VisitNorwich Destination Marketing Organisation Membership 2018/19 Norwich Quayside VisitNorwich, 2 Millennium Plain Bethel Street, Norwich, NR2 1TF Tel: 01603 727979 visitnorwich.co.uk cityofstories.co.uk
Norwich Quayside VisitNorwich Over the last four years VisitNorwich has shifted its position when it comes to marketing the city, gradually increasing our digital presence and decreasing print over this time. There are reasons behind this move: both media are important, both have their strengths and weaknesses, however budget and target audience come into play when creating campaigns. Running alongside our digital marketing we have always had a robust PR plan which has seen VisitNorwich maintain and grow a strong national print presence. In their last update to DMOs, VisitBritain and VisitEngland announced a 3-year (digital) content marketing plan. Content marketing has been the essence of VisitNorwich s marketing strategy since launching Norwich, the City of Stories in 2014 with our blog being the epicentre of our content planning. In fact the blog went through a re-design in 2016 and is currently about to launch a fresher, more inspirational look in April 2018. VisitNorwich s knowledge of our destination and our diverse membership base puts us in a strong position when creating content. We have members across the board from attractions, to vegan eateries, to gardens, historic buildings, retailers, hoteliers and even the circus. And within all of these businesses we have access to curators, chefs, artisan producers, photographers, writers, performers, historians, designers and so much more allowing us to create new and exciting, interesting content all year round. Consumer behaviour has changed too; people are travelling for different - and more - reasons... People want authentic content and experiences in travel, and it is this shareable content that drives engagement, inspiration and the desire to book. People don t see themselves as tourists any more; instead they see themselves as travellers who want to experience authentic culture. Over 50% of respondents in an FF Online Research survey** from various countries including the UK said they wanted authenticity. They wanted to eat where locals eat, go to the same pubs that locals go to, and drink the same drinks. That said, visiting iconic sights is still extremely popular Instagram selfies evidence that! Travellers also want what s called in the industry The Leisure Upgrade : they want to take trips where they can learn something and use their hobbies, maybe having been influenced by shows such as Masterchef and Great British Bake Off. In another FF Online Research survey*** over 60% of respondents agreed that entertainment should be about learning as well as having fun (in UK respondents it was 70%). cont d...
Norwich Quayside cont d from previous page... Our Twitter, Facebook and Instagram posts are more engaging than ever. Working in partnership with VisitBritain/VisitEngland we are now using commissioned bloggers to create content to promote Norwich as a destination. User generated content (UGC) is 20% more influential, 35% more memorable and 50% more trustworthy (VisitBritain research) than branded content. Smart brands are using engaging content over product marketing to push their message, because UGC authentically connects with customers. VisitNorwich digital marketing is about getting the right message to the right audience at the right time, through content which is tailored to our audience. The challenge is to showcase Norwich as a destination to experience right now, rather than as a place to save for later. It s also important to know that this message applies to both international and domestic travellers, hence the reason why VisitBritain and VisitEngland now share far more resources between each other. Working with DMOs is essential; they are the experts for content in their area. By sharing your content with these national organisations, your message goes further than ever before. Melanie Cook, Interim Head of Tourism *Jan Sep 2017 compared to same period in 2016, latest figures VisitBritain **Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2015 February *** Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016 February (VB stats) Foresight Factory survey results VisitBritain #visitnorwich #cityofstories @norwich_cityofstories @norwichcityofstories @VisitNorwich
