Strategaethau Marchnata Digidol ar gyfer Twristiaeth Treftadaeth yng Nghymru: Jon Monroe (Croeso Cymru)

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Gwaith Croeso Cymru yw marchnata cyrchfannau a lleoedd. Busnes wedi’i arwain gan gynnwys yw hyrwyddo a gwerthu lleoedd ac, os meddyliwch am y peth, mae yna wlad gyfan sy’n creu, yn curaduro ac yn rhannu cynnwys gwych am Gymru. Ond sut mae manteisio i’r eithaf ar yr hyn a all fod yn ecosystem gynnwys rymus iawn i helpu i gyflawni amcanion marchnata penodol? Mae gan Jon Monroe, Pennaeth Arweinyddiaeth Ddigidol Croeso Cymru, brofiad ac arbenigedd yn deillio o fyd cystadleuol teithio a thwristiaeth, ac o arwain tîm digidol Croeso Cymru. Gan ddefnyddio astudiaethau achos diddorol bydd yn egluro ymagwedd y tîm at farchnata digidol wedi’i arwain gan gynnwys, gan ddangos canlyniadau’r ymdrechion hyn, trafod rhai o’r gwersi ymarferol a ddysgwyd ac amlinellu sut gallai hyn gael ei gymhwyso at safleoedd twristiaeth a thwristiaeth treftadaeth.

Technology

Source | Instagram | @flyjon
Content-led Destination Marketing
Jon Munro | @flyjon | Visit Wales

Land of contrasts
Something for everyone
Fun for all the family
Whatever you’re looking for
Inspirational scenery
Coastal splendour
Majestic mountains
Best-kept secret
Why not?
A unique blend

Content is all we have and have ever had!

Source | Instagram | @flyjon
Targets, Objectives and Strategy
Influencing circa £245 million in additional value
Big focus is improving reputation
Awareness, consideration and advocacy

Source | Instagram | @flyjon
“Those people who have not
yet considered Wales”
Targets, Objectives and Strategy
Influencing circa £245 million in additional value
Big focus is improving reputation
Awareness, consideration and advocacy

Source | Flickr | lucyparry1
So, what works?

Thinking beyond paid media
Source | iCrossing | Slideshare

Right content
Right person
Right device
Right time
Right action
Source | Flickr | Interbeat

Source | Visit Wales | Tracked search terms and volume (Log10)
We watch search like a hawk

Create useful and engaging
content on our own site
Get our engaged users involved
Reach out and place
content and widgets
Develop relationships
with key partners
Develop creative and
credible content
Maintain
momentum
in the run up
to Valentines

0
5
10
15
20
25
30
35
40
45
Positions 1-1:
Positions 2-5:
Positions 6-10:
Long Tail Analysis
and Optimisation
Adjustments
Romantic Break
Section Live
Widget creation
and placements
started
Improving search visibility

Increasing share of relevant traffic
0
50
100
150
200
250
300
350
400
450
500
0
500
1000
1500
2000
2500
SearchInterest
Visits
Search Interest vs Organic Traffic (around target terms)

Diverse audiences (and needs)
Integration and joining things up
Scale
But, there were challenges

Source | Flickr | lucyparry1
Data-driven content specification

Paid Media Audience Access
Integrated Marketing Support
Customer Centric Campaigns
Data Driven
Acquisition
Strategy
Technical SEO & On Site Optimisation
International Development
Measurement & Reporting
Customer
Insight
& Priority
Visit Wales
CRM data
Experian
research
data
Hitwise
web
behaviour
data
Website
Analytics
3rd Party
Audience
Data
Search
Data

Site Traffic
+58%
(year on year)
Business Outputs
~16%
(year on year)

Source | Flickr | lucyparry1
Planning around audiences and themes

Source | Flickr | lucyparry1
Delivering scale and using paid media

PrimaryObjective
SecondaryObjective
Awareness
Ensure that a large audience is made
aware of Wales / Generate lasting
Earned Media which will exist after the
end of the campaign.
215,000 Individuals reached
Brochure Downloads
Ensure the new Visit Wales brochure
is viewed by the maximum amount of
people.
22,000 Engagements with the
Brochure
3,000 Email Brochure
Requests

41 original posts
348,600
visits per month
13 original posts
78,252
visits per month

Total reach:
2,416,626
impressions
£10.26 CPM

Source | Flickr | lucyparry1
So, what next?

Everything we do
 Elevate our Status
 Surprise and Inspire
 Change perceptions
 Do good things
 Be unmistakably Wales

A vision for digital
 Empower and develop our communities (Networks)
 Surprise, inspire and change perceptions (Content)
 Create a ‘Beta Cymru’ platform (Philosophy)

Wider transformation
across the business

Is advertising dead? Probably not!
Source | Flickr | daniel0685

Working with Visit Wales
www.visitwales.com/working-with-us
gov.wales/topics/tourism/year-of-adventure-2016

Source | Instagram | @flyjon
Content-led Destination Marketing
Thanks J

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RCAHMW

The Discovery and Documentation of the Newport Ship: Unlocking the Secrets of a Medieval Merchant Vessel Found in Wales Dr Toby Jones: Curator, Newport Medieval Ship Project In the summer of 2002, archaeologists discovered a remarkably well-preserved medieval merchant ship in the United Kingdom. Construction on the banks of the River Usk, in Newport, Wales, led to the chance find of the unique vessel, which dates to around AD 1450. The large lapstrake-built trading ship and associated artefacts were carefully raised for further study and conservation. Nearly fifteen years of international research and meticulous conservation have helped to unlock the secrets of this historically significant find. The team has been at the forefront of using digital technology, including laser scanners, contact digitisers and CAD software, to document and model the vessel and artefacts. The vessel is thought to have been built in the Basque Country of northern Spain and archaeological evidence suggests strong trading links between Britain and the Iberian Peninsula. The analysis of the hull and numerous objects has provided insight into the technological innovation, forest management and trade patterns of the Atlantic-facing countries of Western Europe during the late-Medieval period. The vessel and finds are currently being conserved with the goal of reassembling the ship for permanent display within the city museum.

The Discovery and Documentation of the Newport Ship: Unlocking the Secrets of...

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Ymgysylltu Digidol ac Addysg Owen Llywelyn: Rheolwr Estyn Allan a Chyfranogiad, Llyfrgell Genedlaethol Cymru Llyfrgell Genedlaethol Cymru yw llyfrgell fwyaf Cymru ac mae ei chasgliad yn cynnwys llyfrau a phapurau newydd, ffotograffau, gweithiau celf, mapiau, ffilm, llawysgrifau, fideo ac archifau. Ers bron i ugain mlynedd mae'r Llyfrgell wedi bod yn digido eitemau o’r casgliad a'u cyhoeddi ar-lein. Bydd y cyflwyniad hwn yn darparu amlinelliad o raglen a gyflwynwyd gan Wasanaeth Addysg y Llyfrgell er mwyn sicrhau bod y miliynau o eitemau electronig yn ei chasgliad yn hygyrch i athrawon, disgyblion ysgol a myfyrwyr Cymru. Digital Engagement and Education Owen Llywelyn: Outreach and Participation Manager, The National Library of Wales The National Library of Wales is the biggest library in Wales and its collection includes millions of books and newspapers, photographs, works of art, maps, film, manuscripts, video and archives. For almost twenty years the Library has been digitising items from its collection and making these available online. This presentation will provide an outline of the programme introduced by the Library's Education Service to make the millions of electronic items from its collection accessible to teachers, school children and students in Wales.

Ymgysylltu Digidol ac Addysg / Digital Engagement and Education - Owen Llywelyn

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