THE FRIENDLY INVASION HOW THE UNITED STATES CHANGED EAST ANGLIA FOR EVER

AN INTRODUCTION FOR TRAVEL OPERATORS AND TOURISM BUSINESSES Introducing The Friendly Invasion

4 Quintessential and The Special Relationship Visit East Anglia, supported by The Friendly Invasion encourages travel We have been working closely with 6 The Friendly Invasion in a nutshell operators to sell tours for groups and individuals Visits Cambridge & Beyond, Essex, Visit Britain, has been leading on that take in the significant World War II sites as , Suffolk and as well as 7 Our target visitors developing the Friendly Invasion well as the contemporary visitor offering that IWM Duxford, The Cambridge American 8 Visitor needs product to encourage more visitors includes the world-renowned university city Cemetery and Memorial, the 2nd Air 9 Visitor benefits from the United States to experience of Cambridge, the country’s best-preserved Division Memorial Library in Norwich, 10 Visitor characteristics – some key facts medieval city of Norwich, charming market and bomb group museums and 11 Need to know about visitors/booking habits the region where over 350,000 towns such as Lavenham and Bury St Edmunds, memorials including Thorpe Abbotts and many boutique and characterful country (100th Bomb Group), Horham (95th 12 East Anglia map & getting around US Air Force servicemen were hotels and pubs. It can also guide and advise Bomb Group) and Old Buckenham 14 What US tour operators and agents say based during World War II. Free Independent Travellers (FITs). (453rd Bomb Group). 16 East Anglian destinations Their arrival from 1942 created the The Friendly Invasion product is one of a In these pages, we describe our target 18 Key collateral – World War II number of successful projects made possible visitor types, summarise the benefits 20 Masters of the Air – TV series biggest landscape and cultural impact by HM Government’s £40m Discover England the product provides and outline what 22 Get involved with The Friendly Invasion of any event in East Anglia since the Fund, administered by Visit England – we hope to achieve working together, Norman Conquest 900 years earlier. discoverenglandfund.org ensuring that today’s Friendly Invaders will be just as warmly welcomed Milestones on The Friendly Invasion project so and well looked after as their fellow far have included a launch event at Imperial countrymen were 75 years ago. War Museum Duxford with 300 guests, a familiarisation trip for US and UK-based travel Pete Waters, operators, and visits to US sites including the Executive director, National World War II Museum in New Orleans Visit East Anglia and The Mighty Eighth Air Force Museum in Savannah.

Hollywood actor James Stewart, who served with The Mighty Eighth. 2 3 Quintessential England and The Special Relationship

The Friendly Invasion is a bookable product that provides a unique experience for US visitors, enabling them to walk in the footsteps of their forebears whose bravery and sacrifices helped win the fight for democracy and free speech against totalitarianism. Along the way visitors will find the essence of quintessential England – medieval castles and cathedrals, the Royal family’s private home, tea rooms and country pubs, quaint villages with thatched homes, characterful market towns, punting on the River Cam, moated manor houses, aristocratic stately homes, majestic gardens and stunning countryside. They might discover English whisky distilleries, links golf clubs on stunning coastline, and boating on the unique Norfolk Broads. They will undoubtedly find superb local food Norwich Sandringham – home to the Royal Family and drink, including craft ales and local farm and sea ingredients, excellent shopping and a brilliant range of accommodation that includes boutique hotels, country estate hotels, spa hotels and traditional inns. They will discover the region where our nation started, from here ‘Angle land’ went on to become England, and where the biggest percentage of passengers on The Mayflower came from. They will discover other North American links, including John Rolfe of Heacham, whose marriage to Pocahontas created the Special Relationship between our countries and without whom it’s likely US visitors would be speaking Spanish, Dutch or French, and Thomas Paine of Thetford, whose writing inspired George Washington and so helped save the War of Independence.

