Tourism South East Destination Managers Forum. Clandon Park, Guildford 3 February 2015

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1 Tourism South East Destination Managers Forum Clandon Park, Guildford 3 February 2015

2 Welcome to Tourism South East Destination Managers Forum Mark Smith, Service Director for Tourism and Corporate Communications, Bournemouth Borough Council

3 TSE Update Peter Colling, Managing Director, Tourism South East

4 Hot Topic The Future of Destination Management Nigel Smith, Marketing and Communications Director, Tourism South East

5 What now for Tourism Policy? Kurt Janson, Policy Director, Tourism Alliance

6 Hot Topic - Questions 1. What are the main issues you are faced with over the next three years? 2. Identify possible solutions.

7 Breakout Groups Please can each group nominate a lead who will feedback the groups views. You have approx 30 minutes to discuss both points Please gather into the following groups: Group A Group B Group C Julia White RBWM Lisa Shepherd - Southampton Jane Kilby - Wealden John Gibbs Gosport Hannah Gayler HCC Melanie Powell Visit 1066 Tracey Drake Eastbourne Ed Woollard - Medway Mark Smith Bournemouth Debbie Vodden East Hants & Havant Margaret Murphy Sussex by the Sea Julia Gallagher Visit Brighton Christine Dyer - Maidstone Sarah Baker - Visit Brighton Jane Singh Visit Portsmouth Laura Dickson Maidstone Annie Wills - Eastbourne Simon Hardy Mid Sussex Diana Roberts Guildford

8 Plenary Session Nigel Smith, Marketing and Communications Director, Tourism South East

9 Understanding your Website using Google Analytics Jon Sharkey, Digital Marketing Executive, Tourism South East This is a guide to some of the Google Analytics features you may find useful to use more. See the notes section of each slide for additional context

10 Tracking the user journey - Bounce rate - Landing pages vs. Content pages - Why might they be dropping off? - How are your visitors using the site? - Monitoring marketing activity Who are your users? - Segments - Demographics - Technology Questions

11 Bounce rate Google s defines bounce rate as a single page visit Therefore your site s overall bounce rate is the percentage of total visits where the user viewed one page. Is my bounce rate too high?

12 Landing pages - Analyse bounce rate at page level, not site level - Bounce rate is different from exit rate - Behavior > All pages > Landing pages

13 Content pages So what is causing the site s higher overall bounce rate?

14 Why might users be dropping off? - Acquisition > Search Engine Optimisation > Queries - Keywords, average position, click through rate - Track external links through event tracking. Thames example

15 How are visitors using your site? - Event tracking. External links, PDF downloads & even phone numbers ga('send', 'event', 'category', 'action', 'label'); ga('send', 'event', 'category', 'action', label {'noninteraction': 1}); <a href= yourdownload.pdf" onclick="ga('send', 'event', 'PDF download', summer leaflet', Family Fun homepage');">download our guide to summer activities in Narnia</a> Behaviour > Events > Overview

16 How are visitors using your site? - Audience > Users flow

17 How are visitors using your site? - Annotations

Monitoring Marketing activity - UTM streams Acquisition > Campaigns > All Campaigns http://www.kew.

18 Monitoring Marketing activity - UTM streams Acquisition > Campaigns > All Campaigns sletter_entry

19 Who are your users? If everyone who goes visitsoutheastengland.com was a 32 year old male using a 1900 pixel wide desktop screen on Chrome then my opinion might matter. The best web editors learn to see the site through the eyes of their users and here are three ways to find out who they are. - Segments

20 Who are your users? - Audience > Demographics

21 Who are your users? - Technology

22 Questions? - How can I tell if popular pages have fallen in a year-on-year analysis?

23 Questions? - Help! Google has changed something and I m not sure what to do

24 Questions? - Should I filter traffic? Remember that Google Analytics is more powerful as a tool to help you increase your traffic and its engagement than reporting on the headline figures.

