Alex Mawer

Director of Marketing

Attract & Disperse:

The National Approach

It’s fairly simple:

We focus on thematics like “Countryside” or “Heritage”...

… we showcase our best-known and best-loved “Attract” destinations, using

imagery of them in our communications…

… and we ensure that we leverage the above to promote our rich tapestry of

hidden gems.

“If you liked The Lake District, you might like Lorna Doone Country in Exmoor”

“If you liked that, you might like this”

How does Attract and Disperse work for us at the National level?

You’ve heard that before…

In practice:

Joining me are all of VisitEngland’s Marketing Team’s Heads of Department:

Stuart Heath – Head of Marketing Partnerships

Tim Holt – Head of Marketing

Rebecca Holloway – Head of Press & PR

Anke Monestel – Head of International Operations

Simon Gidman – Head of Business Tourism

They will take you through, how in practice, Attract and Disperse works at a

National Level.

Any questions please just grab them as they around all day; and they work for

you!

Attract and Disperse with our

Marketing Partners

Stuart Heath

Head of Marketing Partnerships

Destination Organisations

Industry

Travel Trade

Marketing Partnerships

Countryside thematic

Guardian Supplement – 24th March

Attract and Disperse for Web

and CRM

Tim Holt

Head of Marketing

Marketing Team

Advertising

Media planning & buying

Website

CRM

Visitor Information

Target Segments

Attract and disperse works for our target segments in different ways…

Shallow committed – They have a number of destinations they consider

including England. They need to be persuaded to choose England so we lead

with our best loved brands to highlight what is on offer.

Committed – As they will already have a close affinity with attract brands this

segment is open to learn more about hidden gems.

The inspirator

182 ideas for heritage

Historic cities

E-CRM

VisitEngland CRM

program works hand-in-

hand with our content

team

Encourages action

through offers or time

specific activity

Highlights hidden gems

Attract and Disperse

in England PR Activity

Rebecca Holloway

Head of Press and PR

TRADITIONAL PR

• News – keeping destinations fresh

TRADITIONAL PR

• Hidden Gems – keeping content fresh

TRADITIONAL PR

• Spreading the news

ONLINE PR

• Content is king

• Shaping Twitter conversations

• Facebook as a filter

EDITORIAL

• Hub pages

• Features

• Ideas

• Blog

Attract and Disperse in

International Marketing Activity

Anke Monestel

Head of International Operations

The principle

The attract brands are well-

known destinations and icons

that consumers in our

international markets

recognise.

Attract brands will serve as

starting point in marketing

activity to raise interest in

discovering the hidden gems

(dispersal).

Dispersal can be geographic

or thematic.

In practice – PR

• Aim to include hidden gems in

itineraries, e.g. gardens in the

South East as well as Norfolk

and Suffolk.

• Encourage journalists to

discover lesser-known parts of

the country on subsequent

visits.

In practice – Trade

• Operators usually feature

well-known destinations as

they will sell.

• We identify product gaps

and suggest additional

destinations following the

attract and disperse

principle.

In practice – consumer

activity

• Collateral will lead with

recognisable landmarks to

encourage consumers to

read on

• Main copy will introduce

hidden gems with similar

product or theme

Attract and Disperse in

Business Visits and Events

Activity

Simon Gidman

Head of Business Visits and Events

Business Tourism Action Plan

Framework Objectives:

• To maximise England’s strong and competitive brand values in

marketing it as a business tourism destination

• To leverage England’s expertise in medicine, science, academia and

industry to gain competitive advantage

• To ensure all England’s facilities, products and services continue to

meet market needs to increase England’s competitive success

• To ensure the importance of business tourism maintains a high

profile with public and private sector stakeholders

Role of VisitEngland

• Providing cost effective sales and marketing platforms and

representation for destinations, venues and other professional

suppliers in international markets:

• Exhibitions and workshops (e.g. EIBTM, IMEX, IMEX America,

Trailblazers)

• Sales missions, fam trips and networking events

• Digital (website, e-news)

• Advertising and PR (themed campaigns, supplements etc.)

• NEW network of international managers & sales reps to be recruited

early 2012 (RGF funded)

Role of VisitEngland (2)

• Sharing best practice across England through the ‘England

Business Tourism Group’ and the ‘English Large Congress Group’

• Facilitating greater engagement with destinations and DMC’s

• Key member of the BVEP – raising profile of Business Events to

national and local government

• Advisor to National Government

• Key member of the Interboard (VS, VW, NITB, L&P)

Business Events: How attract and dispersal can work

• London very strong attract brand (14th in world for association

events)

• Relatively low international awareness of other attract brands:

opportunities to raise awareness - more proactive on-territory sales

activity / working in partnership with London where relevant

• Thematic dispersal: highlighting other destinations with similar

product – e.g. country house hotel conferences in lesser known

destinations

• Geographic dispersal – conference in Manchester, day of team-

building in the Lake District

• Business visitors often choose to extend their stay or bring friends

and family to a destination because the leisure offer appeals;

opportunities to visit more leisure focused destinations

Attract & Disperse:

A Local Approach?

In our Groups:

So, that’s what we’re doing at a National Level.

But, what should be done at a local level?

It’s your decision, so, it’s over to you…

Groups to discuss (1) Best Practice and (2) how Attract and Disperse might

work at a local level. One person from each group to act as scribe and one

person to feedback at the end.

Feedback from Groups