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2008 Review 03 09 Notes
- 1. PUBLIC RELATIONS OVERVIEW2009/10 Mike Bugsgang, Amy Clarke and Edward Meadows 15 March 2010
- 2. Team Mike Bugsgang – Managing Director Amy Clarke – Account Director Edwars Meadows – Account Director Jo Gaukrodger – Account Director
- 3. Agenda Bugsgang &Associates 2009 review Marketplace 2010 campaign: objectives strategy programme Next steps Questions
- 4. Founded in 1992Leading travel & tourism specialist Strong domestic destination track record Understanding of market Results driven approach Excellent media relationships
- 5. Services Media relations/pressoffice Brand development Destination management Trade relations Sponsorship/events Community relations Internal communications Partnerships Crisis and issues management
- 6.
- 7. VC - PRBuilds brand awareness Enables a more detailed story Helps to differentiate offering Credible third-party recommendation Makes the budget go further!
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- 9. Hits Times TravelMagazine Sunday Mirror Sunday Times Telegraph Magazine Mail on Sunday The Times Daily Telegraph Sunday Express Independent on Sunday Daily Mail The Guardian Independent on Saturday Sunday Telegraph Prima Now People’s Friend Great British Food Country Life Chat Style Bible.com Woman and Home BBC Homes and Antiques travel.sky.com The Metro Living South Oxford Mail Northern Echo Evening Standard Southern Daily Echo The Sussex Newspaper Hampshire Society Northampton Chronicle and Echo Gloucestershire Echo
- 10. Activities Journalist visitsNews releases Feature submissions Competitions Media liaison Status/familiarisation meetings
- 11. Example hits TheTimes NOW! Sunday Mirror
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- 15. The Guardian Womanand Home
- 16. Results ‘ Known’ coverage for 2009 26 x national articles 11 x regional articles 11 x national consumer magazine articles 16 x website articles (inc national newspaper sites) N.B. + Pipeline articles from 2009 activities
- 17. Evaluation Value ofknown 2009 coverage achieved: £791,323 ROI: 33 - 1
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- 21. 2010 Economics: -Unemployment still rising - UK debt mountain - Exchange rates - Slow recovery Tourism: - Outbound down - Inbound growth - Domestic (Staycations/Snacking)
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- 23.
- 24. Objectives Position Chichesteras an aspirational and inspirational destination Boost overnight stays Maintain flow of day visitors Highlight quality, value and diversity Emphasise accessible location Increase website traffic
- 25. Strategy Development ofkey themes: Cool and contemporary Country chic Excellent events Food glorious food Family fun Coastal marvels History and culture The Arts Classic
- 26.
- 27. Audiences Encouraging newaudiences to visit without alienating existing repeat visitors Different purpose Overseas visitors Day visitors Touring visitors Mini breaks Overnight visitors Different interests Relaxation Outdoors Green travel Family Culinary Sport and hobbies
- 28. Target Media National/regionalpress and broadcast Consumer lifestyle Consumer specialist On-line media and social media Bloggers Freelancers Company magazines TV/Radio
- 29. PR Programme Proactive/reactivepress office Press visits Themed releases Features targeting Interviews Competitions Industry liaison Websites Steering Committee, Hotels and Attractions meetings VisitBritain/Tourism South East
- 30. Internet/Social Media More emphasis in 2010 Drive placement of www.visitchichester.org to benefit whole District Target specialist lifestyle websites and the online versions of print publications Social media enables more rapid sharing of information Search Engine Optimization (SEO) is a key component of getting a website found - social media has proven its ability to significantly increase SEO Social media reaches new audiences and further audiences beyond them
- 31. Engagement PR isa two way street News is our life blood! Fast turnaround vital Accommodation providers – journalist visits
- 32. Successful Outcome Mailon Sunday
- 33. Next Steps Buildon the solid foundations laid Maximise future media opportunities Continuous evaluation of results Continue to build relationships with existing & new members
- 34. By working moreclosely together we can make 2010 a bumper year for Chichester District tourism!
- 35. Copyright: Bugsgang Associates2009 Tel: 07515 282606 Email: amy.clarke@bugsgang.co.uk www.bugsgang.co.uk
Editor's Notes
- #19 The market place continues to be a turbulent one with competition from other UK districts as well as the continued growth of cheap foreign holidays, of course the weather can also make things challenging for domestic tourism.
- #20 You may recall that we used this slide last year, but here we are using it again, as despite claims that we are now officially out of the recession, finances are still tight and holidays are being seen more as a luxury than a necessity. Foreign markets continue to be very attractive with cheap flights, packages and destinations, while the UK continues to be expensive for the domestic market.
- #21 So what about the green shoots of recovery? Well sadly the outlook is still pretty gloomy and it will be another tough year for domestic tourism.
- #22 Unemployment is still increasing and a day doesn’t go by when the news is telling us that we’ve been living beyond our means and now it’s payback time. These factors together with the vagaries of Sterling against other leading currencies has led to predictions that economic recovery will be slower than at first anticipated. Outbound holiday sales are reckoned to be around 5% down but some sectors such as cruising and all-inclusives are bucking the trend. Minimal growth is predicted for the inbound market whilst domestic holidays are forecast to increase although we think that weather conditions will play a big part in determining if this comes to fruition. Following last year’s trend for ‘Staycations’, the new buzz word is ‘Snacking’ - taking more mini breaks rather than longer holidays
- #23 Moving on to what we are going to be doing for the Chichester District this year.
- #24 These are areas of England that have an identity in the minds of consumers and we need to move towards getting the Chichester District perceived in the same way. Of course, this is an overall marketing task of which PR is just a part. Hopefully the new National park Status of the SOuth Downs will help, in part, to move this forward
- #25 Our aim is to achieve continued editorial coverage that highlights the region as an aspirational and inspirational destination This will boost overnight stays Maintain flow of day visitors Highlight value and diversity Emphasis accessible location Increase website traffic
- #26 We will continue to draw out the various elements of the Chichester District experience through the creative use of themes, highlighted here, in pitching story ideas to the media.
- #27 A new and important theme that will benefit the whole region we will be pushing hard this year is the South Downs becoming Britain’s newest National Park. We enjoyed a great deal of success when we handled a similar exercise for the New Forest a few years ago and we aim to replicate this for Chichester District.
- #28 So all in all we aim to encourage new audiences to visit without alienating existing repeat visitors, taking into consideration the different reasons people are visiting.