marketing tourism review 2016 with richard slee
TRANSCRIPT
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Marketing update
2016/2017 Marketing Update
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Marketing strategy
Increase visitor spend•Tourist Information Centres
•Website•Literature
Retention Strategy•E-newsletters•Special offers•Social media
Grow visitor numbers•Website
•Social media•Digital campaigns
•Visitor Guide•E-newsletters
Acquisition Strategy•Advertising
•Public relations•Partnership marketing
•Exhibitions•Social media
Build awareness and interest in the Isle of Man
Create the desire to book a visit
Visit the Isle of ManPost visit to the Isle of Man
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Target Visitor Profiles
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Marketing Activities 2016/2017
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Visitisleofman.com• New Visit Isle of Man website
launched October 2016• Key new features:
– Online booking– TripAdvisor & social media channels – Individual product pages for
tourism businesses– Events submission– Internal Customer Relationship
Management System
Source: Hubspot.com
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Digital
• Visitisleofman.com• Page views up 44% • Younger demographic in 2016
• Email newsletters• 525,421 total emails to 88,000 contacts
• Social media• 43,000 followers across channels
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Digital Advertising
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Video
• Increasingly using video to highlight the fantastic array of activities on offer in the Island
• Quality of content ensures longer time on our website
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• Destinations, London• Consumer show
42,000 visitors (+3k)1,500 Visitor Guides (+500)1,084 Digital Contacts (+97)
Trade Events
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Public Relations
PR programme generated £2.36million of coverage in 2016
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Exploiting the unexpected: “SHARK!”
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PR campaigns: Ray Mears Press Trip and Blog
Press Trip – August 2016 with journalists from the Guardian and MadeForMums
2 Journalists Attended
37 Pieces of Coverage
£320,000 AVE
3,500,000+ Reach
Positioned IOM as an ideal holiday destination for families.
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Isle of Man on TV
BBC1 “Countryfile” ITV“Britain’s Best Walks”
BBC1 Inside Out
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Advertising: Print• Advertorials - e.g. Coast and
Countryfile• Press adverts – e.g. Metro and
The Guardian
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Advertising: Outdoor
Digital poster presence in major UK railway stations:• Manchester• Liverpool • Birmingham • London
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Advertising: TV
• 30 sec ads in Granada and Border regions• Tracking postcodes, website visits and brochure requests
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2017 Visitor Guide
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Tourism Literature
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Richard Veal
Managing Director New Mind Tell Us