The document provides an update from various partners of NewcastleGateshead. It discusses 2012 performance including hotel occupancy rates, visitor numbers to attractions, and international visitor numbers. It also discusses upcoming research including a visitor survey and hotel study. Other sections discuss the online shop, business tourism events, marketing campaigns, and place branding efforts. The goal is to keep partners informed and provide opportunities for involvement and partnership.

1. Partner update
15 March 2013

2. Welcome
Sarah Stewart, Chief Executive

3. Welcome
Dr. Joanna Berry, Newcastle University Business School

4. Introduction
Sarah Stewart, Chief Executive

5. Welcome to our new partners

6. Agenda
Ian Thomas - Research
Kathie Wilcox - Visitor information
Paul Szomoru - Business tourism
Becky Madeley and Jason Yip - Marketing and communications
Sharon McKee - Place brand
Catherine Walker - Inward investment
Carol Bell - Festivals and events

7. Research
Ian Thomas, Research Manager

8. Who are our visitors?
Learning more together

9. 2012 performance
• Average hotel room occupancy stands at 70%.
• Weekend room occupancy 83%.
• Revpar £40.81; regional average £41.38.
• 2.3 million visitors to attractions in NewcastleGateshead.
• 1.88 million visits to free attractions (+3%).
• 500,000 to paid attractions (+13%).
• Helped by major events but also own events and exhibitions.

10. 2012 performance
• 300,000 visitors to the Visitor Information Centre.
• Three million international visitors through Newcastle Airport.
- Holland +9%.
- Ireland +11%.
• 12,561 City Cruise passengers on DFDS.
• 830,000 passengers using Quaylink in the city (+3%).

11. Knowing more – T-Stats
• Online performance monitoring tool.
• Gives detailed insight into the destination.
• Allows you to benchmark your organisation.
• Puts your data into context.

12. Knowing more – hotel study
• Previous study carried out in 2007.
• 25% increase in bed stock in NewcastleGateshead over last two years.
• Interviews with general managers and developers.
• Audit of current stock and demand projections.
• Recommendations for the destination.
• Co-operation with study by hoteliers is key.

13. Knowing more – visitor survey
• Previous surveys carried out 2006, 2008 and 2010.
• Changes in technology and the economy just two factors changing
visitor profiles.
• Online survey throughout 2013.
• Gather data on motivations, demographics, activities, satisfaction and
expenditure.

14. Visitor survey getting involved
• Help us to distribute links to the survey.
• Sponsor questions – opportunities for partners
to have their own questions on the survey.
• Tailored reports.

15. Visitor information
Kathie Wilcox, Head of Development

16. NewcastleGateshead online shop
www.shopNewcastleGateshead.com
• Launched December 2012.
• Great range of locally produced gifts, cards and
walking tours.
• Products can be purchased locally, nationally and
internationally.
• Exploring new products, including travel tickets.

17. Online shop – partner opportunities
• Corporate gifts and bulk orders - exclusive
partner discount.
• Recommend to colleagues, friends or visitors.
• Talk to us about any ideas for joint working -
products that might be a good fit.

18. Information partners
• Great progress – thanks for your support with
the audit.
• Welcome to NewcastleGateshead training –
partner rates.
• Gateways – first major project underway with
Central Station to improve visitor welcome,
information and signage.

19. Distribution 2013: Wednesday 27 March
• Gateshead Stadium, 11am-1pm.
• Region’s biggest annual exchange event for
tourism businesses.
• Share promotional material and news – and find
out what’s happening in 2013.
• Networking opportunities.
• Be there or miss out!

20. Business tourism
Paul Szomoru, Senior Business Development Manager

21. Major events 2013
• British Accounting & Finance Association April 280
• Osseo Integration June 500
• International Colour Association July 600
• Nutrition Society Summer Meeting July 400

22. Major events 2013
• Behaviour 2013 August 750
• AUGIS September 600
• Royal Statistical Society September 400
• EACD October 800

24. Get involved...
Tell us about unique experiences Campaign continues throughout
you can offer delegates. 2013.
• Something unique to the region. • More content on
NewcastleGateshead.com/meet.
• Include images of delegates doing
the activity. • PR campaign.

