Modern history: A regional marketing project to promote the industrial heritage of the North West

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  • Supported LBTB heritage revealed and PLFDF
  • A brand toolkit has been sent to all venues. We need all venues wherever possible to use our brand. Can they include a logo and link from their website to modernhistory.co.uk Are they able to display posters / window clings? Can they include the logo in their printed leaflets?
  • Are there any marketing campaigns the venues are implementing that could be a potential match partner for the project? The activity needs to be marketing but there is then a possibility to partner with Modern History and receive up to 30% of the project costs as extra funding to implement additional activity.
  • Can any of the venues provide consumer offers?
  • Current leaflet will be enhanced and distributed to venues
  • Featuring 30 key venues in the region
  • Media campaign to include press, outdoor, radio and online to promote MH venues within and outside North West encouraging more than one visit to venues to collect M stamps, receive a free gift and discounts off gift shops and cafes.

Transcript

  • 1. Modern History A regional marketing project to promote the industrial heritage of the North West.
  • 2. Lancashire Activity
  • 3. Visit Lancashire Visitor Guide
  • 4. The next chapter
    • Brand roll out and venue engagement
  • 5. The next chapter
    • Continue to seek out opportunities to tie in with destination marketing plans
    • Secure match funding partnership campaigns
    • Roll out of domestic campaign
    • Roll out of PR activity
  • 6. 2011 Activity
    • Exhibitions
    • Who Do You Think You Are Live – 25 – 27 February
    • Great Days Out – 5 March
    • Development of cycling trails with Sustrans
    • Attractions Event – Queen Street Mill – 31 March
  • 7. 2011 Activity
    • Domestic campaign
    • Drive to encourage museum visits, including multiple and repeat visits.
    • Launch of Discovery Pass – visitors to collect stamp at each venue
    • Discounts off entrance, cafes and gift shops
  • 8. 2011 Activity
  • 9. 2011 Activity Development of Top Trumps cards around inventions, inventors of the NW and linking back to MH venues
  • 10. 2011 Activity
    • Supported by significant media plan to include:-
      • National press inserts targeted regionally
      • Radio advertising and ‘schools out’ promotion
      • Online
      • Outdoor – focusing on train stations throughout the North West.
  • 11. 2011 Activity
    • Roll out of PR activity
        • PR support for German campaign with Visit Manchester and US launch of WDYTYA
        • Launch of children’s story telling competition to regional press – Feb ‘11
        • Press launch for Top Trumps – Easter ‘11
        • Additional campaigns around Royal Wedding, regional food and Victorian design