International Marketing Programme September 2015 August 2016

Transcription

1 International Marketing Programme September 2015 August 2016 We have worked hard to raise the profile of York internationally over the 2014/15 campaign with a number of key successes including a marked increase in the visitor figures from the chosen markets and a number of new operator programmes featuring York from the US, Chinese and Dutch markets. The new Northern Tourism Growth Fund (NTGF) is a government initiative being led by VisitEngland in partnership with VisitBritain to promote the North internationally. This activity will all take place from September 2015 to March York will be leading on the creation of a new travel trade toolkit and online training programme for the North. New developments and opportunities are arising all the time and we will endeavour to make sure you are involved and that York benefits at all levels. Visit York members can get involved in our new international marketing campaigns by joining the whole campaign (Tier 1) or selecting market specific activity (Tier 2). For the next campaign we will align with the markets chosen for the NTGF activity with VisitEngland and VisitBritain: 1. USA 2. Australia & New Zealand 3. China 4. Germany 5. Netherlands Working with key industry bodies: York continues to be a part of the English Heritage Cities Group. We are also members of ETOA (European Tour Operators Association) and UKInbound. We are looking to maximise our memberships of these bodies to the full potential. We will make sure York s profile is maximized by attending a number of key shows via VisitBritain and the above trade bodies to ensure York gets the best representation. This will include Global European Marketplace, Explore GB & VIBE. Bespoke Trade toolkit: We will take a bespoke York Trade toolkit to be loaded up onto branded USB sticks to all appointment based shows, which will include creation of a dedicated PDF flyer featuring your information. Plus other additional useful content including video, images and itineraries.

2 Tier 1 International Opportunity Full Campaign Across all Markets ( 2,500 + VAT) Tier 1 activity will mean that your venue is featured in the following ways across all market activity. The list here will continue to be added to with additional activity as the campaign expands and new opportunities arise. You will have a place on the Overseas Steering Group which will meet quarterly. UK based events & activity: NTGF Travel Trade Workshop (December 2015 Venue TBC): One of the UK based NTGF events will be a new travel trade workshop and Northern fam trip in December The event is being organised by ETOA at a venue in the North and will see 60 trade buyers attend for 121 meetings and fam trips around the North. Tier 1 participants will have the option to take part in this event for one to one appointments. (subject to availability on numbers) Global European Market Place (GEM) (London October 2015): York will also take a place at GEM with 121 appointment with key buyers. VisitBritain - Explore GB (Liverpool March 2016) York will attend this event in Liverpool with 300 international trade buyers from 40 countries and be involved in pre and post fam trips. VisitBritain Britagent / online training programme As part of NTGF a new Northern travel trade training module is being created and will sit within the VB s Britagent programme. The programme is currently being used by 25,000 agents across the globe and growing daily. Content will be translated into the language of the chosen markets.

3 1: USA, Australia & New Zealand The USA is Britain s top source market for both visits and spend. The USA is York s top source market closely followed by Australia in second place. On territory activity Destination Britain America in Mexico (17 21 September 2015):York will be attending VisitBritain s DBA showcase event. This will include a series of one to one appointments with 90 buyers from North and South America. The new trade toolkit will be developed and given out to buyers at this show and will also be online via groupvisityork.com. Through the NTGF there will be a dedicated Northern event sponsored by the programme to showcase the North, including a 60 minute presentation on the North to all the US buyers and bespoke hand outs on the region. There will be additional representation of the North at a number of US and Australian events as part of NTGF this will cover both consumer, trade and press elements. We also aim to increase our US trade database. (Currently 60 operators to date) Build upon operators fearuring York in their programmes. Tauck have contracted for 2016 & 17 and CostCo are also due to contract a number of new hotel products in York. Editorial/ trade content: Reach the trade and agents through your venue being featured in a series of e-newsletters written by Paull Tickner who has 30+ years proven track record of reaching the North American market. You will have the opportunity to supply copy direct to Paull for inclusion: Weekly Inside Track newsletter to 1,300 hand-picked, very experienced travel agents. The Unique Opening Rate on the current list is just over 20%. 12 editorials from the Inside Track will be added to the Ensemble Travel Group s extranet which means it will be available to 6,500 high quality US travel agents. June and October York exclusive Britain Insider columns in the 75,000 circulation Travel Pulse Inclusion in the products being trialed at the Ensemble and National Association for Career Travel Agents (NACTA) conferences in the autumn. VisitBritain & VisitEngland trade e-newsletters: VB & VE have regular trade e-newsletters. Make sure your content is being pushed to the right operators. We will be feeding through stories and articles on a regular basis.