25. International Confex & Meetings Show UK

29. Come with us...
• Generate new business leads. Confex
• Relationship manage existing South-based contacts. 19 – 21, March
• See what everyone else is up to. Research the
Excel London
competition, get new ideas and stay ahead of market Meetings Show
trends.
9 – 11, July
• Help us attract and convert business tourism
Olympia London
enquiries.

30. Meetings & Events Guide 2014-16
• Gold award for Best Brochure at 2012
Meetings Industry Marketing Awards.
• Most comprehensive conferencing publication in
North East England.
• Invaluable tool for buyers and agents.
• 8,000 guides produced for distribution to
database, at tradeshows and with enquiries.

31. Marketing and communications
Becky Madeley, Marketing Manager

32. National campaign update
• A three-year campaign. YEAR 1 YEAR 2 YEAR 3 TOTAL
(2012-13) (2013-14) (2014-15)
• Match funded by Regional Growth
Fund. NGI £104,166 £124,165 £122,500 £350,831
• Two campaigns per year (spring RGF £166 ,667 £268,833 £64,500 £500,000
and autumn).
TOTAL £270,833 £392,998 £187,000 £850,831
• Campaign covers Scotland,
Yorkshire, North West and London.

33. Spring / summer 2013
• Campaign runs until 30 June.
• £200,000 media spend – including press
inserts, outdoor posters, radio promotion
and online advertising.
• Focus on shopping, nightlife, eating out
and events.
• High-profile national media visits.

34. Still time to get involved!
• Thanks to all partners who have already signed
up for our spring campaign.
• There’s still time to be part of it.
• NEW special offers section for accommodation
providers.
• Opportunity to host media visits.
• Competition prizes.

35. International - Ireland
• On a snowy February weekend we hosted
seven Irish journalists from The Sunday
Business Post, The Irish Times, Irish Country
Women’s Magazine, Daily Star, Food and Wine
Magazine, Daily Mail and The Irish
Independent.
• Huge ‘thank you’ to everyone who supported
their visit.

36. International – Holland
• Joint-funded campaign with DFDS Seaways.
• Football packages are selling well – 10,000
tickets sold this season.
• Cinema promotion delivered 1,800 new bookings
to NewcastleGateshead.
• Media coverage in Girlscene.nl and The Telegraf.
• New campaign with easyJet in spring.

37. International – RGF Round 4
• Two-year international marketing campaign.
• To promote five regional gateways (North East, North
West, Yorkshire, South West and Midlands).
• Relies on existing routes and transport providers to
support campaign.
• Bid submission Wednesday 20 March – if successful
campaign will begin in Q3 2013 running until spring 2015.

38. Marketing and communications
Jason Yip, Digital Marketing Manager

39. Website
NewcastleGateshead.com
• Over 1,000,000 annual unique visitors.
• 130,000 monthly unique visitors.
• 4,500 daily unique visitors.
• Blue Reef Aquarium page viewed 21,182 times.
What are the opportunities?
1. Improve your record / page.
2. Supply us with your events and offers.
We feed Sky Tyne and Wear and NCC your events.
3. Advertising.
- Banner adverts and sponsorship.

40. e-Comms and CRM
Monthly „What‟s On‟ newsletter / CRM
• 90,000+ leisure contacts.
• 35,000 local.
• 55,000 out of region.
• 70,000 with profiles / interests.
What are the opportunities?
1. Profile your events, openings etc.
2. Banner advertising.
3. Use our mailing list - solus email.

41. Social media
Our social media channels
• Facebook 12,303 likes.
• Twitter 6,000 followers.
• LinkedIn 1,581 members.
What are the opportunities?
1. Re-Tweet and re-post offers / news.
2. Profile competitions.
3. Promotion.

42. New digital partnership opportunities
Website Widgets
Let your website visitors search for:
1. 700+ local events, attractions, hotels etc.
2. Save time administrating content on your site.
3. Quick to set up.
NewcastleGateshead Events Printout
• Provide your customers with a personalised A4
double-sided printout of events.
• Choose by date, type or venue.
• Promotes our FREE mobile apps.

