The Great West Way. Project Update Tuesday, 1 August 2017
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1 The Great West Way Project Update Tuesday, 1 August 2017
2 Our Ambition To create one of the world s premier touring routes between London and Bristol
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4 Route assets English Icons along the route, eg Stonehenge, Bath, Windsor, Cotswolds Range of travel options road, rail, water, walk, cycle Ease of access Multi-market, multi-segment appeal Different themes, eg film, heritage, luxury, gardens
5 The Strategic Opportunity Making a Difference for England Choose England, Economic Growth Making a Difference for the region Head West Making a Difference in perception joining-up the region Making a Difference beyond the icons Go Deeper, Stay Longer Making a Difference as an enabler and a catalyst for change
6 Round 1 DEF Activity Case study research Economic impact & Environmental Assessment Proposition and Brand Positioning Concept testing Industry and partner engagement
7 TEAM Case Study Learnings The GWW has the potential to be a game-changing proposition Be brand led Secure support from the start Adopt a broad approach to product development o Eg, wayfinding and channel solutions, business support, quality Create new compelling content, including for the trade Align with regional and national priorities to maximise reach
8 Impact Study International impacts: Benefit Cost Ratio of 13:1 is very achievable 1.5m international visitors spending 200m; 140m GVA, 3,500 jobs A catalyst for investment and new development Material impact as a place to visit, live, work, invest Environmental assessment
9 Partner Engagement Steering Group Bath Tourism Plus, Bristol Airport, Canal & River Trust, Destination Bristol, English Heritage, European Tourism Association, FlyBe, Great Western Railway, Kennet & Avon Canal, National Express, National Trust, Tourism South East, Treasure Trails, UKInbound, VisitBritain/VisitEngland, VisitWiltshire. DMO Group Workshops and 1:1 consultation Database, newsletter, regional events Great West Way Stakeholder Conference - 30 March 2017
10 Partner Support Joint funded marketing campaigns / initiatives New cycling & walking product being developed New Great West Way rail/bus pass Aligning other funds with the route, eg LEADER Wider place investment, eg coach friendly Stimulating investment, eg CRT, accommodation, bike hire
11 Proposition and Brand Positioning To create a clear compelling proposition and brand positioning for the Great West Way that will: Motivate new travel to England, and West of London Be memorable, distinctive and recognizable Work for the domestic, as well as international, market Be compelling and campaignable To provide an approach that encourages a wide range of stakeholders to adopt the positioning, imagery and key messages.
12 Great West Way Brand Booklet
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14 Concept Testing Strong appeal to 3 segments across markets Be clear about the benefit to the visitor Importance of authenticity, provenance and a 360 degree experience Low awareness beyond the main icons Travel trade are dying to package this, but they need content
15 Target Market Segments Germany, Netherlands, USA 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 Travellers 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. 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.
16 Discover England Fund Opportunity Matrix Heavenly Group Ltd
17 They share a common mind-set: For the Curious For lovers of England. For travellers with a desire to discover. The what s around the corner-ers, the who will I meet today-ers. Not for the A-to-B-ers. For travellers who believe the journey is as remarkable as the destination. For those who love stories - hearing others and creating their own. And then sharing them. For those who believe the everyday can be extraordinary. For the curious, the inquisitive. Those who like to go deeper, to see and feel and do and try and taste for themselves. For seekers of real, the authentic and the very essence of England.
18 Brand Idea England Concentrated
19 England Concentrated Value Proposition The Great West Way links London and Bristol. It follows a 125-mile route based on one of the first Great Roads commissioned by the Kings of England. Along the Way everyday England rubs shoulders with world-famous heritage. The Great West Way is for curious travellers searching for the real England. Those who want to explore further, delve deeper and uncover the essence of England. The Great West Way offers an extraordinary variety of English experiences not found in any other part of the country.
20 England s Great West Way
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22 DEF Round 2 - Fund Requirements Cover a range of destinations with DMO and LEP support International focus Itineraries, bookability and commissionable product 40% match funding Activity completed by March 2019
23 DEF Round 2 - Next Steps Only Major 1m DEF project announced so far Grant Offer Letter and Set-up Meeting Partnership approach to developing the GWW Resourcing 4 Priorities for Experience Development
24 Developing the Great West Way Digital and itinerary planning solutions E-signage and wayfinding solution Connectivity Welcome programme Discovery Points Research and testing
25 Bringing the Great West Way to Life New model for DMO partnerships Brand-led approach Great West Way Destinations and Attractions Develop the experience locally Create inspirational new content for consumers and trade Partner engagement Stimulate additional activity, eg passport, events
26 Getting the Great West Way Talked About Visual identity and brand toolkit Business training and support PR, eg press invasion Secure wider non-tourism support Digital and social platforms Common language
27 Taking the Great West Way to Market Travel trade programme Consumer and trade marketing plans Content distribution and collateral Bookable product and itineraries Route to market for industry
28 How you can help Feedback / input into activity Bookable product Match funding Align activity and marketing Participate in subgroups Keep us updated
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