Marketing Opportunities 2016/17

Transcription

1 Marketing Opportunities 2016/17

2 As well as the wide range of free business support benefits included in membership of Visit York, more details of which can be found here, we offer a whole host of additional marketing opportunities at great value for money which you can take advantage of to boost your marketing strategy. Are you an event or festival? Call us on to find out more about our events membership packages. Visit York members receive preferential rates on all enhanced marketing opportunities.

3 Publications Every year we publish a series of guides and leaflets designed to inspire both business and leisure visitors to York, for use in the pre-visit stages as well as when they arrive into the city. Over 1.1 million of our publications are distributed every year, offering a great opportunity to advertise your business directly to a captive audience. For all enquiries relating to advertising within Visit York publications contact: Sue Frumin, Business Engagement Manager on or sue.frumin@makeityork.com

4 Visit York Destination Guide The York Destination Guide is the official visitor guide to York and its surroundings, used to inspire prospective visitors as they plan and book their breaks, as well as encouraging a wider audience to rediscover the city. With engaging lifestyle content, the York Destination Guide is an independently written celebration of all that is great about York. With 100,000 copies distributed throughout the UK via Tourist Information Centres, exhibitions, direct mailing, key motorway services and the Info Direct Online ordering system, you can be assured that you are getting the best value for your advertising budget. Bookable from October annually

5 Visit York Mini Guide Must See Attractions (min. 100,000 visitors per year) Full page Half page 4000 * * 1360 Attractions One of the UK's most popular city guides, the York Mini Guide has proved itself to be a superb marketing tool for everyone who advertises in it. Such is the demand for this annual publication - particularly by the Park and Ride buses - that we print approximately 1 million copies every year. With sections for attractions, walks & tours, shops, restaurants & cafes and a handy city centre map this publication remains the must have' guide to the city. According to &Co' - the region's leading print distribution company, York's Mini Guide remains their most requested publication in Yorkshire. Full page Half page Quarter page 3570 * * * 595 Restaurants, Shops & Services Full page Half page Quarter page 3570 * * * 595 Bookable from January annually

6 Visit York Wedding Guide Reception & Ceremony Venues Full page Half page 1200 * * 445 Services (e.g. Photographers, Florists, Bridal Retailers etc.) Full page Half page Quarter page 1165 * * * 195 Every year 4,000 copies of York s Official Wedding are printed and distributed through the York Register Office, Visitor Information Centres and in response to enquiries via Visit York. All advertisers are listed on our weddings pages on and, for a small fee, Visit York members will have the option of a web link. Bookable from November annually

7 Visit York Christmas Guide Christmas Guide Advertising Back page 2245 * 1495 Inside front / back page 1495 * 995 Full page 1165 * 775 Half page 670 * 445 A York Christmas is the official guide to the York St Nicholas Christmas Festival giving details of what s on in the city and surrounding area over the festive season. It provides information on Christmas markets, events, festivals, shopping, travel and parking and is a key reference for coach operators, visitors and residents in the run up to Christmas. Quarter page 445 * 295 Bookable from August annually Book your space in the guide now and reach thousands of potential customers with your advertising message. We print a minimum of 50,000 copies of the Christmas Guide.

8 Visit York Conference Guide The VisitYork4Meetings Conference guide is designed to promote York as an innovative conference destination with a professional image and modern feel - thereby appealing to a diverse range of conference buyers and organisers. The guide includes an overview of York s conference venues, general information on what York has to offer as a conference destination and the services of the VisitYork4Meetings team, as well as maps highlighting York's ease of accessibility from across the UK and Europe. Conference Guide Advertising Double page 200 words, logo & 4 images Full page 150 words, logo & 2 images Half page 60 words & 2 images 2065 * * * 425 Bookable from December annually There is an annual print run of 6,000 copies alongside a downloadable e-brochure available on

9 York Map & Shopping Streets Visit York s Shopping Map provides a detailed and comprehensive city centre and out of town map for visitors whilst also showcasing York s unique and enticing retail offer, street by street. 20,000 copies of the map are produced, with 15,000 to be sold in the Visitor Information Centre and the remaining 5,000 to be distributed via exhibitions and trade shows. There are a very limited number of premium advertising slots which are available on a first come, first served basis. Advertising Half page DL advert 750 * 500 Quarter page DL advert 375 * 250 Bookable from April annually

10 Sponsorship & Event Opportunities Businesses from all sectors, not just tourism, can get involved with Visit York by taking advantage of our corporate sponsorship opportunities. We can design packages to suit your business needs and target audiences, ensuring you maximise potential. For all enquiries relating to sponsorship & event opportunities contact: Nick Greatrex, Sponsorship Manager on or

