VisitBritain has teamed up with the Leisure Pass Group to revamp the Great British Heritage Pass (GBHP).
The pass – valid for either four, seven or 15 days or a month – has been in operation for more than 30 years and allows entry to in excess of 600 participating historic attractions – including all those managed by the National Trust and English Heritage.
The new partnership has been created with the aim of developing the pass as well as increasing its distribution and usage.
The Leisure Pass Group (LPG) – whose products include the London Pass, New York Pass, Dublin Pass and Philadelphia Pass – will develop smart technology for the GBHP as well as working with VisitBritain to implement a new marketing strategy and manage the relationship with participating properties.
The Leisure Pass Group also aims to increase sales channels – currently, 27,000 passes are sold through agents and VisitBritain’s overseas offices.
Minette Bellingan-Stoneman, VisitBritain’s commercial manager, said: “LPG’s expertise and knowledge will help us deliver more efficient technology for the visitor and an increase in sales of the GBHP.”
The new smart pass will be introduced in 2006. Details: www.visitbritain.com
