Partnerships Bath Tourism Plus Members` Forum

Report
David Jackson
Head of Marketing, Bath Tourism Plus
2013 – Our Year Ahead
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Our Year Ahead
• Building on 2012 – maintaining momentum
• Sharper focus on our core target audience
• Brand positioning
• Continued investment in PR and digital
• Major campaigns timed to add greatest value
• ‘Always On’ activity to maintain constant noise
• Partnership
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Our Target Audience
Arkenford - Psycho-metric Value Based Approach
• Cosmopolitans
• Confident, active, stylish
• Seek new experiences – physical and intellectual
• High spenders
• Large market
• Style Hounds
• Brand and fashion conscious
• Early adopters
• High spenders
• Motivated by fun and excitement
• Discoverers
• Independent and inwardly directed
Our Target Audience
Staying/short
break market
• London &
South East
• M4 Corridor,
• South West,
• West
Midlands
v
BATH
Our Target Audience
Premium Regional
Shoppers
• 60-90 min drive
time
• Affluent ABC1
households
Positioning the Bath Brand
Our Brand Essence:
• Pleasure &
Wellbeing
• Living Heritage
• Style, Beauty &
Elegance
PR
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Our legacy from 2012
Increased resources
Major investment in systems
Proactive media relations
Reactive – quick, efficient, on-brand
Greater integration with digital channels
Pride & Prejudice, Festivals, No.1
Editorial calendar
Leveraging ad spend
We need
your help!
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Digital
Foreign
languages
Campaign
Campaign
sites
websites
CRM
Social
Media
CONTENT
HUB
Business
visitbath.co.uk
Travel
Trade
Widget
Mobile
visitbath
• Upgrade – Phase 1
Spring 2013
• Improved content, UX
• Greater engagement
and SM integration
• Focus on conversion
• Enhanced member
opportunities
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
visitbath widget
• Visitbath on your site
• Comprehensive
searches for:
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Accommodation
Things to Do
Eating & Drinking
Events
• Fully integrated and
co-branded
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Digital
• Social Media
• Building on momentum
through facebook and
twitter
• Extending reach across
multiple platforms
• Harvesting UGC
• Building advocacy
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Digital
• CRM
• 300,000+ contacts
• Monthly newsletters
• Themed and special
interest
• Triggered emails
• Solus opportunities
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Mobile
• The Official Bath App
• Partnership between BTP and
the BID
• A great start – 12,000+
downloads in first 4 months
• Free listings for all BTP
members and BID levy payers
• Premium package
opportunities
• Special Offers
• Push Notifications
• Phase 2 – Spring 2013
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Print
• 2013 Bath Visitor Guide
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New format
80,000 distribution
Proven conversion
Pre-Arrival
• New seasonal postarrival guide – Spring/Summer
• Visitor Map
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Overseas and Trade
• PR - Building on 2012
• Lead partner with Visit Britain and
VisitEngland
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N America BA Campaign
Fam visits, MaMa
Agent programmes
International Business
• Continued focus on core markets of
N.America, N&C Europe
• Longer term strategy for BRIC
• British Heritage Cities consortium
• WTM, BOBI, IMEX
• Bristol Airport
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Business Tourism
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Focus on our core markets
Adding value
bathconference.co.uk
Venues Directory
CONFEX
Showcase
PR
International opportunities
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Partnerships
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Campaigns
• Partnership between BTP and Bath BID
• Working together to pool budgets, extend
reach and ensure a joined-up message to our
target audience
• VisitEngland ‘RGF’ funding
• £1m+ 2012-2015
• Min. of 3 major campaigns each year
• Additional national campaigns
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Campaigns
Campaigns
• Jan – Mar
• Romantic Heritage Cities /
Love Bath
• £2m+ media partnerships with
the Guardian, Daily Mail and
Classic FM
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Guardian.co.uk/travel/england
visitengland.com/moreromantic
visitbath.co.uk/lovebath
Campaigns
• Spring Campaign
• March - May
• £70,000+ media spend
– split between
National and Regional
audience
• OOH, Press, Digital
• Bath in Fashion,
Shopping
• Spring breaks, Festival
season
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Campaigns
• Autumn Campaign
• September October
• £120,000
• Great Bath Feast
• Shopping and
Autumn Breaks
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton
Campaigns
• Christmas Campaign
• November - December
• £100,000
• Bath at Christmas
• Christmas Market
• Shopping
• Events
Bath Tourism Plus Members’ Forum
Tuesday 22nd January 2013
Bath Hilton

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