Statue of Thomas Paine, Thetford Cambridge Elm Hill, Norwich

4 5 The Friendly Invasion in a nutshell Our target visitors

Walk in the footsteps Travel along winding lanes through lush green countryside and by stunning coast and discover a land of Roman forts, of some of the earliest Viking pillaging, Anglo-Saxon churches and Norman castles settlers to North and cathedrals. America – and the This is where England’s Agricultural Revolution began, generation of United but was bypassed and left unsullied by the grime and States Air Force dirt of the Industrial Revolution. servicemen who fought Passing through rich arable and grazing land and set-in-aspic, The friendly invasion – where target audiences higgledy-piggledy villages and market towns you will be and destination activity meets the ‘hot-spot’ and died to defend our transported back in time. Rural life seems to have changed freedom and democracy little since The Mighty Eighth Air Force began arriving in 1942. against Nazism. Welcome to England as you imagine it. Using Visit Britain research and data, we have “I would love for identified three key US target market segments. all the family, every one of us, to come as a ENJOY THE TRADITIONAL PUBS, INNS, EXPLORE ONE OF THE WORLD’S GREAT WALK THE COBBLED STREETS OF THE FINEST CURIOUS AFFLUENT RELAXED TAVERNS AND TEA ROOMS THEY DID UNIVERSITY CITIES, AS THEY DID MEDIEVAL CITY IN ENGLAND, AS THEY DID EXPLORERS TRENDSETTERS SIGHTSEERS group… to feel the emotion, because Aged 25-68 Aged 25-54 Aged 65+ 18% of travellers 17% of travellers 16% of travellers it is emotional.” Go to places that are not Want to experience Like to experience new Ann Cook, daughter of Staff Sergeant Marion ‘Mac’ Makarewicz, obvious and like discovery. things that others haven’t, things. Have a special ball turret gunner, 95th Bomb Group Like customisable trips but also want high interest in history, that can be organised at standards of hospitality. museums and seeing their own pace. They are digital natives sights. Like to learn, and early adopters. explore and experience. 6 7 The Friendly Invasion is an easily-accessible way to explore and experience quintessential England – with unique north American connections. It would also Visitor needs Visitor benefits appeal to those on the Continent interested in the Liberation Route Europe story.

Visit East Anglia aims BESPOKE, TAILORED OR EXPERIENTIAL TOURISM RATIONAL BENEFITS EMOTIONAL BENEFITS ADVISED ITINERARIES to be a one-stop shop Visitors want to go to a traditional CONNECTIVITY East Anglia is just an hour’s drive from Heathrow Airport. EXPLORATION A trip to East for information on Link up key sights with accommodation English pub and tea room, attend local Stansted Airport is close to Cambridge, and Norwich International Anglia will include amazing sights The Friendly Invasion, providers. Group travellers must be events, use independent shops, be Airport has connecting flights from the US via Schiphol Airport in and experiences to tell your friends able to book itineraries, whereas pampered in a health spa, eat and drink Amsterdam, Holland. The region has an excellent road and rail infrastructure, and relatives about. suggested itineraries, Free Independent Travellers (FITs) must local products, immerse themselves in and Continental ferry between Harwich and Hook of Holland. It is easy and ENRICHMENT Immerse yourself in be able to tailor trails to their needs. our culture. practical to combine The Friendly Invasion with a visit to London. knowledge and the way of the English people, see contact information. CONCENTRATED The key elements of The Friendly Invasion are no more than how we live, work and play. AWARENESS ENHANCEMENT ACHIEVEMENT AND EDUCATION two hours from each other, and travellers will never be far from superb dining EMPATHY To discover The Friendly and accommodation opportunities. The Friendly Invasion will provide Visitors will get off the beaten track, Invasion is to get to know England, knowledge and increased awareness. increase their knowledge, and do CHOICE The Friendly Invasion offers an extraordinary variety of quintessential to become an England Insider, and something many of their English experiences, from the historic and heritage to contemporary. to understand the close historical TRANSPORT contemporaries will not have done. It can combine countryside and coast, cities, market towns and coastal ties between East Anglia, England communities. It can be explored by train, car, coach, boat, cycle and on foot. and North America. Visitors want good, reliable transport – trains are the preferred method of travel.

NORWICH’S VICTORIAN DISCOVER CHARACTERFUL COUNTRY GET OFF THE BEATEN TRACK IN EAST ANGLIA, RAILWAY STATION PUBS ACROSS THE REGION BY CAR, COACH, CYCLE OR ON FOOT