11 Visit York Tourism Awards The Visit York Tourism Awards celebrate excellence in our industry and rewards outstanding service, innovation and quality. With 12 categories rewarding everything from Hotel of the Year to Visitor Experience of the Year, as well as the highly prestigious Tourism Ambassador category, the Visit York Tourism Awards are a great opportunity for York to shout loud and proud about its tourism stars. Take the opportunity to raise the profile of your own business and be involved in a glittering night celebrating all things York. The event provides an ideal opportunity to an audience of over 400 business people from across York s tourism sector. Principal Event Sponsor Package extensive exposure across the event POA Category Sponsor Opportunity support and sponsor a specific award category 1345 * VAT Register your interest by 30 April 2017

12 Visit York Annual Tourism Conference The annual Visit York Tourism Conference is a must-attend event in York s business event calendar for anyone working in tourism or associated sectors in York and Yorkshire. Marketed to Visit York s 700 strong membership database and our business specific database of 1,200 key contacts, this is an excellent opportunity to: raise your profile with the tourism sector demonstrate new products or services and provide any discounts or offers to an active and engaged audience source new leads for business keep up-to-date with the needs of your audience and demonstrate support for the sector build new and strengthen current partnerships feed into the Tourism debate Principal Event Sponsor Package extensive exposure across the event POA Register your interest by 31 August annually Exhibitor Package including display space, networking and data capture opportunities 225 * 150

13 Residents Festival York Residents Festival is an annual event organised by Visit York, in partnership with City of York Council to say thank you to the residents of York for the warm welcome they give to York s 7 million annual visitors and the support they show for the city s tourism industry. York Residents Festival gives the residents of York the chance to explore the city and be a tourist for the weekend for free! It s a great opportunity for residents to discover York s visitor attractions for free and wine, dine and shop using exclusive discounted offers. This is a high profile community event and in 2016 the event will be in its 21 st year. Our Headline Sponsorship Package includes extensive promotion of the sponsor branding, full back page advert on the event brochure, online promotion and opportunity for on street activity in the city centre during the course of the weekend as well as benefitting from traditional and online marketing of the event. Headline Sponsorship Package exclusive event sponsorship POA Register your interest by 30 September annually

14 Domestic Leisure Marketing York is a world class heritage city and tourism is a major economic driver, currently drawing 6.9 million visitors each year. Tourism contributes 608 million to the economy and helps to create over 21,000 jobs. Based on a variety of robust tourism data, including trends in hotel occupancy, visits to attractions, visitor satisfaction and economic impact, domestic marketing activity has a strong focus on targeting high and medium spending visitors overnight and also high spending day visitors. For all enquiries relating to our domestic marketing campaigns contact: Michelle Brown, Marketing Manager (Leisure) on or michelle.brown@makeityork.com

15 Marketing Campaigns In 2015/16, there will be three main visitor marketing campaigns: Taste York Beyond York Shopping Each of our marketing campaigns offer enhanced packages allowing for additional exposure for your business. Keep an eye on for the latest announcements and for more information on how your business can get involved and be part of something big. Enhanced campaign packages Additional exposure for your business From VAT

16 International Marketing 19% of York s visitors are from overseas and as a world class tourism destination, understanding the way our customers think and the factors that influence their holiday choices are key to ensuring a quality visitor experience for international visitors. Visit York is an active member of ETOA (European Tour Operators Association) and Ukinbound, as well as England s Heritage Cities, an international marketing consortium and COTRI (China Outbound Tourism Research Institute) By aligning our international marketing to the work carried out by VisitBritain, VisitEngland and Welcome to Yorkshire, we re more focused and keeping a close eye on emerging markets. For all international marketing enquiries contact: Michelle Brown, Marketing Manager (Leisure) on or michelle.brown@makeityork.com

17 International Marketing Programme Visit York has undergone a review of its international visitor profile based on visitor numbers, propensity to grow the market and product fit, ease of reach and selected the markets of North America, China, Germany and the Netherlands to focus on for forthcoming activity. You can get additional exposure for your business in international markets by joining in on activity across all markets or selecting country specific activity. Activity will focus on attendance at key international trade exhibitions, specific editorial and trade liaison across key markets and direct partnerships with key carriers such as P&O Ferries. Tier 1 Package full international campaign with on territory activity 7500 * 5000 Tier 2 Package full international campaign with access to all four markets 2,500 Register your interest by 31 July annually Tier 3 Package Access to one of more of the following selected markets North America 1,250 China 1,250 Germany/Netherlands 750

