jon holland cim spring marketing conference 2015
TRANSCRIPT
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Norwich: City of StoriesA destination marketing campaign for Norwich
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Outline
#1 About VisitNorwich#2 The challenge#3 Aims of the campaign#4 Strategy#5 Results#6 Future plans
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#1 About VisitNorwich
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VisitNorwich
• Established 2004• Destination marketing organisation• Membership organisation – 70% private funded• Team of seven
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Who we work with
• Over 150 members• Local authorities• Norwich Business Improvement District• VisitEngland, VisitBritain• Other tourism organisations – Visit Norfolk, Broads Tourism
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Tourism in Norwich & Norfolk
Norfolk
• £2.7 billion
• 39.1 million visits
• 54,864 jobs
South Norfolk
• £192 million
• 3 million visits
• 3,449 jobs
Norwich
• £643 million
• 10.6 million visits
• 11,224 jobs
Great Yarmouth
• £524 million
• 6.3 million visits
• 10,335 jobs
North Norfolk
• £434 million
• 7.3 million visits
• 9,709 jobs
West Norfolk
• £462 million
• 7.6 million visits
• 8,992 jobs
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#2 The challenge
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Lack of consideration
• Norwich not top of the mind when planning a city break• Alan Partridge!!• Lack of marketing spend• Perceived travel issues
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The reality
• Most complete medieval city in the UK• UNESCO City of Literature – England’s 1st
• Top 10 UK City and shopping destination• Access to the countryside, coast and Norfolk Broads
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Inspire us!
• Raise awareness of and consideration for Norwich as a city break destination
• Change perceptions of Norwich• Create strong campaign identity• Residential city breaks, day visits, overnight stays
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#3 Aims
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Aims
#1 Increase awareness and consideration
#2 Grow the visitor economy
#3 Create a strong identity
NORWICH IS AWESOME
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Target audience
Segment Details
Location • Predominantly within 2 hour travel time – day visits• East of England (Cambridge, Peterborough, Ipswich), London• Midlands (Birmingham), South East, North West (Manchester, Leeds) – short breaks
Age • 18+
Social grade • ABC1
Lifecycle • Families, couples without children, single
Type of trip • Day visits• Short breaks (3+ days)
Drivers • History and heritage, arts, music and culture, food and drink, excellent shopping offer -USPs
Barriers • Perceived difficulty to travel to, lack of understanding of what is on offer
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#4 Strategy
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Keep it real!
• Tell the real story of Norwich• Capitalise on UNESCO, history and heritage• Engagement – our stories, your stories• Partnerships
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Twelve Chapters
• Engaging, intriguing content• Targeted at segments• Chapters included:
• Through the eye of the beholder (arts)• Spires & ziggurats (built heritage)• The city built on books (literature)
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Integrated communications
PR
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#5 Results
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Marketing activity
892,377Campaign reach
1.4 millionSocial media impressions
9,422Facebook fans
5,000Competition entries
1,700App downloads
19,000Website visits
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Media coverage
12 millionReach
£103,000Advertising value equivalent
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Consumer feedback
68% Inspired to visit
Diverse, Modern, Vibrant, Interesting, HistoryViews on Norwich
80% who’d never
been to Norwich
97% Will visit in the future
“Recaptured my love of the city”
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#6 Future plans
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Brand development
• Developing a tourism brand• Partnerships essential
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Summary
#1 Keep it real!
But…Offline still important
#2 Tell stories, don’t sell
#3 Digital is the main source of inspiration
Don’t create unrealistic expectations
#4 Partnerships are essential