#BTPAGM15 Working in Partnership ANNUAL MEMBERS’ FORUM 2015 Working together to market Bath &...

Working together to market Bath & beyond

#BTPAGM15Working in Partnership

ANNUAL MEMBERS FORUM 2015Working together to market Bath & beyondSarah Holden Bath Tourism Plus

Introduce myself!Absence of head of marketing 1Marketing plan

ANNUAL MEMBERS FORUM 2015ATTRACT CAMPAIGNSDISPERSALResearch & analysisEstablish Bath as a premier UK destination brandGrow the value of tourism, rather than just increase numberschannelstools

Our marketing objectives are to:Establish Bath as a premier UK destination brandGrow the value of tourism, rather than just increase numbers

This pictorial diagram demonstrates our marketing plan, including the different campaigns (which Ill cover in further detail in a moment) and the channels and tools used to carry these out, which youll be familiar with.

2#BTPAGM15Social media influence

ANNUAL MEMBERS FORUM 2015

73% of UK consumers share their experiences via social media on holiday or when they get home.*52% of Facebook users said that their friends holiday photos had inspired their holiday choice.**

*Northern Ireland Tourist Board Tourism in the Midst of a Mobile Revolution **The Impact Of Social Media On Travel And Tourism

http://www.tnooz.com/article/impact-of-social-media-on-the-travel-industry-infographic/3#BTPAGM15Target audience


Just to remind everyone of our target audienceThey are what we call ABC1s, so educated, affluent, professionals with disposable incomeYoung couples and empty nesters, so those without children (who can stay midweek, as they dont have children in school)From the London area or a short drive from Bath

4#BTPAGM15Sector capacity

ANNUAL MEMBERS FORUM 2015Half Terms & Bank HolidaysEasterSummerChristmas MarketCapacityCapacityCapacityCapacity

Our remit is to attract our target audience during off peak times of the year, as demonstrated here.5#BTPAGM15Moving forwards

ANNUAL MEMBERS FORUM 2015No RGF fundingHarness the power of digital & PRDevelop industry partnerships And

The last of the Regional Growth Funding comes to an end this month, with our spring and Bath in Fashion campaign the last to use this. But clearly funding is going to be a challenge for us moving forwards, so well be working harder to maximise our digital and PR activity and make it work harder for usFurther develop industry partnerships with businesses such as First Great Western and Bristol Airport , and other DMOs, such as Destination Bristol and Visit Wiltshire, to maximise our marketing spendAnd also, working more with you, our local businesses. 6#BTPAGM15Why?


Because were stronger together working in partnership! We need to join together to carry out our campaigns and ensure theyre successful as possible. Rosie the Riveter!7#BTPAGM15Spring (Feb March)


The spring campaign, run in partnership with the Bath BID, is in the marketplace at the moment, and is the last to use the RGF funding.

The key messages for the campaign are focused around Bath in Fashion and booking a short break in Bath.

The campaign is being delivered through the following: a press partnership with the Guardian, large poster and animated digital adverts (press play) in train stations on the network between London and Cardiff, print advertising in regional magazines to push the Bath in Fashion message, takeovers on national newspaper websites such as the Independent and luxury lifestyle websites such as Marie Claire.

As well as our own content and competition on VisitBath, our social media, enewsletters and PR.

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#BTPAGM15Summer


As summer is a busy time in Bath anyway, our focus will be on what we call the always on activity, rather than any paid for campaign activity.

Key messaging will focus on summer in the city and the festival season: The Fringe Festival, Iford Arts Festival, Folk Festival and Bike Bath

Last year during July and August, we teamed up with the Roman Baths to offer free entry during midweek afternoons for those who booked their accommodation on visitbath.co.uk. This was very successful and resulted in a 27% increase in bookings, so this is something well be keen to explore again. 9#BTPAGM15Autumn


Key messages for the campaign will be centred around the Great Bath Feast, an event developed to help attract visitors during the off peak period in Autumn. Also a focus on walking and running routes, with the Bristol to Bath Marathon on the 25th October. As the Rugby World Cup kicks off in September and the Wallabies stay in Bath, therell also be a strong focus on rugby, especially with Bath being centrally located between many of the host cities. (Gloucester, London, Cardiff, Exeter.)

