Attract & Disperse: The National Approach. Alex Mawer Director of Marketing

Transcription

1 Attract & Disperse: The National Approach Alex Mawer Director of Marketing

2 How does Attract and Disperse work for us at the National level? It s fairly simple: We focus on thematics like Countryside or Heritage... we showcase our best-known and best-loved Attract destinations, using imagery of them in our communications and we ensure that we leverage the above to promote our rich tapestry of hidden gems. If you liked The Lake District, you might like Lorna Doone Country in Exmoor If you liked that, you might like this

3 You ve heard that before

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7 In practice: Joining me are all of VisitEngland s Marketing Team s Heads of Department: Stuart Heath Head of Marketing Partnerships Tim Holt Head of Marketing Rebecca Holloway Head of Press & PR Anke Monestel Head of International Operations Simon Gidman Head of Business Tourism They will take you through, how in practice, Attract and Disperse works at a National Level. Any questions please just grab them as they around all day; and they work for you!

8 Attract and Disperse with our Marketing Partners Stuart Heath Head of Marketing Partnerships

9 Marketing Partnerships Destination Organisations Industry Travel Trade

10 Countryside thematic

11 Guardian Supplement 24 th March

12 Attract and Disperse for Web and CRM Tim Holt Head of Marketing

13 Marketing Team Advertising Media planning & buying Website CRM Visitor Information

14 Target Segments Attract and disperse works for our target segments in different ways Shallow committed They have a number of destinations they consider including England. They need to be persuaded to choose England so we lead with our best loved brands to highlight what is on offer. Committed As they will already have a close affinity with attract brands this segment is open to learn more about hidden gems.

15 The inspirator 182 ideas for heritage

16 Historic cities

17 E-CRM VisitEngland CRM program works hand-inhand with our content team Encourages action through offers or time specific activity Highlights hidden gems

18 Attract and Disperse in England PR Activity Rebecca Holloway Head of Press and PR

19 TRADITIONAL PR News keeping destinations fresh

20 TRADITIONAL PR Hidden Gems keeping content fresh

21 TRADITIONAL PR Spreading the news

22 ONLINE PR Content is king Shaping Twitter conversations Facebook as a filter

23 EDITORIAL Hub pages Features Ideas Blog

24 Attract and Disperse in International Marketing Activity Anke Monestel Head of International Operations

25 The principle The attract brands are wellknown destinations and icons that consumers in our international markets recognise. Attract brands will serve as starting point in marketing activity to raise interest in discovering the hidden gems (dispersal). Dispersal can be geographic or thematic.

26 In practice PR Aim to include hidden gems in itineraries, e.g. gardens in the South East as well as Norfolk and Suffolk. Encourage journalists to discover lesser-known parts of the country on subsequent visits.

27 In practice Trade Operators usually feature well-known destinations as they will sell. We identify product gaps and suggest additional destinations following the attract and disperse principle.

28 In practice consumer activity Collateral will lead with recognisable landmarks to encourage consumers to read on Main copy will introduce hidden gems with similar product or theme

29 Attract and Disperse in Business Visits and Events Activity Simon Gidman Head of Business Visits and Events

30 Business Tourism Action Plan Framework Objectives: To maximise England s strong and competitive brand values in marketing it as a business tourism destination To leverage England s expertise in medicine, science, academia and industry to gain competitive advantage To ensure all England s facilities, products and services continue to meet market needs to increase England s competitive success To ensure the importance of business tourism maintains a high profile with public and private sector stakeholders

31 Role of VisitEngland Providing cost effective sales and marketing platforms and representation for destinations, venues and other professional suppliers in international markets: Exhibitions and workshops (e.g. EIBTM, IMEX, IMEX America, Trailblazers) Sales missions, fam trips and networking events Digital (website, e-news) Advertising and PR (themed campaigns, supplements etc.) NEW network of international managers & sales reps to be recruited early 2012 (RGF funded)

32 Role of VisitEngland (2) Sharing best practice across England through the England Business Tourism Group and the English Large Congress Group Facilitating greater engagement with destinations and DMC s Key member of the BVEP raising profile of Business Events to national and local government Advisor to National Government Key member of the Interboard (VS, VW, NITB, L&P)

33 Business Events: How attract and dispersal can work London very strong attract brand (14 th in world for association events) Relatively low international awareness of other attract brands: opportunities to raise awareness - more proactive on-territory sales activity / working in partnership with London where relevant Thematic dispersal: highlighting other destinations with similar product e.g. country house hotel conferences in lesser known destinations Geographic dispersal conference in Manchester, day of teambuilding in the Lake District Business visitors often choose to extend their stay or bring friends and family to a destination because the leisure offer appeals; opportunities to visit more leisure focused destinations

34 Attract & Disperse: A Local Approach?

35 In our Groups: So, that s what we re doing at a National Level. But, what should be done at a local level? It s your decision, so, it s over to you Groups to discuss (1) Best Practice and (2) how Attract and Disperse might work at a local level. One person from each group to act as scribe and one person to feedback at the end.

36 Feedback from Groups