Visit Cornwall- Marketing CORNWALL TOURISM VISIT CORNWALL TEMP SUMMIT. The Tourism Business Event Of The Year V I S I T C O R N W A L L.

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1 Visit Cornwall- Marketing CORNWALL TOURISM VISIT CORNWALL TEMP SUMMIT The Tourism Business Event Of The Year V I S I T C O R N WA L L. C O M

2 Todays Presentation The Market Conditions Our Plans going forward How you can help us to help you

3 Market Conditions Reasons to be cheerful

4 Visitors&Non Visitors StatementsA0ributedtoCornwall

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7 Positives Aspirational Destination Cornwall Brand Quality investments 2016 Strong Season 2016 Weather fair/good Exchange Rate in our favour Safe and Secure

8 Market Conditions Reasons to Worry

9 Reasons to worry Economic Interestraterise Mortgageraterise Unemployment JobInsecurity Devon,Norfolk/Suffolketc Overseastouroperators CutsIPublicRealmandServices Toilets CleanlinessespBeaches LifeGuards

10 - Food and Culture Opportunities - May to June - Short Breaks within the South West - Overseas Legacy of South West Growth Fund

11 2017% Planned%Ac.vi.es%

12 Our%Target%Audience% % % %%New% %Lapsed%=%Repeat%

13 Our%Target%Audience%%=%New%and%Lapsed%% Mass Market HIGH STREET Main stream early adopters Followers of high street fashion Care what others think Happy to buy packaged options FOLLOWERS Strongly influenced by what others will think Don t want to be seen as old fashioned Less active Slow to adopt Avoid risk HABITUALS Largely inactive, low spending group Very traditional, strongly resistant to change Risk adverse Value relaxation, peace and quiet Sustainers STYLE HOUNDS Young Free Single, impulsive Fashion counts Brand counts Looking for fun with friends Most not seriously sporty FUNCTIONALS Self reliant Price driven Value function over style Traditional values, but interested in new experiences, not risk advers e Innovators COSMOPOLITANS Strong, active, confident Style & brand important, but as an expression of their self made identity. High spenders especially on innovation and technology Looking for new challenges, new experiences, Globetrotters DISCOVERERS Independent in mind and action Little influenced by style or brand but interested in new options Buy on function and value to them Looking for new and educational experiences TRADITIONALS Self reliant internally referenced Slow to adopt new options Strong orientation towards traditional values Value individual attention & service Independent Market

14 Our%Target%Audience%%=%Repeat% Mass Market HIGH STREET Main stream early adopters Followers of high street fashion Care what others think Happy to buy packaged options FOLLOWERS Strongly influenced by what others will think Don t want to be seen as old fashioned Less active Slow to adopt Avoid risk HABITUALS Largely inactive, low spending group Very traditional, strongly resistant to change Risk adverse Value relaxation, peace and quiet Sustainers STYLE HOUNDS Young Free Single, impulsive Fashion counts Brand counts Looking for fun with friends Most not seriously sporty FUNCTIONALS Self reliant Price driven Value function over style Traditional values, but interested in new experiences, not risk advers e Innovators COSMOPOLITANS Strong, active, confident Style & brand important, but as an expression of their self made identity. High spenders especially on innovation and technology Looking for new challenges, new experiences, Globetrotters DISCOVERERS Independent in mind and action Little influenced by style or brand but interested in new options Buy on function and value to them Looking for new and educational experiences TRADITIONALS Self reliant internally referenced Slow to adopt new options Strong orientation towards traditional values Value individual attention & service Independent Market

15 Our%Target%Audience%%=%Short%Break% Mass Market HIGH STREET Main stream early adopters Followers of high street fashion Care what others think Happy to buy packaged options FOLLOWERS Strongly influenced by what others will think Don t want to be seen as old fashioned Less active Slow to adopt Avoid risk HABITUALS Largely inactive, low spending group Very traditional, strongly resistant to change Risk adverse Value relaxation, peace and quiet Sustainers STYLE HOUNDS Young Free Single, impulsive Fashion counts Brand counts Looking for fun with friends Most not seriously sporty FUNCTIONALS Self reliant Price driven Value function over style Traditional values, but interested in new experiences, not risk advers e Innovators COSMOPOLITANS Strong, active, confident Style & brand important, but as an expression of their self made identity. High spenders especially on innovation and technology Looking for new challenges, new experiences, Globetrotters DISCOVERERS Independent in mind and action Little influenced by style or brand but interested in new options Buy on function and value to them Looking for new and educational experiences TRADITIONALS Self reliant internally referenced Slow to adopt new options Strong orientation towards traditional values Value individual attention & service Independent Market

16 Our%Target%Audience% % % %%Loca.on%

17 % London&South East M4/5/42Corridors SouthWest, Midlands RailRoutes AirFerryRoutes foroverseas Our%Target%Audience%% Main%&%Secondary%Holiday% %

18 Our%Target%Audience%% % M4/5Corridor SouthWest, Short%Break% % Gloucestershire Devonand Somerset RailRoutes AirRoutes

19 Campaigns 2017

20 Season% Key%Themes% Messaging% Key%Events% Winter JanIMar SpringEarly Summer (AprilMay, June EarlyJuly? SummerI JulyISept AutumnOct IDec Wild%Cornwall% s%best% (for%less)% SummerStartsEarly Kids%Love%Cornwall% Foodie%%&%Culture% DetoxinCornwall DogsLoveCornwall SpringGardens WildWeatherIStorms Cornwall befirst AwakeninCornwall Gardensplus DogsLoveCornwall Foraging LastMinuteCornwall Beachlife Beachasavenue OctoberHalfTerm CulturalCornwall ChristmasShopping DogsinCornwall NL Britaintravelshow Halfterm ITBBerlin Arts&Culture MeettheMedia Media Stunt RegionalEvents AlfrescoDining Arts&Culture Arts&Culture Christmas

21 How you can help us to help you We can get you more business

22 Let Us Promote Your Offers & Late Availability

23 Content Social Media Buildingonmomentum throughfacebookandtwi0er Extendingreachacross Buildingadvocacy

24 CORNWALL TOURISM VISIT CORNWALL TEMP SUMMIT The Tourism Business Event Of The Year V I S I T C O R N WA L L. C O M