Case Study
Discover Dorset
How a PR strategy can suppor t existing marketing activity to launch a new product and increase bookings
visit coastaltourismacademy.co.uk
visit coastaltourismacademy.co.uk
The Project Local attraction and transport provider Discover Dorset wanted to launch a day trip from London to Dorset to feature the Jurassic Coast. With the product ready to launch they sought help with its promotion.
The Background The Jurassic Coast in Dorset features internationally renowned landmarks such as Lulworth Cove and Durdle Door. It is within two hour’s reach of London by train, so has the potential to offer day visitors, both domestic and international, the opportunity to see this World Heritage Site within one day. The owner of Discover Dorset, a local attraction and transport provider, attended a National Coastal Tourism Academy event for the tourism trade in Bournemouth which highlighted the vast potential the lucrative London tourist market could bring to the town. As a result, Discover Dorset decided to extend their existing product to include a full day excursion from London, working in partnership with a train provider. They then approached the NCTA for help to develop their marketing strategy, in a cost-effective way.
The Client Discover Dorset offers visitors guided sightseeing day tours of the county of Dorset in branded comfortable mini-buses. It also offers day trips from Bournemouth to further afield including, the Isle of Wight, Salisbury & Stonehenge, Bath and Oxford. Highly popular with tourists, the tours are flexible and affordable. By travelling in mini-bus, tours can cover areas inaccessible to coaches and because numbers are low, the commentary can be tailor-made for the group. The operator investigated the development of a one-day ‘London to Durdle Door’ excursion rail ticket with South West Trains, the cost included return rail travel to allow visitors to visit and shop in Bournemouth before returning to London. Discover Dorset added a collection point at the railway station and adjusted their Jurassic coast tour to work with the train time. Visitors were encouraged to arrive in Bournemouthby 10.30am to meet the tour. The product was intended as a lower cost, flexible option to compete with the existing ex-London day excursion market. Discover Dorset approached the NCTA to help with marketing the new tour to the London market. 1
Case Study : Discover Dorset
The Action After discussing the existing marketing plan and activity, PR was agreed as the key gap that Discover Dorset needed support for. The NCTA researched and appointed an experienced PR consultant and tourism marketing specialist to create a PR strategy that would run alongside Discover Dorset’s already successful online marketing campaign. The consultant specialised in tourism and had contacts with travel trade journalists, including those in London. The project objectives were: 1. To prepare a PR plan to identify the correct media and to establish methods of how to communicate effectively with London residents 2.
To write three press releases to achieve press coverage to advertise a ‘London to Durdle Door’ package
3.
To prepare a competition package and liaise with appropriate media to secure editorial promotion
4. To arrange a familiarisation visit for London media, and accompany journalists on a specified day visit to secure further coverage The NCTA funded Phase 1 and 2 with the agreement that Phases 3 and 4 would be completed at the client’s discretion. A PR strategy and three press releases were written and distributed, with coverage achieved in the London press, specifically targeting overseas customers who live in London. Incoming visitors to London would be reached by other existing marketing methods. To capitalise on the summer holiday market, the strategy was created, signed off and the press releases issued within a three week period in spring. Costs were approx £650 for phases 1 and 2. 2
Case Study : Discover Dorset
Results Press coverage was obtained in the London media and the ‘London to Durdle Door’ package was successfully run several times over the summer. However, additional online promotion was left late and the PR alone could not generate on-going bookings and interest. Discover Dorset concluded that London journalists would expect a more premium offer should they be invited to experience the new tour, and therefore a press day was on hold. Discover Dorset had very high expectations from the London media and had wanted greater press coverage. The operator has since undertaken more research into the London market and decided to invest in product enhancements. PA systems on the coaches are due to be upgraded, and may be replaced with Smart technology with an app that can download relevant information. The operator wished to explore new technology and ways that coach trips could be enhanced, with downloadable commentary to phones, more in-depth sightseeing information and maps made available, in different languages.The partnering partnership with SW Trains was considered successful and as a result, the operator is exploring other opportunities with ferry and coach providers. As a result of working with the NCTA, Discover Dorset is also looking at ways to streamline costs and create a more sophisticated ticketing system, so tickets cannot be copied or used fraudulently.
Conclusion
The concept of launching a new product to diversity into a new market was prudent. However, greater emphasis on understanding product-market fit is essential when developing a product. Even with the most robust PR strategy, press coverage is never guaranteed and penetrating the national and London media is particularly tough. It is therefore imperative that expectations are managed carefully and an on-going press campaign continues. It is also vital that marketing starts early in the year to attract good numbers for the summer and an integrated, holistic marketing campaign is put in place to achieve results.. The project has helped the company to think more strategically, both with marketing and product development to ensure the new Jurassic Coast tours grow successfully. 3