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Marketing update
2016/2017 Marketing Update
Marketing strategy
Increase visitor spend
•Tourist Information Centres
•Website
•Literature
Retention Strategy
•E-newslett...
Target Visitor Profiles
Marketing Activities 2016/2017
Visitisleofman.com
• New Visit Isle of Man website
launched October 2016
• Key new features:
– Online booking
– TripAdviso...
Digital
• Visitisleofman.com
• Page views up 44%
• Younger demographic in 2016
• Email newsletters
• 525,421 total emails ...
Digital Advertising
Video
• Increasingly using video
to highlight the fantastic
array of activities on
offer in the Island
• Quality of conten...
• Destinations, London
• Consumer show
42,000 visitors (+3k)
1,500 Visitor Guides (+500)
1,084 Digital Contacts (+97)
T...
Public Relations
PR programme generated £2.36million of
coverage in 2016
Exploiting the unexpected: “SHARK!”
PR campaigns: Ray Mears Press Trip and Blog
Press Trip – August 2016 with journalists from the Guardian and MadeForMums
2 ...
Isle of Man on TV
BBC1 “Countryfile” ITV
“Britain’s Best Walks”
BBC1 Inside Out
Advertising: Print
• Advertorials - e.g. Coast and
Countryfile
• Press adverts – e.g. Metro and
The Guardian
Advertising: Outdoor
Digital poster presence in major UK railway stations:
• Manchester
• Liverpool
• Birmingham
• London
Advertising: TV
• 30 sec ads in Granada and Border regions
• Tracking postcodes, website visits and brochure requests
2017 Visitor Guide
Tourism Literature
Richard Veal
Managing Director
New Mind Tell Us
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Marketing Tourism Review 2016 with Richard Slee

Marketing Tourism Review 2016 with Richard Slee

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Marketing Tourism Review 2016 with Richard Slee

  1. 1. Marketing update 2016/2017 Marketing Update
  2. 2. Marketing strategy Increase visitor spend •Tourist Information Centres •Website •Literature Retention Strategy •E-newsletters •Special offers •Social media Grow visitor numbers •Website •Social media •Digital campaigns •Visitor Guide •E-newsletters Acquisition Strategy •Advertising •Public relations •Partnership marketing •Exhibitions •Social media Build awareness and interest in the Isle of Man Create the desire to book a visit Visit the Isle of Man Post visit to the Isle of Man
  3. 3. Target Visitor Profiles
  4. 4. Marketing Activities 2016/2017
  5. 5. Visitisleofman.com • New Visit Isle of Man website launched October 2016 • Key new features: – Online booking – TripAdvisor & social media channels – Individual product pages for tourism businesses – Events submission – Internal Customer Relationship Management System Source: Hubspot.com
  6. 6. Digital • Visitisleofman.com • Page views up 44% • Younger demographic in 2016 • Email newsletters • 525,421 total emails to 88,000 contacts • Social media • 43,000 followers across channels
  7. 7. Digital Advertising
  8. 8. Video • Increasingly using video to highlight the fantastic array of activities on offer in the Island • Quality of content ensures longer time on our website
  9. 9. • Destinations, London • Consumer show 42,000 visitors (+3k) 1,500 Visitor Guides (+500) 1,084 Digital Contacts (+97) Trade Events
  10. 10. Public Relations PR programme generated £2.36million of coverage in 2016
  11. 11. Exploiting the unexpected: “SHARK!”
  12. 12. PR campaigns: Ray Mears Press Trip and Blog Press Trip – August 2016 with journalists from the Guardian and MadeForMums 2 Journalists Attended 37 Pieces of Coverage £320,000 AVE 3,500,000+ Reach Positioned IOM as an ideal holiday destination for families.
  13. 13. Isle of Man on TV BBC1 “Countryfile” ITV “Britain’s Best Walks” BBC1 Inside Out
  14. 14. Advertising: Print • Advertorials - e.g. Coast and Countryfile • Press adverts – e.g. Metro and The Guardian
  15. 15. Advertising: Outdoor Digital poster presence in major UK railway stations: • Manchester • Liverpool • Birmingham • London
  16. 16. Advertising: TV • 30 sec ads in Granada and Border regions • Tracking postcodes, website visits and brochure requests
  17. 17. 2017 Visitor Guide
  18. 18. Tourism Literature
  19. 19. Richard Veal Managing Director New Mind Tell Us

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