WELCOME to the GREAT WEST WAY. Berkshire Great West Way Meeting Friday, 27 April 2018

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2 WELCOME to the GREAT WEST WAY Berkshire Great West Way Meeting Friday, 27 April 2018

3 Our Vision To create one of the world s premier touring routes between London and Bristol

4 THE STRATEGIC OPPORTUNITY A game-changing proposition Making a Difference for England Making a Difference for the Region Making a Difference in Perception Making a Difference Beyond the icons Making a Difference as an Enabler and a Catalyst for Change

5 GREAT WEST WAY ROUTE MAP

6 TARGET SEGMENTS THE CURIOUS VISITOR Our target mind-set is the curious visitor, a traveler who has a desire to discover, go deeper, seeing for himself or herself and enjoys the journey as much as the experience. Mature Experience Seekers A more mature segment that are best defined by their attitude young at heart. With greater freedom, money to spend and time to enjoy themselves, travel is a key pastime that satisfies their desire for new experiences and learning. Cultural Adventurers Successful, independently-minded young professionals with high disposable income. Seeking to soak up all aspects of the local culture in order to escape and unwind while experiencing something new. Interested in unique experiences with a touch of luxury. Lifestyle Travelers An upwardly mobile group who value social status and see travel as an expression of who they are. They seek braggable moments that look good on social media but also deliver on their need to relax, unwind and compensate for their hard work.

7 BUSINESS PLAN PRIORITIES The four strands that underpin the creation of the Great West Way: Developing the Great West Way Experience Bringing the Great West Way To Life Getting the Great West Way Talked About Taking the Great West Way To Market.

8 DISCOVER ENGLAND FUND ROUND 2 1m DEF grant awarded October 2017 All activity to be completed by 31 March % match funding requirement International focus Travel trade and itinerary development

9 Great West Way Team Partnerships and People VisitWiltshire Steering Group & DMO Group Industry groups and engagement Claire Margetts, Commercial Devl Manager Sarah Berryman, Content Manager Karen Roebuck, Travel Trade support Brand development Heavenly Welcome Programme - TSE VisitBritain in-market representatives

10 Great West Way Brand Working in partnership to develop: Brand positioning Visual identity Brand toolkit

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12 Photography & Video xxx Photo and video library

13 Photography & Video Brand guidelines Real and engaging People, places, detail For the curious & beyond the icons Activity Photography from Partners Commissioned new video and photography Instagram search Currently creating new asset libraries

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16 Editorial Brand guidelines Inspired by the pillars of our brand - Intriguing, Informative, Engaging Activity Online and offline editorial Consumer and trade itineraries Press features Helping develop content for Partners, eg NWD AONB

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21 SIGNAGE xxx Photo and video library

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26 WELCOMING OUR CURIOUS VISITOR Great West Way Welcome Programme Bespoke Welcome Programme developed Pilot held 19 March 2018 Full dress rehearsals in May & June Train the trainer course in May Rollout from September 2018

27 WEBSITE & ITINERARY PLANNER Requirements Inspirational with strong calls to action and emotive content / imagery High profile for Ambassador Network Cross browser / device compatibility Social feeds with extra prominence for Instagram using the viewfinder device Language versions Trade, press and industry content

28 WEBSITE & ITINERARY PLANNER Discover and explore Inspirational image gallery featuring imagery, product highlights, video content, social media and text content Product highlights section featuring key product along and around the route Navigable blog content Trade, press and industry content Developing a new interactive B2C itinerary planner

29 BRAND DEVELOPMENT Current activity includes Signage Great West Way Rail & Bus Pass Official Great West Way Maps LEADER programme Rough Guide to the Great West Way

30 TAKING THE GREAT WEST WAY TO MARKET Travel Trade / Distribution Trade Exhibitions and Events Vakantiebeurs, Holland ITB Berlin Explore GB and BIM World Travel Market Great West Way Showcase Familiarisation visits 250 1:1 meetings Travel Trade Directory content required now!

