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2008 Review 03 09

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2008 Review 03 09

  1. 1. PUBLIC RELATIONS OVERVIEW 2009/10 Mike Bugsgang, Amy Clarke and Edward Meadows 15 March 2010                                                      
  2. 2. Team <ul><li>Mike Bugsgang </li></ul><ul><li>– Managing Director </li></ul><ul><li>Amy Clarke </li></ul><ul><li>– Account Director </li></ul><ul><li>Edwars Meadows </li></ul><ul><li>– Account Director </li></ul><ul><li>Jo Gaukrodger </li></ul><ul><li>– Account Director </li></ul>                                                     
  3. 3. Agenda <ul><li>Bugsgang & Associates </li></ul><ul><li>2009 review </li></ul><ul><li>Marketplace </li></ul><ul><li>2010 campaign: </li></ul><ul><ul><li>objectives </li></ul></ul><ul><ul><li>strategy </li></ul></ul><ul><ul><li>programme </li></ul></ul><ul><li>Next steps </li></ul><ul><li>Questions </li></ul>                                                     
  4. 4. <ul><li>Founded in 1992 </li></ul><ul><li>Leading travel & tourism specialist </li></ul><ul><li>Strong domestic destination track record </li></ul><ul><li>Understanding of market </li></ul><ul><li>Results driven approach </li></ul><ul><li>Excellent media relationships </li></ul>                                                     
  5. 5. Services <ul><li>Media relations/press office </li></ul><ul><li>Brand development </li></ul><ul><li>Destination management </li></ul><ul><li>Trade relations </li></ul><ul><li>Sponsorship/events </li></ul><ul><li>Community relations </li></ul><ul><li>Internal communications </li></ul><ul><li>Partnerships </li></ul><ul><li>Crisis and issues management </li></ul>                                                     
  6. 6. Pedigree                                                      
  7. 7. VC - PR <ul><li>Builds brand awareness </li></ul><ul><li>Enables a more detailed story </li></ul><ul><li>Helps to differentiate offering </li></ul><ul><li>Credible third-party recommendation </li></ul><ul><li>Makes the budget go further! </li></ul>                                                     
  8. 8. 2009 Review                                                      
  9. 9. Hits <ul><li>Times Travel Magazine </li></ul><ul><li>Sunday Mirror </li></ul><ul><li>Sunday Times </li></ul><ul><li>Telegraph Magazine </li></ul><ul><li>Mail on Sunday </li></ul><ul><li>The Times </li></ul><ul><li>Daily Telegraph </li></ul><ul><li>Sunday Express </li></ul><ul><li>Independent on Sunday </li></ul><ul><li>Daily Mail </li></ul><ul><li>The Guardian </li></ul><ul><li>Independent on Saturday </li></ul><ul><li>Sunday Telegraph </li></ul><ul><li>Prima </li></ul><ul><li>Now </li></ul><ul><li>People’s Friend </li></ul><ul><li>Great British Food </li></ul><ul><li>Country Life </li></ul><ul><li>Chat </li></ul><ul><li>Style Bible.com </li></ul><ul><li>Woman and Home </li></ul><ul><li>BBC Homes and Antiques </li></ul><ul><li>travel.sky.com </li></ul><ul><li>The Metro </li></ul><ul><li>Living South </li></ul><ul><li>Oxford Mail </li></ul><ul><li>Northern Echo </li></ul><ul><li>Evening Standard </li></ul><ul><li>Southern Daily Echo </li></ul><ul><li>The Sussex Newspaper </li></ul><ul><li>Hampshire Society </li></ul><ul><li>Northampton Chronicle and Echo </li></ul><ul><li>Gloucestershire Echo </li></ul>                                                     
  10. 10. Activities <ul><li>Journalist visits </li></ul><ul><li>News releases </li></ul><ul><li>Feature submissions </li></ul><ul><li>Competitions </li></ul><ul><li>Media liaison </li></ul><ul><li>Status/familiarisation meetings </li></ul>                                                     
  11. 11. Example hits The Times NOW! Sunday Mirror                                                      
  12. 12. Sunday Telegraph                                                      
  13. 13. British Heritage Magazine                                                      
  14. 14. Daily Express                                                      
  15. 15. The Guardian Woman and Home                                                      
  16. 16. Results <ul><li>‘ Known ’ coverage for 2009 </li></ul><ul><li>26 x national articles </li></ul><ul><li>11 x regional articles </li></ul><ul><li>11 x national consumer magazine articles </li></ul><ul><li>16 x website articles (inc national newspaper sites) </li></ul><ul><li>N.B. + Pipeline articles from 2009 activities </li></ul>                                                     
  17. 17. Evaluation <ul><li>Value of known 2009 coverage achieved: </li></ul><ul><li>£791,323 </li></ul><ul><li>ROI: 33 - 1 </li></ul>                                                     
  18. 18.                                                      
  19. 19.                                                      
