Since we last met. Louise Stewart Strategy and development Director VisitEngland

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1 Since we last met Louise Stewart Strategy and development Director VisitEngland

2

3 Strategic Framework update and next steps Growth remains above expectation average 8.7% since 2010 Jobs increased by 5% (compared to 2% in other sectors) 1 st Phase Action plans come to an end in 2014 Still looking for case studies

4 Futures, Growth and Innovation Three projects key to the next stage of Framework All feature at Visitor Economy Conference Securing Future Growth - Visitor Economy Conference Dec, London

5 Innovation in the Visitor Economy First type of discussion held by VE through Social Media Engaging multiple sectors (i.e. not just tourism) Linked-In key influencer in LEP group and Innovation group (circa 30k participants globally) 1000 s of interactions through blog and LinkedIn

6 Do you have a view? join the debate!

7 Strategic Partnerships Update National Parks England (was ENPAA) partnership agreement launched Focusing on promotion in year 1 ACE partnership continuing to develop Cultural Destinations now closed 48 applications!

8 Marketing Partnership with the Forestry Commission

9 Accord for AONBs Addresses the lack of tourism policy in AONBs It proposes a way forward for partnership working with DMOs Aims to deliver Great experiences for visitors Increased economic growth Recognises the landscapes, the communities and the businesses within AONBs are vital and to be sustained.

10 DEFRA Developing a framework to evaluate the impact of the tourism package RDPE evaluation coming - Key insight for DMOs! DMPs were found lacking as an evidence base for businesses. Looking forward CLA - National Rural Tourism Partnership CAP Reform

11 DMP tools and video Working to help areas without DMPs Workshop & Presentation materials Advice note on prioritisation Film animation about DMPs Next steps indicators & evidence

12 BHA Roadshows To address the understanding of how tourism is managed locally and nationally 7 Roadshows at BHA committee events Each DMO in the area will be invited to attend and bring guests (if desired) Seeking a DMO speaker and Private Sector speaker Illustrate how it works locally

13 LEP Growth Session 25 th June Over 20 LEPs attended Results will inform Visitor Economy Growth paper for LEPs Hot topics for LEPs Skills Youth unemployment Access to finance Transport Innovation Business Tourism & Inward Investment

14 RBS Partnership and Funding 150m fund for businesses Exploring funding opportunities Community Development Finance Fund (for SMEs)

15 International Festival of Business Following on from the last DMF England House being explored as an idea (subject to sponsorship) Watch this space! Two month opportunity to Showcase the visitor economy potential Business tourism opportunities across England Be an entertainment/ meeting space for Destination Management Organisation

16 EU Grant Programme: Accessible Tourism Itineraries Legacy opportunity following RGF Accessible Tourism Itineraries project Product development and consumer marketing campaign 8 destination organisations each supporting 8 businesses Expressions of interest were due last Friday, Destinations to be notified this week Key contact Ross Calladine available during coffee and lunch

17 Regional Growth Fund Initial results from year 1 100m 2000 indirect jobs Still opportunity to join the thematic campaigns

18 Campaign Audience English City Breaks Pre-family = Independent Indulgers Romantic Getaways Pre-family = Independent Indulgers English Countryside Pre-family = Independent Indulgers Hair-raising Histories Families: School age children = Memory Makers Outdoor Activities Families: School age children = Memory Makers English Seaside Families: Playschool & primary = Memory Makers Coastal Escapes ABC1/ Affluent = Escape Seekers

19 Travel Trade Trade Marketing Partnerships Manager, Claire Burdall now on board Updating Travel Trade strategy Grow the amount of English product sold through the Travel Trade channels

20 Travel Trade Opportunities We are exploring: Key travel trade shows next year such as Excursions, Great Days Out and BOBI Support for the groups sector

21 Holidays at home are GREAT Get Packing Full evaluation report due in December. Average campaign recognition was 51% 81% liked or loved the campaign

22 TIC Pilot Project Things to Look Out for Evolving Visitor Information Delivery New Pilot Project for 2014 Open call to all tourist information providers to participate VisitEngland Awards for Excellence 2014 is the 25th Anniversary.

23 Digital transformation 2013 on-going

24 Key Messages As a modern dynamic tourist board we are transforming our platforms, communications and services to embrace the opportunity that digital technology provides. Our digital strategy has been developed in conjunction with consumers, small businesses and our local partners. In order to reduce the duplication of effort and coordinating a content- led approach we need to work much more closely with our destination partners As the project leads up to delivery and beyond launch we will update destinations with progress and how the objectives of the project are being achieved.

25 Insights from consumers No suitable, single source of inspiration Tourist board websites are universally seen as a trusted source of information Visuals are the single most important media relating to engagement and inspiration Post holiday use of social media is increasing rapidly (43%)

26 Insights from destination partners No single approach to the consumer journey Destinations expect VisitEngland to act as a network to help distribute their message Clearer dialogue and understanding of VisitEngland s future plans Mobile web not always appropriate, in rural areas for on the hoof information

27 Insights from Industry Opportunity to collaborate Deliver quality leads online Assisting smaller businesses in capitalising on digital opportunities - Enable them to better market themselves digitally (in collaboration with destinations) - Raise digital marketing awareness and organise activity that will facilitate shared learning - Identify key trends and provide gateway to information that will improve SME s digital marketing skills

28 A platform to enable transformation A single consolidated digital engagement platform designed to simultaneously reduce ongoing costs, act as a central digital hub and, increase the effectiveness of VisitEngland s communications and engagement activity.

29 More for less Activities supported by visitengland.com Communications Communications VisitEngland Website

30 VisitEngland focus on open search terms

31 Key approaches: Enhancing visibility through forward planning and social search

32 How we support you; how your teams can support us Consolidation of content plan Cross team working & contribution Submission of best of content year round Contribution in to content planning PR Campaigns Content & Social Better communications channels From us to you and from you to us Website

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