Norwich Cathedral Close Working with a DMO VisitNorwich is the official destination marketing organisation (DMO) for the Norwich area. VisitNorwich works to promote Norwich, Norfolk, its websites and its individual member organisations through digital and traditional marketing and PR. Norwich is the medieval capital gateway to the county, and by promoting Norwich we are also presented with the opportunity to promote the whole of Norfolk: our market towns, countryside, Broads and coast, all of which are easily accessible from Norwich by foot, road and rail. Both the city and the county are very attractive to tourists, and therefore VisitNorwich offers membership right across Norfolk. Tourism in Norwich is worth 731 million (+4% on previous year) Staying visitors are worth 162 million (+1% on previous year) Day trips are valued at just under 569 million (+5% on previous year) Tourism in Norfolk is worth just over 3 billion (+4% on previous year) Staying visitors are worth over 1.3 billion (+2% on previous year) Day trips are worth just over 1.8 billion (+4% on previous year) Economic Impact of Tourism Norwich & Norfolk Report 2016 VisitNorwich works for all of its members in Norwich and across Norfolk. We are part of Norwich BID, which means our professional marketing and communications team focuses all of its attention on adding value for our customers through total commitment to excellent marketing and PR. Working with VisitNorwich has a lot of benefits but probably one of the biggest is our work and great relationship with VisitEngland and VisitBritain. These large, official organisations are unable to work with individual businesses, by working with us you can get your product in front of their eyes. Our strength also lies in our PR activity. VisitNorwich works with a wide range of organisations, industry and travel media to create as many positive pieces of coverage as possible. Our excellent contacts both locally and nationally cover digital, print and broadcast media. We also work closely with the VisitEngland and VisitBritain PR teams to reach an even greater audience. VisitNorwich, with full knowledge of its member business products, proactively looks for PR stories to pitch to the media. We also actively invite members to discuss with us their ideas for creating news stories. In 2017 VisitNorwich PR coverage reached an estimated global audience of over 250 million people with 101 articles.
Norwich Castle - VisitNorwich Member VisitNorwich Membership Benefit Included Discounted additional cost Premium 12-month online listing on VisitNorwich.co.uk Ability to change your online listing when required Unlimited special offers/late availability published on visitnorwich.co.uk Sponsored, featured listings and banner tiles on visitnorwich.co.uk Preferential opportunities to be featured on digital marketing channels Preferential opportunities to be featured in digital seasonal campaigns* PR press trips, news updates, story pitches, press releases, quotes* Media enquiries for industry info, quotes, interviews & introductions* Weekly PR submissions to travel media* Representation at VisitEngland/Britain PR events on behalf of destination & members* Destination & member news, products & events to VisitEngland/Britain, media, industry & other members Social media Use of professional VisitNorwich destination photography Use of VisitNorwich member images & film in our campaigns* First refusal to participate in exclusive third party marketing campaigns Promotional competition opportunities* Promotional marketing collateral in Norwich Tourist Information Centre* Regular membership e-newsletters & latest industry news Invitations to member events, exhibition launches & networking Introductions to industry professionals Support by a professional tourism marketing & PR communications team Personal, approachable, flexible & friendly service Value for money VisitNorwich annual membership is lower than working with large marketing and PR agencies by the hour/day. Use of the VisitNorwich and City of Stories logos City of Stories film links to embed or share in your digital marketing City centre businesses on the VisitNorwich app Research reports VisitNorwich updates Norwich TIC weekly in person on destination news & member activity Advertising in City of Stories weekly e-newsletters Bespoke features on cityofstories.co.uk Advertising in print material Upgrade from Premium to Ultimate online listing 80 Additional online listings (to one included in membership, price each) 150 *sorry but we cannot offer members inclusion in all activity, however members will be prioritised over non-members. T&Cs applicable for each opportunity.
