Jon Holland CIM Spring Marketing Conference 2015
•
1 gefällt mir•482 views
CIM Spring Marketing Conference 2015 Norwich: City of Stories. Jon Holland, VisitNorwich
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie Jon Holland CIM Spring Marketing Conference 2015
Ähnlich wie Jon Holland CIM Spring Marketing Conference 2015 (20)
Mehr von CIM East of England
Mehr von CIM East of England (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Jon Holland CIM Spring Marketing Conference 2015
- 1. Norwich: City of Stories A destination marketing campaign for Norwich
- 2. Outline #1 About VisitNorwich #2 The challenge #3 Aims of the campaign #4 Strategy #5 Results #6 Future plans
- 4. VisitNorwich • Established 2004 • Destination marketing organisation • Membership organisation – 70% private funded • Team of seven
- 5. Who we work with • Over 150 members • Local authorities • Norwich Business Improvement District • VisitEngland, VisitBritain • Other tourism organisations – Visit Norfolk, Broads Tourism
- 6. Tourism in Norwich & Norfolk Norfolk • £2.7 billion • 39.1 million visits • 54,864 jobs South Norfolk • £192 million • 3 million visits • 3,449 jobs Norwich • £643 million • 10.6 million visits • 11,224 jobs Great Yarmouth • £524 million • 6.3 million visits • 10,335 jobs North Norfolk • £434 million • 7.3 million visits • 9,709 jobs West Norfolk • £462 million • 7.6 million visits • 8,992 jobs
- 8. Lack of consideration • Norwich not top of the mind when planning a city break • Alan Partridge!! • Lack of marketing spend • Perceived travel issues
- 9. The reality • Most complete medieval city in the UK • UNESCO City of Literature – England’s 1st • Top 10 UK City and shopping destination • Access to the countryside, coast and Norfolk Broads
- 10. Inspire us! • Raise awareness of and consideration for Norwich as a city break destination • Change perceptions of Norwich • Create strong campaign identity • Residential city breaks, day visits, overnight stays
- 11. #3 Aims
- 12. Aims #1 Increase awareness and consideration #2 Grow the visitor economy #3 Create a strong identity NORWICH IS AWESOME
- 13. Target audience Segment Details Location • Predominantly within 2 hour travel time – day visits • East of England (Cambridge, Peterborough, Ipswich), London • Midlands (Birmingham), South East, North West (Manchester, Leeds) – short breaks Age • 18+ Social grade • ABC1 Lifecycle • Families, couples without children, single Type of trip • Day visits • Short breaks (3+ days) Drivers • History and heritage, arts, music and culture, food and drink, excellent shopping offer - USPs Barriers • Perceived difficulty to travel to, lack of understanding of what is on offer
- 14. #4 Strategy
- 15. Keep it real! • Tell the real story of Norwich • Capitalise on UNESCO, history and heritage • Engagement – our stories, your stories • Partnerships
- 16. Twelve Chapters • Engaging, intriguing content • Targeted at segments • Chapters included: • Through the eye of the beholder (arts) • Spires & ziggurats (built heritage) • The city built on books (literature)
- 20. #5 Results
- 21. Marketing activity 892,377 Campaign reach 1.4 million Social media impressions 9,422 Facebook fans 5,000 Competition entries 1,700 App downloads 19,000 Website visits
- 22. Media coverage 12 million Reach £103,000 Advertising value equivalent
- 23. Consumer feedback 68% Inspired to visit Diverse, Modern, Vibrant, Interesting, History Views on Norwich 80% who’d never been to Norwich 97% Will visit in the future “Recaptured my love of the city”
- 24. #6 Future plans
- 25. Brand development • Developing a tourism brand • Partnerships essential
- 26. Summary #1 Keep it real! But…Offline still important #2 Tell stories, don’t sell #3 Digital is the main source of inspiration Don’t create unrealistic expectations #4 Partnerships are essential