Heritage Revealed
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Heritage Revealed






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    Heritage Revealed Heritage Revealed Presentation Transcript

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