Marketing Update Kelly Ballard, Head of Marketing

Transcription

1 Marketing Update Kelly Ballard, Head of Marketing

2 Updates on Digital PR Groups Overseas New brand Campaigns Visitor Guide 2013

3 Digital general highlights so far this year Visitbristol.co.uk reached 120,000 unique visitors in July 2012 (average of 110,000 per month) Refreshed homepage Improved accommodation booking experience New niche market experiences Emphasis on click through to member website

4 Digital general highlights so far this year Twitter 9,402 current followers (3,000 approx Jun 2011) App downloads 6,738 July 2011 July 2012

5 Digital what s to come Development of Shopping pages (November) Geographical area pages (January) Food and drink pages (September) Groups and travel trade site (January/February) On going development of main and conference sites Enews new system in place for September Integration of new campaigns (on-going) Re-skin using the new brand (January 2013)

6 PR highlights this year Hosted journalists 17 international 6 national 16 regional Hosted five VisitEngland staff members 13 consumer releases since January Snapshot of coverage

7 PR highlights this year overseas Olympic torch BBC worldwide International fam visit with (VisitEngland) during the Balloon Fiesta: Huffington Post, Frommers, China Republic Television Network, Bejing Morning Post, Terra TV (Brazil), National Geographic mag, La Vanguardia (Spain), MSN China

8 Groups and travel trade update Dedicated resource Telemarketing DB database people contacted Hosted several UK & European fam trips early in the year (VisitEngland & UK Inbound) Exhibiting at Group Leisure show 19 th & 20 th Sept Birmingham SW Group Travel show January Fleet Air Museum Joined Coach Tourism Council and Group Travel Organiser Association Planning a fam visit in December/January Revamping the website, adding new itineraries Advertising campaign planned for January/February Domestic market November Groups workshop Hot off the press: Coach Tourism Council annual conference in February

9 Overseas marketing update PR already mentioned NY Travel Show March Fam visits early in the year with VisitEngland and UK Inbound Fam visits with Easyjet from Copenhagen and Geneva (October) US fam trip working with Bath TBC The Cruise market high growth potential

10 VisitBristol new brand

11 VisitBristol new brand RGF opportunity handwritten font expresses the energy of the city and reflects the personal nature of a journey around Bristol, with so many individual experiences to enjoy a hint of Bristol Blue glass, Banksy, Brunel and unlimited creative expression within a recognisable, yet unique framework. Testing this week Launching with autumn campaign Rolled out across all comms by January 2013

12 VisitBristol brand Application

13 Marketing Campaigns Three years, 1 million 2012/13 Three short campaigns Autumn short breaks (October November) Winter shopping breaks (November January) Spring Easter and events short breaks and day visits (March May) Campaign theme: Start Early. Stay Late. Bristol is meant to be a lovely place but I m not sure why I should visit? MAG meeting - USP s (echoed Place making strategy) Raising the collective spirit Theme that promotes not one place but the collective experience The detail is on the website, in our visitor guide

14 Campaigns Start Early. Stay Late. Summer soft launch 20 First Great Western train station posters PR Blog insider tips for starting early, staying late Families and festivals press releases

15 Campaigns Autumn Start Early. Stay Late. Autumn campaign Ad campaign Oct & Nov Regional Glossy mags Online ads M4/M5 corridor two hour drive time Integrated campaign website/pr/social media Short break offers

16 2013 Visitor Guide why the change? Two leisure guides needed a fresh approach Asked you what you want Responding to what our customers need

17 2013 Visitor Guide Quite a few objectives Map based guide for visitors when they arrive Inspirational guide to encourage day visitors from within a 45 min drive time Multi-lingual Useful at Open days, Freshers weeks, other events To satisfy those who still request accommodation info by post To sign post people to find out more via visitbristol.co.uk, download the app, Direct visitors to the visitor card (January 2013 launch) To have a single piece of print which is more cost effective both in terms of cash and staff time

18 2013 Visitor Guide totally new approach to print 80 pages, A5 Editorially led (25% advertising) New branding Geographical approach 300,000 copies 70:30 post/pre arrival Hotel bedrooms

19 2013 Visitor Guide Geographical approach

20 2013 Visitor Guide top ten things to do English, Spanish, German, French, Chinese, Italian

21 2013 Visitor Guide Harbourside example

22 2013 Visitor Guide Harbourside example

23 2013 Visitor Guide Harbourside example

24 2013 Visitor Guide Accommodation Directory Useful information Downloadable Available from mid Dec Limited advertising available throughout Advertising booking deadline Fri 12 th October See Zoe Sear to sign up today