43. NewcastleGateshead Social Media Map

44. Place brand
Sharon McKee, Head of Marketing & Communications

46. Does our reputation need managing?
Yes!
• Many stories, many voices.
• Outdated perceptions.
• What do we stand for?
• Story is undertold and undersold.

47. Place branding
“Urban branding is evocative storytelling
aimed at educating recipients to see
the place in a certain way.”
Jensen 2007

48. The NewcastleGateshead story
What do I want to become? The natural home for the modern economy.
What are the values that make me different? Inventive spirit – positivity – collaboration –
enterprising – enriching.
If I was a person who would I be? Bobby Robson.
What is at the heart of everything I do? Innovative spirit – genuine – rewarding.
How will people ultimately see me? A place that is always proud of its future.

49. Helping people tell our story
• Online toolkit. • Inspire Me app.
• An inspiring brand film. • Z card.
• Frontline staff film. • Meetings with key decision
makers.
• Ambassador programme.
• Engaging community.

50. What we‟d like people to do
• Tell the story of NewcastleGateshead - add your own flavour.
- Can it be built into your current work?
- Can you use it to guide decision making?
- How can we help cascade it through your organisation?
- How might we help you bring it to life?

51. Inward Investment
Catherine Walker, Inward Investment Director

52. Priority sectors
• Offshore and marine.
• Digital and creative media.
• Sciences and health.
• Corporate functions of R&D, professional and
business services and advanced manufacturing
are at the heart of all our propositions.
• React to all project enquiries across all sectors.

53. Offshore and marine sector campaign
• Six-month, high-impact campaign. Office-based functions
• Two events.
Design and project teams, professional and
• NOF Energy Conference. business services.
• Eastern Airways supplement.
Engineering functions
• Advertorials in key trade publications.
High-value engineering, installations,
• Online advertising.
special logistics.
• Overseas business development / attendance at
overseas exhibitions. Target markets
• Cluster development activity. UK, USA, Canada, Scandinavia.

54. Pipeline overview
Indicator Volume
Number of live projects 44
Potential associated jobs 2,100
Successful projects YTD 2
High probability projects 5
Overseas projects (FDI) 25 (57%)

55. How to get involved
• Soft landing programme for overseas investors.
• Hosted in-visits and delegations.
• Add value through account management.
- Ask about growth plans or issues.
- Identify links to associations.
- Follow us on Twitter / LinkedIn.
- Promote key sectors, sites and news
(wins, assets, stats etc.)

56. Festivals and events
Carol Bell, Head of Culture & Major Events

57. Priority areas of work for 2013
• Through our work continue to put
NewcastleGateshead on the national map.
• Attract visitors to NewcastleGateshead for day
visits and overnight stays.
• Build capacity and local engagement.
• Enhance the quality of life of local people and
build local pride.

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59. EAT!, Juice, Winter Festival

60. How to get involved
• Join in to ensure your business benefits from increased visitors.
• Promote these activities through your own marketing networks.
• Encourage staff to volunteer.
• Tell your colleagues, friends and family.
• Use the NewcastleGateshead Cultural Planning Calendar.
• Sponsor events.

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62. Summary
Sarah Stewart, Chief Executive

63. English Tourism Week
• In its second year – a week-long - Newcastle United – £10 for two-course
celebration of the vibrancy and value of the Sunday lunch and stadium tour.
industry. - Hotel Indigo – ‘Two for one’ on
• Discover Deals – partners invited to afternoon tea.
provide exclusive one-week partner offers. - Tyneside Cinema – ‘Two for one’ cinema
tickets (in the Classic Circle).
- The Sage Gateshead – ‘Two for one’
tickets for Serious Cabaret: Leaving Berlin
(Sunday 24 March only).

64. Thank you

65. Partner meetings 2013
Partner Update Meetings Business Leaders‟ Briefings
• Thursday 20 June 2013. • Wednesday 17 April 2013, Electric
East.
• Thursday 17 October 2013.
• Wednesday 11 September 2013.
AGM
Partner potential venue hosts – thank you to Thursday 5 December 2013.
all those who have already offered to host.

66. Partner update
15 March 2013