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Berlitz targets teens with summer camps

Bertliz Corporation has turned its focus toward the younger clientele by launching Berlitz International Camps, branded Berlitz Teens, for kids and teens to study English, German or Spanish, in Europe and Canada, while participating in social activities.

The cover of the Berlitz International Camps brochure

“The findings from recently fielded market research confirmed our strategic direction"

The new camps are offered during the summer and winter months in eight countries and reflect Berlitz’s strategy to expand into the study travel market by offering accommodation combined with cultural experiences.

“The findings from recently fielded Berlitz market research confirmed our strategic direction should target the global citizens market segment,” said Jun Usaka, Berlitz Kids & Teens Global Leader.

“Our target customers’ parents are not only enthusiastic about foreign language learning and enrichment activities for their children, but are highly interested in study abroad programmes to broaden their cultural awareness.”

The camps are currently offered at 14 locations in Switzerland, the UK, Ireland, Austria, France, Italy, Spain and Canada. Students’ accommodation will be provided through partnerships with local universities or hostels.

The camps are currently offered at 14 locations in Switzerland, the UK, Ireland, Austria, France, Italy, Spain and Canada

In addition to the summer camps, Berlitz has also introduced its “Junior Leadership Camp”, a global leadership development programme for teenagers ages 12 -17 years old. The camp will take place in two locations in Switzerland. Conducted in English, it is designed to prepare teens for future challenges linked to globalisation.

Inline with the expansion, Berlitz recently launched a pilot agent website promoting its programmes to the French market. It has plans to roll out similar initiatives in Germany, Spain and other European countries in the future if the initiative goes well.

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