8 Take part in English festivals 9 Visitor characteristics – some key facts

NEED TO KNOW ABOUT VISITORS 79% OF AMERICAN HALF OF ALL HOLIDAY NEW YORK AND 40% OF AMERICANS – The US is globally ranked 2nd for VISITORS ARE ‘VERY VISITORS ARE GENERATE THINK A TRIP TO FRANCE IS THE MOST international tourism expenditure. LIKELY’ OR ‘LIKELY’ TO MAKING A REPEAT THE MOST VISITS BRITAIN WOULD BE VISITED DESTINATION – Average length of stay of US visitors in the UK is 8 nights. RECOMMEND BRITAIN TRIP TO BRITAIN TO BRITAIN ‘EDUCATIONAL’ IN WESTERN EUROPE – Average spend per visit is £989. FOR US TRAVELLERS – – They are Year-round visitors – 20% visit Jan-Mar, THE D-DAY BEACHES 27% Apr-Jun, 29% Jul-Sep, 24% Oct-Dec. AND LIBERATION CAMBRIDGE IS THE VISITORS ENJOY HISTORY AND HERITAGE AND BRITAIN IS THE – Americans want to stay in a 3-star plus property ROUTE EUROPE MOST POPULAR DAY ENJOYING QUINTESSENTIAL ENGLISH EXPERIENCES DESTINATION THOUGHT in a location close to their activities. They are used ARE IMPORTANT TRIP FOR US VISITORS – SIGHTSEEING OF FAMOUS BUILDINGS AND BEST TO OFFER ‘FUN to larger beds, larger rooms and, without exception, STAYING IN LONDON MONUMENTS, VISITING A PUB, GOING SHOPPING AND LAUGHTER want private bathrooms. – The trade structure is dominated by travel agents and tour operators. – Lead time for planning trips is usually two years for product to appear in a fully escorted tour, with a shorter planning cycle of six months to a year for FITs. BOOKING HABITS – 60% direct with supplier (accommodation and airlines), 25% online travel agent, 15% traditional travel agent.

Cambridge

Modern art at Aldeburgh beach, Suffolk Right: US visitors think Britain will give them ‘fun and laughter’ – like these guys 10 enjoying a pint with the locals 11 East Anglia – Getting around Cromer Sandringham the home of Estate The Friendly Norfolk Broads Invasion King’s RAIL – It’s easy to experience AIR – Stansted Airport is one of Norwich International Lynn Great The Friendly Invasion by train with the fastest-growing in the UK, Airport has four daily Yarmouth Greater Anglia which operates with direct flights from Boston flights to Amsterdam NORWICH services between London and and New York beginning in Airport, Holland, Cambridge, including Bury St April 2018. The airport is well from where KLM flies Edmunds and Stansted Airport, served by rail and is located direct to multiple and also London and Norwich, next to the M11 between destinations in the Thorpe Old Abbotts taking in Colchester and Ipswich. London and Cambridge. United States. Thetford Buckenham greateranglia.co.uk stanstedairport.com norwichairport.co.uk Cambridge DISS American Cemetry and Southwold Memorial Newmarket Bury St Horham Edmunds

CAMBRIDGE American Air Museum (IWM Duxford) Lavenham Aldeburgh

LONDON IPSWICH STANSTED East Anglia AIRPORT

London COLCHESTER

CHELMSFORD

12 View across the beach at Aldeburgh, Suffolk 13 What US tour operators and agents say

OUR STRENGTHS LOOKING FOR ‘ENGLAND’ CUSTOMERS HAVE A LARGE LIST OF THINGS THEY ANCESTRY AND HISTORY LIKE ‘VERY ENGLISH’ – Proximity to London EXPERIENCES; WANT TO DO IN ENGLAND – THEY GO ONLINE & ARE REALLY POPULAR – SUCH AS PICTURESQUE – History, heritage and traditions HISTORICAL THEMES GOOGLE FOR IDEAS. THIS NEEDS TO BE FOCUSSED HOOK ANYTHING ON TV COUNTRYSIDE – Common language and values AND INTEREST DOWN INTO A MANAGEABLE TRIP SHOWS/FILMS – Easy access – Transport and connectivity

ENGLAND WEAKNESSES LOVE HISTORICAL SITES, WANT NEW PRODUCT IN ENGLAND – THEY LIKE BRAG FACTOR IS OUTSIDE OF LONDON IS CULTURE, GOING TO A ANYTHING THAT IS POPULAR CULTURE IN AMERICA, IMPORTANT TO THOSE UNKNOWN – NEED TO BE – London dominates perceptions – PUB, AND MIXING WITH SUCH AS ON TV. THEY LIKE TO GO BEHIND WHO ARE SECOND FED IDEAS, THEN THEY’LL it is a ‘blessing and a curse’. LOCALS THE SCENES, SUCH AS MEET THE CHEF TIME VISITORS BUY IT. – Sourcing high quality accommodation outside London with availability. – Challenging to plan an entire journey to rural areas using trains, and delivering in a seamless way to the customer. – Perception of low quality food and drink – all travel operators point out that this is not the reality. – Awareness of English regions is low. – Product is there – but needs better packaging and marketing. Southend-on-Sea pier, Essex Stunning countryside of East Anglia Right: Last Night of the Proms event at the National Trust’s Blickling Hall

