Page last updated at 19:26 GMT, Thursday, 5 June 2008 20:26 UK

Tourism potential is 'sky high'

Literature in executive airport lounges aims to attract high-earning visitors

A South West airline is flying the flag for local tourism by carrying mini holiday planners for the English Riviera on all its flights from Exeter.

In a joint initiative by Torbay Council and Flybe, literature about Torquay, Paignton and Brixham is being put in planes' seat back pockets.

The information could reach a "captive" audience of about 70,000 passengers per month flying in and out of Exeter.

Flybe said the innovative marketing potential was "literally sky high".

'Perfect showcase'

Aviva Pearson, the council's director of tourism said the initiative, believed to be the first in the UK, was a perfect way of showcasing the English Riviera and encouraging passengers to choose it as a base for their holidays.

"The Bay is such a convenient distance away from the airport and this is the perfect way for people to discover everything we have to offer," she said.

In a bid to target high-spending visitors who may be tempted to visit the area outside peak summer months, the literature is also being distributed through Flybe's executive airport lounges in Manchester, Edinburgh, Glasgow, Newcastle and Belfast.

Flybe spokesman Jim Eaton-Terry said the mini holiday planners were high quality and informative and the company was delighted to promote such a beautiful part of the country.

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