18 Groups & Travel Trade Opportunities Visit York works actively with the travel trade and group travel organisers. We attend a number of key travel trade workshops and sales missions in partnership with VisitBritain, VisitEngland, ETOA and UKInbound. Our dedicated databases of trade, Group Travel Organiser (GTO) & Coach Operator contacts can offer you the potential to tap into this lucrative market. For all Groups & Trade trade marketing enquiries contact: Michelle Brown, Marketing Manager (Leisure) on or michelle.brown@makeityork.com

19 Groups & Travel Trade Make your group marketing budget stretch further and get your groups news and offers straight to the right people with our dedicated travel trade, Group Travel Organisers (GTO s) & Coach Operator contact database. Screen grab of newsletter needed Distributed to over 1,500 contacts, a dedicated banner advert within our Groups & Trade newsletter is sure to get your business noticed, giving you the potential to tap into this lucrative market. If you want to stand out even more, you can schedule a dedicated mailshot, giving exclusive exposure for your business. Banner advertising on From 225 for 3 months *From 150 for 3 months Great for Groups Spotlight on * 500 Groups & Trade enewsletter Banner Advert 375 * 250 All prices exclude VAT

20 Business Tourism Opportunities Business travellers spend 80% more per night than leisure visitors, address seasonality and offer enormous potential for return leisure visits. In York, business tourism contributes 150.9m to the local economy attracting over 20,000 events per year and just fewer than 1 million business visitors per year. Maximise every opportunity and work with VisitYork4Meetings to generate additional income for your business. For all Business Tourism marketing enquiries contact: Laura Freer, Business Tourism Marketing Manager on or laura.freer@makeityork.com

21 VisitYork4Meetings Make sure your business is on the list for venue choices at national and international exhibitions such as International Confex and Imex, and partner with us to benefit from professional exposure at a fraction of the cost it would be to exhibit alone. You can also take your business to the buyers with our York in London Showcase event. Opportunities to raise your online profile include banner advertising on our dedicated business tourism website You can also promote your dedicated corporate offers via the thousands of s the business tourism team send out to contacts each month with an banner advert or put your business in the spotlight of VisitYork4Meetings dedicated industry newsletter. Banner advertising on From 225 for 3 months *From 150 for 3 months Venue Spotlight on * 500 VisitYork4Meetings enewsletter Banner Advert 375 * 250 Stand share opportunities & participation in our Showcase event POA dependent on exhibition/event/number of participants

22 Digital Opportunities Visit York s website showcases the city s rich tapestry of attractions, shops, restaurants and accommodation to a global audience of over 2 million visits a year. Our total reach across all primary digital channels is over 3 million users. 1 in 4 visitors use the Visit York website to plan their stay in York. For all Digital Marketing enquiries contact: David Honan, Digital Marketing Manager on or david.honan@makeityork.com

23 Online banner advertising Plan your digital advertising campaigns today! High impact advertising on visityork.org Visit York offers innovative and exciting media opportunities to connect with millions of York visitors, residents and commuters. With an annual reach of over 2.5 million users, visityork.org provides the perfect platform for partners to promote their brands to national and international leisure and corporate audiences. Our visitor pages offer an excellent and cost efficient medium to advertise with competitive CPM (cost per thousand page views) for display ads in the industry. Banner Advertising Rates on Cost per month (3 month min, term) Home page 270 per month * 180 Bookable year round Landing pages 135 per month * 90 Content pages 135 per month * 90

24 Social media In addition to the inclusive social media promotion you receive as a free membership benefit when you join Visit York, we offer an enhanced package which gives you the option for a detailed and targeted approach to your specific campaign promotions. With a Twitter feed of over 20,000, 9000 Facebook fans and growing Pinterest followers, the strategic use of Visit York s social media channels guarantees to extend the reach of your messages to an interactive and receptive audience, allowing them to go viral. Add your images to the cover photos of Visit York s Twitter and/or Facebook pages and schedule time specific updates according to your own promotional schedule to maximise the impact of your digital communications. If you have strong visual appeal and you want your pictures to do the talking, you have the option of purchasing your own Board on Visit York s Pinterest feed. Enhance Social Media package Bookable year round 75 per social media channel, per month * 50 per social media channel, per month

25 Feature Page Make your business stand out with a dedicated feature page appearing on visityork.org year-round. With an average of over 40,000 page views each year, feature pages allow you to be creative and gain extra exposure for your business on Visit York s social media channels. Feature pages give you the chance to include: Video content A custom made image carousel Event feed 500 words of copy Custom backgrounds and unique colour scheme Your own eshop products The opportunity to offer vouchers to download in PDF format Multiple links to your own website The feature page package includes link to the page from the main navigation, free consultation on the design, free social media promotion and quarterly KPI reports. Feature page on Are you an event or festival and interested in this opportunity? Create stand out for your event or festival with a dedicated feature page, which will appear on for 6 months. Bookable year round 2250 per annum (includes set up costs) * 1,500 per annum (includes set up costs) 1495 per annum thereafter * 995 per annum thereafter Events & Festivals 1500 for six months * 1000 for six months 750 for each subsequent six month period * 500 for each subsequent six month period

