A destination analysis of Lancashire and Blackpool, looking at Lancaster and Blackpool, the Lancashire and Blackpool sub-region, and rural Lancashire covering the Ribble Valley, Pennine Lancashire and Forest of Bowland.
CLASH is an independent British music magazine launched in 2004 that focuses on both underground and mainstream musicians. It combines sections on film, fashion, news and entertainment. While its target audience is primarily men aged 21-30, the small difference in readership between men and women suggests it appeals to both sexes. The target audience also has a strong interest in music and technology and lives primarily in the UK, especially London and eastern England.
This document analyzes the British music magazine CLASH. It summarizes that CLASH focuses on underground and mainstream musicians while combining sections on film, fashion, news and entertainment. The target audience is primarily men aged 21-30, though the slim difference in male and female readership suggests it appeals to both sexes. Additionally, the target audience has a strong interest in music and are avid tech users located primarily in the UK, with many readers in London and eastern England.
The document describes the Washington Town Center development project in Robbinsville Township, New Jersey. It includes 875 residential units, 125,000 square feet of retail space, and 210,000 square feet of office space, integrated around public parks and lakes. The development includes a mix of housing types and incorporates retail into the design. Over time, from 1995 to 2016, the project has added new phases like loft-style condominiums above retail to introduce new housing options and activate street-level retail. The document also describes the Plainsboro Village Center mixed-use development in Plainsboro, New Jersey, which includes retail, restaurants, specialty stores, boutiques, and a new public library located around a village green.
In 2013, Marketing Lancashire saw record numbers in key metrics for promoting the Lancashire region, including more website visits and page views, social media followers, marketing materials distributed, media coverage, newsletter subscribers, and tourism award applicants and attendees. They also provided training to more Lancashire businesses and took on new initiatives such as retail workshops. Looking ahead, they have more exciting new projects planned for 2014 as they continue promoting Lancashire as a tourism destination.
Visit Lancashire's 2011 marketing activities generated nearly £3.3 million in gross value added and supported 133 full-time jobs, while achieving over £3.5 million in PR coverage reaching 25 million consumers. The marketing investments also yielded £33 in additional visitor income for every £1 spent. Key achievements included servicing over half a million tourist information inquiries, hosting the largest number of businesses ever at the Lancashire and Blackpool Tourism Awards, and training nearly 1,000 delegates in customer service excellence programs.
The document discusses using blogs to promote sustainable tourism businesses. It defines what a blog is and provides examples of platforms for setting up blogs like Blogger and WordPress. The benefits of blogging for businesses are outlined, including increasing brand awareness, opening new markets, and gaining customer insights. An example is given of wildlife tourism businesses in Lancashire that created an aggregated blog website to jointly promote the region. Regular posting of engaging content and images as well as cross-promotion are keys to the success of the Lancashire blog network.
Modern history: A regional marketing project to promote the industrial herita...Marketing Lancashire
A regional marketing project aimed to promote the industrial heritage of North West England. The plan outlined opportunities to engage visitors through exhibitions, events at attractions, and the development of cycling trails. A domestic campaign was launched to encourage repeat museum visits using a discovery pass for stamps at venues and discounts on entrances, cafes and gifts. Additional activities included developing Top Trumps cards on regional inventions and inventors, and a media plan with national press, radio, online and outdoor advertising focused on train stations in the North West. Public relations efforts would support campaigns in Germany and the US and launch children's competitions and the Top Trumps game to regional press.
CLASH is an independent British music magazine launched in 2004 that focuses on both underground and mainstream musicians. It combines sections on film, fashion, news and entertainment. While its target audience is primarily men aged 21-30, the small difference in readership between men and women suggests it appeals to both sexes. The target audience also has a strong interest in music and technology and lives primarily in the UK, especially London and eastern England.
This document analyzes the British music magazine CLASH. It summarizes that CLASH focuses on underground and mainstream musicians while combining sections on film, fashion, news and entertainment. The target audience is primarily men aged 21-30, though the slim difference in male and female readership suggests it appeals to both sexes. Additionally, the target audience has a strong interest in music and are avid tech users located primarily in the UK, with many readers in London and eastern England.