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32 Great West Way Cycling / Walking tour

33 Insert example(s) of travel trade programmes / itineraries on this slide

34 Next Steps Content and Itinerary development Industry Conference, Nov 2018 Travel Trade Showcase, Nov 2018 PR launch and press invasion VB/VE Marketing Great West Way Travel Magazine Great West Way Passport Training: How to work with the Travel Trade Tourism zones Expanding the Ambassador Network

35 GREAT WEST WAY AMBASSADOR NETWORK

36 GREAT FOR VISITORS GREAT FOR BUSINESS THIS IS THE GREAT WEST WAY

37 A TOURING ROUTE LIKE OURS, NEEDS BUSINESSES LIKE YOURS

38 THERE ARE REAL BENEFITS TO JOINING Part of a connected and influential network with a shared goal Global promotion as an official Great West Way Ambassador Increased awareness, visibility and success of your destination or business Access global business reach via our Travel Trade network and knowledge Unlock significant additional and longer-term funding (TEAM Tourism Consulting: Product Development Challenges and Opportunities) Be part of a sustainable legacy of the route - Live, Work and Invest

39 THERE ARE ONE-OFF BENEFITS TO JOINING TODAY

40 BEGIN YOUR GREAT WEST WAY SUCCESS STORY WITH 1 OF 3 AMBASSADOR JOURNEYS

41 JOURNEY 1 GATEWAY AMBASSADOR WHAT ARE THE BENEFITS OF JOINING? Official Ambassador Recognition Priority list for PR, bloggers, influencers and Marketing activity Permission to use the visual identity Featured Ambassador listing on the website Featured in Official Visitor Guides & Maps Social Media Package - incl. your feed on our website Expert Marketing Assets and Reach Official Merchandise Access to wider Ambassador Network Travel Trade Guide Networking Knowledge and Insights Training Ambassador Certificate and Passport Schemes

42 WHAT S THE INVESTMENT? GATEWAY AMBASSADOR Great West Way Gateway Ambassador 3 Year Ambassador 1 Year Ambassador 25% Discounted Rate for Partner DMO Members Small Business (1-8 employees) / 150 Medium Business (9-30 employees) 1, / 300 Large Business (30+ employee) 1, ,350/ 450

43 JOURNEY 2 DESIGNATED AMBASSADOR WHAT ARE THE BENEFITS OF JOINING? All the benefits of a Gateway journey, plus: Exclusive Designated Status Level Promotion Access to wider bespoke collaboration Mix-and-match service to provide you with specific benefits that will help you achieve your marketing objectives. Priority List for PR, Bloggers, Influencers & Marketing Priority and Enhanced Inclusion Consumer Print Great West Way Map(s) Priority Access International Events and Exhibitions. Travel Trade Guide Great West Way Conference

44 WHAT S THE INVESTMENT? DESIGNATED AMBASSADOR Great West Way Designated Destination Designated Attraction Ambassador 3 Year Ambassador 1 Year Ambassador Small business or attraction. Small parish, town or place (<6k population) 3,500 1,250 Medium business or attraction. Medium town, DMO or place (6k-50k population) 7,500 2,500 Large business or attraction. Large town, DMO or place (50k+ population) 15,000 5,000

45 125 MILE GREAT WEST WAY AMBASSADOR IDEAL FOR A LARGE BRAND, CHARITY OR BUSINESS As an influential player in the network of Great West Way businesses, you recognise the power of joining forces with this unique and, potentially, game-changing tourism project.

46 CAN I JOIN THE GREAT WEST WAY AMBASSADOR NETWORK TODAY?

47 1. FILL OUT A JOINING FORM 2. ON OUR ONLINE PORTAL 3. CALL, OR MEET

48 GREAT WEST WAY AMBASSADOR NETWORK THE ROUTE TO GREAT BUSINESS

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