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Heritage Revealed
Heritage Revealed
Heritage Revealed
Heritage Revealed
Heritage Revealed
Heritage Revealed
Heritage Revealed
Heritage Revealed
Heritage Revealed
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Heritage Revealed

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  • 1. Lancashire and Blackpool Tourist Board<br />2009/10 Heritage Revealed <br />Short Breaks Campaign<br />Sally Jastrzebski-Lloyd<br />
  • 2. Embark on a journey...<br />Heritage Revealed<br />Short breaks campaign<br />Aug – Sept 09 / Jan – June 2010<br />Theme Champions; <br />Lancaster & Pennine Lancashire<br />
  • 3. Who is the target market?<br />‘Cosmopolitans’ & ‘discoverers’<br /> 40+ couples<br /> Actively looking to take UK short breaks<br /> 2 hour drive time <br /> Strong, active and confident<br /> High-spending market – value new experiences<br /> Life is full & active, yet peace and relaxation is valued<br /> An appreciation of art and culture<br /> Want to do their own thing and expand their knowledge <br />
  • 4. Alison & John<br />Aged 52<br />Professional couple<br /> Adult children / empty nesters<br />Holiday Habits;<br />Take one long haul holiday a year <br />Take 2-3 UK short breaks which they <br />research and book on-line<br />Holiday wants;<br />Quality<br />Individual attention <br />Home comforts essential<br />Special interest tours <br />Avoids typically family destinations/ school holidays, <br />Likes to visit villages and market towns with the purpose of visiting a teashop or cafe<br />
  • 5. August - September 2009<br />Promoted Heritage Open Days, Lancaster Unlocked and other heritage events<br />Targeting day and short break visitors<br /> Adverts in Life magazine titles and Lancashire magazine<br /> Bookmarks and posters produced<br /> On-line at visitlancashire.com<br />Social media programme of blogging, twittering & Facebook<br />
  • 6. January - June 2010<br />Two treasure hunts to be created and produced <br />Posted out via a direct mail to 30,000+ people and available as a download<br />Heritage brochure produced – 10,000 copies<br />Campaign website <br />E-newsletters sent to 18,000+ contacts<br />Social media programme of activity<br />And more.... including competitions, press visits, on-line advertising<br />
  • 7. Opportunities for businesses<br />Three packages available;<br />Bronze - Basic entry in brochure and entry on website<br />Silver - Quarter page advert in brochure<br />Entry on website<br />On-line special offer<br />Blog spot<br />Gold - Inclusion in treasure trail<br />Half page advert in brochure<br />Entry on campaign website<br />Highlighted on campaign homepage<br />On-line special offer<br />Blog spot<br />Opportunity to feature a video on-line<br />Opportunity to provide a prize or host press visit<br />
  • 8. Why?<br />The economic impact from 2008 LBTB marketing activity<br /><ul><li>62% of visitors felt that the promotional material had some effect on their decision to visit Lancashire
  • 9. 9,370 short breaks generated as a result of the campaign </li></ul>activity (195,491 bed nights)<br /><ul><li>Total holiday spend as a result of the campaigns - £5,013,171
  • 10. Return on investment of £1 of marketing spend generating</li></ul> £37.55 worth of overnight visitor spend. <br />And.........<br />You’ll be promoting your business to an audience of 30,000+ new and existing visitors (together with the 60,000+ visitors who use visitlancashire.com every month)<br />
  • 11. For more information contact<br />Sally Jastrzebski-Lloyd<br />Marketing Executive<br />sj-lloyd@lbtbltd.com<br />01257 226616<br />

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