PROMOTING TOURISM IN THE BROADS NATIONAL PARK

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1 PROMOTING TOURISM IN THE BROADS NATIONAL PARK MEMBERS PROGRAMME 2016/17 COMMERCIAL PARTNERS:

2 BROADS TOURISM Broads Tourism, working in partnership with the Broads Authority to provide a strong unified voice for Broads tourism-related businesses, from accommodation providers to holiday boat operators, and other stake-holders with an interest in tourism activity. promoting tourism in the Broads National Park

3 BROADS TOURISM MAIN AIMS n Promote the Broads National Park as a leading recreational, leisure and holiday destination n Develop, deliver and regularly review actions within the Tourism Strategy and Action Plan and provide guidance and assistance with applications for relevant grant funding. n Enable the sustainable economic development of the tourism sector and its communities through an improved quality of promotion, service and information. n Create and deliver various marketing initiatives underpinned by market research. n Develop a feeling of an agreed purpose and shared endeavour from all stakeholders and their communities. an influential membership organisation promoting people s understanding and enjoyment of the special qualities of the Broads National Park

4 THE ECONOMIC IMPACT The Broads National Park welcomes nearly 8 million visitors each year who contribute around 600m to the Broads tourism economy, benefiting local businesses and organisations supporting around 8,000 local jobs. Despite covering the smallest geographical area and having the second smallest population in the national park family, the Broads attracts the fourth largest number of visitors, behind the Lake District, the Peak District and the Yorkshire Dales. 8 million visitors each year who contribute around 600m

5 WHAT YOUR BUSINESS GAINS FROM BEING A MEMBER OF BROADS TOURISM n Participation in a comprehensive, multi channel Marketing and PR programme to attract domestic and international visitors Your voice and your opportunity to steer and support the work of Broads Tourism n Benefit from insight and economies of scale to achieve commercial advantages with our partner suppliers n Valuable networking and collaboration with other member businesses, stakeholders, affiliate organisations and trade partners n Sharing ideas and best practice with like-minded individuals n Market research and analysis to help inform your business decision making n Positively demonstrating your support and interest in promoting responsible tourism in the Broads National Park

6 MULTI CHANNEL MARKETING & PR PROGRAMME n Participation in a comprehensive, multi channel Marketing and PR programme to attract domestic and international visitors n Promotion of our businesses and marketing collateral at established prestigious consumer travel and special interest exhibitions n Exclusive discounted promotions specifically created to help members grow their businesses n Membership window stickers to display in your business to demonstrate to visitors your commitment to tourism in the Broads Creating and delivering exciting Marketing and PR initiatives that build our businesses

7 Impactful multi media marketing campaigns BROADS TOURISM MARKETING ACTIVITIES n 175,000 copies of Enjoy the Broads printed annually and distributed by Take One Media to a wide range of targeted outlets n Website free listing on Enjoy the Broads website n Members can obtain a free copy of the branding guidelines with logos, images and suggested text to use in all of their online and printed marketing materials.

8 NATIONAL AND REGIONAL PR n Broads Tourism and its members have together achieved significant media coverage and profile for the Broads National Park n National coverage includes The Sun, The Times, The Guardian, the Daily Mirror, Woman s Own, Daily Telegraph, The Daily Mail n Regional EDP/Evening News n Broadcast, Anglia TV, BBC and Mustard TV Positive publicity for the Broads National Park in UK media

9 BROADS NATIONAL PARK OUTDOOR FESTIVAL GUIDE n The annual Broads Outdoors Festival, now in its 6th year, fills the gap between the two bank holidays at each end of May with an amazing variety of activities. A copy of the programme is inserted into every issue of the Eastern Daily Press leading up to the Festival. There s a wide range of things to do, both on land and on water and several take place in parts of the Broads which are normally closed to the public. A 16-day festival to promote our special qualities Saturday 7- Sunday 22 May 2016 Saturday 7- Sunday 22 May n Broads Tourism members play an important role on the Festival s steering group, and many are involved in organising events. n 45,000 guides will be inserted into Norfolk s most popular local newspaper, the EDP, prior to the Festival, taking your message direct into the hands of over 120,000* local residents. n 2 week consumer campaign leading up to the Festival including offers and savings from Broads Tourism members n Short run 5,000 guides for outdoor promotion at local events and shows, such as the popular Spring Fling at the Royal Norfolk Showground during the Easter holidays

