Current Membership MeMbership pack 20

17

contact: call on 023 8000 1655 or drop us an email at info@themarketing-collective.com

Full Members

Blackgang Chine Butser Ancient Farm Beaulieu Motor MuseumBlue Reef AquariumDinosaur Isle Emirates Spinnaker TowerExbury GardensGo ApeSir Harold Hiller GardensHover TravelManor Farm Country ParkMarwell ZooMottisfont, National TrustMuseum of Army FlyingPaultons ParkPortsmouth Historic DockyardRed Funnel FerriesStaunton Country ParkThe Vyne, National TrustVisit HampshireVisit Isle of WightWatercress LineWightlink FerriesWinchester CathedralWinchester Science Centre

Ageas Bowl Basing HouseBirdworldBombay Sapphire Distillery

Bucklers HardBursledon Brickworks Explosion Museum Forest Leisure Cycling Fort NelsonGilbert White’s HouseHawk ConservancyHollycombe Steam in the CountryLongdown Activity FarmMayflower Theatre Milestones MuseumNew Forest ActivitiesNew Forest CentreNuffield Southampton TheatresOsborne HouseOxygen Freejumping SouthamptonQueen Elizabeth Country Park Riverside Bowl Robin Hill Park Rock Up Royal Navy Submarine Museum Royal Marines Museum Royal Victoria Country Park SeaCity Museum Southsea BeachThe New Forest Wildlife Park Thruxton Racing Tudor House Museum Winchester Military Museums Whitchurch Silk Mill

Web / Web & Leaflet Members

“Paultons Park have been a member of the group since it started in 2007 and have found it to be an excellent addition to our existing marketing mix. The leaflet provides us with extra promotion for the Park outside of the county. The new Hampshire Attractions website that launched towards the end of 2016 is already delivering exciting results. Hampshire's Top Attractions is a great consortium to be a part of which delivers considerable networking benefits - it allows us to discuss and identify trends within the industry and to discover all the exciting things attractions have planned for the future.rob Griffiths, head of MarketinG & coMMunications at paultons park

“We've been members of Hampshire’s Top Attractions since opening our first Climbing Centre at Whiteley in 2014. It has been a valuable source of additional revenue to our business and helped us extend our reach further than our own marketing budgets would allow.

sara stockdale, MarketinG consultant at rock up Whiteley

Hampshire Top Attractions is a chance to network and benchmark with the best attractions in the county, focus on a shared goal (with a decent budget) that will benefit all concerned and test and measure new marketing initiatives which could be used at an individual attraction level. It’s also a great sounding board to check out any new companies pitching their business. I can highly recommend getting involved! paul siMMons, head of MarketinG coMMunications at MarWell Zoo

Working together through joint marketing activities, Hampshire’s Top Attractions publicise the wealth and variety of fantastic visitor attractions across the county, targeting potential day and staying visitors living in surrounding counties and beyond. Hampshire’s Top Attractions seek to benefit from economies of scale and achieve significantly more coverage over and above what attraction’s individual campaigns allow.

Established in 2007, Hampshire’s Top Attractions has grown significantly in membership, recognition and reputation year on year. Benefiting from working as a group with media partners far and wide, the consortium regularly receives extra branding, marketing and promotional opportunities at no cost to our members.

Over 360,000 leaflets are distributed across the south through targeted campaigns reaching areas that are often unachiveable by individual attractions.

The destination website, www.hampshireattractions.co.uk receives over 220,000 visits per year (currently 40% increase on 2016 figures) and is ranked 1st for ‘Kids Days Out Hampshire’, ranked 3rd for ‘Attractions in Hampshire’ & ranked 4th for ‘Things to do in Hampshire’.

Hampshire’s Top Attractions aim to meet up four times a year to discuss current activity, new opportunities and compare visitor trends.

Hampshire’s Top Attractions

“We are the official family guide to Hampshire’s top attractions, featuring exclusive special offers”

What do our members say?

