Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Lincoln at Christmas Marketing 2010


Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

Lincoln at Christmas Marketing 2010

  1. 2. Lincoln at Christmas 2010 Campaign Launch The Christmas Marketing Team Matt Corrigan Lincoln BIG Emma Tatlow Visit Lincolnshire Sheelagh Callaghan Lincolnshire Echo Caroline Bingham KM Media Chris Grieg Lincs FM
  2. 3. Tonight’s Agenda <ul><li>Background on Lincoln marketing, consumer behaviour and the importance of Christmas </li></ul><ul><li>Overview of proposed marketing activity from media partners </li></ul><ul><li>Feedback and questions </li></ul>
  3. 4. Christmas in Lincoln – its crucial! <ul><li>Critical time of year for retailers </li></ul><ul><li>Christmas market one of the highest profile events of its kind </li></ul><ul><li>Competition is increasing – online, out of town retail </li></ul><ul><li>Brings together all sectors of the visitor economy – events, retail, tourism, food and drink </li></ul><ul><li>Brings the city centre alive </li></ul><ul><li>Total investment in the city at Christmas by stakeholders – c.£1m </li></ul>
  4. 5. Putting Lincoln on the map this Christmas <ul><li>First ever joined up marketing campaign for the City between Lincoln BIG, Visit Lincolnshire and media partners </li></ul><ul><li>Opportunities for private sector to support the campaign </li></ul><ul><li>Building on previous Christmas and city marketing activity </li></ul>
  5. 6. Consumer behaviour - short breaks <ul><li>Tourism is currently worth £971m to Lincolnshire </li></ul><ul><li>Shopping accounts for 22% of visitor spend – the highest category of expenditure followed by food and drink at 18% </li></ul><ul><li>The Staycation is set to continue and consumers are motivated by ‘rediscovering’ and ‘enjoying’ English destinations </li></ul>
  6. 7. City Breaks Campaign <ul><li>Lincoln – a cosmopolitan city rich in heritage and culture offers a complete package for a short break. From historical uphill and the world renowned cathedral to a quality retail offer from independent boutiques to high street stores, the city is an eclectic mix of old and new. </li></ul><ul><li>Christmas is a key part of Lincoln’s message, with a world renowned Christmas market, independent retailers and a family friendly, value for money offer </li></ul>
  7. 8. Key messages <ul><li>Quality accommodation </li></ul><ul><li>Year round programme of events & festivals </li></ul><ul><li>Rich heritage </li></ul><ul><li>Great shopping </li></ul><ul><li>Food & Drink </li></ul><ul><li>Small but perfectly formed </li></ul><ul><li>Developments – Bailgate Restored, Castle Project, Hilton Hotel etc </li></ul><ul><li>Christmas – unique experience </li></ul><ul><li>Value for money offer </li></ul>
  8. 9. Target Markets <ul><li>Targets – well off older couples and families; </li></ul><ul><li>Traditionals - active in the domestic holiday market; willing to pay for good personal service. More like to take a domestic holiday than an overseas one. Tend to go for destinations that are renowned for their scenery and are not too crowded with other tourists. </li></ul><ul><li>Discoverers - independent minded people; like to try new places and explore an authentic destination. Affluent segment; high proportion has access to the internet. Likely to choose destinations where they can build knowledge and experience through new cultures, nature or historical attractions. </li></ul><ul><li>East Midlands, East Anglia, South Yorkshire </li></ul>
  9. 10. Target markets Predominantly wealthy area Wealthy Achievers Urban Prosperity Comfortably off
  10. 11. City Breaks Activity to date <ul><li>Welcome Guide Summer edition </li></ul><ul><li> – launch September </li></ul><ul><li>City profile on </li></ul><ul><li> </li></ul><ul><li>PR </li></ul><ul><li>Consumer e-newsletters </li></ul>
  11. 12. Christmas campaign objectives <ul><li>To increase Christmas footfall across the city </li></ul><ul><li>To promote a renowned Christmas Market </li></ul><ul><li>To get 25,000 people ice skating </li></ul><ul><li>To encourage more people late night shopping </li></ul><ul><li>To increase staying visitors </li></ul><ul><li>To promote the city as a fun and safe night out </li></ul><ul><li>To generate consumer contacts for future marketing </li></ul>
  12. 13. Consumer choice..... Meadowhall Victoria Centre Broadmarsh Princes Quay St Stephens Freshney Place All of these shopping centres are an hour from Lincoln... We need to give visitors reasons to come to Lincoln and raise awareness of the Christmas offer in the city
  13. 14. Lincoln at Christmas <ul><li>Strong brand concept created to tie all of the activity together. </li></ul><ul><li>To be used across all media and available to be adopted by partners </li></ul>