The document describes the Washington Town Center development project in Robbinsville Township, New Jersey. It includes 875 residential units, 125,000 square feet of retail space, and 210,000 square feet of office space, integrated around public parks and lakes. The development includes a mix of housing types and incorporates retail into the design. Over time, from 1995 to 2016, the project has added new phases like loft-style condominiums above retail to introduce new housing options and activate street-level retail. The document also describes the Plainsboro Village Center mixed-use development in Plainsboro, New Jersey, which includes retail, restaurants, specialty stores, boutiques, and a new public library located around a village green.
In 2013, Marketing Lancashire saw record numbers in key metrics for promoting the Lancashire region, including more website visits and page views, social media followers, marketing materials distributed, media coverage, newsletter subscribers, and tourism award applicants and attendees. They also provided training to more Lancashire businesses and took on new initiatives such as retail workshops. Looking ahead, they have more exciting new projects planned for 2014 as they continue promoting Lancashire as a tourism destination.
Visit Lancashire's 2011 marketing activities generated nearly £3.3 million in gross value added and supported 133 full-time jobs, while achieving over £3.5 million in PR coverage reaching 25 million consumers. The marketing investments also yielded £33 in additional visitor income for every £1 spent. Key achievements included servicing over half a million tourist information inquiries, hosting the largest number of businesses ever at the Lancashire and Blackpool Tourism Awards, and training nearly 1,000 delegates in customer service excellence programs.
The document discusses using blogs to promote sustainable tourism businesses. It defines what a blog is and provides examples of platforms for setting up blogs like Blogger and WordPress. The benefits of blogging for businesses are outlined, including increasing brand awareness, opening new markets, and gaining customer insights. An example is given of wildlife tourism businesses in Lancashire that created an aggregated blog website to jointly promote the region. Regular posting of engaging content and images as well as cross-promotion are keys to the success of the Lancashire blog network.
Modern history: A regional marketing project to promote the industrial herita...Marketing Lancashire
A regional marketing project aimed to promote the industrial heritage of North West England. The plan outlined opportunities to engage visitors through exhibitions, events at attractions, and the development of cycling trails. A domestic campaign was launched to encourage repeat museum visits using a discovery pass for stamps at venues and discounts on entrances, cafes and gifts. Additional activities included developing Top Trumps cards on regional inventions and inventors, and a media plan with national press, radio, online and outdoor advertising focused on train stations in the North West. Public relations efforts would support campaigns in Germany and the US and launch children's competitions and the Top Trumps game to regional press.
The document summarizes notes from a workshop held to discuss the Lancashire Heritage and Arts Network (LHAN). Key points discussed included the benefits of attending LHAN events, such as networking, learning best practices, and understanding the tourism sector. Attendees also discussed how to sustain LHAN, such as using research to show its value and having members host events. Ideas were shared for how LHAN could progress, such as the steering group taking a more active role and seeking additional funds or sponsorship to support further networking opportunities for the cultural and heritage organizations.
Heather morrow blackpool world heritage sit bid - pr journeyMarketing Lancashire
The document summarizes media coverage of Blackpool's bid to become a UNESCO World Heritage Site between 2006 and 2010. It shows that initial coverage in 2006 was mostly negative, with 79% saying Blackpool was too "tacky" to be a heritage site. However, by 2010 coverage became more positive, with national newspapers like The Guardian and Daily Star publishing favorable articles. The document attributes the improved coverage to advocacy events, cultivating media relationships, promoting Blackpool's heritage, and getting local communities more involved in the bid. It outlines next steps like continuing community engagement and capitalizing on developments to further promote the case for World Heritage status.
Heritage attractions in Lancashire need to modernize to attract more visitors. They should make the experience more fun, interactive, and entertaining for families by adding food, drink, retail, and new exhibits that tell stories. Attractions should work together to create destination experiences that include shopping and catering, rather than focusing only on individual attractions. Developing the public realm around historic buildings also helps make heritage sites more appealing.
Why are guidelines a good idea? By creating and reinforcing a consistent ‘look’, ‘feel’ and ‘tone of voice’ everything that is produced online or in print will be instantly identified. In this case it is a visitor destination brand for Lancashire that is being implemented. These guidelines have been designed to help Lancashire and Blackpool Tourist Board (LBTB) and its partners put
the messages together by working within a clear set of rules. A consistent approach will strengthen the brand and help it become recognised and trusted by the people we want to reach - our visitors.