Also some focus on Jane Austen with the Jane Austen Festival and other big events including the Childrens Literature Festival, Digital Festival and Fireworks Night. 10#BTPAGM15Winter


Key Messages:Key messaging for the Winter campaign will focus on:The Bath Christmas Market, Christmas shopping and the many fun, festive things to do in BathThe family pantomime at the Theatre Royal, the ice rink, Christmas Lights Switch On, Holburne Lantern Festival, Film Festival, MozartFest, New Years Eve

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Approximately 100k marketing budget for 2015/2016Autumn 34%, biggest allocation due to availability in the city and FGW interest in local / foodie messagesWinter 22%Spring - 14%But, up to HOM if they want to change this.

11#BTPAGM15Detox 2016


The key message for this campaign is that Bath is the home of detox.

Working with hotel partners to offer packages at a special rate with tickets to Thermae Bath Spa.

Also intend to explore this further by adding elements such as healthy cookery classes or tai chi at the Roman Baths. 12

#BTPAGM15Wellbeing & indulgence


Well also be running a new campaign centred around wellbeing and indulgence.

Well be looking for strategic partners to get involved with this campaign, either on the spa and relaxation side or the indulgence side. If you feel you have the perfect product we want to hear from you today do come and speak to a member of the marketing team in the break.

13#BTPAGM15Business Tourism


Business Tourism offers another major growth opportunity for Bath - particularly filling off-peak and midweek capacity. Our main focus for the coming year will be to attract UK day and residential events, and high end incentive travel, by increasing our online activity and working in partnership with key organisations such as the Meeting Industry Association and Visit England. Well also be working with venues to put on familiarisation visits and a showcase event later in the year.

14#BTPAGM15Overseas marketing


Our overseas marketing plan for the year will involve working closely with Visit Britain, Visit England and Bristol Airport. Well also be looking to align ourselves strategically with Destination Bristol.

A major campaign will be the Bath China Welcome Project, tying in with the national campaign VisitBritain are running, which aims to make Britain the destination of choice for the rapidly-growing Chinese market. We now have 23 partners signed up to the programme. As well as a Mandarin Visitor Guide and Cultural Awareness Training, the campaign will also include a Mandarin website and presence on Chinese social media channels.

15#BTPAGM15PR Evaluation

ANNUAL MEMBERS FORUM 2015What is PR worth..?!

Caroline HookPR & Communications Manager

Personal introduction

Have met with most of you here today, my apologies if I havent met you yet then come and find me later and we can put a date in the diary

PR Evaluation

Question to the audience: How much press coverage did BTP generate last year? What am I worth?! Any offers??

The answer: PR generated 29m Advertising Value Equivalent (AVE)16#BTPAGM15PR Highlights


PR Highlights

Last year we organised x122 press visits (56 international and 66 UK); x6 write ups in The Guardian, x7 in The Daily Telegraph, x4 in The Sunday Telegraph, x4 in The Independent); x4 talk ups and interviews with BBC Points West, x2 with ITV West Country and x9 with BBC Radio Bristol and x1 with BBC The One Show

We work collectively with VisitEngland and VisitBritain to secure a broad spread of media pickup (coverage that mirrors regional and national campaigns)

17#BTPAGM15


Going forward

Going Forward

Being clever, creative and thinking outside the box, understanding what makes a news story is also paramount especially at a time when RGF funding is no more and resources are limited

We need to work collectively and support each other (remember we need you to supply us with information and news leads)

Putting Bath on the map and reinforcing the message that Bath is the UKs favourite city break destination

Themes that you will hear a lot about over the coming months include Wellbeing, Rejuvenation and Indulgence, outdoor living, green/sustainable credentials

But this is a two-way partnership

As my PR mentor once told me, A good PR is only as good as the information she/he has

A classic example of what we can achieve by working collectively is BBC Countryfile Christmas Special in Bath (cue video)

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#BTPAGM15 Working in Partnership ANNUAL MEMBERS’ FORUM 2015 Working together to market Bath &...

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