Norwich Castle - VisitNorwich Member VisitNorwich Membership Offer Premium 12-month online listing on visitnorwich.co.uk New benefit for 2018 Our online listings are where visitors research where to stay and visit, plus places to eat, drink and shop. Listings include key words, all your selling points and great quality images too. This is your online shop window - you want users to click through to your website for further information and bookings. We will happily make seasonal and product changes at any time of the year to make your business more relevant. Send changes to Eve Mahoney at app@norwichbid.co.uk If you want to upgrade your listing to an Ultimate for even more exposure it s just an additional 80 + VAT. Members who have more than one product to promote can purchase additional listings in other categories for a discounted rate of 150 + VAT each. Sponsored, featured listings and banner tiles on visitnorwich.co.uk VisitNorwich offers paid-for opportunities on our website for further promotion. Banner tiles are available on our home page and in our What s On listings, plus we offer featured listings spaces and sponsored pages. Get in touch with Eve Mahoney at app@norwichbid.co.uk to find out more. PR press trips, story pitches, press releases, quotes, submissions We talk to the media every week making story pitches, updating news, sending out press releases, submissions and providing quotes for news stories. Media enquiries for industry information & introductions Local media come to VisitNorwich as a trusted source for tourism related interviews and industry quotes. When there s an opportunity to talk about our members we will do so. Representation at VisitBritain/ VisitEngland PR events on behalf of destination & members* Annually we go to London to meet VisitBritain and VisitEngland for an update on domestic and international tourism. This is also an opportunity for us to share our news with the wider team and meet some of the most influential travel media in the country. Preferential opportunities to be featured on our digital marketing channels & in seasonal campaigns* We try where we can to talk about our member businesses in our blog posts and in our seasonal website campaigns. Contact Izzi Johnson (blog) - isabel.johnson@visitnorwich.co.uk or Eve Mahoney (social media and visitnorwich.co.uk) - app@norwichbid.co.uk Social Media We use social media to promote our destination and members, as well as engage with our audience. Destination & member news/businesses products VisitNorwich regularly updates VisitBritain and VisitEngland, industry, media contacts and members with your news. Please make sure we are kept up to date so we can spread the word widely about your product. Contact melanie.cook@visitnorwich.co.uk Late Availability/Offers on visitnorwich.co.uk We are happy to feature your seasonal offers and promotions on our site. Get in touch with Eve Mahoney at app@norwichbid.co.uk
Norwich Castle - VisitNorwich Member Use of VisitNorwich photography & film VisitNorwich has an extensive library of destination images to use on your website or in marketing collateral. We are also happy to consider your own professional images for use in our marketing and digital work. Please contact isabel.johnson@visitnorwich.co.uk or app@norwichbid.co.uk Third party marketing campaigns VisitNorwich works with high profile third party businesses where we can talk not only about our destination but also you. Examples of who we have worked with includes: VisitBritain, VisitEngland, Greater Anglia, Flybe, Logan Air, The Telegraph & McColl s newsagents. Promotional competition opportunities* VisitNorwich run a lot of competitions, not only through our own channels but also with third parties. Competitions attract large audiences and we are sometimes able to share data. Get in touch with melanie.cook@visitnorwich.co.uk Invitations to member events, exhibition launches & networking VisitNorwich members receive invites to special previews and events to build product knowledge. This is often a great opportunity to see things often before the general public. These events give you behind the scenes experiences and access to curators. Our member events are very popular and are a great way to network. If you would like to run an event please get in touch with melanie.cook@visitnorwich.co.uk Introductions to industry professionals If you are looking to work with an industry partner who will compliment your product offer/ business please don t hesitate to contact us, we love introducing businesses to work together for mutual benefit. Look out for our annual work with English Tourism Week (March) as there are lots of opportunities here. Get in touch with melanie.cook@visitnorwich.co.uk. Regular membership e-newsletters & latest industry news We send regular updates so you know what we are working on and what is happening within the industry and in Norwich in general. Support by a professional tourism marketing & PR communications team If you need advice or additional assistance in marketing and/or PR don t hesitate to get in touch with isabel.johnson@visitnorwich.co.uk or melanie.cook@visitnorwich.co.uk Personal, approachable, flexible & friendly service We pride ourselves on our personal service and customer care. If you want to speak to the team, we are available on 01603 727979 during office hours. Promotional marketing collateral in Norwich Tourist Information Centre* The Norwich TIC are happy to take enquiries from anyone who wishes to place their marketing collateral in the TIC free of charge. Get in touch with melanie.cook@visitnorwich.co.uk Value for money VisitNorwich annual membership is lower than working with large marketing and PR agencies by the hour/day. VisitNorwich members range from small B&B s to large corporate organisations and everything in between. For some of our members, working with agencies is not cost effective, which is where VisitNorwich is able by bringing these businesses marketing opportunities that would not otherwise come their way. We also work closely with members who do work with agencies and PR/marketing services, and in these instances find we can compliment agencies work very well. Contact melanie.cook@visitnorwich.co.uk if you want to discuss.
