VisitGuernsey. Tourism Industry Seminar October 13 th 2015

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1 VisitGuernsey Tourism Industry Seminar October 13 th 2015

2 VisitGuernsey Mike Hopkins Director Marketing & Tourism

3 VisitGuernsey 2015 Activity & Performance Review

4 2015 Objectives 1. Focus on driving core UK market awareness, and generating interest and a call to action 2. Execute strong fully integrated campaigns 3. Develop digital channel and drive partner referrals 4. Develop events during shoulder months to drive awareness and enquiries. 5. Work in close collaboration with industry stakeholders to deliver a consistent and compelling proposition

5 Successful 2015 TV Campaign Awareness and Coverage o 30 second spots went out during the campaign (Feb-March) VISITGUERNSEY.COM

6 Consumer focused marketing helped to raise the profile of the Bailiwick o Advertising o 109 press adverts to date o Total readership: 152,610,096 o Exhibitions & Shows o Attended 7 consumer exhibitions o Footfall of 602,000 (+25%) o Impactful new stand designs e.g. BBC Gardener s World VISITGUERNSEY.COM

2015 Focus on Digital New VisitGuernsey website launched

versions Optimised for mobile and tablet Referral orientated

launched August 2015 Integrated Digital Marketing Campaigns

7 2015 Focus on Digital New VisitGuernsey website launched January 2015 Including French, German and Dutch language versions Optimised for mobile and tablet Referral orientated Integrated language sites Trade, Media and Industry site launched August 2015 Integrated Digital Marketing Campaigns Channel Islands Heritage Festival Island Hopping Guernsey International Food Festival

8 Digital Marketing delivering traffic growth during 2015 Visits Sessions Page views People Unique Users Referrals Referrals to industry partners

9 Excellent PR value Print & Online UK Circulation: 195,680,829 (ytd) PR Value: 4,813, media visits hosted Total features 35 Still to be published in 2016: Walk Magazine Essentials Travel Daily Southern Echo Manchester Confidential

10 European Markets Activity Germany Air Berlin charter flights: Dusseldorf Guernsey New Stuttgart Guernsey 10 Media Trips hosted (target of 6!) Achieved a circulation of 4,217,259 Agent training with Dertour in Bonn and Essen. France 6 Media Trips hosted Coverage achieved a circulation of 60,258,907 MIE special promotion for Food Festival Condor France Joint poster advertising in Rennes, St Brieuc, Brest & Lorient. Radio campaigns in St Malo areas and Facebook holiday competition

11 European Markets Activity Netherlands Charter : New Rotterdam Guernsey Buro ScanBrit - agents trip Switzerland Charter : New Zurich Guernsey Press visits combined readership of 5,667,000

12 Cruise Liners 2015 Best Port of Call Cruise Critic 105 cruise liners visited compared to 89 in 2014 Improved arrival experience at the Albert Pier Improved meet and greet New queuing system Free WiFi installed! Data collection Come back & See Cards

13 Developing the brand

14 The 2015 Channel Islands Heritage Festival An Islands' First! Guernsey and Jersey working together Fantastic on-island collaboration between VisitGuernsey, C&L, Guernsey Harbours, Tour Guides, Attraction providers, Tour operators, Events groups, Accommodation providers, Carriers etc.

15 The 2015 Channel Islands Heritage Festival An Islands' First! Campaign included: o Web / print (UK and European) o Social media o Lightbox and billboards o Posters and pop ups o Window display competition o Banners and flags

The Sun, Discover Britain, and Coast Radio campaign generating 127 items of coverage, including BBC Radio

16 Channel Islands Heritage Festival Dedicated PR 48 pieces of print and online coverage and substantial TV and radio coverage (from July 14- May 15) Journalists from Independent, Daily Mail, Telegraph, Mail on Sunday, The Sun, Discover Britain, and Coast Radio campaign generating 127 items of coverage, including BBC Radio Scotland, BBC Radio Norfolk and BBC Radio Shropshire A total reach of 133,773,969 and a total PR value of 2,221,795.51

17 2015 summer campaign Airport displays... Airport National advertising campaigns...

18 Celebrating Guernsey s food offering Taste and VisitGuernsey working together

Guernsey International Food Festival o Joint initiative between VisitGuernsey and Taste Guernsey o 10 day Food Festival that took place from 18 27 September, which celebrated Guernsey's fabulous food

19 Guernsey International Food Festival o Joint initiative between VisitGuernsey and Taste Guernsey o 10 day Food Festival that took place from September, which celebrated Guernsey's fabulous food offering o Worked with UK award winning Food Festival organisers, Sharp Media, to establish us one of the best food destinations! o 27 events took place over 10 days. o Fantastic support from island sponsors, restaurants, hotels, bars, producers, Guernsey Harbour, C&L and Environment, Tour operators, Carriers etc.

