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BTA targets Australian 'seniors'
More than 10,000 British and Irish fans will follow the British Lions rugby union team around Australia this summer, thereby injecting millions of dollars into the Australian economy. The good news, according to the British Tourist Authority (BTA) is that Britain can hope to get at least some of the money back following a recent BTA initiative. BTA's Sydney office has mailed out a four-page letter to encourage Australia's seniors - visitors over 45 - to consider Britain as a destination for their holiday. The direct mail campaign targeted 72,000 people over a three month period with a personalised letter entitled 'Is 2001 a good year for Britain?' The BTA say the responses so far have indicated 'a resounding yes'. The 5,000 respondents to the mailing were sent a special Britain pack, which featured information on BTA's gardens, sport and UK city culture campaigns as well as destinations within the Heart of England region.
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