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Jon Holland CIM Spring Marketing Conference 2015

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CIM Spring Marketing Conference 2015

Norwich: City of Stories. Jon Holland, VisitNorwich

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Jon Holland CIM Spring Marketing Conference 2015

  1. 1. Norwich: City of Stories A destination marketing campaign for Norwich
  2. 2. Outline #1 About VisitNorwich #2 The challenge #3 Aims of the campaign #4 Strategy #5 Results #6 Future plans
  3. 3. #1 About VisitNorwich
  4. 4. VisitNorwich • Established 2004 • Destination marketing organisation • Membership organisation – 70% private funded • Team of seven
  5. 5. Who we work with • Over 150 members • Local authorities • Norwich Business Improvement District • VisitEngland, VisitBritain • Other tourism organisations – Visit Norfolk, Broads Tourism
  6. 6. Tourism in Norwich & Norfolk Norfolk • £2.7 billion • 39.1 million visits • 54,864 jobs South Norfolk • £192 million • 3 million visits • 3,449 jobs Norwich • £643 million • 10.6 million visits • 11,224 jobs Great Yarmouth • £524 million • 6.3 million visits • 10,335 jobs North Norfolk • £434 million • 7.3 million visits • 9,709 jobs West Norfolk • £462 million • 7.6 million visits • 8,992 jobs
  7. 7. #2 The challenge
  8. 8. Lack of consideration • Norwich not top of the mind when planning a city break • Alan Partridge!! • Lack of marketing spend • Perceived travel issues
  9. 9. The reality • Most complete medieval city in the UK • UNESCO City of Literature – England’s 1st • Top 10 UK City and shopping destination • Access to the countryside, coast and Norfolk Broads
  10. 10. Inspire us! • Raise awareness of and consideration for Norwich as a city break destination • Change perceptions of Norwich • Create strong campaign identity • Residential city breaks, day visits, overnight stays
  11. 11. #3 Aims
  12. 12. Aims #1 Increase awareness and consideration #2 Grow the visitor economy #3 Create a strong identity NORWICH IS AWESOME
  13. 13. Target audience Segment Details Location • Predominantly within 2 hour travel time – day visits • East of England (Cambridge, Peterborough, Ipswich), London • Midlands (Birmingham), South East, North West (Manchester, Leeds) – short breaks Age • 18+ Social grade • ABC1 Lifecycle • Families, couples without children, single Type of trip • Day visits • Short breaks (3+ days) Drivers • History and heritage, arts, music and culture, food and drink, excellent shopping offer - USPs Barriers • Perceived difficulty to travel to, lack of understanding of what is on offer
  14. 14. #4 Strategy
  15. 15. Keep it real! • Tell the real story of Norwich • Capitalise on UNESCO, history and heritage • Engagement – our stories, your stories • Partnerships
  16. 16. Twelve Chapters • Engaging, intriguing content • Targeted at segments • Chapters included: • Through the eye of the beholder (arts) • Spires & ziggurats (built heritage) • The city built on books (literature)
  17. 17. Integrated communications PR
  18. 18. #5 Results
  19. 19. Marketing activity 892,377 Campaign reach 1.4 million Social media impressions 9,422 Facebook fans 5,000 Competition entries 1,700 App downloads 19,000 Website visits
  20. 20. Media coverage 12 million Reach £103,000 Advertising value equivalent
  21. 21. Consumer feedback 68% Inspired to visit Diverse, Modern, Vibrant, Interesting, History Views on Norwich 80% who’d never been to Norwich 97% Will visit in the future “Recaptured my love of the city”
  22. 22. #6 Future plans
  23. 23. Brand development • Developing a tourism brand • Partnerships essential
  24. 24. Summary #1 Keep it real! But…Offline still important #2 Tell stories, don’t sell #3 Digital is the main source of inspiration Don’t create unrealistic expectations #4 Partnerships are essential

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