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Norwich: City of Stories
A destination marketing campaign for Norwich
Outline
#1 About VisitNorwich
#2 The challenge
#3 Aims of the campaign
#4 Strategy
#5 Results
#6 Future plans
#1 About VisitNorwich
VisitNorwich
• Established 2004
• Destination marketing organisation
• Membership organisation – 70% private funded
• Team of seven
Who we work with
• Over 150 members
• Local authorities
• Norwich Business Improvement District
• VisitEngland, VisitBritain
• Other tourism organisations – Visit Norfolk, Broads Tourism
Tourism in Norwich & Norfolk
Norfolk
• £2.7 billion
• 39.1 million visits
• 54,864 jobs
South Norfolk
• £192 million
• 3 million visits
• 3,449 jobs
Norwich
• £643 million
• 10.6 million visits
• 11,224 jobs
Great Yarmouth
• £524 million
• 6.3 million visits
• 10,335 jobs
North Norfolk
• £434 million
• 7.3 million visits
• 9,709 jobs
West Norfolk
• £462 million
• 7.6 million visits
• 8,992 jobs
#2 The challenge
Lack of consideration
• Norwich not top of the mind when planning a city break
• Alan Partridge!!
• Lack of marketing spend
• Perceived travel issues
The reality
• Most complete medieval city in the UK
• UNESCO City of Literature – England’s 1st
• Top 10 UK City and shopping destination
• Access to the countryside, coast and Norfolk Broads
Inspire us!
• Raise awareness of and consideration for Norwich
as a city break destination
• Change perceptions of Norwich
• Create strong campaign identity
• Residential city breaks, day visits, overnight stays
#3 Aims
Aims
#1 Increase awareness
and consideration
#2 Grow the visitor
economy
#3 Create a strong
identity
NORWICH IS
AWESOME
Target audience
Segment Details
Location • Predominantly within 2 hour travel time – day visits
• East of England (Cambridge, Peterborough, Ipswich), London
• Midlands (Birmingham), South East, North West (Manchester, Leeds) – short breaks
Age • 18+
Social grade • ABC1
Lifecycle • Families, couples without children, single
Type of trip • Day visits
• Short breaks (3+ days)
Drivers • History and heritage, arts, music and culture, food and drink, excellent shopping offer -
USPs
Barriers • Perceived difficulty to travel to, lack of understanding of what is on offer
#4 Strategy
Keep it real!
• Tell the real story of Norwich
• Capitalise on UNESCO, history and heritage
• Engagement – our stories, your stories
• Partnerships
Twelve Chapters
• Engaging, intriguing content
• Targeted at segments
• Chapters included:
• Through the eye of the beholder (arts)
• Spires & ziggurats (built heritage)
• The city built on books (literature)
Integrated communications
PR
Jon Holland   CIM Spring Marketing Conference 2015
Jon Holland   CIM Spring Marketing Conference 2015
#5 Results
Marketing activity
892,377
Campaign reach
1.4 million
Social media impressions
9,422
Facebook fans
5,000
Competition entries
1,700
App downloads
19,000
Website visits
Media coverage
12 million
Reach
£103,000
Advertising value equivalent
Consumer feedback
68%
Inspired to visit
Diverse, Modern, Vibrant,
Interesting, History
Views on Norwich
80% who’d never
been to Norwich
97%
Will visit in the future
“Recaptured my love of the city”
#6 Future plans
Brand development
• Developing a tourism brand
• Partnerships essential
Summary
#1 Keep it real!
But…Offline still important
#2 Tell stories, don’t sell
#3 Digital is the main source of inspiration
Don’t create unrealistic expectations
#4 Partnerships are essential

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Jon Holland CIM Spring Marketing Conference 2015

  • 1. Norwich: City of Stories A destination marketing campaign for Norwich
  • 2. Outline #1 About VisitNorwich #2 The challenge #3 Aims of the campaign #4 Strategy #5 Results #6 Future plans
  • 4. VisitNorwich • Established 2004 • Destination marketing organisation • Membership organisation – 70% private funded • Team of seven
  • 5. Who we work with • Over 150 members • Local authorities • Norwich Business Improvement District • VisitEngland, VisitBritain • Other tourism organisations – Visit Norfolk, Broads Tourism
  • 6. Tourism in Norwich & Norfolk Norfolk • £2.7 billion • 39.1 million visits • 54,864 jobs South Norfolk • £192 million • 3 million visits • 3,449 jobs Norwich • £643 million • 10.6 million visits • 11,224 jobs Great Yarmouth • £524 million • 6.3 million visits • 10,335 jobs North Norfolk • £434 million • 7.3 million visits • 9,709 jobs West Norfolk • £462 million • 7.6 million visits • 8,992 jobs
  • 8. Lack of consideration • Norwich not top of the mind when planning a city break • Alan Partridge!! • Lack of marketing spend • Perceived travel issues
  • 9. The reality • Most complete medieval city in the UK • UNESCO City of Literature – England’s 1st • Top 10 UK City and shopping destination • Access to the countryside, coast and Norfolk Broads
  • 10. Inspire us! • Raise awareness of and consideration for Norwich as a city break destination • Change perceptions of Norwich • Create strong campaign identity • Residential city breaks, day visits, overnight stays
  • 12. Aims #1 Increase awareness and consideration #2 Grow the visitor economy #3 Create a strong identity NORWICH IS AWESOME
  • 13. Target audience Segment Details Location • Predominantly within 2 hour travel time – day visits • East of England (Cambridge, Peterborough, Ipswich), London • Midlands (Birmingham), South East, North West (Manchester, Leeds) – short breaks Age • 18+ Social grade • ABC1 Lifecycle • Families, couples without children, single Type of trip • Day visits • Short breaks (3+ days) Drivers • History and heritage, arts, music and culture, food and drink, excellent shopping offer - USPs Barriers • Perceived difficulty to travel to, lack of understanding of what is on offer
  • 15. Keep it real! • Tell the real story of Norwich • Capitalise on UNESCO, history and heritage • Engagement – our stories, your stories • Partnerships
  • 16. Twelve Chapters • Engaging, intriguing content • Targeted at segments • Chapters included: • Through the eye of the beholder (arts) • Spires & ziggurats (built heritage) • The city built on books (literature)
  • 21. Marketing activity 892,377 Campaign reach 1.4 million Social media impressions 9,422 Facebook fans 5,000 Competition entries 1,700 App downloads 19,000 Website visits
  • 23. Consumer feedback 68% Inspired to visit Diverse, Modern, Vibrant, Interesting, History Views on Norwich 80% who’d never been to Norwich 97% Will visit in the future “Recaptured my love of the city”
  • 25. Brand development • Developing a tourism brand • Partnerships essential
  • 26. Summary #1 Keep it real! But…Offline still important #2 Tell stories, don’t sell #3 Digital is the main source of inspiration Don’t create unrealistic expectations #4 Partnerships are essential