ISLE of WIGHT 2013 Tac0cal new business marke0ng campaign for the accommoda0on sector on the Isle of Wight
Campaign themes • Balance tried & tested with fresh thinking • Covert interest into business (DMO) • Maximum value • Driving new business
DMO • Visit England pathfinder projects (5) • Develop new funding • Engage private sector • Widen par0cipa0on • Plan and brand • Visit London, NYC&Co • Olympics…
“Traditional families”
“Discover & explore”
“Golden memories & Peace of mind”
“Traditional families” Core and extended families on middle to lower incomes that are value driven and require self catering accommoda0on. They are looking for a des0na0on within easy reach of their homes that is child friendly with clean safe beaches and a loca0on that can offer a range of ac0vi0es, days out e.g. soZ play, adventure parks and historic buildings…
“Discover & explore” These are people who want to get away from it all, either DINKS or Empty Nesters they want to discover and enjoy the finer things the Island has to offer. A higher disposable income to stay in hotels, B&Bs or even IW camper vans. They enjoy a high standard of accommoda0on and fine dining. Island’s vintage / retro scene appeals and is fashionable at present. Like des0na0ons in easy reach of London…
“Golden memories & Peace of mind” Senior travellers, with some of them being single travellers, likely to be on organised coach tours with full & half board packages. Looking for peace of mind from their holiday & feel comfortable with the pound in their pocket. Tradi0onal Bri0sh hospitality in familiar surroundings. They come to the Island to enjoy sightseeing, heritage and history and to enjoy the seaside experience…
Switchers & Extras ‘Switchers’ took at least one holiday in England that directly replaced an overseas holiday. ‘Extras’ took more domes0c holidays than they had done previously. Together, these ‘Stayca0oners’ drove the upliZ in domes0c holidays seen from 2009. Visit England GB Tourism Survey
“Discover “Traditional & explore” families”
Switchers “Golden memories & Extras & Peace of mind”
Isle of Wight 2013 Campaign elements: In print • Tradi0onal bookings • New business driver Online • Digital founda0on • Smart marke0ng
Tradi0onal bookings… Isle of Wight 2013 210mm x 210mm 50,000 print run Brochure fulfilment for early bookers/planners January to March 2013
ISLE of WIGHT
2013
no island comes this close
1
New business driver… Isle of Wight 2013 “mini guide” 105mmx108mm 300,000 print run Success Isle of Wight 2012 3 geographic edi0ons Works directly with online March – May 2013
ISLE of WIGHT 2013 family holidays short breaks days out
no island comes this close
New business driver… Isle of Wight 2013 “mini guide” 105mmx108mm 300,000 print run Success Isle of Wight 2012 3 geographic edi0ons Works directly with online March – May 2013
ISLE of WIGHT 2013 family holidays short breaks days out
no island comes this close
Isle of Wight 2013 Campaign elements: In print • Tradi0onal bookings • Word of mouth • New business driver Online • Digital founda0on • Smart marke0ng
Digital founda0on… • Only 5% in UK plan a trip without the web • Crucial for short-‐lis0ng des0na0ons • Average of 6 websites for informa0on • 20-‐34 & AB even more Source: Colin Shaddock, Director BDRC Con0nental -‐ NMA 11th Feb 2010
Digital founda0on… isleofwight.co.uk • The “lost” website • No display adver0sing • Focus on conver0ng new business leads • Backbone for campaign
isleofwight.co.uk Â
isleofwight.co.uk • Digital founda0on • Works directly with print element • Focus on conver0ng interest into business • Commitment to great content – daily updates • No display adver0sing
Smart digital marke0ng Researching
How Do You Spend Your Time Online? Reaching Out
Relaxing
Isle of Wight 2013 in print & online… ISLE of WIGHT
ISLE
of
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20 lidays family ho reaks short b s out day
no island comes this close
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comes th d n a l is no
1
www.isleofwight.co.uk
350,000 items of print
2013
Thank you