Marketing Then, now and looking ahead Dan Eagar Marketing Campaigns Manager
Topics covered Then Marketing highlights over the past 20 months Now Update on current campaigns Looking ahead Marketing and campaign activity coming up
Then
What s happened since we were last here? 100,000 copies Distributed nationwide 100,000 copies Distributed in destination
600,000 Impressions
36 e-shots 60,000 opt ins Monthly, Seasonal and Thematic Open rate of 18%
7,272 new Followers 9,163 new Likes 5,682 new Followers
Digital subscriber base of over 120,000
- Results to date Season One Estimated visitor numbers of 150,525 Economic impact of 7.5m Arts biased audience Season Two Preliminary evidence suggest that visitors are more general, not so art specific, and new to the venues Word of Mouth has been crucial to awareness Full findings to be announced shortly
Northern Tourism Growth Fund 10m government investment to grow the international visitor economy in the north of England Partnership project covering North West and North East England Yorkshire and Humber Peak District North Lincolnshire Targeting five international markets Australia/New Zealand China Germany The Netherlands USA Huge amount of project delivery carried out within one year from consumer marketing campaigns, trade engagement, press work and product development
How did we get involved? Hosted journalists Attended on territory press reception in Munich UK based trade events and FAM trip for international buyers 2-day City of London information centre take over Facilitated training programmes Received funding for a photoshoot Peak District product featured on creative in source markets Peak District product featured extensively online: Content pieces Maps Themed itineraries for trade, press and consumers
Did it work? Year long evaluation programme is well under way with results expected March/April 2017 4 out of 5 target markets are in the Top 5 nations for visits to the website All markets saw significant growth in user numbers (except Australia) throughout the campaign period Based on date range: 01/10/14-18/02/15 compared to 01/10/15 18/02/16
Campaign Evaluation The objective was to significantly raise awareness and encourage trial amongst our audiences Delivery achieved a gross reach of over 22 million achieved at an OTS of 6 Reach in excess of 22,000,000 13,669,321 Impressions through paid media Over 40,000 sessions on the microsite 5,000 competition and data entries
Now
China Campaign Why? Massive market potential (population of 1.3bn) Huge desire AND propensity to travel Very high spend per visitor Younger middle classes Britain in Top 5 of outbound destinations (and growing!) Direct routes into Manchester Northern Tourism Growth Fund in China 2015-16 Nearly 1m spent on consumer marketing and travel trade Resulting in major press and familiarisation trips and a visit by President Xi
China Campaign What? 450,000 media buy Mainly digital campaign focused on Beijing, Shanghai and Guangdong province Out of home activity, student roadshows and business events (VIP lounges) New Mandarin printed visitor guide stocked in: All Visa application centres in China Hainan planes and lounges Manchester Airport Arrivals Hainan customer activity e.g. IFE, Wings database, social media Trade development: Sales calls in Beijing, Shanghai and Guangzhou Football Activation (stadium takeover and the Manchester Summit) Familiarisation visits
China Campaign - Results It s a slow burn! High level of China originating bookings on PEK > MAN Hainan Route Peak District digital content is being viewed, but expect numbers to grow Countryside digital content is proving most popular Peak District features in 7 14 day itineraries including: Hua Yuan in Shanghai featuring Chatsworth Ctrip visiting Haddon Hall Caissa in Beijing offering a 3 hour hike in the Peak District GZL in Guangzhou featuring Derby
Gardens & Gourmet Year 1 funding from VisitEngland Discover England Fund. Collaborative project working with: Visit Kent (project lead) Visit Essex Visit Herts Marketing Cheshire Bookable Gardens & Gourmet Pass Gardens & Gourmet website and booking portal Travel Trade events: Vakantiebeurs ITB UKInbound ExploreGB Consumer marketing and PR
Looking ahead
Where next for The Land to Forget Time?
visitpeakdistrict.com
visitpeakdistrict.com Sections include: Things to do What s on Accommodation Food & Drink *NEW* Ideas & Inspiration *NEW* Explore *NEW* Visitor Information *ENHANCED*
visitpeakdistrict.com SEO enhancements: Responsive design Quicker page load times Integration of blog Special offers module Itinerary planner Improved product pages
Thematic Campaigns Annual calendar of thematic content: Getting fit in the New Year Romance Food & Drink, etc. Sits alongside seasonal calendar content: Easter Christmas Mother s/father s Day, etc. Content updates and how to submit content via the regular industry communications
Dispersal Attractions Map 200,000 Distributed within the destination and surrounding areas Wells Dressing and Gardens Map 80,000 Distributed within the destination For illustrative purposes only
Peak Explorer App Redeveloped to be on-brand Improved functionality For illustrative purposes only
To summarise Then Snapshot of marketing activity Collaborative national and international campaigns Multi-channel brand campaign, The Land to Forget Time Now Collaborative international marketing and product development campaigns Looking ahead Building on The Land to Forget Time campaign Brand new consumer website Annual programme of thematic campaigns Dispersal activity
Thank you Enjoy the rest of the 2016 Annual Tourism Conference & Exhibition