“ We have been web members of the Hampshire Top Attractions group for the past four years and have benefited greatly from the membership. The additional PR and social media activity generated by HTA has significantly extended our own reach both inside and outside of Hampshire, and our special offer online voucher redemption has exceeded expectations. liZa datlen. MarketinG ManaGer. lonGdoWn activity farM.

“ Being members of Hampshire Top Attractions has been highly beneficial to New Forest Activities. They are one of our top referring websites and the regular interaction between members means we are always up to date with what’s going on at other venues. It feels like a community and we are all there to help and support each other. Jo and Louise are always on top of things and make sure we get the most out of our membership. Would highly recommend! laura bean, MarketinG for neW forest activities

is a marketing consortium composed of the county’s leading visitor attractions who aim to raise the profile of Hampshire and the Isle of Wight as a family destination.

harry hampshire was launched in 2014 as Hampshire’s Top Attractions online mascot character and in 2015 as a full costumed mascot. Harry assists visitors to the website and to get the most out of their family day out. He can be found in the kid’s section.

Leaflet Distribution• The print run 350,000 for 2017.• Distribution targets venues outside Hampshire to

avoid duplication with the attractions individual distribution strategies.

• The areas that are covered include Surrey, Oxfordshire, Berkshire, West Sussex, East Sussex, Dorset and Wiltshire. Also targeting Supermarkets in the South, Motorway Services (M3, A34 and M4) and also Southampton Airport.

• Distribution also takes place through the PSP Southampton Boatshow, Hampshire Hotels, ad-hoc requests and annual Trade Shows including: Excursions, Group Travel Fair, Best of Britain & Ireland and Travel Trade Britain.

Website• A new website was launched in December

2017 which has resulted in increased visits and visitor time on site. The new content, itineraries and improved user-journey aims make the website one of the top influencers on visits to Hampshire.

• FEATURES include comprehensive events calendar, news and events section, visitor information and itineraries for days out.

• In 2016 the site received 221,000 visits to the site. A 38% increase compared to 2015. Total page views for 2016 was 478,000 which is a 22% increase compared to 2015.

• From the launch of the new site on the 5th December 2016 to the 5th January 2017 the website received 16,500 visits which is an increase of 129% compared to same period 2015 to 2016.

• The Special Offers page receives over 110,000 which has seen a 6% increase from 2015.

• Strong SEO campaign using keywords/phrases including: Days Out With Kids, Events In Hampshire, Family Day Out Vouchers, Things To Do In Hampshire & Things To Do In The South.

• 21% increase in visitors from search engines with 78% increase in voucher downloads among search engine visitors.

• 45% conversion rate amoung search engine visitors.

• Strong content marketing campaign and content syndication to attaction more visitors and reduce bounce rate.

Social Media & E-Marketing• Hampshire’s Top Attractions is actively promoted

on a daily basis through Twitter followers (6683), Facebook (7044) and Instagram (758), all promoting news and events from the attractions. News and events are also promoted through Hampshire’s Top Attractions YouTube, Pinterest and Google+ pages.

• Average post reach on Facebook of 23,000. 38,000 average monthly tweet impressions an 800 average profile visits on Twitter. Average weekly impressions of 1,300 on Instagram promoted via #HantsDaysOut

• Monthly and themed newsletters sent to over 56,000 emails who have opted in who want to know about attractions and places to visit in Hampshire.

• Average open rate is 24% with an average clickthrough rate of 5%.

• Social media competitions with an average post reach of 4000 on Facebook. Specific giveaways can obtain a read of 10,000 - 40,000.

membership activity PR• Hampshire’s Top Attractions have generated combined publicity in

press outside Hampshire offering competitions and working with influentail family bloggers.

• Working with Visit Hampshire on the Hampshire PR strategy to ensure key messages and duplication of content is avoided.

www.hampshireattractions.co.uk for the latest news, events and special offers.

including the Isle of Wight

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2017Celebrating

10 years of

top days out

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top days out

FAMILY DISCOUNT VOUCHERS

2017

Printed leaflet

Southampton InternationalHorton Heath

Staunton country Park

Red funnel

© Hampshire Top Attractions 2012. Designed and produce by The Marketing Collective Ltd.All rights reserved. Source data kindly supplied by Lovell Johns Ltd, Oxford.