This document discusses reputation management strategies in the age of user-generated content and social media. It recommends that companies regularly monitor online conversations, respond respectfully to negative comments, and address customer service issues raised online. The document provides a case study of how Avis identified reputation issues on social media, addressed customer complaints, and created brand advocates. This led to a 200% increase in approval ratings and outperforming competitors. Overall, the key message is that companies must engage with online conversations to manage their reputation in today's transparent digital world.
The document discusses a Social Wizard tool to help tourism businesses improve their online presence and engagement. It works by guiding businesses through setting up social media profiles and uploading quality pictures, videos, and information tagged with "enjoyEngland". The benefits are increasing reach, engagement, search rankings, and providing a rich set of user-generated content for potential visitors to the enjoyengland.com website.
- A viral campaign was launched to bring the Strictly Come Dancing final back to Blackpool after an absence of four years.
- The campaign included creating a film highlighting Blackpool's cultural significance that was shared widely on social and traditional media platforms.
- The campaign achieved over 350 pieces of editorial coverage in newspapers, over two hours of TV news coverage, and over 70,000 views on the campaign film across YouTube channels, raising awareness of Blackpool among opinion-forming journalists.
This document discusses Sarah Lundy's role as marketing manager for the Lancashire and Blackpool Tourist Board and their use of Twitter to promote tourism in the region. It outlines their Twitter strategy, which includes deciding who to target with tweets, managing tweet frequency and content, using tools like HootSuite, and promoting engaging content from industry partners. Their goals are to start conversations and build followers to highlight attractions in Lancashire and Blackpool.
This document discusses the Bowland Wildlife Blog, which aggregates blog posts from tourism businesses in Lancashire, England about local wildlife and sustainable activities. It began in 2009 with 14 contributing businesses and has grown steadily in user traffic. The blog benefits businesses by increasing search engine listings, opening new markets, and promoting joint activities across the region. Key factors in its success have been regular, concise posts with images and links back to individual business websites.
The document provides an agenda for a presentation on using Twitter to take a business to a different place, including case studies on using Twitter for sales, customer service, content distribution, market research, and stakeholder engagement, as well as tips on creating a Twitter strategy and what can go wrong. Resources and ways to measure success on Twitter are also discussed.
Sarah Lundy is the marketing manager for Lancashire and Blackpool Tourist Board. She started the Taste Lancashire blog in 2008 to highlight the human side of tourism in the region and promote local experiences that were going untapped. The blog currently averages 30 views per day. Sarah proposes increasing blog frequency, guest bloggers, specific blog marketing, and industry engagement to drive more traffic to tourism sites and continue showcasing the region.
This case study outlines Go Ape's blogger outreach campaign to raise awareness of their adventure activities. Key points:
1) Go Ape identified influential bloggers in their target areas and provided them complimentary trips to generate content.
2) The campaign increased awareness of Go Ape, created online word-of-mouth, and drove ticket sales.
3) Over 50 blog posts were secured from the influencers, spreading across social media too. The outreach was deemed a success based on these results.
1) The document discusses the importance of social media for public relations (PR) and marketing. It provides examples of how organizations like Smithhotels and STA Travel have successfully used social media like Twitter, Facebook, and YouTube to engage with customers, drive traffic, and grow their brands.
2) Social media allows direct communication with consumers and monitoring of brand perceptions. It also helps with search engine optimization. The examples show how social media can establish an online presence, increase website traffic tenfold, and engage youth audiences.
3) Effective social media use requires monitoring multiple channels, identifying influencers, and constant evaluation of results. When done right, it can lead to recognition as a social media leader and award wins.
The Lancashire and Blackpool Tourist Board will run a 2009/10 heritage tourism campaign targeting "Cosmopolitans" and "Discoverers", affluent empty nesters aged 40+ interested in UK short breaks. The campaign will promote heritage sites and events through magazines, websites, treasure hunts and brochures from August 2009 to June 2010. Local businesses can partner at bronze, silver or gold levels gaining marketing benefits like inclusion in materials and opportunities to offer prizes. The prior 2008 campaign generated over 9,000 short breaks and £5 million in visitor spending, with a £37 return for every £1 spent on marketing.
