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MASSPORT AND VIRGIN ATLANTIC ANNOUNCE JOINT ADVERTISING PROGRAM

 MASSPORT AND VIRGIN ATLANTIC ANNOUNCE JOINT ADVERTISING PROGRAM
 BOSTON, Feb. 25 /PRNewswire/ -- The Massachusetts Port Authority (Massport) and Virgin Atlantic Airways have teamed up to announce a $200,000 marketing campaign aimed at attracting British tourists to Boston and New England this summer. The jointly sponsored advertising and promotional effort includes newspaper and radio ads in the U.K. and a variety of promotional events.
 Known as a company that sponsors attention-getting promotions, the British airline's program features a series of events aimed at creating excitement about Boston among British travelers. Virgin Atlantic Airways Chairman Richard Branson said, "We are delighted to have been chosen to participate in this joint program with Massport. The marketing program we've developed will promote tourism and further emphasizes Virgin Atlantic Airways' commitment to Boston and New England."
 In honor of the startup of Boston service, last year Virgin created the FareShare program in which the airline pledged to donate one dollar to the local Long Island Shelter for the Homeless for every passenger who flew from Boston to London. The program ran from May 30 to Dec. 31.
 In a consumer promotion planned for this year, Greenwich in southeast London, a traditional nautical area with the national maritime museum, the berth of the famed merchant ship the Cutty Sark, a colorful open-air antique market and an arts and crafts market, will be transformed into "New England in Old England." New England food (lobsters and clam chowder) and street entertainers who symbolize New England characters and attractions will be featured in the popular tourist area. The campaign will also include consumer and trade press advertising, newspaper contests allowing travelers to win trips, the broadcast of a morning radio show from Boston and a special section on New England in the Virgin holidays brochure.
 At $11 billion a year, tourism is the No. 2 industry in Massachusetts. In the summer of 1991, a record 330,000 trans-Atlantic visitors passed through Logan, and each spent an estimated $797 while they were here. According to Massport Executive Director Alden S. Raine, "Aggressive marketing efforts helped to generate $263 million for the local economy in fiscal 1991."
 The joint marketing program with Virgin Atlantic Airways is part of Massport's international tourism marketing program for fiscal 1992. Massport has allocated $500,000 for a cooperative advertising and promotional campaign in the U.K. which is being shared by Virgin Atlantic Airways and Northwest. Funds are matched on a 50/50 basis with airlines and tour companies participating in the program. Massport has allocated $400,000 for joint marketing in Japan, and $250,000 for joint marketing in Germany.
 -0- 2/25/92
 /CONTACT: Teresa McAlpine of Massport, 617-973-5600; or Lori Levin-Hyams of Virgin Atlantic, 212-206-6612/ CO: Massport, Virgin Atlantic Airways ST: Massachusetts IN: AIR LEI SU:


EG-SH -- NE002 -- 2266 02/25/92 10:37 EST
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Publication:PR Newswire
Date:Feb 25, 1992
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