  20. 20.                                                      
  21. 21. 2010 <ul><li>Economics: </li></ul><ul><li>- Unemployment still rising </li></ul><ul><li>- UK debt mountain </li></ul><ul><li>- Exchange rates </li></ul><ul><li>- Slow recovery </li></ul><ul><li>Tourism: </li></ul><ul><li>- Outbound down </li></ul><ul><li>- Inbound growth </li></ul><ul><li>- Domestic (Staycations/Snacking) </li></ul>                                                     
  22. 22. 2010 Campaign                                                      
  23. 23.                                                      
  24. 24. Objectives <ul><li>Position Chichester as an aspirational and inspirational destination </li></ul><ul><li>Boost overnight stays </li></ul><ul><li>Maintain flow of day visitors </li></ul><ul><li>Highlight quality, value and diversity </li></ul><ul><li>Emphasise accessible location </li></ul><ul><li>Increase website traffic </li></ul>                                                     
  25. 25. Strategy <ul><li>Development of key themes: </li></ul><ul><li>Cool and contemporary </li></ul><ul><li>Country chic </li></ul><ul><li>Excellent events </li></ul><ul><li>Food glorious food </li></ul><ul><li>Family fun </li></ul><ul><li>Coastal marvels </li></ul><ul><li>History and culture </li></ul><ul><li>The Arts </li></ul><ul><li>Classic </li></ul>                                                     
  26. 26. South Downs National Park                                                      
  27. 27. Audiences <ul><li>Encouraging new audiences to visit without </li></ul><ul><li>alienating existing repeat visitors </li></ul><ul><li>Different purpose </li></ul><ul><ul><li>Overseas visitors </li></ul></ul><ul><ul><li>Day visitors </li></ul></ul><ul><ul><li>Touring visitors </li></ul></ul><ul><ul><li>Mini breaks </li></ul></ul><ul><ul><li>Overnight visitors </li></ul></ul><ul><li>Different interests </li></ul><ul><ul><li>Relaxation </li></ul></ul><ul><ul><li>Outdoors </li></ul></ul><ul><ul><li>Green travel </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Culinary </li></ul></ul><ul><ul><li>Sport and hobbies </li></ul></ul>                                                     
  28. 28. Target Media <ul><li>National/regional press and broadcast </li></ul><ul><li>Consumer lifestyle </li></ul><ul><li>Consumer specialist </li></ul><ul><li>On-line media and social media </li></ul><ul><li>Bloggers </li></ul><ul><li>Freelancers </li></ul><ul><li>Company magazines </li></ul><ul><li>TV/Radio </li></ul>                                                     
  29. 29. PR Programme <ul><li>Proactive/reactive press office </li></ul><ul><li>Press visits </li></ul><ul><li>Themed releases </li></ul><ul><li>Features targeting </li></ul><ul><li>Interviews </li></ul><ul><li>Competitions </li></ul><ul><li>Industry liaison </li></ul><ul><li>Websites </li></ul><ul><li>Steering Committee, Hotels and Attractions meetings </li></ul><ul><li>VisitBritain/Tourism South East </li></ul>                                                     
  30. 30. Internet/Social Media <ul><li>More emphasis in 2010 </li></ul><ul><li>Drive placement of www.visitchichester.org to benefit whole District </li></ul><ul><li>Target specialist lifestyle websites and the online versions of print publications </li></ul><ul><li>Social media enables more rapid sharing of information </li></ul><ul><li>Search Engine Optimization (SEO) is a key component of getting a website found - social media has proven its ability to significantly increase SEO </li></ul><ul><li>Social media reaches new audiences and further audiences beyond them </li></ul>                                                     
  31. 31. Engagement <ul><li>PR is a two way street </li></ul><ul><li>News is our life blood! </li></ul><ul><li>Fast turnaround vital </li></ul><ul><li>Accommodation providers – journalist visits </li></ul>                                                     
  32. 32. Successful Outcome Mail on Sunday                                                      
  33. 33. Next Steps <ul><li>Build on the solid foundations laid </li></ul><ul><li>Maximise future media opportunities </li></ul><ul><li>Continuous evaluation of results </li></ul><ul><li>Continue to build relationships with existing & new members </li></ul>                                                     
  34. 34. By working more closely together we can make 2010 a bumper year for Chichester District tourism!                                                      
  35. 35. Copyright: Bugsgang Associates 2009 <ul><li>Tel: 07515 282606 </li></ul><ul><li>Email: amy.clarke@bugsgang.co.uk </li></ul><ul><li>www.bugsgang.co.uk </li></ul>                                                     

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