The document discusses developing a new branding strategy for Lancashire tourism. It outlines analyzing competitors' positioning, establishing a brand vision of "The Home of the Good Things in Life" focused on contrasts, warmth and fun experiences. Core themes were identified like heritage, events and food. Brand guidelines and design examples were created reflecting the new positioning through colors, logos and promotional materials. The goal is to strengthen Lancashire's brand recognition and appeal to visitors through a consistent visual identity and messaging.
The document summarizes research from 4 campaigns promoting visits to Lancashire and Blackpool. Surveys of 2,712 people from a database of 36,000 enquirers found that most visitors were over 45, many were repeat visitors, and they spent over 500 pounds per trip on accommodation, food, and drink. A campaign called Lancashire Taste 08 reached 13,000 people and generated over 1 million pounds in visitor spending, with a return of 29 pounds for every 1 pound spent on the campaign. In conclusion, future efforts should focus on promoting food and drink, offering discounts, engaging family visitors, and using online and targeted promotion to deepen relationships with this core group of visitors.
How do I plan a Kilimanjaro Climb?
Planning to climb Mount Kilimanjaro is an exciting yet detailed process. Here’s a step-by-step guide to help you prepare for this incredible adventure.
The document summarizes notes from a workshop held to discuss the Lancashire Heritage and Arts Network (LHAN). Key points discussed included the benefits of attending LHAN events, such as networking, learning best practices, and understanding the tourism sector. Attendees also discussed how to sustain LHAN, such as using research to show its value and having members host events. Ideas were shared for how LHAN could progress, such as the steering group taking a more active role and seeking additional funds or sponsorship to support further networking opportunities for the cultural and heritage organizations.
Heather morrow blackpool world heritage sit bid - pr journeyMarketing Lancashire
The document summarizes media coverage of Blackpool's bid to become a UNESCO World Heritage Site between 2006 and 2010. It shows that initial coverage in 2006 was mostly negative, with 79% saying Blackpool was too "tacky" to be a heritage site. However, by 2010 coverage became more positive, with national newspapers like The Guardian and Daily Star publishing favorable articles. The document attributes the improved coverage to advocacy events, cultivating media relationships, promoting Blackpool's heritage, and getting local communities more involved in the bid. It outlines next steps like continuing community engagement and capitalizing on developments to further promote the case for World Heritage status.
Heritage attractions in Lancashire need to modernize to attract more visitors. They should make the experience more fun, interactive, and entertaining for families by adding food, drink, retail, and new exhibits that tell stories. Attractions should work together to create destination experiences that include shopping and catering, rather than focusing only on individual attractions. Developing the public realm around historic buildings also helps make heritage sites more appealing.
Why are guidelines a good idea? By creating and reinforcing a consistent ‘look’, ‘feel’ and ‘tone of voice’ everything that is produced online or in print will be instantly identified. In this case it is a visitor destination brand for Lancashire that is being implemented. These guidelines have been designed to help Lancashire and Blackpool Tourist Board (LBTB) and its partners put
the messages together by working within a clear set of rules. A consistent approach will strengthen the brand and help it become recognised and trusted by the people we want to reach - our visitors.
This document discusses reputation management strategies in the age of user-generated content and social media. It recommends that companies regularly monitor online conversations, respond respectfully to negative comments, and address customer service issues raised online. The document provides a case study of how Avis identified reputation issues on social media, addressed customer complaints, and created brand advocates. This led to a 200% increase in approval ratings and outperforming competitors. Overall, the key message is that companies must engage with online conversations to manage their reputation in today's transparent digital world.
The document discusses a Social Wizard tool to help tourism businesses improve their online presence and engagement. It works by guiding businesses through setting up social media profiles and uploading quality pictures, videos, and information tagged with "enjoyEngland". The benefits are increasing reach, engagement, search rankings, and providing a rich set of user-generated content for potential visitors to the enjoyengland.com website.
- A viral campaign was launched to bring the Strictly Come Dancing final back to Blackpool after an absence of four years.
- The campaign included creating a film highlighting Blackpool's cultural significance that was shared widely on social and traditional media platforms.