25 Rowena s PR Scrapbook Rowena Moore, Destination PR Manager, Tourism South East

26 National Press

27 National Press Publication (Number of features Jul-Dec 14) Circulation (ABC Total Dec 14) Unique Browsers/month ABC Total Dec 14) The Times (5) 385,000 70,000 The Sunday Times (5) 787,256 90,000 The Daily Mail (1) 1,648,853 12,243,627 The Daily Express (7) 455, ,652 The Sunday Express (1) 423, ,961 The Independent (3) 60,463 2,097,210 The Sunday Mirror (2) 856,579 3,509,188 The Daily Telegraph (1) 485,513 3,454,610 The Guardian (4) 177,880 5,899,757 TOTAL 4,857,557 27,495,005

28 Online Press

29 Online Press Publication Unique Browsers per month Twitter Followers AOL 20,000, ,000 High50.com 700,000 6,000 MSN 7,000,000 23,700 Allaboutyou.com 353,034 4,500 Justabouttravel.net 2,500,000 (page views) 1,000 House of Coco 124,000 14,000 Yahoo 77,000,000 1,300,000 CNN 32,803,921 15,700,000 Tripreporter.co.uk 15,000 8,310 TOTAL 153,000,000 17,18,510

30 Print Magazines

31 Print Magazines Publication Circulation (ABC Total 1 Month) Twitter followers Prima 263,893 8,141 Prima Baby 18,499 6,645 School Travel Organiser s Guide 4,000 9,300 Woman 254,939 8,950 Woman s Own 226,195 12,300 My Weekly 106,351 1,000 Jamie Magazine 50,093 26,400 Archant Life Series 3,000, ,000 World Traveller 24,000 1,500 TOTAL 3,917, ,236

32 Press Trips Publication Destination Date The European Times (Chinese) Various including Justabouttravel.net, Vogue, Daily Telegraph & Rough Guides The European Times (Chinese Jamie Oliver Magazine Blenheim Palace Windsor Henley on Thames Portsmouth The New Forest Longleat Winchester Hampshire Aug 14 Sep 14 Oct 14 Dec 14 The Guardian Hastings Jan 15 New York Post Travel & Leisure Magazine Bloomberg Justabouttravel.net Daily Telegraph Winchester Hampshire Jan 15 Bournemouth Jan 15

33 Press Tips Hooks -New -Current -Notable dates/anniversaries -Unique/unusual/quirky Relevance -Does it meet the journalist s requirements -Has all the requested info been provided First off the starting blocks

34 Current Themes Sport - Rugby World Cup (VE) - America s Cup Magna Carta th Anniversary (VE) Gardens - Capability Brown (VE) Seasonal - School holidays - Bank holidays - Celebration dates Food & Drink - Luxury product (VE) - Kitchen/Foodie gardens (VE) MICE - Money can t buy experiences (VE) Agatha Christie - Romance (VE) Mail/Express/Star - Weekly experiences - Editorial@visitengland.org

35 Marketing Plans 2015/16 Nigel Smith, Communications and Marketing Director, Tourism South East

36 Outline Marketing Plan & Opportunities 2015/16

37 Key Activity Areas 2015/16 International Marketing Domestic Group and Travel Trade Domestic Consumer/Digital/PR Business Tourism Great Country Pubs

38 Working in Partnership

39 Working in Partnership

40 Working in Partnership

International Marketing China and Asia - from June 2015 Full Partner - 1800 Menu Options

from 150 Chinese Website from 50 VIBE from 100 Chinese Press Advertorials from 200 Press

41 International Marketing China and Asia - from June 2015 Full Partner Menu Options Sales Missions (2) to China from 700 E-Marketing to trade operators from 120 China Guide from 150 Chinese Website from 50 VIBE from 100 Chinese Press Advertorials from 200 Press and Fam Trips - TBC VisitBritain s GREAT China Welcome Chartermark Contact : fdownton@tourismse.com

Meet the Media events Vakantiebeurs Jan 2016 6 day Consumer Show England s South Coast theme 120,000 Dutch and

42 International Marketing Near Europe from June 2015 Germany, Netherlands, Belgium, France Full Partner 1750 Sales Missions (3) to German trade operators VIBE/ExploreGB E-marketing to trade operators UK based hosted buyer event Meet the Media events Vakantiebeurs Jan day Consumer Show England s South Coast theme 120,000 Dutch and Belgian visitors From NEW House of Britain packaged products for your destination From 600 Contact : fdownton@tourismse.com

International Marketing New Markets North America Key Themes: Luxury, Pre and Post Cruise Destination Britain Sales Mission Sept 2015 From 850

Multigenerational Travel, Performance group venues Scandanavia From 1000 Sales Mission TUR March 2016 TUR ranks as one of the chief travel and