Norwich Castle - VisitNorwich Member Use of VisitNorwich and City of Stories logos We are happy for you to use our logos on your websites and/ or in your marketing collateral. Using official logos helps your customers understand you offer a quality product. Contact Izzi Johnson: isabel.johnson@visitnorwich.co.uk VisitNorwich updates Norwich TIC weekly in person We meet the TIC face to face each week to discuss tourism in Norwich and news from our members. The TIC are the official tourism information body based at The Forum, and serve thousands of customers a year. City of Stories film links to embed or share in your digital marketing Our wonderful City of Stories films were created to show a different side to Norwich. If you wish to use them please contact melanie.cook@visitnorwich.co.uk Advertising in City of Stories weekly e-newsletters & bespoke posts We have banner spaces available weekly in our newsletters going out to our 13k database. We also offer bespoke blog posts. Contact isabel.johnson@visitnorwich.co.uk Research reports Annually we receive the Economic Impact of Tourism - Norwich & Norfolk Reports. If you would like to discuss this data please do not hesitate to contact melanie.cook@visitnorwich.co.uk Membership starts at 305.00 +VAT per year. That equates to just over 6 per week of your marketing spend. For prices please contact any of the VisitNorwich team. Testimonials Thank you for your immense support for my press trip, I ve never worked on a press trip that has been so well organised and thorough. Andy Lynes, Freelance journalist writing for BBC Food & Drink Magazine A huge thank you to you for helping promote the Norwich Science Festival, and in particular for flagging it up for nationwide interest with the Daily Express article and Greater Anglia competition feature. The Festival has been a huge success (more than expected!) and your work has helped towards this thank you. Jan Robertson, Norwich Science Festival Marketing Communications Manager
Raveningham Garden - VisitNorwich Member Achievements: Marketing, Digital & Print VisitNorwich.co.uk visits 442k VisitNorwich.co.uk page views 2.5 million Social media followers 40k City of Stories subscribers 13k City of Stories visits 42k Digital Marketing Campaign 2017 Google Display ads, YouTube & Facebook advertising; Engaging edited video content The main asset used for the campaign was Norwich A Story, a slow-mo film created for Norwich Cathedral by BAFTA award winning local film maker Rob Whitworth. Funded by Norwich BID our 2017 digital campaign was targeted at a London audience visiting www.visitnorwich.co.uk The campaign had a two-pronged approach. Firstly, it was aimed at sending consumers to visitnorwich.co.uk whilst keeping them better engaged and on the site for longer. The second aim of the campaign was to put visiting Norwich in mind for the future; this was achieved through re-marketing prompting users to Google visit Norwich as and when they wanted more information. Ads seen 13,269,831 London visitors +59.5% to website page views up 163.93% (Stats: July to November compared to previous 4 - none campaign - months) Greater Anglia Co-Branded Poster Campaigns Traditional marketing; April June & November December 2017 Station Double Royal posters: London Liverpool Street, Colchester, Ipswich, Cambridge, Diss, Great Yarmouth. A3 posters on trains: Norwich to Cambridge; Gt Yarmouth; Cromer. Call to action: visitnorwich.co.uk & cityofstories.co.uk Footfall in millions through stations Discover magazine (Greater Anglia) full page ads in two issues Traditional marketing Call to action: visitnorwich.co.uk & cityofstories.co.uk cityofstories.co.uk Weekly, VisitNorwich publishes four features on its City of Stories blog. Engaging, shareable content aimed at the 25-34 group. Subscribers 13k Potential reach annually 650,000 Discover magazine (Greater Anglia) full page ads in two issues Traditional marketing Call to action: visitnorwich.co.uk & cityofstories.co.uk
