visit belfast commercial marketing & sales opportunities ... · role in boosting visitor...

Visit BelfastCommercial Marketing& Sales Opportunities2016/2017

028 9023 9026The publisher is not responsible for any errors or omissions which may inadvertently occur. Whilst all information in this guide is correct at the time of going to print, it is however subject to change. All prices quoted are exclusive of VAT.

Visit Belfast is the destination marketing management organisation for Belfast, responsible for promoting the city as a vibrant leisure, cruise and business tourism destination, whilst delivering a first class service for visitors through our award winning tourist information centres. Our key objective is to increase visitor numbers and spend to the city and region.

Visit Belfast is a public-private sector partnership organisation representing over 500 partners across Belfast and Northern Ireland.

We offer a range of targeted marketing and sales opportunities for business and industry partners. These platforms are designed to promote the city’s key products and services to leisure, business and cruise sectors. From targeting potential visitors in out of state markets or promoting your products and services when visitors arrive, we have a host of promotional and sales opportunities to suit your business.

This booklet provides a range of marketing opportunities that you can engage with and we look forward to hearing from you.

We create and service visitors for Belfast in order to generate economic benefit for the city region.”

“

Grow your businesslocally and internationally with Visit Belfast

visitbelfast.com 2

651,900visitor enquiries

116,000cruise passengers

£27mvisitor spend

70conference wins

£450,000travel trade wins

417,000printed publications

2.45mwebsite visits

Handled 651,900 enquiries through the Visit Belfast Welcome Centre and the Visitor Information Pods at Belfast International and George Best Belfast City Airports.

Attracted 59 cruise ships to Belfast in 2015 welcoming over 116,000 passengers and crew; 76 ships are expected for 2016.

Belfast city break marketing campaigns targeting NI, ROI and GB, activity generated 113,000 bednights, 143,000 day trips and £27m visitor spend.

Secured 70 conference wins in 2015 which will generate over 30,000 delegates, over 103,000 bed-nights and an economic impact of £45m to 2020.

Trade enquiries provided approximately 10,415 visitors, 2,274 day trips and 8,141 overnight visitors, generating 12,058 bednights and an approximate visitor spend of £933,000.18 travel trade wins were worth a potential value of £450,000.

Produced 12,000 This is Belfast Visitor Guides, 260,000 Visit Belfast City Guides, 120,000 A3 Tear Off Maps and 25,000 Belfast Plus Guides.

Visitbelfast.com, the official visitor website for Belfast, received 2.45m web visits. Social media platforms gained 237,000 followers, generating 19m impressions and 700,000 engagements.

The Facts and FiguresVisit Belfast’s 2015/16 Outputs

Visit Belfast - Commercial Marketing & Sales Opportunities 3

Visit Belfast champions the importance of collaboration and buy in from organisations and businesses who share our vision and who want to play an integral role in boosting visitor numbers, spend and job creation for the Belfast City region.

Partnership Tiers, Opportunities & Benefits

Partnership & Industry Engagement

Visit Belfast’s strategy is to effectively engage our industry in the marketing of the city and in line with our aims and objectives, drive visitor numbers and spend for the city and region.

Visit Belfast recognises that its relationship and engagement with its partners is key to the ongoing success of the organisation and central to delivering our tourism, marketing and sales plans for Belfast and Northern Ireland.

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Strategic Partners Visit Belfast welcomes strategic partnerships from £35k + VAT and sponsorship relationships with like minded organisations that share the aim of developing a flourishing tourism industry. Strategic Partners are critical to the city’s regeneration and are committed to developing responsible and sustainable tourism.

Corporate Partners From £25k + VAT, the corporate partnership combines the shared aims and objectives of Visit Belfast and your business in growing tourism to Belfast. As a Visit Belfast Corporate Partner, your business, through tailored agreements, will be recognised as a lead commercial partner and contributor across Visit Belfast’s leisure and business tourism promotion.


Working together in partnership has been key to Belfast welcoming an increasing number of visitors to the city over the last 16 years.”

“


Jacquie Henriette [email protected]

Elite Partner £600+VAT

Elite Partners can take advantage of Associate, Club and Star Partner benefits with the addition of enhanced conference sales activity. This enhanced activity includes a listing in the bi-annual Conference Guide, prioritised conference accommodation participation and conference facility/supplier enquiry requests.

Star Partner £350+VAT

Receiving both Associate and Club Partner benefits, Star Partners have the opportunity to participate in conference sales activity, where priority inclusion will be offered to attend trade shows and exhibitions and participate in fam trips and site inspections.