20 Guernsey International Food Festival o Launched at Seafront Sunday in June o VisitGuernsey and Taste Guernsey teams promoted the Festival at a number of UK events o Supported by press, digital and outdoor campaigns in the UK and Jersey. o Promotional guide and full Festival guide

21 Guernsey International Food Festival Campaign included: o Web / print (UK & European o Social media o Lightbox and Airport billboards o Posters and pop ups o Banners and flags

22 Guernsey International Food Festival How it went...

Food Festival Dedicated PR Substantial coverage achieved including

among others Total circulation: 34,258,175 Total PR value: 267,374.

Cocktail Evening in London Food focused press visits Huffington Post,

23 Food Festival Dedicated PR Substantial coverage achieved including National Geographic Traveller, The Independent, Daily Express and Coast, among others Total circulation: 34,258,175 Total PR value: 267, Key Travel media and festival partners media reception with special Cocktail Evening in London Food focused press visits Huffington Post, Lovefood.com, Travel GBI, TravelValley.nl (Netherlands), Gourmet & Co and Rustica (France).

24 Quality Accreditation Overall, Quality Standards Continue To Improve Visitor Complaints at an All Time Low Customer Research confirms the marketing value of Accreditation & Grading

Helping to Deliver Visitor Growth so far during 2015 2 nd Quarter figures (Jan-June 2015): Staying Leisure visitors up by 6.

25 Helping to Deliver Visitor Growth so far during nd Quarter figures (Jan-June 2015): Staying Leisure visitors up by 6.5% to 102,000 Visiting Friends and Relatives up by 31.2% to 28,600 Total overnight stays up by 10.1% to 456,100 Overnight stays in paid for accommodation up by 10.1% to 311,100 VISITGUERNSEY.COM

26 2015 Objectives Progress so far? 1. Focus on driving core UK market awareness, and generating interest and a call to action 2. Execute strong fully integrated campaigns 3. Develop digital channel and drive partner referrals 4. Develop events during shoulder months to drive awareness and enquiries. 5. Work in close collaboration with industry stakeholders to deliver a consistent and compelling proposition

27 VisitGuernsey 2016 Plans and Activity Preview

28 Objectives for Continue to drive core UK market awareness, and increased Call to action 2. Develop and improve new web site and strengthen our digital channel to drive increase in partner referrals 3. Build on success of new events during shoulder months to drive awareness and a call to action, and develop new events for Further develop and exploit Guernsey s Cruise business 5. Continue to work in closely with the CoC sub-group, trade and industry to deliver ten year strategic objectives of 30% growth

29 TV again for 2016! TV campaign early next year

30 Exhibitions and shows 9 Consumer shows and exhibitions planned

31 Key campaign focus for 2016 include: o Island hopping o Heritage o Indulge / food

2016 Channel Islands Heritage Festival Plans are underway.

March to 11 th May 2016 o Activities have a joint Nautical

32 2016 Channel Islands Heritage Festival Plans are underway... Watch this space! o Continuing to develop a pan Island festival in collaboration with VisitJersey o Festival planned to take place from 25 th March to 11 th May 2016 o Activities have a joint Nautical history / Victor Hugo theme o Making the most of the 150 th anniversary of the Victor Hugo classic, Toilers of the Sea.

33 2016 Channel Islands Heritage Festival o New creative promotes our rich maritime heritage...

34 2016 Island Hopping o Promoting Guernsey as the Island Hopping Hub of the Channel Islands

35 2016 Partner Adverts o Plan to work on partner ads with improved call to action to drive increased responses...

2016 Digital Strategy Site Development Optimising

social feeds Real time displays TripAdvisor ratings

products Interactive Cycle Guide Search Engine

Guernsey-related and Channel Islands related search

36 2016 Digital Strategy Site Development Optimising for referrals from mobile devices users Enhanced social feeds Real time displays TripAdvisor ratings integrated to product pages Atmospheric filters for products Interactive Cycle Guide Search Engine Optimisation (SEO) Improving results for Guernsey-related and Channel Islands related search terms Focus on Heritage and Food Festivals Pay Per Click (PPC) On-going

37 2016 Digital Strategy Re-marketing Affiliate marketing Planned strategic activity with third party sites Consumer Mailers Social Focus on content to drive users to VisitGuernsey site Promotion of events Development of conversations Focus on TripAdvisor and maximising traffic opportunities

38 2016 Trade & PR Plans Guernsey Trade Workshop April Trade Lead Generation in UK & Germany Investigating new charter opportunities Raise profile of the Island s food and hospitality industry

39 2016 Cruise Industry First time visits for 4 ships: Disney Cruises AIDAvita (AIDA cruise ship), Louis Aura (Louis cruises) & Sirena (Oceania cruise ship). Continued cruise business development

40 VisitGuernsey Tourism Industry Seminar October 13 th 2015

Mersey Ferries is the number one paid for attraction in Merseyside. Our product and service consist of:

A Unique Opportunity to Partner with one of Britain s most Iconic Brands A b o u t us Mersey Ferries is the number one paid for attraction in Merseyside. Our product and service consist of: 2000 ferry