- The campaign achieved over 350 pieces of editorial coverage in newspapers, over two hours of TV news coverage, and over 70,000 views on the campaign film across YouTube channels, raising awareness of Blackpool among opinion-forming journalists.
This document discusses Sarah Lundy's role as marketing manager for the Lancashire and Blackpool Tourist Board and their use of Twitter to promote tourism in the region. It outlines their Twitter strategy, which includes deciding who to target with tweets, managing tweet frequency and content, using tools like HootSuite, and promoting engaging content from industry partners. Their goals are to start conversations and build followers to highlight attractions in Lancashire and Blackpool.
This document discusses the Bowland Wildlife Blog, which aggregates blog posts from tourism businesses in Lancashire, England about local wildlife and sustainable activities. It began in 2009 with 14 contributing businesses and has grown steadily in user traffic. The blog benefits businesses by increasing search engine listings, opening new markets, and promoting joint activities across the region. Key factors in its success have been regular, concise posts with images and links back to individual business websites.
The document provides an agenda for a presentation on using Twitter to take a business to a different place, including case studies on using Twitter for sales, customer service, content distribution, market research, and stakeholder engagement, as well as tips on creating a Twitter strategy and what can go wrong. Resources and ways to measure success on Twitter are also discussed.
Sarah Lundy is the marketing manager for Lancashire and Blackpool Tourist Board. She started the Taste Lancashire blog in 2008 to highlight the human side of tourism in the region and promote local experiences that were going untapped. The blog currently averages 30 views per day. Sarah proposes increasing blog frequency, guest bloggers, specific blog marketing, and industry engagement to drive more traffic to tourism sites and continue showcasing the region.
This case study outlines Go Ape's blogger outreach campaign to raise awareness of their adventure activities. Key points:
1) Go Ape identified influential bloggers in their target areas and provided them complimentary trips to generate content.
2) The campaign increased awareness of Go Ape, created online word-of-mouth, and drove ticket sales.
3) Over 50 blog posts were secured from the influencers, spreading across social media too. The outreach was deemed a success based on these results.
1) The document discusses the importance of social media for public relations (PR) and marketing. It provides examples of how organizations like Smithhotels and STA Travel have successfully used social media like Twitter, Facebook, and YouTube to engage with customers, drive traffic, and grow their brands.
2) Social media allows direct communication with consumers and monitoring of brand perceptions. It also helps with search engine optimization. The examples show how social media can establish an online presence, increase website traffic tenfold, and engage youth audiences.
3) Effective social media use requires monitoring multiple channels, identifying influencers, and constant evaluation of results. When done right, it can lead to recognition as a social media leader and award wins.
The Lancashire and Blackpool Tourist Board will run a 2009/10 heritage tourism campaign targeting "Cosmopolitans" and "Discoverers", affluent empty nesters aged 40+ interested in UK short breaks. The campaign will promote heritage sites and events through magazines, websites, treasure hunts and brochures from August 2009 to June 2010. Local businesses can partner at bronze, silver or gold levels gaining marketing benefits like inclusion in materials and opportunities to offer prizes. The prior 2008 campaign generated over 9,000 short breaks and £5 million in visitor spending, with a £37 return for every £1 spent on marketing.
The document discusses developing a new branding strategy for Lancashire tourism. It outlines analyzing competitors' positioning, establishing a brand vision of "The Home of the Good Things in Life" focused on contrasts, warmth and fun experiences. Core themes were identified like heritage, events and food. Brand guidelines and design examples were created reflecting the new positioning through colors, logos and promotional materials. The goal is to strengthen Lancashire's brand recognition and appeal to visitors through a consistent visual identity and messaging.
The document summarizes research from 4 campaigns promoting visits to Lancashire and Blackpool. Surveys of 2,712 people from a database of 36,000 enquirers found that most visitors were over 45, many were repeat visitors, and they spent over 500 pounds per trip on accommodation, food, and drink. A campaign called Lancashire Taste 08 reached 13,000 people and generated over 1 million pounds in visitor spending, with a return of 29 pounds for every 1 pound spent on the campaign. In conclusion, future efforts should focus on promoting food and drink, offering discounts, engaging family visitors, and using online and targeted promotion to deepen relationships with this core group of visitors.