4 2: China China is Britain s 13th source market for both visits and spending. China is estimated to be York s 10th largest overseas market up from 19th place 10 years ago. The growth potential for this market is huge. Visits to the UK have doubled in the last ten years and it is hoped the numbers will triple again by York has the VB Great China Welcome Charter which has currently been awarded to around 250 UK businesses. Having the Charter mark allows York to tap into a whole new list of opportunities. We are COTRI Destination Label holders which means we are featured on the COTRI website. Chinesetouristwelome.cn full page listing and access to social media promotion via the COTRI channels. Plus representation at 3 China shows and places at the annual COTRI convention. We also won the COTRI Golden Award at COTTM this year. New Chinese Visitor Guide (35,000 copies produced in August 2015) and distributed via incoming airlines from China, stocked at UK airport lounges and key hotels in London, Manchester, Leeds and York. Continued promotion of our video with BritainisGreat.com for the Chinese market with a Mandarin speaking presenter. (To date 410,000 views) A new push will be done on the video in the lead up to Golden Week via Britainisgreat.com On territory work Destination Britain China (Beijing November 2015): Visit York is planning to attend the VisitBritain sales mission taking place in Beijing in November 2015 to meet approx 90 buyers. NEW Chinese itinerary based leaflet will be produced in Mandarin for forthcoming trade mission. ( Your venue will be included in the leaflet which will be loaded up onto the Chinese version of the toolkit and given out on USB sticks at the show) New Destination Britain China directory - This will include York and North of England content. Social media VY has set up its own Weibo account, one of the preferred methods of communication in China with half a billion users signed up and will be commencing a plan of regular updates (inclusion of your venue news in Weibo posts) Series of welcome training courses for York members to participate in (Run by Capela China) Continue to build up our Chinese operator database for targeting. (90 operators to date) CAISSA, Utour, China Holidays, Miki, Kuoni and UKbang already featuring York/York Pass. Investment in a programme to build up Mandarin speaking guides available in York One guide currently secured and trained up by York Guild of Tour Guides. New pilot programme with Universities to use Chinese Students to be York Ambassadors Introduction of new Mandarin microsite on visityork.org with a view to grow this in the future if more funding becomes available. (Your venue content will be showcased in the new translated pages)

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6 3: Europe Germany & Netherlands Germany Germany is Britain s 2nd most important market for volume of visits and 3rd for visitor nights and spend. It is York s 4th largest international market. York to produce some dedicated itineraries for the trade translated into German. (Your venue details will be included in the itineraries) Distribution of the new itineraries will be to a select number of key trade accounts in Germany and using VE and VB trade channels and e-newsletters. On territory work ITB Berlin March 2016: York is aiming to take space on the NTGF stand at ITB Berlin, the largest travel trade show in Germany. Option to staff this event will be put out to international partners. German video content we will be editing video content to create a German version. Circulation to key German trade operators. (Your venue to be included in the video) New German Welcome programme is being rolled out with the NTGF activity and places will be offered to international partners. Netherlands The Netherlands is Britain s 5th most important market for volume of visits and 8th for visitor spend. It is also York s 7th largest international market, accounting for around 4% of the total incoming international visitors. On territory work Vakantiebeurs (Utrecht January 2016): We will be taking a presence at Vakantiebeurs (the largest holiday show in the Netherlands) from January 2016 on a joint stand for the North of England. (Including a York pod there will be requirements for staffing throughout the show for international partners to be involved). House of Britain, Dutch operator we are investigating inclusion of York product in House of Britain catalogue. Working with P&O Ferries: P&O Ferries - Continued campaign with P&O Ferries to ensure York is front of mind. ANWB (largest motoring association in Netherlands) deal agreed to sell a reduced rate York Pass to ANWB who are booking 15 sailings with up to 50 cabins on P&O Ferries during the summer season.

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8 Tier 1 Please sign me up to Tier 1 Full international campaign - 2,500 + VAT Tier 2 Simply opt for the market which is of greatest interest to you business. USA, Australia & New Zealand ( 1,500 + VAT) China ( 1,500 + VAT) Germany and Netherlands ( VAT) To find out more contact Michelle Brown or Elaine Moss Name: Date: Venue: PO: Please complete and return the form for participation by 15 September 2015 and back to Michelle Brown michelle.brown@makeityork.com