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    Partner update 05.03.2013 final no notes Partner update 05.03.2013 final no notes Presentation Transcript

    • Partner update15 March 2013
    • WelcomeSarah Stewart, Chief Executive
    • WelcomeDr. Joanna Berry, Newcastle University Business School
    • IntroductionSarah Stewart, Chief Executive
    • Welcome to our new partners
    • AgendaIan Thomas - ResearchKathie Wilcox - Visitor informationPaul Szomoru - Business tourismBecky Madeley and Jason Yip - Marketing and communicationsSharon McKee - Place brandCatherine Walker - Inward investmentCarol Bell - Festivals and events
    • ResearchIan Thomas, Research Manager
    • Who are our visitors?Learning more together
    • 2012 performance• Average hotel room occupancy stands at 70%.• Weekend room occupancy 83%.• Revpar £40.81; regional average £41.38.• 2.3 million visitors to attractions in NewcastleGateshead.• 1.88 million visits to free attractions (+3%).• 500,000 to paid attractions (+13%).• Helped by major events but also own events and exhibitions.
    • 2012 performance• 300,000 visitors to the Visitor Information Centre.• Three million international visitors through Newcastle Airport. - Holland +9%. - Ireland +11%.• 12,561 City Cruise passengers on DFDS.• 830,000 passengers using Quaylink in the city (+3%).
    • Knowing more – T-Stats• Online performance monitoring tool.• Gives detailed insight into the destination.• Allows you to benchmark your organisation.• Puts your data into context.
    • Knowing more – hotel study• Previous study carried out in 2007.• 25% increase in bed stock in NewcastleGateshead over last two years.• Interviews with general managers and developers.• Audit of current stock and demand projections.• Recommendations for the destination.• Co-operation with study by hoteliers is key.
    • Knowing more – visitor survey• Previous surveys carried out 2006, 2008 and 2010.• Changes in technology and the economy just two factors changingvisitor profiles.• Online survey throughout 2013.• Gather data on motivations, demographics, activities, satisfaction andexpenditure.
    • Visitor survey getting involved• Help us to distribute links to the survey.• Sponsor questions – opportunities for partnersto have their own questions on the survey.• Tailored reports.
    • Visitor informationKathie Wilcox, Head of Development
    • NewcastleGateshead online• Launched December 2012.• Great range of locally produced gifts, cards andwalking tours.• Products can be purchased locally, nationally andinternationally.• Exploring new products, including travel tickets.
    • Online shop – partner opportunities• Corporate gifts and bulk orders - exclusivepartner discount.• Recommend to colleagues, friends or visitors.• Talk to us about any ideas for joint working -products that might be a good fit.
    • Information partners• Great progress – thanks for your support withthe audit.• Welcome to NewcastleGateshead training –partner rates.• Gateways – first major project underway withCentral Station to improve visitor welcome,information and signage.
    • Distribution 2013: Wednesday 27 March• Gateshead Stadium, 11am-1pm.• Region’s biggest annual exchange event fortourism businesses.• Share promotional material and news – and findout what’s happening in 2013.• Networking opportunities.• Be there or miss out!
    • Business tourismPaul Szomoru, Senior Business Development Manager
    • Major events 2013• British Accounting & Finance Association April 280• Osseo Integration June 500• International Colour Association July 600• Nutrition Society Summer Meeting July 400
    • Major events 2013• Behaviour 2013 August 750• AUGIS September 600• Royal Statistical Society September 400• EACD October 800
    • Get involved...Tell us about unique experiences Campaign continues throughoutyou can offer delegates. 2013.• Something unique to the region. • More content on• Include images of delegates doingthe activity. • PR campaign.
    • International Confex & Meetings Show UK
    • Come with us...• Generate new business leads. Confex• Relationship manage existing South-based contacts. 19 – 21, March• See what everyone else is up to. Research the Excel Londoncompetition, get new ideas and stay ahead of market Meetings Showtrends. 9 – 11, July• Help us attract and convert business tourism Olympia Londonenquiries.