Partnership Tiers

Associate Partner £150+VAT

Associate Partners have the opportunity to engage with Visit Belfast’s leisure, business and visitor servicing teams as well as other industry partners at a number of free networking and industry events throughout the year. Associate Partners also receive regular communications from Visit Belfast with the latest industry news, marketing opportunities and forthcoming events.

Club Partner £250+VAT

In addition to the Associate Partner benefits, Club Partners are promoted across Visit Belfast’s digital marketing platforms. This activity includes a web listing on visitbelfast.com, enhanced presence through online event and offer listings; promotion through social media and email marketing to a consumer database. Club Partners also receive a self service touch screen link, accessible from Visit Belfast Welcome Centre, both Belfast airports, Europa Bus and Central Train stations and Applegreen Service Stations on M1 & M2 motorways.


NEW!

Festivals and event organisers now have the opportunity to become a Festival and Event partner and promote their events through Visit Belfast’s marketing platforms. Packages include an event web listing on visitbelfast.com, a presence on the digital event island in the Visit Belfast Welcome Centre, prioritised inclusion in social media and email marketing activity and the opportunity for inclusion in the Belfast City Guide.

*Package costs and promotion duration relate to a 2 week period. Extended promotional opportunities are available (up to 2 months). Price upon request.

Festival andEvent Partnerfrom £75+VAT*

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Business Tourism Marketing

Visit Belfast’s focus is to attract UK, ROI and International conference business to Belfast. Sales and marketing activity includes events, exhibitions and sales calls which provide opportunities to meet new clients and showcase Belfast and Northern Ireland as a leading conference destination. Visit Belfast also provides assistance to organisations considering holding an event in Belfast.

Conference Sales Opportunities

Conference Sales Opportunities

Conference andEvent Bids

Visit Belfast aims to win new business generating 107,000 bednights with an economic impact of £47m during 2016/17. Venues, accommodation, PCO’s and conference service partners are matched to client requirements and receive sales opportunities and enquiries as part of Visit Belfast bids throughout the year. Visit Belfast sales research identifies and targets association conferences and events which match Belfast’s key academic, medical and industrial strengths.

Based on the client’s particular needs, relevant industry partners will be invited to submit quotations and information for consideration as part of a bid or proposal. This includes venues, PCOs, accommodation providers and social programme ideas, including restaurants, tours, entertainment, event suppliers etc.

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Site Inspections and Fam Trips

In 2016/17, Visit Belfast will carry out 40 site inspections. Industry partners have the opportunity to showcase their venues and services on Visit Belfast client site inspections and Fam visits (itineraries are based on client requirements - industry partners will be invited to host elements of the visit on this basis).

Site Inspection Steered by client preferences, inspections focus on key conference requirements, eg plenary venue, gala dinner venue and HQ hotel.


ConferenceSales Initiatives

Partners

Cost

6

TBC

The Belfast BusApril 2017

Visit Belfast and partners takes Belfast on the road - the 4 day roadshow targets the UK’s key MICE agencies and association buyers.

Deborah Swain [email protected]

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Cost £1,000+VAT


Cost £1,000 +VAT (approx)

Cost includes 3 days show participation plus shared appointments & PR opportunities pre and post show.


Conference Exhibitions

The Meeting Show UKOlympia, London14-16 June 2016

International ConfexLondon1-2 March 2017

The Meeting Show delivers the only UK hosted buyer programme in the Meetings industry and is appointment led. The Belfast stand will be designed to maximise both networking opportunities for industry partners and facilitate one to one meetings in a welcoming environment.

The Visit Belfast stand will be located in the UK Destination area. International Confex offers a unique opportunity to target conference and meeting clients. Confex consistently delivers the highest sales conversion rate for Belfast of all trade shows. International Confex provides an opportunity to meet with association clients as well as corporate contacts.

Partners Approx 3Partners 5


Belfast AmbassadorEvents Programme

Visit Belfast currently supports over 1,000 ambassadors who are linked to our hospitals, universities and businesses, all of whom have the potential of influencing inbound conference business.

Belfast Ambassador Christmas Reception7 December 2016

The annual festive event is an opportunity to network with key Belfast Ambassadors who are currently bidding with Visit Belfast or have the potential to bid for a conference.

Partners

Cost

5

£50 +VAT

Sheila [email protected]

Belfast Ambassador Awards HMS Caroline13 October 2016

The Belfast Ambassador Awards thank those ambassadors who have secured conferences for the city, whilst motivating new ambassadors to do the same. This networking opportunity is available to conference venues and service providers.

Partners

Cost

Maximum of 10

£200 +VAT


Belfast AmbassadorEzine

Ezines are distributed quarterly to over 1,000 influential professionals. Industry partners have the opportunity to be included in the ezine to showcase conference facilities and offers.

