Modern history: A regional marketing project to promote the industrial heritage of the North West
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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.
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A consistent approach will strengthen the brand and help it become recognised and trusted by the people we want to reach - our visitors.
VisitLancashire - Heritage Revealed Campaign 2010
An update on the VisitLancashire Heritage Revealed campaign 2010. By Sally Jastrzebski-Lloyd, Lancashire and Blackpool Tourist Board.
Notes from the Heritage Network Attractions Meeting
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 journey
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 tourism research for the Northwest of England
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.
Lancashire and Blackpool Destination Report
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.
VisitLancashire Brand Guidelines
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.
Rob Brown - Reputation Management
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.
Visit England Social Wizard
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.
SKV - Blackpool Viral
- 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.
Sarah Lundy - visitLancashire Twitter
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.
Forest Of Bowland - Aggregate Blog
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.
Mark Hanson - Twitter for Business
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 - visitLancashire blog
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.
Go Ape - Blog Influencer Project
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.
Rob Brown - Social Media Overview
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.
Visit Lancashire Branding
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.
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Modern history: A regional marketing project to promote the industrial heritage of the North West
- 1. Modern History A regional marketing project to promote the industrial heritage of the North West.
- 3. Visit Lancashire Visitor Guide
- 9. 2011 Activity Development of Top Trumps cards around inventions, inventors of the NW and linking back to MH venues
Editor's Notes
- 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 modernhistory.co.uk 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.