    • Meetings & Events Guide 2014-16• Gold award for Best Brochure at 2012 Meetings Industry Marketing Awards.• Most comprehensive conferencing publication in North East England.• Invaluable tool for buyers and agents.• 8,000 guides produced for distribution to database, at tradeshows and with enquiries.
    • Marketing and communicationsBecky Madeley, Marketing Manager
    • National campaign update• A three-year campaign. YEAR 1 YEAR 2 YEAR 3 TOTAL (2012-13) (2013-14) (2014-15)• Match funded by Regional GrowthFund. NGI £104,166 £124,165 £122,500 £350,831• Two campaigns per year (spring RGF £166 ,667 £268,833 £64,500 £500,000and autumn). TOTAL £270,833 £392,998 £187,000 £850,831• Campaign covers Scotland,Yorkshire, North West and London.
    • Spring / summer 2013• Campaign runs until 30 June.• £200,000 media spend – including pressinserts, outdoor posters, radio promotionand online advertising.• Focus on shopping, nightlife, eating outand events.• High-profile national media visits.
    • Still time to get involved!• Thanks to all partners who have already signedup for our spring campaign.• There’s still time to be part of it.• NEW special offers section for accommodationproviders.• Opportunity to host media visits.• Competition prizes.
    • International - Ireland• On a snowy February weekend we hostedseven Irish journalists from The SundayBusiness Post, The Irish Times, Irish CountryWomen’s Magazine, Daily Star, Food and WineMagazine, Daily Mail and The IrishIndependent.• Huge ‘thank you’ to everyone who supportedtheir visit.
    • International – Holland• Joint-funded campaign with DFDS Seaways.• Football packages are selling well – 10,000tickets sold this season.• Cinema promotion delivered 1,800 new bookingsto NewcastleGateshead.• Media coverage in and The Telegraf.• New campaign with easyJet in spring.
    • International – RGF Round 4• Two-year international marketing campaign.• To promote five regional gateways (North East, NorthWest, Yorkshire, South West and Midlands).• Relies on existing routes and transport providers tosupport campaign.• Bid submission Wednesday 20 March – if successfulcampaign will begin in Q3 2013 running until spring 2015.
    • Marketing and communicationsJason Yip, Digital Marketing Manager
    •• Over 1,000,000 annual unique visitors.• 130,000 monthly unique visitors.• 4,500 daily unique visitors.• Blue Reef Aquarium page viewed 21,182 times.What are the opportunities?1. Improve your record / page.2. Supply us with your events and offers.We feed Sky Tyne and Wear and NCC your events.3. Advertising.- Banner adverts and sponsorship.
    • e-Comms and CRMMonthly „What‟s On‟ newsletter / CRM• 90,000+ leisure contacts.• 35,000 local.• 55,000 out of region.• 70,000 with profiles / interests.What are the opportunities?1. Profile your events, openings etc.2. Banner advertising.3. Use our mailing list - solus email.
    • Social mediaOur social media channels• Facebook 12,303 likes.• Twitter 6,000 followers.• LinkedIn 1,581 members.What are the opportunities?1. Re-Tweet and re-post offers / news.2. Profile competitions.3. Promotion.
    • New digital partnership opportunitiesWebsite WidgetsLet your website visitors search for:1. 700+ local events, attractions, hotels etc.2. Save time administrating content on your site.3. Quick to set up.NewcastleGateshead Events Printout• Provide your customers with a personalised A4double-sided printout of events.• Choose by date, type or venue.• Promotes our FREE mobile apps.
    • NewcastleGateshead Social Media Map
    • Place brandSharon McKee, Head of Marketing & Communications
    • Does our reputation need managing?Yes!• Many stories, many voices.• Outdated perceptions.• What do we stand for?• Story is undertold and undersold.
    • Place branding “Urban branding is evocative storytelling aimed at educating recipients to see the place in a certain way.” Jensen 2007
    • The NewcastleGateshead storyWhat do I want to become? The natural home for the modern economy.What are the values that make me different? Inventive spirit – positivity – collaboration – enterprising – enriching.If I was a person who would I be? Bobby Robson.What is at the heart of everything I do? Innovative spirit – genuine – rewarding.How will people ultimately see me? A place that is always proud of its future.
