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