  14. 15. Activity Overview – Marketing <ul><li>12 page full colour supplement distributed across East Midlands with a print run of 279,299 </li></ul><ul><li>Glossy magazine bound to Lincolnshire Life (2 nd edition of the Welcome Guide) </li></ul><ul><li>Lincs FM radio campaign </li></ul><ul><li>PR & Media </li></ul><ul><li>Online activity – website and enewsletters </li></ul><ul><li>Social Media </li></ul><ul><li>Wider advertising – budgets allowing </li></ul>
  15. 16. Activity Overview Animation & Events <ul><li>Christmas Lights – Investing £50k to make the city sparkle this Christmas </li></ul><ul><li>Christmas Trees – available for all businesses </li></ul><ul><li>Lincoln Ice Rink </li></ul><ul><li>Christmas Market </li></ul><ul><li>Events programme </li></ul>
  16. 18. Northcliffe Media <ul><li>12 page full colour supplement inserted in: </li></ul><ul><li>Lincolnshire Echo </li></ul><ul><li>Target Series </li></ul><ul><li>Gainsborough Target </li></ul><ul><li>Retford Times </li></ul><ul><li>Grimsby Telegraph </li></ul><ul><li>Scunthorpe Telegraph </li></ul><ul><li>Hull Daily Mail </li></ul><ul><li>Nottingham Post </li></ul>Total print run 279,339 Editorial focus on Lincoln at Christmas Issued early November
  17. 19. Geographical spread One advert across this area will reach 595,484 people with 597,999 OTS 49% of population are ABC1
  18. 20. Glossy Guide to Lincoln <ul><li>Continuation of the successful Welcome to Lincoln guide </li></ul><ul><li>Evolving from last year’s Xmas guide </li></ul><ul><li>30,000 print run – 10,000 front mounted to the November edition of Lincolnshire Life </li></ul><ul><li>Local and regional distribution; hotels, outlets, TICs etc </li></ul><ul><li>Editorial profile in Lincolnshire Life throughout October, November and December </li></ul>
  19. 21. Lincs FM Radio Campaign <ul><li>Opportunities for business to get stand out commercials, top and tailed with a generic Lincoln message </li></ul><ul><li>Broadcast over 5 days a week for 2 weeks </li></ul><ul><li>(each business to receive 20 commercials) </li></ul><ul><li>Lincoln focussed radio campaign with a competition on air for kids to win prizes. Use event (ie Light switch on) as a hook </li></ul>
  20. 22. PR & Media <ul><li>Generate press coverage (print, broadcast & online) around Lincoln at Christmas </li></ul><ul><li>PR activity commenced – interest already from Huddersfield Examiner & Travel Trade press </li></ul><ul><li>Featuring in Lincolnshire’s Travel Trade newsletter </li></ul><ul><ul><li>2009 Christmas campaign generated: </li></ul></ul><ul><ul><ul><li>t otal circulation 2,778,049 million </li></ul></ul></ul><ul><ul><ul><li>total value £151,764 </li></ul></ul></ul>
  21. 23. Online <ul><li>New! City focussed websites and (launch end September) </li></ul><ul><li> will be branded with the Christmas branding and cover key messages </li></ul><ul><li>Online accommodation bookings incentivised for December (excl market dates) </li></ul><ul><li>Competition for Christmas </li></ul><ul><li>E-newsletters to consumer database – can share messages with businesses </li></ul><ul><li>Blog posts with latest news, events and must sees </li></ul>
  22. 24. Social Media <ul><li>Facebook profile – engage with fans to upload best images and experiences of Lincoln at Christmas </li></ul><ul><li>Twitter to push out offers and news </li></ul><ul><li>Generate excitement and raise awareness through social media channels ie You Tube video competition </li></ul><ul><li>Offer/added value related activity </li></ul>
  23. 25. Advertising <ul><li>Billboards – supermarkets, city centre, high footfall areas </li></ul><ul><li>Bus sides – ie Newark, Notts routes </li></ul><ul><li>Press advertising – glossy magazines </li></ul><ul><li>Train providers – East Coast & Midlands </li></ul><ul><li>Britain Planner – glossy publication </li></ul><ul><li>Budgets allowing </li></ul>
  24. 26. Next Steps <ul><li>Packages available for partner buy-in to the campaign offering value for money and commitment to the growth of Lincoln at Christmas </li></ul><ul><li>Menu option will also be available </li></ul><ul><li>Sign up tonight to demonstrate your commitment to the growth of Lincoln at Christmas </li></ul><ul><li>Any Questions? </li></ul>
  25. 27. Partner packages Campaign Strands Platinum £4500 Gold £3000 Silver £2000 Bronze £1000 Echo newspaper supplement Back page advert 1/2 colour 1/4 colour 1/8 colour Lincoln at Christmas glossy guide Full Page colour 1/2 colour 1/4 colour 1/8 colour Lincs FM advert Plus Promo Plus Promo Advert only Advert only Christmas trees 4 Trees 2 Trees 1 Tree 1 Tree Ice rink partner and /or board Yes Yes either n/a Plus Ice rink tickets 10 5 2 n/a Website home page banner Yes Yes Yes Yes PR and media Yes Yes Yes n/a Invite to Christmas reception Yes Yes Yes Yes
  26. 28. <ul><li>Thank you </li></ul>
  27. 29. Bill Board Promotion
  28. 30. Bill Board Promotion
  29. 31. Bill Board Promotion