MORE in 2013
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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.
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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.
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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.
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The document outlines Glasgow City Council's strategic plan to strengthen Glasgow's brand and economy. The plan focuses on two priorities: economic growth through developing a skilled workforce and establishing Glasgow as a world-class city that can attract investment, business, and events. Key aspects of the brand strategy include engaging stakeholders, highlighting Glasgow's cultural attributes, and launching the brand through digital outreach and major events. The goal is to promote Glasgow as a vibrant, ambitious city defined by its energetic people.
DanceHouse Strategic Plan 2016-19
DanceHouse is a non-profit organization in Vancouver that presents international dance performances. Their strategic plan outlines their vision to make Vancouver an international centre for dance and establish creativity and the arts as essential to civic life. Their priorities for 2016-2019 include increasing donations, expanding their audience by 100 people per year, reintroducing a four-show season by 2018-2019, better understanding their current audience, and expanding the skills and networks of their board of directors.
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STIRCHLEY BATHS HERITAGE COMMISSION Year One: April 2015 - March 2016
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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.
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.
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.
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.
Short Breaks Campaign Research
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.
The Jigsaw Puzzle of Tourism Online
1) The document discusses how tourism organizations can better market themselves online as internet usage increases, especially for researching and booking travel.
2) It introduces the National Tourism Open Platform (NTOP), which allows tourism businesses to consolidate their listings and availability on one database for distribution on various websites.
3) Key points covered include the growth of online shopping, importance of user reviews, using social media and new technologies to engage visitors researching travel options.
Online booking for tourism businesses
The document discusses how tourism businesses can use the internet to increase profits through online distribution and booking. It notes that 85% of consumers plan to research or book travel online, but less than 5% of small tourism businesses are bookable online. By setting up online booking on a business website, unused inventory can be sold through commission-based partners, increasing occupancy from 60% to 80% and profits by over 50% in one example. The key is for tourism businesses to get online booking capabilities set up on their website to take advantage of online consumer behavior.
Facing The Future by Locum
An interactive session which will encourage all to reflect on what they have heard and to think about the implications for their business.
It will provide an opportunity for tourism professionals to debate the issues with each other and to think about how, both collectively and individually, we can ensure a sustainable future.
Regional Tourism Trends by Northwest Regional Development Agency
Interesting facts & figures on tourism in the Northwest and give advice on where to access a range of useful market intelligence.
Tourism Trends from Visit Britain
What are the latest trends in inbound and domestic tourism? How is Britain perceived as a destination for a holiday by Britons and overseas residents? How is consumer (and tourist) behaviour evolving? What are the major upcoming challenges and opportunities for tourism businesses? These are some of the questions that this presentation will attempt to answer.
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MORE in 2013
- 1. MORE in 2013
- 2. MORE visits to visitlancashire.com than ever before 1.4 million visits 4 million page views
- 3. MORE social media followers than ever before 24,000 on facebook and twitter
- 4. MORE marketing collateral than ever 100,000 pieces of print created and distributed
- 5. MORE PR for Lancashire Day 13 million people shared our #LancashireDay stories on Twitter
- 6. MORE email newsletters than ever before 1.2 million
- 7. MORE web visitors on a single weekend over 75,000 page views over the August Bank Holiday
- 8. Reaching MORE than 80 million people through PR
- 9. More applications and guests attending the Lancashire Tourism Awards than ever before
- 10. MORE Members of Marketing Lancashire than ever before 20% more in 2013
- 11. MORE Welcome to Excellence trained businesses including: Manchester United Museum, Imperial War Museum North, Manchester Museum, Towneley Hall, Intu at Trafford Centre, Sandcastle Waterpark.
- 12. MORE new initiatives 200 businesses attended Retail Workshops led by retail guru Kate Hardcastle ...and more planned for 2014
- 13. MORE exciting new projects Pennine Lancashire Museums marketing and business development projects A pan-Lancashire cultural organisations project and submission to Arts Council England, Cultural Tourism Fund worth £450,000
- 14. Watch this space for MUCH MORE in 2014 marketinglancashire.com And thank you for being part of our wonderful year