the right offers.

"I know from personal experience that Leicester Shire Promotions offer some fantastic deals on short breaks and attractions in the Leicestershire region, and I am pleased that we are helping them to bring these deals to a wider audience."