    • Helping people tell our story• Online toolkit. • Inspire Me app.• An inspiring brand film. • Z card.• Frontline staff film. • Meetings with key decision makers.• Ambassador programme. • Engaging community.
    • What we‟d like people to do• Tell the story of NewcastleGateshead - add your own flavour. - Can it be built into your current work? - Can you use it to guide decision making? - How can we help cascade it through your organisation? - How might we help you bring it to life?
    • Inward InvestmentCatherine Walker, Inward Investment Director
    • Priority sectors• Offshore and marine.• Digital and creative media.• Sciences and health.• Corporate functions of R&D, professional andbusiness services and advanced manufacturingare at the heart of all our propositions.• React to all project enquiries across all sectors.
    • Offshore and marine sector campaign• Six-month, high-impact campaign. Office-based functions• Two events. Design and project teams, professional and• NOF Energy Conference. business services.• Eastern Airways supplement. Engineering functions• Advertorials in key trade publications. High-value engineering, installations,• Online advertising. special logistics.• Overseas business development / attendance atoverseas exhibitions. Target markets• Cluster development activity. UK, USA, Canada, Scandinavia.
    • Pipeline overviewIndicator VolumeNumber of live projects 44Potential associated jobs 2,100Successful projects YTD 2High probability projects 5Overseas projects (FDI) 25 (57%)
    • How to get involved• Soft landing programme for overseas investors.• Hosted in-visits and delegations.• Add value through account management. - Ask about growth plans or issues. - Identify links to associations. - Follow us on Twitter / LinkedIn. - Promote key sectors, sites and news (wins, assets, stats etc.)
    • Festivals and eventsCarol Bell, Head of Culture & Major Events
    • Priority areas of work for 2013• Through our work continue to putNewcastleGateshead on the national map.• Attract visitors to NewcastleGateshead for dayvisits and overnight stays.• Build capacity and local engagement.• Enhance the quality of life of local people andbuild local pride.
    • Slide Title – Arial Bold (32pt)Body Text – Arial (20pt)Lorem ipsum dolor sit amet, consectetueradipiscing elit. Imagery area:• Donec nisi mauris, interdum sit amet, aliquam 1 image at 7.86cm wide xeu, lacinia ac, ligula. 6.9cm high• Quisque quis erat. Nulla et nibh scelerisqueelit varius pretium. Donec mollis.
    • EAT!, Juice, Winter Festival
    • How to get involved• Join in to ensure your business benefits from increased visitors.• Promote these activities through your own marketing networks.• Encourage staff to volunteer.• Tell your colleagues, friends and family.• Use the NewcastleGateshead Cultural Planning Calendar.• Sponsor events.
    • Slide Title – Arial Bold (32pt)Body Text – Arial (20pt)Lorem ipsum dolor sit amet, consectetueradipiscing elit. Imagery area:• Donec nisi mauris, interdum sit amet, aliquam 1 image at 7.86cm wide xeu, lacinia ac, ligula. 6.9cm high• Quisque quis erat. Nulla et nibh scelerisqueelit varius pretium. Donec mollis.
    • SummarySarah Stewart, Chief Executive
    • English Tourism Week• In its second year – a week-long - Newcastle United – £10 for two-coursecelebration of the vibrancy and value of the Sunday lunch and stadium tour.industry. - Hotel Indigo – ‘Two for one’ on• Discover Deals – partners invited to afternoon tea.provide exclusive one-week partner offers. - Tyneside Cinema – ‘Two for one’ cinema tickets (in the Classic Circle). - The Sage Gateshead – ‘Two for one’ tickets for Serious Cabaret: Leaving Berlin (Sunday 24 March only).
    • Thank you
    • Partner meetings 2013Partner Update Meetings Business Leaders‟ Briefings• Thursday 20 June 2013. • Wednesday 17 April 2013, Electric East.• Thursday 17 October 2013. • Wednesday 11 September 2013. AGMPartner potential venue hosts – thank you to Thursday 5 December 2013.all those who have already offered to host.
    • Partner update15 March 2013