Southampton Museums

Great HAllMottisfont

MAnor Farm

Royal Marines Museum

Southsea Beach

Pyramids

Hampshire Top Attractions @HantsTopDaysOut

Central London to North Hampshire is just 50 miles and around 50 minutes!

hampshireattractions.co.uk Special offers Competitions

News & Events Guide to the best places to visit

WIN! A one night family stay in a Hampshire Hotel and tickets to four attractions of your choice!

Worth up to £500! To enter, sign up to our newsletter

with the codeword PARENTS:hampshireattractions.co.uk/signup

Competition closing date: 30th July 2012. One prize winner will be drawn at random on 1st August and will win a family stay for 2 adults and 2 children, bed and breakfast at Best Western Chilworth Manor, Southampton and family tickets to four attractions of their choice within Hampshire’s Top Attractions. Accommodation prizes supplied, with thanks to the Southampton and Region Hoteliers Association.

From wildlife, roller coasters, action and adventure through to steam trains, classic cars, museums and heritage - Hampshire’s Top Attractions has them all!

Advert example

Become a fan on Facebook: www.facebook.com/HampshireTopAttractions

and follow us on Twitter: www.twitter.com/HantsTopDaysOut

and like us on Instagram www.instagram.com/hantstopdaysout/

AdvertisingHampshire’s Top Attractions has conducted the following above the line marketing:As a collective group, discounted advertising rates are available for a number of publications including: Family Traveller, Portsmouth, Southampton and Winchester Guest Guide Magazines, Southampton Airport Breeze Magazine, Solent West/East, Primary Times, The Coast & Breeze Radio, Baby Hampshire/Surrey, Parents News, CarFest, Eagle Radio and Heart Radio.

INTRODUCTIONThe Hampshire’s Top Attractions group is a marketing consortium of the county’s leading Attractions.

AIMTo work together to increase the profitable business of individual members from their tourism related activities.

OBJECTIVES• publicise the wealth and variety of fantastic visitor

attractions in Hampshire to potential day and staying visitors living in the surrounding counties and beyond

• benefit from economies of scale and achieve significantly more coverage over and above what can be achieved by individual attractions

• drive additional visits to member attractions, and thus generate additional spend

• provide a confidential forum within which members can compare and discuss market trends, business performance and to share experiences in order to assist in the identification and development of new business.

MEMBERSHIPMembership is by invitation only, taking into account:

a) Each attraction and its contents are of a standard appropriate to the Group.

b) That the attraction is located in Hampshire.

c) The attraction is professionally managed and is working towards or has achieved VAQAS accreditation, unless specifically agreed by members.

d) Non visitor attraction members and strategic partners approved by the group have normal voting rights as provided to paying members.

Membership is for a minimum of one calendar a year. The membership year runs from 1 January to 31 December.

New members to be voted and agreed by a majority of existing members once a year in advance of publication of leaflets to ensure inclusion in promotions.

MARKETING ACTIVITIESProposals will be formulated each year to target specific objectives within the overall policy aims and objectives of the group. Such activity may include, as appropriate, promotional print, travel trade liaison, workshops and exhibitions, statistical analysis, advertising, distribution, press, website and public relations.

The agreed principal target market is day visitors, i.e. individuals and groups from outside Hampshire that reside within the UK.

The group may advertise under the “Hampshire top attractions” name in order to benefit from discounts when advertising in other media. Participation is optional for members.

FINANCESAn annual plan should be developed to include a draft budget for approval. The agreed costs are split equally between all members, with one-off payments being made during the year on invoice.

The maximum annual contribution will be £2,100 + VAT (excluding joining/leaving fees). A majority decision at a Joint Meeting would be required to amend the annual contribution. Any additional contributions to be agreed by formal vote.

The financial year runs from 1 January to 31 December.

A joint account is operated by the Manager who accepts responsibility as Treasurer and the Manager who accepts responsibility as Chairperson. They are authorised to pay only accounts that have been agreed and passed by managers and minuted as such.