43 International Marketing New Markets North America Key Themes: Luxury, Pre and Post Cruise Destination Britain Sales Mission Sept 2015 From 850 NEW Luxury Fam Trip 2015/16 US Operators TBC NEW - Themed e-newsletters From 200 Themes: Luxury, Pre & Post Cruise, Luxury Accommodation, Multigenerational Travel, Performance group venues Scandanavia From 1000 Sales Mission TUR March 2016 TUR ranks as one of the chief travel and tourism sector trade shows in Sweden NEW Fam Trips 2015/16 TBC Scandanavian Tour Operators/Travel Agents/Event organisers Contact : fdownton@tourismse.com

Domestic Group and Travel Trade Exhibitions Excursions January 2016 Stands from 880 early bird SW Group Travel Show 2016 circa 320 Beautiful South Travel Fair(1) 2016 circa 315-415 BOBI March 2016

44 Domestic Group and Travel Trade Exhibitions Excursions January 2016 Stands from 880 early bird SW Group Travel Show 2016 circa 320 Beautiful South Travel Fair(1) 2016 circa BOBI March 2016 circa 1730 NEW Group Operator Destination Fam Trips 15/16 from per destination Group Travel Guide copies From 175 Free listings for Destination Partners and facilities Upgrades to display ads from 175 E-Marketing Coach & Tour Operators contacts from 80 each or solus from 375 Group Travel Organisers 1600 contacts from 99 each or solus from 495 Solus to both from 795 Direct Mail Solus, Inserts in GTG Mailing or Exhibition mailings to database 10,000 contacts Price on application Contact: jchannon@tourismse.com

45 Domestic Consumer Digital Visitsoutheastengland.com Destination entries, DP owned facilities, Events, Banner ad - free to DPs E marketing E newsletters to TSE database of 67,000 consumers from 140 or Solus from 1400 NEW Third Party e-marketing to 400,000 consumer database from TBC PR - free to DPs TSE Annual Media Party central London 60 of UK Top Travel Writers Travmedia International Media Marketplace - at least one event in London Monthly themed Press Releases Reactive Alert Management to Travmedia and General Press Enquiries Liaison with VisitEngland Co-ordination of Press and Media trips Digital Contact:ccarkeet@tourismse.com/PR Contact: rmoore@tourismse.com

NEW Business Tourism Meet Beyond London Campaign Direct Mail to 10,000 conference and event buyers circa 850 Third Party e-shot activity to 10,000 conference and event buyers circa 250 PR

46 NEW Business Tourism Meet Beyond London Campaign Direct Mail to 10,000 conference and event buyers circa 850 Third Party e-shot activity to 10,000 conference and event buyers circa 250 PR Activity - liaison with VisitEngland and bespoke support Free to DPs Stand share at The Meetings Show Olympia, July 15 circa 2500 Meet Beyond London Showcase event circa 500 Contact: nsmith@tourismse.com

Great Country Pubs For us Great Country Pubs has been at the heart of what we have achieved. It is an essential part of our off and online marketing.

47 Great Country Pubs For us Great Country Pubs has been at the heart of what we have achieved. It is an essential part of our off and online marketing. The Feathered Nest, VisitEngland Best Pub Gold Award Winner 2014 Entry on Great Country Pubs website ave. 40,000 hits a month (2014) PR Support inclusion in press trips, press releases, website features Promotion at TSE s Annual Media Party top 60 UK travel writers Promotion at key events internationally USA, Nr Europe, China Promotion through VisitBritain s Pubs are GREAT campaign Pubs with Accommodation VAT pa Pubs without Accommodation VAT pa NEW - Options to work on joint promotions with Destination Partners to increase engagement with pubs in locations and PR for the area. Contact: nsmith@tourismse.com

48 Key Activity Contacts 2015/16 International Marketing Fran Downton : fdownton@tourismse.com Domestic Group and Travel Trade Joanne Channon : jchannon@tourismse.com Domestic Consumer/Digital/PR Cat Carkeet : ccarkeet@tourismse.com Jon Sharkey : jsharkey@tourismse.com Rowena Moore: rmoore@tourismse.com Business Tourism Nigel Smith: nsmith@tourismse.com Great Country Pubs Nigel Smith : nsmith@tourismse.com

49 A.O.B Mark Smith, Service Director for Tourism and Corporate Communications, Bournemouth Borough Council

International Marketing Programme September 2015 August 2016

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