Cost £50 +VAT



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Promotional Opportunities

Delegate Offers

Conference delegates arriving in Belfast can access a range of exclusive offers and discounts. Industry partners are encouraged to submit bespoke offers on a quarterly basis.

Visit Belfast Websitevisitbelfast.com/conference

Elite and Star partners receive a listing on visitbelfast.com/conference as part of their benefits.

Kathryn [email protected]

Kathryn [email protected]

Exclusive Offers for Conference DelegatesNovember 2014 – April 2015

visit-belfast.com



Jac [email protected]

Exhibitions, Travel Shows and Promotion Events

Fam VisitsTour Operators

Partner with Visit Belfast and meet group tour operators and travel professionals from our key markets - ROI, GB, Europe and North America for opportunities to directly sell your products/services and develop lucrative business relationships.

There is no better way to engage the travel trade than by giving them a taste of what their clients will experience when they visit Belfast. Partners are encouraged to support Fam visits with itinerary offerings and ideas.

Dates throughout the year

Promotion Events

Visit Belfast will undertake a series of product update presentations to key tour operators and travel professionals. Industry partners can register their interest in participation to promote their products directly.

Cost TBC


Throughout the year Visit Belfast attends a number of Travel Shows and Exhibitions to promote the city region. Industry partners have the opportunity to join Visit Belfast on stand at the following events.

Partners

Cost

4 maximum per day

From £250 +VAT per day

World Travel Market, London7-9 November 2016

The leading global event for the travel industry. Visit Belfast and partners join Tourism Ireland to promote the city in this 3 day event.

Cost effective international promotion by partnering withVisit Belfast.

BEHERE

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Cruise Belfast

Cruise tourism is one of the fastest growing sectors of the industry. Cruise Belfast is a marketing initiative formed between Belfast Harbour and Visit Belfast which markets Belfast internationally as a leading destination for cruise ships visiting Northern Europe in the summer. In 2016, 76 cruise ships are expected to visit Belfast bringing over 140,000 passengers and crew to the city, generating a significant number of international day trips to Northern Ireland.

Partners 2 maximum per day

Cost From £250 +VAT per day

Holiday World, Dublin20-22 January 2017

Visit Belfast and partners join Tourism NI at the popular consumer show attracting more than 40,000 visitors.

Partners 4 maximum

Cost From £150

Meet the Trade, DublinDecember 2016

Join Visit Belfast for an afternoon of networking with key trade in Dublin. You will be given the opportunity to present your products and services followed by networking.


Cruise Shore Excursions

Partners can submit their products and services to be included in the cruise industry update that is sent to key shore excursion agents. This update is sent each autumn so that shore excursions can be reviewed by agents ahead of the following season. Deadline for submission is 30 September 2016.

Jac [email protected]

Promotional Opportunities

Industry partners can promote their businesses to cruise ship passengers with a number of commercial opportunities within the Visit Belfast Welcome Centre.

Clare McGimpsey [email protected]


Web and Digital

visitbelfast.com

Support your own sales and marketing activity with promotion on visitbelfast.com, the official visitor website for Belfast. Partners can update their product profile page throughout the year, highlighting key information, images and videos. Partners and event organisers can also submit events and offers to be featured on the website and in themed campaign sections. Regular prize draws are promoted on the site and submission of prizes can gain extra profile for your business.

Visitbelfast.com will be redeveloped during 2016 and will provide new and enhanced advertising and commercial opportunities for tourism businesses.

[email protected]

Product profile page

Partner images and videos

Prize draws

Events and offers

2m web visits (2016/17 target)

Leisure Tourism Marketing

Visit Belfast proactively markets the city above and below the line, as a leisure tourism destination for city breaks and day trips. Visit Belfast provides opportunities to link in with our marketing activity and buy into a range of promotional opportunities.

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Social Media

Visit Belfast’s social media activity offers immediate and direct engagement with locals and visitors across a number of different platforms including Facebook, Twitter and Instagram. Visit Belfast are happy to engage with industry partners to increase traction and profile for the city.


Jennifer Dunn [email protected]

Visit Belfast facebook.com/visitbelfastcity

Lovin’ Belfast facebook.com/lovinbelfast

Belfast (community page)facebook.com/Belfast.City

Visit Belfast @visitbelfast

Lovin’ Belfast@lovinbelfast

Corporate @visitbelfastorg

Business Tourism@visitbelfastbiz

Visit Belfast instagram.com/visitbelfast

Visit Belfast pinterest.com/visitbelfast

Visit Belfast youtube.com/visitbelfast

277,000 followers (2016/17 target)

Jennifer [email protected]

Visit Belfast Blog

The Visit Belfast blog (blog.visitbelfast.com) showcases a range of tourism products through campaign and seasonal activity such as Valentine’s Day, Easter and Christmas. Industry partners are encouraged to support this activity by submitting themed offers, events and content that will be of interest to visitors. The blog also features a range of articles such as Top 10 Free Things To Do in Belfast, 24 Hours in Belfast and Top Beer Gardens.