14 15 East Anglian destinations

The Friendly Invasion is not a prescriptive product. Travel operators will want to develop their own tours for their specific target customers, but here are some of the highlights of any bucket list, whether a 3-day break or a longer holiday… Comprising Cambridgeshire, Essex, Norfolk and Suffolk, East Anglia has excellent road and rail links, and two international airports at Stansted and Norwich. Relax in Cambridge Norwich Castle illuminated

Newmarket is the birthplace of thoroughbred horse racing Cambridge – one of the Norwich – the best-preserved Southwold – on Bury St Edmunds – the former Lavenham – once one of the Norfolk Broads – unique Newmarket – The world world’s top 5 university medieval city in England, Suffolk’s Heritage seat of the Kings of the East 20 wealthiest settlements 125 miles of navigable centre of thoroughbred cities, Cambridge is famous Norwich has an iconic Norman Coast, Southwold is Angles, Bury St Edmunds has a in England, Lavenham is a waterways and lakes, horse racing, Newmarket for King’s College Chapel, castle and cathedral, the largest a charming seaside magnificent Abbey and Abbey market town of half-timbered the Norfolk Broads were has two race courses, over Cambridge University permanent covered market in resort with traditional gardens, excellent shopping medieval cottages, noted for created by man-made 3,500 race horses, and Library and The Backs by the Europe, and superb High Street pier and beach huts, choices, brewing history (a main its 15th century church and medieval digging for the National Horseracing River Cam where punts glide and independent shopping in and home to Adnams employer is Greene King brewery) Lavenham Guildhall. peat to be used as fuel. Museum. effortlessly with the swans. cobbled streets. Brewery and Distillery. and links to the Magna Carta.

Lavenham, Suffolk Bury St Edmunds, Suffolk The unique Norfolk Broads

16 17 Key collateral – World War II

IMPERIAL WAR MUSEUM DUXFORD 100th BOMB GROUP MEMORIAL Britain’s largest aviation museum, IWM Duxford tells the MUSEUM THORPE ABBOTTS story of those who lived, fought and died in conflict from Atmospheric buildings, including the original airfield World War I to the present and is home to the impressive control tower, take you back to World War II and help American Air Museum which includes a B-17 Flying Fortress. you relive the story of the ‘Bloody Hundredth’. CAMBRIDGE AMERICAN CEMETERY AND MEMORIAL 453rd BOMB GROUP, OLD BUCKENHAM The only American World War II cemetery in Britain and Still being used as an airfield, ‘Old Buck’ was the run by the American Battle Monuments Commission, the wartime home for Hollywood actor James Stewart, 30-acre site contains the remains of 3,812 military dead and revered in the USA as the only Academy Award winner 100th Bomb Group Memorial Museum, Thorpe Abbotts, Norfolk 95th Bomb Group, Horham, Suffolk 5,127 names are recorded on the Tablets of the Missing. to see wartime service, and also Walter Matthau. 2nd AIR DIVISION MEMORIAL LIBRARY, NORWICH 95th BOMB GROUP, HORHAM The Airmen’s Bar at The Swan Inn, Lavenham A unique collection of over 30,000 photographs, letters, Faithfully restored air base buildings keep alive the DON’T MISS – THE EAGLE BAR, CAMBRIDGE – see graffiti and signatures left behind memoirs and other documents, the archive documents the memory of the 95th. This is a living museum and on the walls and ceilings by servicemen from The Mighty Eighth Air Force. wartime experiences of Second Air Division personnel and monument to the only Eighth Air Force Bomb Group to THE MAIDS HEAD, NORWICH – thought to be the oldest remaining hotel in Britain – their relationships with the East Anglian populace. receive the Distinguished Unit Citation three times. you might stay in the room where Queen Elizabeth I once rested her head. THE AIRMEN’S BAR, SWAN INN, LAVENHAM – a piece of living history, this wonderful bar has an inspiring collection of signatures and mementoes left behind by the many Mighty Eighth servicemen who relaxed and drank here during World War II.

