DESTINATIONS AND PRODUCT

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2 OVERVIEW 400 mile self-drive / fly-drive touring route From Northumberland (Berwick, Alnwick) to Hertfordshire (Hertford, Hitchin) 16 market towns and 3 cities 3 ferry ports and 5 airport gateways

3 DESTINATIONS AND PRODUCT Market towns off the beaten track Plus well-known cities as anchors Coaching inns, country house hotels, caravan/camping English icons, local stories, traditions, immersive experiences Highlights gardens, stately homes, castles, collections, countryside.

4 MARKET AND SEGMENT English version of familiar German holiday concept (Touring) Focus on Germany Primary segment, Explorers Secondary segment, Culture Buffs

5 PARTNERSHIP Partnership of 14 destination organisations 8 DMOs 4 District Councils 1 City Council 1 Combined Authority 120 businesses Up to 8 campaign partners Featured towns and cities: Berwick upon Tweed, Alnwick, NewcastleGateshead, Barnard Castle, Bishop Auckland, Darlington, Richmond, York, Selby, Leeds, Newark, Southwell, Lincoln, Stamford, Grantham, Oakham, Uppingham, Hitchin, Hertford.

6 OBJECTIVES Grow capacity of destinations and businesses Develop experiences for visitors Improve ability of businesses to operate in international market Increase amount of product bookable by FIT and travel trade

7 CONCEPT, CREATIVE AND THEMES TESTED IN MARKET WITH CONSUMERS AND TRADE Houses of history Culture & curiosities Eat, drink & be merry From rose to radish

8 CREATIVE TREATMENT Poster Window sticker Main logo Secondary logos

9 CREATIVE TREATMENT Web banner

10 BUSINESS ENGAGEMENT TIER 1 MARKET READY Cost Promotion to business (Worth 300 1,200) Bringing Business to Market (Worth 2,100) Listing on a web portal New imagery to showcase business Vox-pop style video content Creative toolkit Training covering social media, web analytics and goal setting. Branded literature distribution in TICs Specific support from a channel manager support to make business bookable online Workshop 1 Using channel managers Workshop 2 Working with the travel trade Workshop 3 Welcome Germany Copywriting for web page, including German translation Best practice visit in the UK see how others are doing it

11 BUSINESS ENGAGEMENT TIER 2 EXPERIENCE DEVELOPMENT Cost to business: 300 Promotion (Worth 1,200) Listing on a web portal New imagery to showcase business Vox-pop style video content Creative toolkit Training covering social media, web analytics and goal setting. Bringing Business to Market (Worth 2,100) Workshop 1 Make it personal how to turn your business into an experience Workshop 2 Ambassador training (includes upselling and cross-referral) Workshop 3 Influence word of mouth recommendation through engagement Workshop 4 Working with the international travel trade Workshop 5 Welcome Germany Translation of post arrival visitor information (For example: print, video) Narrative development support Best practice overseas visit see how others use proximity to touring routes to their advantage

12 EXAMPLES Darlington Market Tier 1 Wants to be the hub of Darlington and collaborate with other businesses to promote the destination. We can help by dropping a booking button onto the web so that they can sell their events via the trade. Southwell Minster Tier 1 Keen to develop their bookability. We can help with specialist knowledge and sourcing the best systems to use.

13 BUSINESS support examples Stamford Tier 1 Tying Stamford Town Trail, Stamford Churches, Stamford Town Hall into one product so they are bookable. Combined with Grimsthorpe Castle there is a natural itinerary emerging. We can help with knowledge, system sourcing and experience development support. Uppingham Tier 2 Uppingham Heritage Trails being translated into German. The Olive Branch, the Falcon Hotel and Kings Arms are already signed up as complementary places to eat and stay.

14 BUSINESS support examples Thomas Wright House Tier 1 Guest accommodation in Bishop Auckland, County Durham. B&B owners new to hospitality and are looking to develop. We can help with solutions to bookability and support to operate in the International Market. Campaign Partners Burghley House, Beamish Museum and York Minster are campaign partners and will act as hooks for the consumer.

15 TRADE ENGAGEMENT Led by experienced of DMC, German native and already selling England to Germans. Sales literature Trade teaser (October 2018) Expanded teaser (November 2018) Full brochure (February 2019) Trade events WTM (November 2018) ITB (March 2019) Sales mission in London (late 2018) Sales mission in Germany (Early 2019) Familiarisation trip(s)

16 DISTRIBUTION PLANS Led by experienced hotelier with international knowledge and expertise on booking Sourcing best-fit solutions GDS, bedbanks, tour and attractions bank suppliers, API (Application Programming Interfaces) channel manager representation companies Engaged with travel agents that source product for FIT sessions with businesses and ongoing support/trouble shooting.

17 CAMPAIGNS & MARKETING Engage media agency with extended reach Press trips Tactical campaigns with trade partners

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