Paula Fee [email protected]

Judith Carville [email protected]

[email protected]


Email Marketing

Consumer Ezines

Industry Ezines

What’s On Concierge Ezine

Throughout the year, regular ezines are sent to a consumer mailing list, highlighting events, things to do, offers and competitions. Industry partners can get involved by submitting events and offers.

Partners can submit key news and updates, that are new products and awards, for industry ezines which are regularly sent to partners, key tourism contacts, tour operators and travel media. Add Visit Belfast to your press release distribution list to be included on our website and in our industry ezine.

The weekly overview of the key events taking place around the city is sent to a database of front-of-house staff such as a concierge hotel staff and partners.

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Print Production

Visit Belfast actively promotes the city both locally & internationally through a range of leisure publications. Showcasing what the city has to offer, industry partners can get involved through a variety of advertising opportunities.

Caitríona O’Boyle [email protected]

Jen Hempton [email protected]

Belfast Restaurant Voucher

The perfect gift for family, friends and corporate occasions, the Belfast Restaurant Voucher continues to promote the great dining out experience the city has to offer. Since its launch in 2014, nearly £90,000 worth of vouchers have been sold. Belfast restaurants/cafés can sign up to participate in the scheme and will receive promotion through various platforms including web, social media, literature, PR and the Visit Belfast Welcome Centre.

Cost to join

Reimbursement: Full reimbursement provided

Available all year

Free

Belfast City Guide

The Belfast City Guide is the compact, essential guide to what’s happening in the city. Industry partners can avail of one of the many advertising opportunities available.

Size: PocketPublished: 3 times a year (Jan-Apr, May-Aug, Sep-Dec)

80,000-100,000 (print run per edition)

Outside back cover

Inside front/back cover

Double page spread (artworked)

Full page

Double page spread (advertorial)

Half page

£1,960 +VAT

£1,600 +VAT

£1,500 +VAT

£1,030 +VAT

£1,300 +VAT

£650 +VAT



Lorraine [email protected]

City Break Campaigns

Visit Belfast’s approach to campaign activity is focused on direct access cities and those segments and regions that have the strongest prospects for visitor number and revenue growth in the short term. Partners have the opportunity to buy into campaign activity from as little as £5k. In 2016/17, Visit Belfast will spend £800k working with Tourism Ireland, carriers and partners. Our aim is to increase market share of city break and overnight visitors from Great Britain and key European city markets. Additionally, we will continue to promote day trips and overnight visitors from NI and ROI through selected targeted activity. Campaigns can also be supported by partners who provide competition prizes, special offers, deals and packages. Visit Belfast welcomes new opportunities to work with industry partners on campaign activity.

*provisional plans

Festival Season / NI & ROI

Christmas Campaign / NI & ROI

2016/2017 Campaigns*NI/ROI

Aer Lingus / London

FlyBe / Scotland & North of England

Stena Line / Scotland

Carrier Campaigns GB

KLM / Amsterdam

Jet2 / Barcelona & Pisa

EasyJet / Paris

Ryanair / Berlin & Milan

Carrier Campaigns Europe

visitbelfast.com 18

The Information Islands are themed to engage with visitors in a more targeted way. Industry partners can choose to advertise on a Gold or Silver level within the designated themes of Culture & Heritage, Maritime & History, Arts and Entertainment, Shopping and Dining, Sport and Outdoors, Attractions and Family Fun and Beyond Belfast.

Visit Belfast Welcome CentreThe Visit Belfast Welcome Centre has been designed to interact with visitors and locals, promoting and showcasing tourism partner products and services in engaging and interesting ways, with a focus on enhancing the visitor experience.

Commercial

GOLD

SILVER


Cost £5,000 +VAT per annum

Cost £1,000 +VAT per annum

Gold Partner

Silver Partner

Gold Partners receive a quarter of one of the state-of-the-art information stands with:• Headlineimageandlogoprominenceonthe

island tablet and 42” screen.• Ahighlyvisibleglasscompartmentfor

promotional images, graphics or 3D artefacts.• Dedicatedexclusiveliteraturerackingontheisland.

