Developing and promoting England s worldclass tourism product Lyndsey Turner Swift, Head of England Planning & Delivery 22 nd March 2018 1
Our aims VisitBritain: Market the nations and regions of Britain overseas to drive growth in international leisure and business tourism. VisitEngland: Maintain distinct activities to develop and market England tourism. 2
Our Activity VisitBritain Activity VisitEngland #OMGB Home of Amazing Moments I Travel For Marketing & Digital Content #OMGB Home of Amazing Moments Join the World: Discover the UK New focus, in line with Tourism Action Plan Business Visits & Events New focus, in line with Tourism Action Plan Inbound trends & Britain s competitiveness Research Statutory research & product development research (DEF) 800 press trips Film Tourism James Bond, Fantastic Beats and Where to Find Them PR 2017 Year of Literary Heroes Film Tourism BFG, Swallows & Amazons Commercial partnerships Developing Partnerships Regional partnerships Business Support Business Support Hub Rail Itineraries Food Hubs Product Development 40m 3-year Discover England Fund BTIG Welcome Group Engagement English Destinations Forum 3
The Discover England Fund 4
The Discover England Fund Announced by Government in 2015 Currently at the end of Year 2 of 3 40million investment The fund will ensure that England stays competitive in the rapidly growing global tourism industry, by offering world-class English tourism products to the right customers at the right time. 5
Fund Objectives To grow tourism in the regions of England To increase the competitiveness of England s tourism offer, domestically and internationally To develop world-class bookable tourism products in line with market trends and in response to consumer demands 6
Barriers to inbound growth that the Fund is trying solve Awareness and lack of regional product International competitiveness and responsiveness to customer demand Connectivity and joining up product for the consumer (including travel and transport, digital) Last mile Aggregation and bookability (distribution channels) Fragmented delivery landscape 7
Grant funding to date YEAR 1 YEAR 2 YEAR 3 20 Pilot Projects 6 Pilot Projects Year 1 Amplification 14 Large-Scale (2 year projects) Pilot Projects TBC Year 2 Amplification Current Total 40 Projects 19.2 Million 8
DEF successes so far (Year 1 Projects) 160 bookable itineraries and product clusters 39 fam trips (press and trade) Over 1,200 individuals engaged across a range of product workshops and events Sales of 1,365 passes and packages Improved partnership working among tourism stakeholders 9
Large-Scale Project Examples 10
The Collection Lead body: England s Historic Cities England s Historic Cities have been globally significant for 2000 years and represent some of the best of England s heritage product. Brought together for the first time they provide a compelling reason for international visitors to explore England beyond London. Introducing The Collection, 15 significant historic cities in regional England. Packaged with London as the main gateway. Focused on rail as main mode of transport. Encouraging exploration into city hinterlands. Gathering together commissionable product to support the travel trade. Market: US (Eastern Seaboard) Customer segment: Cultural Adventurers (age 25-39) 11
Growing Manchester as an international gateway to the North Lead body: Marketing Manchester This project will increase the volume of visitors coming through Manchester Airport by creating itineraries that showcase the city, and excursions that open up the North of England. Working with destinations, travel trade and the tourism industry and targeting the US market, Marketing Manchester will lead a partnership to maximise the potential of the North of England as an international destination and gateway to the North. Market: US Customer segment (Mangrove): Lifestyle Travellers 12
New Project: East Of England Touring Route Lead Body: Newcastle Gateshead Initiative This project will create a 300-mile touring route that spans the length of Eastern England from London to Northumberland. Packaging up food and drink, accommodation, attractions and transport options along the route visitors will be able to book English experiences. Market: German Customer Segments: Cultural Adventurers and Mature Experience Seekers 13
VE/VB Central Activity DMC integration Research and evaluation Overseas Product Development Managers Relationship Management Business support toolkits Scoping further strategic options Looking into legacy options 14
Our marketing approach Friday, March 23, 2018 15
Our audience Explorers Buzzseekers 16
OUR ROLE CHANNEL E.G. JOURNEY Our customers journey PASSIVE INSPIRATION ACTIVE IDEATION EXPLORING OPTIONS BUILD ITINERARIES GROWING ANTICIPATION ON THE GROUND SHARE AND ADVOCATE Make them think of Britain differently Help them plan Help them travel Help them share 17
ACTIVITY The always-on approach 18
Our approach to content Broadcast messaging Content tailored to audience Own-channel focused Distribution-led Limited use of data Data and insight driven Help us with engaging content ideas, stories, experiences and personalities! 19
Our brand strategy THE PROBLEM Foreign travellers feel they already know exactly what to expect from Britain OUR STRATEGY The world s most wonderfully unexpected island 20
Platform Idea I TRAVEL FOR Travel Passions (per market) I travel for adventure I travel for fun I travel for food & drink I travel for culture Expected/Unexpected Link expected and unexpected to travel passions putting people at the heart 21
Coastal + Country Life 365 DAYS Cool Cities visitbritain.com visitbritain.com visitbritain.com 22
Domestic campaign: Join the World Discover the UK www.visitbritain.com/jointheworld Influencer content Blog articles UGC imagery from Instagram Top-line inspiration with added anecdotes and interesting details Send the user to various partners to book/find out more. 23
Industry Involvement Use the hashtags #Lovegreatbritain and #LoveUK Submit tailored experiences, images and video content to domestic.marketing@visi tengland.org Toolkit in progress. 24
Friday, March 23, 2018 English Tourism Week 25
For further information: www.visitbritain.org www.discoverenglandfund.org www.englishtourismweek.org 26