james turner janice fraser developing a vfr and local campaign in
TRANSCRIPT
James TurnerJanice Fraser
ADUR & WORTHING
Developing a VFR and
local campaign in...
Definitions
People who live within the destination and act as a key catalyst
or driver in using its facilities and businesses for leisure purposes
“ “
Why I should care…
→Worthing VFR spent £17,000,000 in 2012
→ 28% of all staying visitor spend
→ Adur VFR spent £8,000,000 in 2012
→ 64% of all staying visitor spend
→ That’s not including day visitors...
→ Local Population of c. 180,000
Why I should care…
→ Non-seasonal
→ Not weather dependent
→ Promotes repeat visits
→ Creates ambassadors
→ Contributes to conservation and preservation
→ Under-utilised at present
Good Luck!
Nuts & Bolts…
→ A core campaign of the Seaconomics programme
→ Educate and influence local population→ Joint activity to deliver it→ A&W Council will coordinate and support→Planned to run from spring 2014→ Budget and resource available
Goals…
→ Increase spend and visits from local and VFR audience Quantifiable increase in VFR visits
→ Develop Industry collaboration, knowledge & assets 40 stakeholders actively involved by end
2014
Actions…
1. Coordination & Resourcing A&W Council actions Support and develop the campaign Providing tools and framework
2. Industry Development Mentoring and training opportunities Networking & joint action
Actions…
3. Consumer facing activity Data Collection Targeted Marketing Co-ordinated open days & taster events Structured experiences Joint incentives and offers
Actions…
What’s next?….
• Benchmarking – data collection
• Working Group Meeting
• Brand Development
• Product Audit
• Collect Offers
• Familiarisation Visit Schedule
Brand...
www.hiddenbritainse.org.ukThank You