26 Consumer enews The Visit York consumer enewsletter is sent out monthly to a database of 85,000 contacts. The Visit York consumer database is made of individuals who have shown an active interest in visiting York and receiving regular communications about the city and what it has to offer. This is a prime opportunity to put your business in front of an enthusiastic and engaged audience. You can either choose to send a book one of our exclusive enewsletter slot, with a single enewsletter dedicated to your business, or include a prominent feature article or advert within Visit York s regular monthly consumer news. Exclusive enewsletter dedicated for your business 2245 * 1495 Feature article - giving your business a prominent highlight 595 * 395 Bookable a minimum of 3 months in advance

27 Business enewsletter With 700 tourism and related businesses in membership and successful partnerships in both the public and private sector, Visit York has a strong database of over 1,300 business to business contacts. If you have a business message, service or special offer you think our database of tourism and tourism-related businesses would find useful, share this with a receptive audience by featuring within our monthly business to business enewsletter. If you want to stand out even more, you can schedule a dedicated mailshot, giving exclusive exposure for your business. Fill this slot with your advert Dedicated eshot to business database 750 * 500 enews Banner Advert in Visit York s monthly B2B enewsletter 375 * 250 Bookable a minimum of 3 months in advance

28 Visitor Information Centre The Visit York Information Centre is the central stop for visitors to the city and we currently welcome half a million people a year through the doors. This captive audience of 500,000 provides the perfect shop window for your business. In addition to the free leaflet racking available for attractions, shops & eateries, the Visit York Information Centre offers a variety of opportunities that ensures your business is front of mind when visitors are making their in-destination decisions. For all enquiries regarding marketing opportunities within the Visit York Information Centre contact: Rebecca Francis, Commercial Manager, Tel:

29 AV Screens Bronze package One static image on 45 screen above the tillpoint 400 per annum * 300 per annum Silver package Use of two 65 screens, logo, two images and moving text 1125 per annum * 750 per annum The audio visual screens in the Visit York Information Centre are a popular feature with our customers, offering on-thespot information to visitors as they pass through the centre. We have 45 and 65 screens in prime locations within the VIC and packages have been designed to ensure maximum exposure throughout the centre. The screens have the facility for a combination of video, moving text and images, as well as still images. By promoting your business via a video screen, you have full flexibility to change the content throughout the year. This means the visitor gets the most up to date information on any special events and offers. Gold package Include a 30 second video on the 65 screen at the VIC entrance, and both retail rooms on a 45 screen per annum * 950 per annum Opportunity available year round

30 eshop The Visit York online eshop sells a range of merchandise, books, clothing, gifts, event tickets and tours to visitors from across the UK and worldwide. Visit York member organisations can add their own products to the Visit York eshop for an agreed commission rate. Whether you are already selling online or not, this is a great way of reaching a new audience. All sales subject to commission rate 22% of retail price *15% of retail price Opportunity available year round

31 Ticket Sales The Visit York Ticket Sales Service us a popular option for businesses looking for additional revenue on their traditional ticket sales. Tickets can be branded and produced on behalf of your business at no extra cost. Need an image of a ticket we have printed Working with Visit York to sell your tickets brings a whole host of additional benefits: Tickets on sale in the Information Centre and via the telephone line Poster advertising for your event on the Audio Visual screens Your event is listed on the Visit York website Tickets available via the Visit York eshop Tickets can be printed by Visit York All ticket sales subject to commission rate From 22% of ticket price *From 15% of ticket price

32 Pop Up Promotions Get added exposure for your business by displaying your pop-up roller banners in the award-winning Visit York Information Centre, at times when driving extra traffic to your business is crucial. With half a million visitors through our doors each year, display your pop up in prime position of either the Blake Street entrance or Museum Street entrance. Book early to secure your place! Pop-Up Placement in Visit York Information Centre 150 per month * 100 per month

33 If a number of marketing opportunities appeal to your business, we can offer a bespoke package service where four or more opportunities are chosen. If you would be interested in purchasing a bespoke marketing package with Visit York, contact Michelle Brown, Marketing Manager (Leisure) on michelle.brown@makeityork.com

34 Giving you and your business the best value for your money. Offering variety and choice to maximise your marketing budget. We look forward to working with you.