Short Breaks Campaign Research
Upcoming SlideShare
Loading in...5
×
 

Short Breaks Campaign Research

on

  • 1,057 views

How effective are Lancashire and Blackpool Tourist Board's Short Break Campaigns? QA Research show independent campaign evaluation and provide figures revealing the cost effectiveness of our campaigns ...

How effective are Lancashire and Blackpool Tourist Board's Short Break Campaigns? QA Research show independent campaign evaluation and provide figures revealing the cost effectiveness of our campaigns for participant businesses.

Statistics

Views

Total Views
1,057
Views on SlideShare
1,044
Embed Views
13

Actions

Likes
1
Downloads
6
Comments
0

2 Embeds 13

http://lancashireandblackpool.wordpress.com 10
http://www.slideshare.net 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Short Breaks Campaign Research Short Breaks Campaign Research Presentation Transcript

  • Results from LBTB Campaign Research Nick Lynch QA Research May 2009
  • The Research • 4 main campaigns researched • 2,712 surveys completed • From 36,000 database • Online & tel questionnaire • Undertaken Jan/Feb 09 • Asked about 2008 overnight & day visits to Lancashire & Blackpool
  • The LBTB database of enquirers • LBTB database of enquirers has been built over many years & is added to every year • Important aspect of all campaigns is to nurture & convert these potential visitors • All the campaigns ‘pull’ from this database • Much of the communication is now online • The results from this research give us a important information on ... – WHO they are, – WHAT they do and like – HOW we can keep converting them into visitors
  • Who they are? • They are older: 71% over 45 yrs old, 44% over 55 yrs old • Have visited before: 74% – but is topped up every year with new enquirers generated from marketing activities • Good number of first timers in 2008 (1 in 10) • Live 99 miles away – visitors on average • 29% came with children
  • They like to visit Lancashire & Blackpool! 42% visited in 2008 on an overnight trip 57% 52% 46% 44% Night Time Short Breaks Country Taste Buzz Escapes Lancashire 08
  • They also ... Come on day visits from home: • 4 out of 10 visited for the day in 2008 • Took nearly 5 day visits in 2008 • Just over half of all overnight visitors also came on a day visit Planning on visiting again: • 29% had decided to overnight visit Lancashire & Blackpool in the future
  • What do they do? • Visit throughout the year; but Sept (24%) & Oct (23%) popular • Stay in all types of accommodation: – Large hotel - 26% – Small hotel – 23% – B&B – 20% – Caravan/camping – 12% • Over 1/3 source their accommodation from campaign material & website • They spend: £535 on trip with £253 on accommodation & £160 on food & drink
  • They like ... • Staying in (55%) & visiting (63%) Blackpool - but every area in Lancashire featured • Eating out (42%) and shopping (34%) • Using vouchers & special offers (17%) • Promotion of Lancashire food & drink (77%) • Visiting the LBTB website (77%)
  • A few impact numbers ... • 29,000 breaks taken in Lancashire & Blackpool in 2008 • Over 9,000 due to the campaigns • £1.3m generated for accommodation listed • The campaigns generated: – 200,000 bednights – £2.4m spent on accommodation – £1.5m on food & drink – £5m on overnight breaks • Return on investment (ROI): £1 campaign spend generated £38 on overnight visitor spend
  • Lancashire Taste 08 • Major campaign in 2008 • Nearly 13,000 enquirers or receivers of info • 44% visited on overnight & 49% on day visit • High frequency of day visits – 15 in 2008 • 2/3 felt the campaign did influence them to visit & generated: – 75,000 bednights – £428,000 spent on accommodation – £531,000 on food & drink – £1.7m on overnight breaks – £316,000 on day visits • ROI: £1 campaign spend generated £29 on visitor spend • 68% felt promotion of Lancashire food & drink would encourage them to visit in the future
  • So, we need to ... • Have a strong online presence (despite the older profile) • Feature a wide range of accommodation options • Not ignore the family market (nearly a third came with children) • Continue the food & drink promotion • Strengthen offers & vouchers • Continue effective targeted promotion of the unique Blackpool coastal offer e.g. Night Time Buzz • No forget the day visit market – even with overnight visitors! • Deepen the relationship with these core visitors thru CRM
  • Questions