Raveningham Garden - VisitNorwich Member PR April 17 January 2018 Press Coverage 101 articles Total circ. 18,602,221 Total readership 30,824,767 OTS 266,915,203 + millions due to footfall at London Liverpool Street & GA stations Notable coverage includes: American Express, Greater Anglia, aol.co.uk, i newspaper, LandLove magazine, Daily Mirror, The Sun, BBC The One Show, The Times & The Guardian Competitions 15 competitions Total circ. 1,350,000 Total readership 4,050,000 Partnered three times with Greater Anglia on co-branded competitions to win overnight stays PR Campaigns English Tourism Week English Tourism Week is an annual VisitEngland initiative in March working with over 200 destination marketing organizations like VisitNorwich. In 2017 we put a call out to VisitNorwich members asking them to create a new event or offer something for free for visitors and residents during ETW. Norwich Tourist Information Centre created four free walking tours which we promoted. Resulting coverage: EastLife, Places & Faces, Future radio and Travel GBI. Norwich Tourist Information Centre had their best year in ticket sales following their ETW activity 2017 cont d...
Raveningham Garden - VisitNorwich Member Tourism Superstar VisitEngland s Tourism Superstar is an annual award aimed at crowing an individual who goes above and beyond in their role promoting tourism. Duane Dibartolomeo, co-owner of The Grosvenor Fish Bar, was shortlisted in the final 10 and then went on to win the 2017 award last year. PR coverage print circulation: 4,779,418 TV segment on The One Show - 5 million audience Twitter conversations with Mirror Travel Editor Nigel Thompson & Sue Perkins Literary Heroes Black Beauty In 2017 VisitEngland s PR campaign was literary heroes a subject close to our hearts. Following research, we found it was the 140th anniversary of the publication of Anna Sewell s Black Beauty. Not only were we celebrating a local writer, we were also celebrating that the novel was published by Jarrold & Sons in Norwich. We went on to bring about a small exhibition of precious watercolours used in a later edition of Black beauty to The Museum of Norwich at the Bridewell. We also worked with Jarrolds, Redwings horse sanctuary and Woodforde s brewery to push the story out further. The museum saw over 9,000 visitors during the exhibition period and the exhibition was really well received. Resulting coverage: circulation/digital audience in excess of 7,158,690 including national coverage in The Sun and Closer magazine A Redwings event where you could meet real life Black Beauty (Mia) saw attendance rise up from 250 in 2016 to 900 in 2017 The exhibition of beautiful watercolours loaned to us by Jarrold & Sons - Cecil Aldin: The Art of Black Beauty - was a huge success and drew over 9,000 visitors to the museum. Thanks to our partnership with VisitNorwich, and the Year of Literary Heroes campaign, we got widespread publicity for the exhibition. We were also grateful to our partners Redwings for providing us with a life size Black Beauty who stood proudly in our courtyard! Jenny Caynes, Curator of Community History
Contacts Melanie Cook - Interim Head of Tourism melanie.cook@visitnorwich.co.uk 01603 727939 Isabel Johnson - Marketing Executive isabel.johnson@visitnorwich.co.uk 01603 727943 Eve Mahoney - Digital Marketing Executive app@norwichbid.co.uk 01603 727937 visitnorwich.co.uk cityofstories.co.uk @norwich_cityofstories @norwichcityofstories @VisitNorwich Raveningham Garden - VisitNorwich Member VisitNorwich, 2 Millennium Plain Bethel Street, Norwich, NR2 1TF Tel: 01603 727979 visitnorwich.co.uk cityofstories.co.uk