Modern history: A regional marketing project to promote the industrial heritage of the North West


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  • Supported LBTB heritage revealed and PLFDF
  • A brand toolkit has been sent to all venues. We need all venues wherever possible to use our brand. Can they include a logo and link from their website to Are they able to display posters / window clings? Can they include the logo in their printed leaflets?
  • Are there any marketing campaigns the venues are implementing that could be a potential match partner for the project? The activity needs to be marketing but there is then a possibility to partner with Modern History and receive up to 30% of the project costs as extra funding to implement additional activity.
  • Can any of the venues provide consumer offers?
  • Current leaflet will be enhanced and distributed to venues
  • Featuring 30 key venues in the region
  • Media campaign to include press, outdoor, radio and online to promote MH venues within and outside North West encouraging more than one visit to venues to collect M stamps, receive a free gift and discounts off gift shops and cafes.
  • Modern history: A regional marketing project to promote the industrial heritage of the North West

    1. 1. Modern History A regional marketing project to promote the industrial heritage of the North West.
    2. 2. Lancashire Activity
    3. 3. Visit Lancashire Visitor Guide
    4. 4. The next chapter <ul><li>Brand roll out and venue engagement </li></ul>
    5. 5. The next chapter <ul><li>Continue to seek out opportunities to tie in with destination marketing plans </li></ul><ul><li>Secure match funding partnership campaigns </li></ul><ul><li>Roll out of domestic campaign </li></ul><ul><li>Roll out of PR activity </li></ul>
    6. 6. 2011 Activity <ul><li>Exhibitions </li></ul><ul><li>Who Do You Think You Are Live – 25 – 27 February </li></ul><ul><li>Great Days Out – 5 March </li></ul><ul><li>Development of cycling trails with Sustrans </li></ul><ul><li>Attractions Event – Queen Street Mill – 31 March </li></ul>
    7. 7. 2011 Activity <ul><li>Domestic campaign </li></ul><ul><li>Drive to encourage museum visits, including multiple and repeat visits. </li></ul><ul><li>Launch of Discovery Pass – visitors to collect stamp at each venue </li></ul><ul><li>Discounts off entrance, cafes and gift shops </li></ul>
    8. 8. 2011 Activity
    9. 9. 2011 Activity Development of Top Trumps cards around inventions, inventors of the NW and linking back to MH venues
    10. 10. 2011 Activity <ul><li>Supported by significant media plan to include:- </li></ul><ul><ul><li>National press inserts targeted regionally </li></ul></ul><ul><ul><li>Radio advertising and ‘schools out’ promotion </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Outdoor – focusing on train stations throughout the North West. </li></ul></ul>
    11. 11. 2011 Activity <ul><li>Roll out of PR activity </li></ul><ul><ul><ul><li>PR support for German campaign with Visit Manchester and US launch of WDYTYA </li></ul></ul></ul><ul><ul><ul><li>Launch of children’s story telling competition to regional press – Feb ‘11 </li></ul></ul></ul><ul><ul><ul><li>Press launch for Top Trumps – Easter ‘11 </li></ul></ul></ul><ul><ul><ul><li>Additional campaigns around Royal Wedding, regional food and Victorian design </li></ul></ul></ul>