10 Promoting the great hospitality of the Broads National Park EATING OUT IN THE BROADS WIN holiday vouchers your gourmet guide to food in the Broads... EATING OUT IN THE BROADS NATIONAL PARK n A comprehensive guide promoting the Broads as a destination for great food and drink published in partnership with the Broads Authority, Richardson s Boating Holidays and Archant. n 46,000 guides are distributed by Take One media into accommodation providers, attractions and leisure outlets, and key motorway services. n 45,000 guides are inserted into Norfolk s most popular local newspaper, the EDP, prior to the Easter holidays, taking your message direct into the hands of over 120,000* local residents. n Over 90,000 page views** of the E-edition available on the EDP website for those digital savvy consumers who prefer to find places to eat at the click of a button. n 14,000 guides are marketed by Richardson s Boating Holidays. The guide is distributed to all Richardson s Boating Holiday guests as part of their on-board welcome pack and also via other holiday operator outlets. The guide is also distributed at the high profile London Boat Show, and Telegraph Travel Show events in January as part of the Richardson s exhibition stand n 5,000 guides are distributed by the Broads Authority. These will include TIC s, visitor centres and other information points around the Broads. The Broads Authority will also showcase the guide on their exhibition stand at the Telegraph Outdoor Show in February n 2,000 guides are displayed across participating restaurants. *NRS/JICGREG J-D 2014 ** Page suite digital publication reporting Apr-Sept 2015 *** Active Recipients J-D 2014

11 COMMERCIAL ADVANTAGES THROUGH INSIGHT AND ECONOMIES OF SCALE n Benefit from improved purchasing terms as a result of our trade partnership programmes n Gain sound advice and insight from our sector-leading tourism professional partners Improved purchasing terms as a result of our trade partnerships Our insurance advisers will work with you to analyse and identify the risks and provide tailored advice to minimise and protect against them. We can also help with health & safety, employee benefits and your private insurance requirements. We will provide members with advice and guidance and a free consultation visit, extremely competitive prices and genuine personal service. Our specialist Leisure and Tourism team provides quality legal advice and we are able to offer members a one-hour free consultation, invitations to our join our informative legal seminars, and regular tourism sector specific legal updates. We are a long established architectural practice based in Norfolk, recognised as market leaders in tourism and leisure based projects and we can offer members free initial consultations and advice. We work closely with tourism businesses, delivering not only compliance services but also growth and tax planning advice, and providing insights into the issues affecting the sector by publishing annual Tourism Business surveys. We are able to offer members a free no obligation business health check. Members can benefit from sector-focussed marketing advice and enjoy up to 60% off published media rates for print and digital marketing services within selected Archant Group media brands.

12 NETWORKING & COLLABORATION n Meet up with other Broads Tourism businesses and partners n Join four member meetings each year including the Annual General Meeting n Share ideas, and best practice with like minded individuals and organisations promoting joint working and collaboration n Business advice and support for tourism businesses across all segments n Membership and access to regional Destination management organisations n Access to training and support to help you build your skills and business Terry Whittaker Share ideas and best practice with like minded individuals

13 Ross Hoddinott MARKET RESEARCH AND ANALYSIS n Up to date consumer market research and analysis to help inform your business decision making n Regular performance data and analytics to support marketing investments in Broads Tourism programmes n Case studies and shared testimonials to help Help inform inform your marketing your business opinions and judgements decision making

14 Demonstrate your support in promoting understanding and enjoyment of the special qualities of the Broads National Park RESPONSIBLE TOURISM n Positively demonstrating your support and interest in promoting tourism in the Broads National Park n The Green Tourism Business Scheme is actively promoted by Broads Tourism and several of its leading members are amongst the best practitioners of all things green. Subsidies are available for members who wish to join the GTBS and a wealth of advice is available. n Broads Tourism pioneered the development of the Green Boat Mark, the first eco-accreditation scheme for hire cruisers in the UK. Subsidies are available for members who wish to enter the scheme. n Greening the Broads contains a series of case studies of good practice by Broads businesses, many of whom are Broads Tourism members n Visitor giving scheme Love the Broads has been very successful in helping to keep the Broads special for the future. Visitors have donated nearly 20,000 which has supported 14 projects. Over 80 Broads businesses have signed up, all of which are collecting donations from visitors and in a way which suits their business. Some are adding a small voluntary contribution to accommodation, bike or canoe hire, or a cup of tea or coffee or selling merchandise such as a pin badge or book. n European Charter, the three strategic objectives of the Broads Tourism Strategy provide the framework for all of Broads Tourism s activities. The Broads Tourism Strategy, together with the clear evidence of Broads Tourism s partnership working, was fundamental to the award of the European Charter for Sustainable Tourism in Protected Areas in 2006, again in 2011 and, subject to announcement, 2016.

15 Terry Whittaker MEMBERS MISSION STATEMENT Offer a high quality experience for all customers which exceeds their expectations, provides excellent value for money and encourages them to return for more. Balancing the needs of the business with those of the environment, the local community and the visitor. Exceed their expectations and they will return for more

16 COST OF MEMBERSHIP 2016/17 n Membership year extended to September 2016 n 18 months for the price of 12 months n Excellent value for money n Self funding when considering the value of the savings achieved through our members benefits programme n Balanced membership fees based upon annual business turnover n Local authorities and charitable organisations are eligible for reduced membership rates Annual turnover of business Annual Subscription Sign up to be a member and start benefiting now Non VAT registered businesses 45+VAT = 54 Up to 100, VAT = , , VAT = Over 500, VAT =

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