New ad campaign pitches Bath as ultimate detox destination

A new marketing campaign highlighting Bath as the ultimate 'detox' location has been launched, with both print and online advertising aimed at encouraging visitors to the area during January and February.

Targeting an audience of up to two million readers across London, Birmingham and South Wales, the campaign is designed to capture the heart of Bath's spa heritage whilst emphasising the city's relaxing and rejuvenating properties.

Funded by Bath Tourism Plus (BTP), the Government's Regional Growth Fund and 10 of Bath's top hotels, the campaign hopes to attract couples and female friends and relations who are looking for a 'pick me up' after Christmas.

Taking £20,000-worth of bookings in its first two weeks, the offer is built around a spa break package that can only be booked on the visitbath.co.uk website. The package includes one night's accommodation at one of Bath's 3, 4 or 5 star hotels, together with a four hour session at Thermae Bath Spa.

Chief Executive of BTP, Nick Brooks-Sykes said: "The importance of this campaign is that it is targeting a valuable London audience as well as our key catchments of the Midlands and South Wales to visit in a period which is traditionally quieter for businesses. I am delighted that so many hotels are supporting the move."

Marketing Manager of Thermae Bath Spa, Peter Rollins added: This is a really good initiative at a time of year when all of us can benefit from new business. The campaign has demonstrated the opportunities of marketing Bath as the UK's premier spa destination."

The exclusive 'Bath Spa and Detox Escape' package is available any day of the week until 13 February 2014 subject to availability.