Silver Partners receive prominent positioning on one of the state-of-the-art information stands with:• Permanentpositioningwithinthe10silver

spaces on your themed island.• Highresolutionimageanddirectlinktoyour

product page.

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The self-service touch screens provide visitors with up to date information at their fingertips including tourist attractions and tours, places to eat, drink & sleep and where to shop. Industry partners can sponsor a link on the touch screens in the Visit Belfast Welcome Centre & both Belfast airports or Europa Bus & Belfast Central Stations.

Cost

Cost

Cost

Visit Belfast Welcome Centre, George Best Belfast City Airport & Belfast International Airport

Europa Bus Station and Belfast Central Station

Applegreen Lisburn (M1) and Applegreen Templepatrick (M2)

£2,500 +VAT per annum



Self-service Touch Screens

The externally facing display screen provides the opportunity to target a high volume of passers by with video or image stills running on a looped basis, from 7am to 12am.

Cost £300 +VAT per week

Cost £600 +VAT per 3 months (consecutive)

External Facing Screen

The impressive video wall dominates the entire centre and can even be seen from the pavement outside. Industry partners can either showcase a video or still image on a looped basis; each slot is 30 seconds and the video runs on a 9 minute loop.

Video Advertising Wall

Cost

Cost

£1,000 +VAT per 3 months


A branded promotional desk enables industry partners to engage with tourists to the Visit Belfast Welcome Centre and arriving cruise ship passengers. Situated within a prime entrance location, businesses can promote and sell their products and services to an eager tourism audience.

Promotional Desk

Cost £300 +VAT per day

Visit Belfast Welcome Centre



The event island allows partners and event organisers to promote festivals and events in a prime location within the Visit Belfast Welcome Centre:• Headlineimageandlogoprominenceonthe

island tablet and 42” screen• Ahighlyvisibleglasscompartmentfor

promotional images, graphics or 3D artefacts• Dedicatedexclusiveliteraturerackingon

the island

Events Screen

Cost £300 +VAT per fortnight

Cost £500 +VAT for 1 month (consecutive)

NEW!

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Visit Belfast Welcome Centre

Julie Cochrane [email protected]

The Visit Belfast Welcome Centre is a unique venue for product launches, press and corporate events.

Venue Hire

Price varies*

*subject to availability


Partners have the opportunity to engage with Visit Belfast front of house staff on set dates by prior arrangement.

Partner Product Staff Briefings

Eileen Johnston [email protected]

The Visit Belfast Welcome Centre offers both a partial and full ticketing service for events, festivals and tours. A dedicated ticketing team and sales channel is available via online, telephone or counter service, 7 days a week.

Commission based*

Visit Belfast Box Office

*dependant on service required

In the heart of Belfast’s busy city centre, the front window provides industry partners with a prime visual marketing opportunity to promote products, events or services.

Cost £500 +VAT per week

Window Display Space



Leisure Tourism Marketing TeamLorraine McGoran Marketing & Campaigns Manager [email protected]

Caitríona O’Boyle (maternity cover)Marketing & Campaigns Executive [email protected]

Jennifer Hempton Marketing & Publications Executive [email protected]

Paula Fee Web & Digital Manager [email protected]

Jennifer Dunn Digital Marketing Executive [email protected]

Judith Carville Communications & PR Manager [email protected]

Fiona Ure Communications Executive [email protected]

Karolina JakobczykMarketing & Communications [email protected]

Partnership EnquiriesJacquie Henriette(maternity cover)Industry Partnership Manager [email protected]

Claire Graham Industry Partnership Executive [email protected]

Clare McGimpsey Industry Partnership Executive [email protected]

Visit Belfast Welcome Centre TeamJulie Cochrane Visit Belfast Welcome Centre Manager [email protected]

Eileen Johnston Ticketing Supervisor [email protected]

Dermot Owens Literature Supervisor [email protected]

Linda Andrews / Jeanette McClayRetail Supervisors [email protected]

Business Tourism Marketing TeamDeborah Swain Conference Sales Manager [email protected]

Lindsey Mairs Conference Sales Manager [email protected]

Josephine Young Conference Sales Manager [email protected]

Rachel SweeneyConference Sales [email protected]

Kathryn HollandConference & Events [email protected]

Sheila GearyAmbassador Programme [email protected]

Jac Callan Leisure Trade Sales Manager [email protected]

028 9023 9026

visitbelfast.com 22

“Working together to create and service visitors for Belfast in order to generate economic benefits for the city region”

Strategic Partners:

Thanks to our key funders and 500 industry partners

Visit Belfast Supported By:

Corporate Partners:

9 Donegall Square NorthBelfast BT1 5GB

T 028 9023 9026F 028 9024 9026E [email protected]

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