Developing and promoting England’s world class tourism product · Lead body: Marketing Manchester...
Transcript of Developing and promoting England’s world class tourism product · Lead body: Marketing Manchester...
1
Developing and promoting England’s world-
class tourism product
Lyndsey Turner Swift, Head of England Planning & Delivery
22nd March 2018
2
Our aims
• VisitBritain: Market the nations and regions of Britain overseas
to drive growth in international leisure and business tourism.
• VisitEngland: Maintain distinct activities to develop and market
England tourism.
3
Our ActivityVisitBritain Activity VisitEngland
• #OMGB – Home of Amazing
Moments
• I Travel For
Marketing & Digital Content • #OMGB – Home of Amazing
Moments
• Join the World: Discover the UK
• New focus, in line with Tourism
Action Plan
Business Visits & Events • New focus, in line with Tourism
Action Plan
• Inbound trends & Britain’s
competitiveness
Research • Statutory research & product
development research (DEF)
• 800 press trips
• Film Tourism – James Bond,
Fantastic Beats and Where to
Find Them
PR • 2017 – Year of Literary Heroes
• Film Tourism – BFG, Swallows &
Amazons
• Commercial partnerships Developing Partnerships • Regional partnerships
Business Support • Business Support Hub
• Rail Itineraries
• Food Hubs
Product Development • £40m 3-year Discover England
Fund
• BTIG
• Welcome Group
Engagement • English Destinations Forum
4
The Discover England Fund
5
• Announced by
Government in 2015
• Currently at the end of
Year 2 of 3
• £40million investment
• The fund will ensure that England stays competitive in
the rapidly growing global tourism industry, by offering
world-class English tourism products to the right
customers at the right time.
The Discover England Fund
6
Fund Objectives
• To grow tourism in the regions of
England
• To increase the competitiveness
of England’s tourism offer,
domestically and internationally
• To develop world-class bookable
tourism products in line with
market trends and in response
to consumer demands
7
Barriers to inbound growth that the Fund is
trying solve
• Awareness and lack of regional product
• International competitiveness and responsiveness to
customer demand
• Connectivity and joining up product for the
consumer (including travel and transport, digital)
• Last mile
• Aggregation and bookability (distribution channels)
• Fragmented delivery landscape
8
Grant funding to date
YEAR 1 YEAR 2 YEAR 3
20 PilotProjects
6 Pilot ProjectsYear 1 Amplification
14 Large-Scale (2 yearprojects)Pilot Projects TBCYear 2 Amplification
Current Total40 Projects
£19.2 Million
9
DEF successes so far (Year 1 Projects)
• 160 bookable itineraries and
product clusters
• 39 fam trips (press and
trade)
• Over 1,200 individuals
engaged across a range of
product workshops and
events
• Sales of 1,365 passes and
packages
• Improved partnership
working among tourism
stakeholders
10
Large-Scale Project Examples
11
The Collection
Lead body: England’s Historic Cities
England’s Historic Cities have been globally significant
for 2000 years and represent some of the best of
England’s heritage product. Brought together for the
first time they provide a compelling reason for
international visitors to explore England beyond
London. Introducing The Collection, 15 significant
historic cities in regional England. Packaged with
London as the main gateway. Focused on rail as main
mode of transport. Encouraging exploration into city
hinterlands. Gathering together commissionable
product to support the travel trade.
Market: US (Eastern Seaboard)
Customer segment: Cultural Adventurers (age 25-39)
12
Growing Manchester as an international
gateway to the North
Lead body: Marketing Manchester
This project will increase the volume of visitors
coming through Manchester Airport by creating
itineraries that showcase the city, and excursions
that open up the North of England. Working with
destinations, travel trade and the tourism industry
and targeting the US market, Marketing
Manchester will lead a partnership to maximise
the potential of the North of England as an
international destination and gateway to the North.
Market: US
Customer segment (Mangrove): Lifestyle
Travellers
13
New Project:
East Of England Touring Route
Lead Body: Newcastle Gateshead Initiative
This project will create a 300-mile touring route that
spans the length of Eastern England from London to
Northumberland. Packaging up food and drink,
accommodation, attractions and transport options
along the route visitors will be able to book English
experiences.
Market: German
Customer Segments: Cultural Adventurers and
Mature Experience Seekers
14
• DMC integration
• Research and evaluation
• Overseas Product Development
Managers
• Relationship Management
• Business support toolkits
• Scoping further strategic options
• Looking into legacy options
VE/VB Central Activity
15Friday, March 23, 2018
Our marketing approach
16
Our audience
Explorers Buzzseekers
17
Our customers’ journey
PASSIVE INSPIRATIONACTIVE
IDEATIONEXPLORING OPTIONS BUILD ITINERARIES
GROWING ANTICIPATION
ON THE GROUNDSHARE AND ADVOCATE
JO
UR
NE
Y
Make them think of Britain differently Help them plan Help them shareHelp them travel
OU
R R
OLE
CH
AN
NE
L E
.G.
18
The “always-on” approachA
CT
IVIT
Y
19
Our approach to content
Broadcast
messaging
Own-channel
focused
Limited use of data
Content tailored to
audience
Distribution-led
Data and insight
driven
Help us with engaging content ideas, stories, experiences and
personalities!
20
Foreign travellers feel they already know exactly
what to expect from Britain
The world’s most wonderfully unexpected island
THE
PROBLEM
OUR
STRATEGY
Our brand strategy
21
Platform Idea
I TRAVEL FOR…
Travel Passions (per market)
I travel for adventure
I travel for fun
I travel for food & drink
I travel for culture
Expected/Unexpected
Link expected and unexpected to
travel passions putting people at
the heart
22
visitbrita in.com
Cool Cit ies
visitbrita in.com
365 DAYS
visitbrita in.com
Coastal + Country Life
23
www.visitbritain.com/jointheworld
• Influencer content
• Blog articles
• UGC imagery from Instagram
• Top-line inspiration with added
anecdotes and interesting details
• Send the user to various partners
to book/find out more.
Domestic campaign:
Join the World – Discover the UK
24
Industry Involvement
•Use the hashtags
#Lovegreatbritain and
#LoveUK
•Submit tailored
experiences, images and
video content to
domestic.marketing@visi
tengland.org
•Toolkit in progress.
25
English Tourism Week
Friday, March 23,
2018
26
For further information:
www.visitbritain.org
www.discoverenglandfund.org
www.englishtourismweek.org