How do I plan a Kilimanjaro Climb?
Planning to climb Mount Kilimanjaro is an exciting yet detailed process. Here’s a step-by-step guide to help you prepare for this incredible adventure.
Our excursions in tahiti offer stunning lagoon tours, vibrant marine life encounters, and cultural experiences. We ensure unforgettable adventures amidst breathtaking landscapes and serene waters. For more information, mail us at tracey@uniquetahiti.com.
Best Places to Stay in New Brunswick, Canada.Mahogany Manor
New Brunswick, a picturesque province in eastern Canada, offers a plethora of unique and charming places to stay for every kind of traveler. From the historic allure of Fredericton and the vibrant culture of Saint John to the natural beauty of Fundy National Park and the serene coastal towns like St. Andrews by-the-Sea, there's something for everyone. Whether you prefer luxury resorts, cozy inns, rustic lodges, or budget-friendly options, the best places to stay in New Brunswick ensure a memorable stay, allowing you to fully immerse yourself in the province's rich history, stunning landscapes, and warm hospitality.
https://www.mmanor.ca/blog/best-5-bed-and-breakfast-new-brunswick-canada
How To Change Your Name On American Airlines Aadvantage.pptxedqour001namechange
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Discovering Egypt A Step-by-Step Guide to Planning Your Trip.pptImperial Egypt
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You can easily change/correct a name on your flight ticket under the American Airlines name change policy. The airline provides multiple online and offline modes to place a name change request. To learn more about how to change a name on American Airlines ticket, you can directly approach the airline’s customer support. Moreover, you can connect with a flight expert at +1-866-738-0741 for quick assistance.
What Challenges Await Beginners in SnowshoeingSnowshoe Tahoe
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The methodology involves the distribution of a structured questionnaire, ensuring a representative sample and facilitating a comprehensive analysis of the gathered data.
Key findings include the nuanced perceptions of transportation infrastructure adequacy, safety and security concerns, financial influences on travel decisions, and the cultural and ecological impacts of transportation choices. These findings culminate in a comprehensive set of recommendations for policymakers and practitioners in the Nigerian tourism industry. The findings contribute to the existing literature by providing actionable insights for policymakers, stakeholders, and researchers in the Nigerian tourism sector.
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5. Tourism expenditure and employment NW L&B Blackpool Lancaster Tourism expenditure (£m) 13627 2911 1015 267 Regional share of all tourism expenditure (%) 21 7 2 Tourism expenditure per capita 2025 2057 7135 1994 Tourism expenditure - commercial accommodation (£m) 4526 1432 712 154 Regional share of tourism expenditure in commercial accommodation (%) 32 16 3 Expenditure in commercial accommodation per capita 673 1012 5005 1146 Employment 215277 54161 23515 4542 Tourism employment as % of population 3.2 3.8 16.5 3.4
6. Spend per capita in Lancashire and Lancaster is on a par with the region – spend per capita in commercial accommodation is slightly higher. Per capita spend in Blackpool is significantly higher.
7. Tourism as an employer is slightly more significant in Lancashire than the region as a whole, but considerably more significant in Blackpool.
8. Lancashire accounts for over two fifths of the region’s accommodation stock. About a fifth of the region’s establishments are in Blackpool. Yield per establishment is lower in than the regional average. NW L&B Blackpool Lancaster No of establishments - Serviced 5090 2288 1792 110 - Non-serviced 4922 843 416 125 - Total 10012 3131 2208 235 % of regional establishments 31 22 2 No. of bedspaces - Serviced 185270 80623 60640 3679 - Non-serviced 155298 59401 14505 12035 - Total 340568 140024 75145 15714 - % regional bedspaces 41 22 5 Average size serviced establishment (bedspaces) 36 35 34 33 Yield per establishment (£k) 452 457 323 653 Yield per bedspace (£k) 13.3 10.2 9.5 9.8
14. Blackpool is also competitive among other resorts – of those tested only Bournemouth was higher in appeal. From this set of destinations, Scarborough is its main competitor. Among respondents that had visited Lancashire it was the second highest rated – 61% would consider it cf 82% for Blackpool. Scarborough, however, had less appeal to Style Hounds but had stronger appeal to Traditionals and Habituals.
