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.

1. Results from LBTB Campaign Research
Nick Lynch
QA Research
May 2009

2. The Research
• 4 main campaigns researched
• 2,712 surveys completed
• From 36,000 database
• Online & tel questionnaire
• Undertaken Jan/Feb 09
• Asked about 2008 overnight & day visits
to Lancashire & Blackpool

3. The LBTB database of enquirers
• LBTB database of enquirers has been built over many
years & is added to every year
• Important aspect of all campaigns is to nurture &
convert these potential visitors
• All the campaigns ‘pull’ from this database
• Much of the communication is now online
• The results from this research give us a important
information on ...
– WHO they are,
– WHAT they do and like
– HOW we can keep converting them into visitors

4. Who they are?
• They are older: 71% over 45 yrs old, 44%
over 55 yrs old
• Have visited before: 74% – but is topped up
every year with new enquirers generated
from marketing activities
• Good number of first timers in 2008 (1 in 10)
• Live 99 miles away – visitors on average
• 29% came with children

5. They like to visit Lancashire & Blackpool!
42% visited in 2008 on an overnight trip
57%
52%
46% 44%
Night Time Short Breaks Country Taste
Buzz Escapes Lancashire
08

6. They also ...
Come on day visits from home:
• 4 out of 10 visited for the day in 2008
• Took nearly 5 day visits in 2008
• Just over half of all overnight visitors also
came on a day visit
Planning on visiting again:
• 29% had decided to overnight visit
Lancashire & Blackpool in the future

7. What do they do?
• Visit throughout the year; but Sept (24%) & Oct
(23%) popular
• Stay in all types of accommodation:
– Large hotel - 26%
– Small hotel – 23%
– B&B – 20%
– Caravan/camping – 12%
• Over 1/3 source their accommodation from
campaign material & website
• They spend: £535 on trip with £253 on
accommodation & £160 on food & drink

8. They like ...
• Staying in (55%) & visiting (63%) Blackpool - but
every area in Lancashire featured
• Eating out (42%) and shopping (34%)
• Using vouchers & special offers (17%)
• Promotion of Lancashire food & drink (77%)
• Visiting the LBTB website (77%)

9. A few impact numbers ...
• 29,000 breaks taken in Lancashire & Blackpool in 2008
• Over 9,000 due to the campaigns
• £1.3m generated for accommodation listed
• The campaigns generated:
– 200,000 bednights
– £2.4m spent on accommodation
– £1.5m on food & drink
– £5m on overnight breaks
• Return on investment (ROI): £1 campaign spend
generated £38 on overnight visitor spend

10. Lancashire Taste 08
• Major campaign in 2008
• Nearly 13,000 enquirers or receivers of info
• 44% visited on overnight & 49% on day visit
• High frequency of day visits – 15 in 2008
• 2/3 felt the campaign did influence them to visit & generated:
– 75,000 bednights
– £428,000 spent on accommodation
– £531,000 on food & drink
– £1.7m on overnight breaks
– £316,000 on day visits
• ROI: £1 campaign spend generated £29 on visitor spend
• 68% felt promotion of Lancashire food & drink would
encourage them to visit in the future

11. So, we need to ...
• Have a strong online presence (despite the older profile)
• Feature a wide range of accommodation options
• Not ignore the family market (nearly a third came with
children)
• Continue the food & drink promotion
• Strengthen offers & vouchers
• Continue effective targeted promotion of the unique
Blackpool coastal offer e.g. Night Time Buzz
• No forget the day visit market – even with overnight
visitors!
• Deepen the relationship with these core visitors thru
CRM

12. Questions