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Heritage Revealed


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  • 1. Lancashire and Blackpool Tourist Board
    2009/10 Heritage Revealed
    Short Breaks Campaign
    Sally Jastrzebski-Lloyd
  • 2. Embark on a journey...
    Heritage Revealed
    Short breaks campaign
    Aug – Sept 09 / Jan – June 2010
    Theme Champions;
    Lancaster & Pennine Lancashire
  • 3. 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
  • 4. 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
  • 5. 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
    Social media programme of blogging, twittering & Facebook
  • 6. 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
  • 7. 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
  • 8. 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. 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
    • 10. 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 every month)
  • 11. For more information contact
    Sally Jastrzebski-Lloyd
    Marketing Executive
    01257 226616