16. ...but, like other heritage towns, it has more appeal to Traditionals and Functionals.
17. Rural Lancashire, like Lancaster, has a weaker appeal than its peers. Like other rural destinations, it has a stronger appeal among Cosmopolitans and Traditionals.
23. In the NW and Lancashire, families are more likely to take day trips than staying trips. Blackpool is attracting more young families – Lancaster empty nesters. * For day visitors, these age categories are slightly different. They are 35-45, no children and over 55, no children Lifestage UK Holiday trip takers Staying visitors (%) Day visitors (%) NW L&B Blackpool Lancaster Rural NW L&B Blackpool Under 35 - no kids at home 19 15 15 17 14 18 20 17 18 35-55 - no kids at home * 17 25 22 23 15 28 6 7 9 Young family 10 12 13 17 6 5 22 23 28 Older family 23 16 18 19 13 16 22 22 22 Over 55 - no kids at home * 30 32 31 24 52 32 30 30 23
24.
25. Couples are also the main day visitor group. Among day visitors, Blackpool is tending to attract parties with children. Party composition (day) Day visitors (%) NW L&B Blackpool Alone 8 8 6 2 adults 40 36 27 3 or more adults 24 25 24 Group with children 28 32 42
26.
27.
28. Car is the overwhelming form of transport used by day visitors – in terms of public transport, Blackpool visitors favour bus / coach over train. Type of transport used (day visitors) Day visitors (%) NW L&B Blackpool Car 81 83 86 Motor bike 0 0 0 Taxi 1 1 2 Bus / coach 7 6 9 Train 10 9 3 Bicycle 1 1 0
29. Staying trips to Lancashire are most commonly two nights – except Lancaster, where it is typically one night. Length of stay (staying visitors) Staying visitors (%) NW L&B Blackpool Lancaster Rural 1 night 25 28 25 30 20 2 nights 30 31 31 23 35 3 nights 18 15 16 16 19 4 to 7 nights 25 25 28 30 23 8 nights or more 2 1 1 1 4 Mean 2.69 2.65 2.72 2.37 4.40 Mode 2 2 2 1 2
30. Scenery and familiarity are key factors in destination choice across the region. The following table shows average scores for different factors. These are based on a three point scale where 1= no influence, 2- some influence, 3= major influence. So, the larger the score, the more it was an influence. Subsequent slides look at destinations and themes in more detail. Reasons for choosing destination (staying visitors) Staying visitors NW L&B Blackpool Lancaster Rural For the scenery 1.90 1.54 1.48 1.53 2.06 It is a familiar location to me 1.82 1.91 2.06 1.73 1.81 Because of specific sights I wanted to see 1.80 1.82 2.05 1.53 1.70 Because it feels ‘away from it all’ 1.74 1.55 1.61 1.41 1.80 It was easy to get to from home 1.70 1.76 1.88 1.59 1.71 It is a good place for a specific activity I wanted to do 1.67 1.70 1.82 1.54 1.62 Because the event / occasion was there 1.66 1.77 1.87 1.55 1.57 It was a new location I hadn’t been to before 1.45 1.38 1.29 1.56 1.55 To see friends / relatives 1.45 1.40 1.30 1.50 1.53 Someone else chose the location 1.39 1.45 1.44 1.27 1.46 For the shopping 1.34 1.34 1.36 1.28 1.27 Because it had a specific hotel / accommodation I wanted to stay in 1.30 1.30 1.34 1.35 1.27 For the food 1.28 1.30 1.31 1.22 1.36 For the nightlife (clubbing and social drinking) 1.23 1.37 1.52 1.15 1.21 For the evening entertainment like a show or cinema 1.19 1.34 1.47 1.15 1.17 I was attracted by a promotional offer 1.19 1.27 1.30 1.17 1.21
31.
