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Bill Ferris  OBE   Chief Executive Chatham Historic Dockyard Trust How museums and the tourism industry can work together to get more visitors …
I have a problem … I don’t understand the proposition!
The Proposition : Working together: How Hampshire-Solent Alliance Partners and  the tourism industry can work together to get more visitors. United Nations definition of tourism “ Tourism” It comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes …
Most visited attractions  …. South East No. 1 –  The Ashmolean Museum  –  1,042,350 UK No.1 –  The British Museum  –  5,842,000 Visits to Cultural and Heritage by inbound visitors   £4.5bn  PA We are the tourist industry!
Revised Proposition: How working in partnership across the tourism industry can  increase visitors/audiences to museums  and  benefit others  in the tourism sector
What I could and should talk about … - The Product - The Consumers  - Our People - Integrated Communication Strategy - Visitor Expectation But time is too limited  -  ……………………. -  …………………….
Tourism Partnerships / The Tourism Landscape Learn to love your Destination Management Organisation (DMO) Understand the new tourism landscape and language - Destinations are the future - Tourist boards are dead - Get involved - Encourage your Local Authority (which might be a DMO) to be pro-active - Don’t expect something for nothing - Don’t be shy - Don’t waste time and energy on lost causes
The Historic Dockyard Chatham experience … - If you are not taking part in the game you can’t expect to win - There is a  real  opportunity for museums to take leadership roles - A small budget isn’t  no  budget - Use it wisely - Seek multiplication by combining with partners  Think Visitors  Think Customers  Think Audiences - Member of Tourism South East board - Member of Visit Kent board - Member of Visit England visitor attractions group - Chair of Medway Tourism Association
“ Branding” - K.I.S.S. XXXX - Identify your brand values - not their characteristics - Cut the organisation in half and values should    be written throughout - Your product - Your people - Your presentations - Your imagery - Your language - Your facilities - Your marketing material - Engage the staff and volunteers  - Help them adopt the brand - Engage partners and stakeholders
- No. 1 Smithery branding exercise led to site wide rebranding - Engaging with partners helped us understand the product - Understanding the product helped us understand the brand - Neither were what we thought they were going to be - A venue not a museum - Content and messages critical - The Historic Dockyard a “Big” DESTINATION with many parts The Historic Dockyard Chatham experience …
 
 
 
 
The Epiphany Moment for Chatham “ Think local and you’ll be local”  How to broaden your ‘National’ appeal “ Think national and you can be national”
Segmentation – More than just the market “ Museums are not all things to all people”  “ Museums are complicated”  - Market Segmentation - Message Segmentation - Media Segmentation The power of PR if used properly …
The Launch of No. 1 Smithery  - Architectural press and journalists - Special interest press - Ship models  - Art   - Industrial Heritage   - Building - Regeneration press and journalists - The legal press - An example Segmenting the story and the media - Tourism press and journalists “  All readers whether specialist or not are potential visitors”
Case Study: SS Jervis Bay 70 th  Anniversary of her Sinking 1 Object – Ship Model Multiple stories / opportunities
“…  the fire and the fury of the dockyard …”  (27.7.10)
“ Smithery is the Model  OF PERFECTION …”  (7.10)
Have we been successful?  YES! Visitor numbers up  25%  2009-10 Visitor numbers up a further  10%  2010-11 Visitor income up by even more! Visitor satisfaction levels higher than ever
“ Now I understand!”
Tips for success …  In meeting your organisation’s charitable / museum objectives through proper engagement in tourism - Understand the tourism landscape and engage - Understand your product and the brand - Segment, Segment, Segment  especially in PR terms

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How museums and the tourism industry can work together to get more visitors

  • 1. Bill Ferris OBE Chief Executive Chatham Historic Dockyard Trust How museums and the tourism industry can work together to get more visitors …
  • 2. I have a problem … I don’t understand the proposition!
  • 3. The Proposition : Working together: How Hampshire-Solent Alliance Partners and the tourism industry can work together to get more visitors. United Nations definition of tourism “ Tourism” It comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes …
  • 4. Most visited attractions …. South East No. 1 – The Ashmolean Museum – 1,042,350 UK No.1 – The British Museum – 5,842,000 Visits to Cultural and Heritage by inbound visitors £4.5bn PA We are the tourist industry!
  • 5. Revised Proposition: How working in partnership across the tourism industry can increase visitors/audiences to museums and benefit others in the tourism sector
  • 6. What I could and should talk about … - The Product - The Consumers - Our People - Integrated Communication Strategy - Visitor Expectation But time is too limited - ……………………. - …………………….
  • 7. Tourism Partnerships / The Tourism Landscape Learn to love your Destination Management Organisation (DMO) Understand the new tourism landscape and language - Destinations are the future - Tourist boards are dead - Get involved - Encourage your Local Authority (which might be a DMO) to be pro-active - Don’t expect something for nothing - Don’t be shy - Don’t waste time and energy on lost causes
  • 8. The Historic Dockyard Chatham experience … - If you are not taking part in the game you can’t expect to win - There is a real opportunity for museums to take leadership roles - A small budget isn’t no budget - Use it wisely - Seek multiplication by combining with partners Think Visitors Think Customers Think Audiences - Member of Tourism South East board - Member of Visit Kent board - Member of Visit England visitor attractions group - Chair of Medway Tourism Association
  • 9. “ Branding” - K.I.S.S. XXXX - Identify your brand values - not their characteristics - Cut the organisation in half and values should be written throughout - Your product - Your people - Your presentations - Your imagery - Your language - Your facilities - Your marketing material - Engage the staff and volunteers - Help them adopt the brand - Engage partners and stakeholders
  • 10. - No. 1 Smithery branding exercise led to site wide rebranding - Engaging with partners helped us understand the product - Understanding the product helped us understand the brand - Neither were what we thought they were going to be - A venue not a museum - Content and messages critical - The Historic Dockyard a “Big” DESTINATION with many parts The Historic Dockyard Chatham experience …
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15. The Epiphany Moment for Chatham “ Think local and you’ll be local” How to broaden your ‘National’ appeal “ Think national and you can be national”
  • 16. Segmentation – More than just the market “ Museums are not all things to all people” “ Museums are complicated” - Market Segmentation - Message Segmentation - Media Segmentation The power of PR if used properly …
  • 17. The Launch of No. 1 Smithery - Architectural press and journalists - Special interest press - Ship models - Art - Industrial Heritage - Building - Regeneration press and journalists - The legal press - An example Segmenting the story and the media - Tourism press and journalists “ All readers whether specialist or not are potential visitors”
  • 18. Case Study: SS Jervis Bay 70 th Anniversary of her Sinking 1 Object – Ship Model Multiple stories / opportunities
  • 19. “… the fire and the fury of the dockyard …” (27.7.10)
  • 20. “ Smithery is the Model OF PERFECTION …” (7.10)
  • 21. Have we been successful? YES! Visitor numbers up 25% 2009-10 Visitor numbers up a further 10% 2010-11 Visitor income up by even more! Visitor satisfaction levels higher than ever
  • 22. “ Now I understand!”
  • 23. Tips for success … In meeting your organisation’s charitable / museum objectives through proper engagement in tourism - Understand the tourism landscape and engage - Understand your product and the brand - Segment, Segment, Segment especially in PR terms