MARKETING MANCHESTER CHRISTMAS 2015 CAMPAIGN

Transcription

1 MARKETING MANCHESTER CHRISTMAS 2015 CAMPAIGN Heart of Manchester BID All results are for the Christmas period October December 2015

2 INTRODUCTION The Christmas campaign is the largest consumer leisure tourism campaign of the year. The strategic partners were Visit Manchester, Heart of Manchester BID, Manchester City Council & Transport for Greater Manchester. Headline Sponsors were Manchester Arndale, Manchester Ice Rink (Spinningfields/Capital Properties), FTPE & Virgin Trains. Partners included Bali Health Lounge, Belle Vue Stadium, Cheshire Oaks, Chester Zoo, The Corn Exchange, Hilton Hotel Deansgate, HOME, IWM North, The Lowry, MCFC, MUFC, National Football Museum, NCP, Stagecoach, System One & Tatton Park and online partners were Afflecks, Camerata, Fazenda, The Great Northern, Halle, Ideal Home Show Christmas, The John Rylands Library, Jodrell Bank, Manchester Craft and Design Centre, Marriott V&A, Playfactore & Royal Exchange. CAMPAIGN OBJECTIVES To raise awareness of Manchester as a destination for a day trip or short break To raise awareness of the events and activities taking place across the city during the run up to Christmas To maximise opportunities for increasing footfall, dwell and spend in the city centre during the festive season To drive visitors to visitmanchester.com/christmas to plan a visit to encourage audiences to make/book a day trip or short break to Manchester MEDIA ACTIVITY The campaign was multi-channel and included: TV advertising across the ITV Granada region Video On Demand advertising across the ITV Central West region National press advertising in Guardian Christmas Unwrapped supplement, Stella Sunday Telegraph Magazine (2 inserts) Regional press advertising in Cheshire Life, Lancashire Life, Liverpool Echo, Yorkshire Post, Sheffield Star, Chester & District Standard, Ellesmere Port Standard, Warrington Guardian, Lancashire Evening Post, Stoke Sentinel, Primary Times (Cheshire/Wirral, Lancs & Merseyside) (13 inserts) Local press advertising in Manchester Weekly News (full zones), Manchester Evening News, Manchester Metro, Living Edge, Primary Times (Greater Manchester), Bury Times, Oldham Chronicle, Audience Agency Christmas Guide (10 inserts) Radio campaign on Heart FM NW (both on air and online) and online activity with Classic FM Digital activity including a dedicated microsite at visitmanchester.com/christmas, e- newsletters to UK databases, digital advertising (PPC on Facebook and Google AdWords) and social media activity Print leaflet (three different versions) with associated distribution via targeted door drops (solus and with local media titles), via transport providers, MVIC, City Hosts,

3 Manchester Arndale, leaflet racks across the city etc. 420,000 print run OOH activity included a variety of static and digital poster sites across Manchester such 6 sheets, 48 sheets, digital screens/towers on key routes into the city, 48 sheet, 96 sheet and mega 6 sheet sites on key roads and City Live digital screens, Manchester Arndale screen and the Printworks screen in the city centre all via MCC. Four different Christmas creatives were displayed on A3 poster sites in venues such as cafes, bars and shops throughout the city centre (* 200). In addition the creative was displayed on transport networks into the city at selected rail stations in partnership with Metrolink, FTPE and Virgin Trains as well as interior panels on trams (* 200) and tram wraps (* 8) and at NCP car parks across the city (* 40 sites). MCR magazine (35,000) was distributed to a UK short breaks database of 7,000+ as well as to tourist information centres, transport providers and international contacts. PRIMARY AUDIENCES The campaign targeted ABC1 audiences within a one to two hour travel time from Manchester. TIMING The Christmas campaign ran from mid October until the end of December CAMPAIGN REACH The overall reach for the campaign was as follows: TV & VOD audience: 2,052,228 ABC1 adult viewers National press audience: 624,012 Regional press audience: 1,305,292 Local press audience: 1,653,843 Radio listeners: 14,005,000 impacts Print: 420,000 Christmas leaflets Print: 35,000 copies of MCR Web visits: 559,465 page views (visitmanchester.com/christmas) E-newsletter recipients: 236,887 s delivered Social media activity: 1,500,000 Twitter impressions and 3,274,340 reach via Facebook Outdoor activity: opportunity to see in excess of 60 million

4 KEY PERFORMANCE INDICATORS When City Centre Footfall % inc/dec on 2014 City Centre Spend % inc/dec on 2014 Hotel Occupancy GM CC GM CC October -15.6% 0.3% 83% 85% 85% 85% November -6.6% 5.9% 84% 87% 85% 86% December 6.2% -0.8% 73% 76% 76% 76%

5 HEART OF MANCHESTER BID RESULTS WEB ARTICLE TIMING PAGE VIEWS UNIQUE VIEWS Christmas shopping in Manchester House of Fraser Grotto 30-Oct to 31 Dec 05-Dec to 24 Dec HOME PAGE COVERAGE Campaign homepage feature CONTENT Christmas shopping in Manchester TIMINGS Throughout the whole campaign SOCIAL MEDIA Twitter and Facebook Twitter and Facebook WHEN 19-Dec CONTENT Christmas shopping in Manchester Reach (Facebook) Impressions (twitter) Dec Late night shopping Facebook 20-Dec Last min shopping Twitter and Facebook 24-Dec Boxing Day sales ENEWSLETTER WHERE WHEN CIRCULATION OPEN RATE CLICK RATE UK 3 Nov , % 5.2% UK 18 Nov 15 66, % 3.1% UK 27 Nov 15 51, % 2.3%

6 EXAMPLES OF LISTINGS ON WWW

7 EXAMPLES OF SOCIAL MEDIA Twitter

8 EXAMPLES OF SOCIAL MEDIA Facebook

9 EXAMPLES OF SOCIAL MEDIA Twitter

10 EXAMPLES OF SOCIAL MEDIA Facebook

11 E-NEWSLETTER 03 Nov 15

12 E-NEWSLETTER 18 Nov 15

13 E-NEWSLETTER 27 Nov 15

14 EXAMPLES OF PRESS ADVERTS

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16 CHRISTMAS LEAFLET

17 EXAMPLES OF OUT OF HOME

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19 RADIO ACTIVITY (ON-AIR & ONLINE) TV & VOD ACTIVITY