32. Regional activities (i.e. activities outside the area a visitor was staying) showed a similar pattern but levels of activity were significantly lower. Regional (outside local ) activities (staying visitors) Staying visitors (%) NW L&B Blackpool Lancaster Rural General exploration / touring / soaking up atmosphere 15 13 13 19 17 Walking 12 10 9 13 16 Shopping 12 12 13 11 10 Visiting historical / heritage attractions 11 8 7 11 16 Eating out at restaurants 11 10 11 8 12 Visiting other attractions 10 11 13 14 12 Photography 6 6 5 5 12 Visiting artistic / cultural attractions 5 4 4 5 7 Spending time at friends / family’s house 4 4 4 5 7 Visiting clubs / bars 4 6 6 5 9 Wildlife / bird watching 3 3 1 7 7 Attending a show / specific event 3 4 4 3 6 Visiting theme parks 3 6 5 5 5 Spending time by a pool / on a beach 3 4 4 5 6 Other 2 4 3 11 5 Pampering / health and well-being 1 2 1 3 2 Golf 1 1 1 2 3 Extreme adventure 1 1 1 3 3 Cycling 1 1 1 3 3
44. Most business trips are for only the day – Blackpool is attracting significantly higher proportions of staying trips.
45. Blackpool is more popular for conferences, company outings and other business trips, but there is less demand for seminars and training. Type of business trip % of respondents NW L&B Blackpool Meeting 32.1 32.7 22.9 Seminar 3.6 3.8 1.5 Conference 7.5 6.2 9.2 Sales call 5.3 6.5 8.5 Training 8.9 5.2 2.7 Trade fair / exhibition 2.7 1.6 2.3 Company outing 1.5 2.3 3.4 Sabbatical 0.5 0.4 0.0 Contract work 17.1 16.1 15.9 Work placement 5.1 5.9 5.6 Other 15.8 19.4 28.0
46. Trip timing – Blackpool more popular at end of week.
47. Significant proportions of business visitors are generated within the NW itself. While Lancashire as a whole is more likely to be hosting regionally generated business trips, Blackpool is more likely to draw from out of region – notably Yorkshire and the West Midlands. Origin of visitors % respondents NW L&B Blackpool Northwest 33.8 39.0 26.5 Yorkshire 13.5 18.6 22.1 London 10.6 11.7 13.1 South East 10.5 7.6 8.5 West Midlands 8.9 8.7 12.6 East Midlands 7.0 3.3 2.1 Wales 5.2 1.3 0.0 Scotland 4.2 2.8 4.8 South West 3.8 4.1 5.7 North East 2.1 2.4 3.1 East 0.4 0.3 0.8 N Ireland 0.0 0.3 0.7
48. While business visitors are most likely to be managers and senior officials, Blackpool is also attracting professionals, and high levels of personal service occupations. This group includes healthcare and childcare professionals, and leisure and travel service occupations – these groups are likely to be strongly associated with Blackpool’s leisure tourism industry. Occupation NW (%) L&B (%) Blackpool (%) Managers and senior officials 25.1 27.6 27.8 Professional occupations 16.7 16.2 10.0 Associate professionals and technical occupations 15.4 15.0 13.0 Administrative and secretarial occupations 5.4 5.1 3.9 Skilled trade occupations 12.3 10.0 9.3 Personal service occupations 5.3 8.8 22.0 Sales and customer service occupations 5.8 4.7 3.6 Process, plant and machine operatives 7.1 7.3 6.3 Elementary occupations 6.9 5.2 4.2
49. The main forms of transport are private vehicle, followed by train. Coach is slightly more important in Blackpool. Accommodation is typically a hotel, although guesthouse is also common in Blackpool. NB Sample for Blackpool is small – 35 respondents only. Mode of transport Northwest Lancashire Blackpool Private/ company car/ van 68% 66% 60% Hire car/ van 6% 5% 4% Train 19% 19% 21% Flying 2% 1% 3% Taxi 3% 2% 3% Coach 3% 4% 9% Other 4% 5% 3% Accommodation used Northwest Lancashire Blackpool Hotel 64% 62% 64% Guest house/ B&B 11% 19% 34% Residential conference centre 3% 4% 0% Stayed with friends or relatives 11% 6% 2% Other 12% 9% 0%
50. Both Lancashire and Blackpool attract a larger party size than average for the Northwest. Blackpool, in particular, attracts larger groups with more non-business visitors in parties.
51. Visitors to Blackpool are more likely to extend their trip for leisure purposes and are more likely to plan a return visit for leisure purposes. The average length of stay for a leisure extension was about 1.6 nights across all Lancashire and 1.4 nights for Blackpool.