453rd Bomb Group, Old Buckenham Cambridge American Cemetery Maids Head Hotel, Norwich

FOR MORE LOCAL ADVICE ON DEVELOPING FRIENDLY INVASION TOURS, trails and itineraries contact Friendly Invasion project manager Ann Steward at [email protected] 18 19 Masters of the Air – TV series

After years of rumour, Visit East Anglia was able to claim a world exclusive at the IWM Duxford launch of The Friendly Invasion – news that a major series about The Mighty Eighth Air Force’s experience in the region during World War II is in the pipeline. The announcement came from three special guests Visit East Anglia had invited from America as part of the launch event and a familiarisation trip for travel John, Don and Kirk at Thorpe Abbotts. Visit East Anglia was able to facilitate two requests operators: Donald L. Miller, author of Masters of the from John – to spend time at the home of the 100th Bomb Group on which much of the Masters of the Air story is focused, and to get in a B-17 at IWM Duxford (right). Air on which the series will be based and historical consultant to the programme; John Orloff, who is writing the scripts for the series; and Kirk Saduski, executive and producer for ’ and ’s film company which will make the series. Normandy tourism reported a 40% uplift in US visitors The launch event attracted The series follows Tom Hanks’ and ’s over 300 guests, including after Band of Brothers aired and we hope to see previous HBO programmes, the multi Emmy tourism organisations, Award-winning Band of Brothers and . accommodation providers something similar after Masters of the Air is broadcast. and representatives of the region’s museums and memorial groups.

Ann Steward of Visit East Anglia John and Don at IWM Duxford

20 21 HOW THE UNITED STATES CHANGED Get involved with The Friendly Invasion EAST ANGLIA FOR EVER “The memory of The Mighty Eighth, and all those who helped defend democracy, liberty and Sign up to Visit East Anglia’s Friendly Invasion campaign and free speech against totalitarianism, have your business promoted extensively to the United States must be remembered, honored, travel trade and consumers. Only by supporting The Friendly and reflected upon.” Invasion can we continue this project. Tom Hanks in his foreword to the souvenir publication B2B TRAVEL TRADE EXHIBITIONS SOUVENIR PUBLICATION E-MAGAZINE CONTACT US TO GET INVOLVED Visit East Anglia deals directly with travel This high quality publication will The publication will also have a ANN STEWARD, Project manager, operators and trade in the US and aims to be distributed primarily in the US digital e-version which will be The Friendly Invasion: attend B2B exhibitions such as Destination through museums, memorial groups promoted on websites including t: 07766 055095 Britain North America in Los Angeles for and used as a promotional tool by Visits East Anglia, Norfolk and e: [email protected] top North American tour operators and travel operators. As well as the story Suffolk, as well as through social Visit Britain Meet-the-Buyer business events. of The Friendly Invasion, content media and on e-communications PETE WATERS includes guides to the museums to Visit East Anglia’s 90,000+ Visit East Anglia executive director: The annual International Conference at and airfields, ‘Why Americans will consumer database. e: [email protected] the National World War II Museum in love East Anglia’, itineraries, specific New Orleans offers Visit East Anglia the For web, social media, imagery guides for Cambridge and Norwich, chance to meet operators working with US VISIT EAST ANGLIA WEBSITE enquiries contact Holly Loxam: accommodation suggestions and museums and memorial groups. t: 0333 320 4202 places to visit. Forewords are by To be included on the online e: [email protected] Visit East Anglia has created relationships HRH The Duke of Cambridge, itineraries for The Friendly with US museums including the National Tom Hanks and Donald L. Miller. Invasion a business must have World War II Museum in New Orleans, a paid-for listing with Visit East Put The Friendly Invasion link on your website The Friendly Invasion is a glossy, The National Mighty Eighth Air Force Anglia. Advertising on The thefriendlyinvasion.com perfect-bound publication, with Museum in Savannah, the National Museum Friendly Invasion pages is also outstanding production values. Follow The Friendly Invasion on social media of the United States Air Force in Ohio available by request. It will be a minimum of 116 pages and Palm Springs Aviation Museum. TheFriendlyInvasion with a print run of 5,000. For details email Holly Loxam [email protected] friendlyinv_uk thefriendlyinvasion 22 23 thefriendlyinvasion.com