MEETINGSRepresentatives meeting will be held as required, normally once every three months. The venue for the Representatives’ meetings will normally be at one of the member attractions. Members are responsible for paying their own Managers’ costs to attend these meetings.

The representatives shall elect a Chairman who will serve for a period of 2 years. The representatives will elect a secretary who will serve for a period of 2 years.

INFORMATIONEach member of the group will provide to an agreed Impartial 3rd party each month the following information will then be collected and circulated anonymously amongst the group members.

RIGHTSEach member will hold an equal share in any rights that the group obtains in such items as a brand name, website address, images and the like. If a member leaves the group it acknowledges it waives all its privileges to such rights. A new member joining will obtain an equal share in the rights of the group.

Suppliers to the group of members will be asked to sign an agreement permitting use of rights for the duration of their contract to be surrendered on completion of the term defined in the contract.

DECISIONSDecisions are reached on the basis of a majority vote of at least 60 percent of members in attendance at the meeting in question.

REPRESENTATIONIt is not intended that Hampshire’s Top Attractions act as a pressure group in their own right but would pursue such interests by representation and participation in other bides, when invites, such as TSE, Hampshire Sub-Region panels and the like.

Name of signatory: Position:

Signature: Date:

Policy statement

HTA 2014 AUGUST

Full MembershipAnnual Membership fee £2100 +vat to include:• Advert in Hampshire’s Top Attractions leaflet, with a

print run of 350,000 produced annually for January.• Prominent full page on the HTA website with up

to 10 scrolling images on the page, a 500 word description, address, telephone number, website, email, facebook, twitter as well as a direct ‘Buy tickets’ button.

• Location pin on printed and online Hampshire map.• Voucher oppotunity in printed leaflet and online. • Opportunity to feature on up to 4/5 HTA newsletters

(pick and choose) and if not featuring, can have 20 words included at the bottom of newsletter.

• Events and news items added to www.hampshireattractions.co.uk and social media pages.

• Tailored posts on social media including retweets and sharing of posts.

• Attendance to all Hampshire’s Top Attractions meetings to discuss strategy, planning and member updates plus reports / minutes.

• Access to all reports and benchmarking statistics.• Leaflet and ticket exchange.• Editorial mentions within publications where

Hampshire’s Top Attractions is featuring. • Use of Harry Hampshire at events.• Featured content on video and digital campaigns.• Mention in body copy of editorial features and

images used for adverts. • Inclusion in PR Familiarisation visits and blogger

visits,

LEaflet Listing & Web MembershipAnnual Membership fee £500 +vat to include:• Listing entry (venue, website and contact number)

on Hampshire’s Top Attractions leaflet, with a print run of 350,000 produced annually for January.

• Small numbered spot on the leaflet map and location pin on website map.

• Online listing under “Find more attractions” on www.hampshireattractions.co.uk. Up to 3 scrolling images on the page, a 300 word description address, telephone number, website, email, facebook, twitter as well as a direct ‘Buy tickets’ button.

• Online voucher which can be changed throughout the year.

• Unlimited news and events added to the website.• Social media updates, retweets and shares. • Attendance to the AGM meeting in September to

discuss activity and planning and receive report / minutes from the meeting.

• Leaflet and ticket exchange.• Use of Harry Hampshire at events.

Web ONLy MembershipAnnual Membership fee £210 +vat to include:• Online listing under “Find more attractions”

on www.hampshireattractions.co.uk, with 1 image, 300 word description, address, telephone number, website, email, facebook, twitter.

• Spot on the HTA website map.• Online voucher which can be changed throughout

the year.• Unlimited news and events added to the website.• Social media updates, retweets and shares. • Attendance to the AGM meeting in September to

discuss activity and planning and receive report / minutes from the meeting.

• Leaflet and ticket exchange.• Spotlight feature on 1 e-newsletter. • Use of Harry Hampshire at events.

Membership scheme

Hampshire’s Top Attractions is managed by The Marketing Collective, a destination marketing company specialising in collaborative marketing. Call on 023 8000 1655 or info@themarketing-collective.com for information.