12. Jennifer Cormack, Marketing Director - Windermere Lake Cruises
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Jennifer Cormack is the Sales & Marketing Director of Windermere Lake Cruises, one of England's top 10 paid visitor attractions that saw over 1.63 million passenger journeys in 2017. She holds several board positions related to tourism in the Lake District. Over 30% of Windermere Lake Cruises' visitors are from overseas, with the largest markets being China and Japan, and China now being both the largest and fastest growing market.
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12. Jennifer Cormack, Marketing Director - Windermere Lake Cruises
- 1. JENNIFER CORMACK Sales & Marketing Director – Windermere Lake Cruises Chairman - English Lake District China Forum Board Member – Cumbria Tourism Board Member – Ukinbound
- 2. One of England’s ‘Top 10’ paid for visitor attractions Visit England attractions survey 1.63 million passengers journeys in 2017 We operate 364 of the year Over 30% of our visitors are from overseas Largest overseas markets – China & Japan The Chinese market is now the largest and also the fastest growing Jennifer Cormack Sales & Marketing Director Windermere Lake Cruises 2
- 3. DRINKS RECEPTION I’ll make this quick 3
- 4. FIND OUT WHO THE COMPETITION IS Who are your competitors and what do they have to offer? Other Local Attractions ? Other Attractions within your County? Other Counties ? Other Regions ? Other Countries ? 4
- 5. AN ALL YEAR ROUND DESTINATION Marketing all weather and all season itineraries and experiences 5
- 6. MARKETING GROUPS Digital marketing budgets go further when they are combined 6
- 7. INTERNATIONAL MARKETING GROUPS How to work together to promote effectively to international markets 7
- 8. WHAT DOES THE MARKET KNOW How much knowledge of your product is there and what is it? 8
- 9. WHAT IS YOUR USP What makes your region stand out 9
- 10. WORKSHOPS AND MEDIA EVENTS Making relationships with companies and contacts that count 10
- 11. OUR MAN IN JAPAN Someone on the ground on territory to visit offices regularly 11
- 12. MEETINGS THAT MAKE AN IMPACT Demonstrating your commitment to the market in terrority 12
- 13. QUALITY PROMOTIONAL EVENTS Organise events that existing contacts and new will want attend 13
- 14. FUNDING TO BOOST ACTIVITY Research funding opportunities and identify how you will use it 14
- 15. COLLABORATIVE CAMPAIGNS Maximise opportunities by being creative to get remembered! 15
- 16. PR AND AWARDS Heighten your profile at home and abroad 16
- 17. FAM TRIPS Meeting people in your destination - make it memorable 17
- 18. UNDERSTANDING YOUR CUSTOMERS Employ someone who knows the landscape and language! 18
- 19. THE DIGITAL WORLD UK vs China 19
- 20. USING THE CORRECT PLATFORMS Which one to use ? 20
- 21. CHINESE SOCIAL MEDIA LANDSCAPE Understanding visitors needs and meeting their expectations 21
- 22. PLATFORMS WE CANNOT CONTROL Use student programmes for research 22
- 23. CASH VS TECHNOLOGY Know how your customers like to spend 23
- 25. LET YOUR CUSTOMERS DO YOUR JOB Give customers the tools to promote your products/services 25
- 26. INTERNATIONAL TRAVEL It’s not all glamour !! 26
- 27. THANK YOU FOR LISTENING Jennifer Cormack j.cormack@winander-leisure.co.uk 27