digital marketing strategies for heritage tourism in wales: jon monroe (visit wales)

Source | Instagram | @flyjon

Content-led Destination Marketing

Jon Munro | @flyjon | Visit Wales

Land of contrasts Something for everyone Fun for all the family Whatever you’re looking for Inspirational scenery Coastal splendour Majestic mountains Best-kept secret Why not? A unique blend

Brand Image Brand Perception Brand Purpose

Brand Purpose Strategy Substance Symbolic actions

Curators of @sweden Substance behind the brand strategy

A world where the content a brand creates is everything

Content is all we have and have ever had!


Targets, Objectives and Strategy Influencing circa £245 million in additional value Big focus is improving reputation Awareness, consideration and advocacy


“Those people who have not yet considered Wales”

Targets, Objectives and Strategy Influencing circa £245 million in additional value Big focus is improving reputation Awareness, consideration and advocacy

Source | Flickr | lucyparry1

So, what works?

Thinking beyond paid media

Source | iCrossing | Slideshare

Develop themes and tell a story

Right content Right person Right device Right time Right action

Source | Flickr | Interbeat

Source | Visit Wales | Tracked search terms and volume (Log10)

We watch search like a hawk

Create useful and engaging content on our own site

Get our engaged users involved

Reach out and place content and widgets

Develop relationships with key partners

Develop creative and credible content

Maintain momentum in the run up to Valentines

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10 15 20 25 30 35 40 45

Positions 1-1:

Positions 2-5:

Positions 6-10:

Long Tail Analysis and Optimisation Adjustments

Romantic Break Section Live

Widget creation and placements started

Improving search visibility

Increasing share of relevant traffic

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Sear

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Search Interest vs Organic Traffic (around target terms)

Diverse audiences (and needs) Integration and joining things up

Scale

But, there were challenges


Data-driven content specification

Paid Media Audience Access

Integrated Marketing Support

Customer Centric Campaigns Data Driven Acquisition Strategy

Technical SEO & On Site Optimisation

International Development

Measurement & Reporting

Customer Insight

& Priority

Visit Wales CRM data

Experian research

data

Hitwise web

behaviour data

Website Analytics

3rd Party Audience

Data

Search Data

Site Traffic

+58% (year on year)

Business Outputs

~16% (year on year)


Planning around audiences and themes

#FindYourEpic


Delivering scale and using paid media

Prim

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Obj

ectiv

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Seco

ndar

y O

bjec

tive Awareness

Ensure that a large audience is made aware of Wales / Generate lasting Earned Media which will exist after the end of the campaign.

215,000 Individuals reached

Brochure Downloads

Ensure the new Visit Wales brochure is viewed by the maximum amount of people.

22,000 Engagements with the Brochure

3,000 Email Brochure Requests

+639% +31%

41 original posts

348,600 visits per month

13 original posts

78,252 visits per month

Total reach:

2,416,626 impressions

£10.26 CPM


So, what next?

Right content Right person Right device Right time Right action

Source | Flickr | Interbeat

Everything we do

 Elevate our Status  Surprise and Inspire  Change perceptions  Do good things  Be unmistakably Wales

A vision for digital

 Empower and develop our communities (Networks)  Surprise, inspire and change perceptions (Content)  Create a ‘Beta Cymru’ platform (Philosophy)

Wider transformation across the business

Is advertising dead? Probably not!

Source | Flickr | daniel0685

Working with Visit Wales

www.visitwales.com/working-with-us

gov.wales/topics/tourism/year-of-adventure-2016


Content-led Destination Marketing

Thanks J

digital marketing strategies for heritage tourism in wales: jon monroe (visit wales)

Government & Nonprofit