Campaigns Marketing Campaigns Manager This time last year... - - PowerPoint PPT Presentation

Marketing Campaigns

Past, Present and Future

Danielle Sorsby

Marketing Campaigns Manager

This time last year...

#UniqueDistrict DEF Projects One year into the website Gateway Partnerships Social Media

Tonight...

#UniqueDistrict Update International Projects Social Media& Web Future Campaigns

Unique District Update

• 4 phases; Trendsetters, Groups, Empty

Nesters and Camping and Caravanning

NEW user sees UniqueDistrict entry picture This user is influenced to visit the region User books & visits region for a short break User takes pictures whilst in the region User uploads pictures on their

• wn Social

Media to a new audience

Unique District - Thank you!

• Accessible Derbyshire
• Bakewell Bakery
• Bolsover Castle
• Camping & Caravanning

Club

• Chatsworth Estate Farm

Shop

• Chatsworth
• Crich Tramway Village
• Ellen & Peter Outram
• Hassop Station and

Monsal Trail Cycle Hire

• Heights of Abraham
• Marian French
• New Bath Hotel and Spa
• Peak Ales
• Peak District National Park Cycle Hire
• Peak Venues
• Seth & Martha Hunt
• Silver & Stone
• The George Hotel
• Thornbridge Outdoors
• Tom Hodgson & Family
• Treak Cliff Cavern

Uniq ique Dis istrict – Next Phases

Dog Friendly Romantic Breaks Food and Drink

Unique District Stats

• Videos viewed over 70k

times

• 50 #UniqueDistrict posts

a day

• 1k #UniqueDistrict

engagement a day

• 4% web link click

increase on Facebook

• 67% web link click

increase on Twitter

• 468% web link click

increase on Instagram

• Total of 12% web link

click increase across all Social Media

In International Proje jects

England's Heartlands England’s Great Walking Trails National Parks Experience Collection Manchester as a Northern Gateway Gourmet Garden Trails The Explorer’s Road

England's Heartlands

• Marketing Birmingham,

Birmingham Airport and Shakespeare's England

• Targetting US Millennials
• Press & Influencer Trips Hosted

England's Heartlands

• Marketing Birmingham,

Birmingham Airport and Shakespeare's England

• Targetting US Millennials
• Press & Influencer Trips Hosted

Walking Trails

• Visited the Netherlands and Germany for

Trade and Consumer shows

• Attended WTM in London to talk to the

trade

• Recruited several project partners

including Stay in a Pub and Camping and Caravanning Club

• Developed walking itineraries to take to

market

• Produced photography and videos for

each of the trails

• Recruited a creative agency and PR

agency to launch the Marketing campaign

• Developed, designed and populated a

website launching in January

Discover England’s Great Walking Trails

Epic Trails TV

“I must admit I may have held a slight prejudice in thinking that UK wouldn't quite compare to the exotic beauty of other locations, but man was I wrong. I was constantly surprised at the amount of natural beauty and stunning views to be found along the Pennine Way. Setting off from the Old Nags Head in Edale, and every step along the way to Scotland, the trail had plenty of adventure. I think the US audience will be surprised by the episode. The Peak District & Derbyshire offers so much more than just great hiking. Friendly locals, great local fare, and the opportunity to climb at Stanage was fantastic. I firmly believe this episode will deliver a well-rounded and exciting episode that will have people exclaiming, ‘I had no idea that was in England!’”

Peak District and Derbyshire Benefits

• Making most of marketing
• pportunities
• Raising profile nationally and

internationally

• Itineraries in Edale/Hope

Valley

• UK Walking Holidays

promoted Internationally

• Bookable unique experiences in the Peak District

National Park

• Promoting to a German and Australian market
• Delivering completely unique experiences that

celebrate the people and the places within the park

• Developed 8 experiences within the Peak District

National Park working with around 14 businesses

• 8 Accommodation providers on board with 3 as back

up accommodation

National Parks Experience Collection

National Parks – Experience Example

Create

Make a decoration and/or a piece of jewellery to take home with you

Workshop

Head into the workshop and polish your stone

Caves

Head down into the caves and pick a piece of Blue John

Mining

Get suited up, ready to mine with a real Blue John miner

Tour

Go on consumer tour of the show caves

Agenda

Spend a day at Treak Cliff Cavern

Experience

Blue John Experience

Experiences Developed

National Park Experience Collection

Manchester

• US Market
• Northern Gateway
• 3 one day excursions
• 1 overnight excursion
• Chatsworth excursion already on sale

with Great Days

Gourmet Garden

• Pilot year: Gardens and

Gourmet Pass

• Dutch and German market
• Itinerary development within

each destination

• Videos and photography done
• 60 businesses engaged
• 10 itineraries produced

Explorer’s Road

East of England Touring Route Led by Newcastle Gateshead Touring route of the A1 Stopping at destinations in the East of England Will benefit our North East Derbyshire and Bolsover product

DEF Im Impact

Trade relationships New markets Raising awareness Product development Relationships with other DMOs International Trade Shows Accessing New Collateral New Learnings Measure growth

International Stats

1.US – 26.25%

• 2. Australia – 18.69%
• 3. Netherlands– 20.73%
• 4. Germany – 29.27%
• 5. Canada – 28.30%
• 6. France – 29.39%
• 7. Ireland – 15.35%
• 8. Belgium – 56.87%
• 9. Spain– 20.89%
• 10. Italy – 63.33%

24% Increase

• n Web

Sessions 24% Increase on New Users 93,268 International Web Sessions in 2018

Percentage increase on web sessions 2017 v 2018

Top 10 International visitors

Social Media and Web

Web stats

Web Sessions 20.99% Users 18.79% Page Views 11.71% 1.4 Million Sessions 1.06 Million Users 60% users are female 25% of users are 25-34 year olds 50% Mobile 32% Desktop 18% Tablet 83% Organic Search 10% Direct 4.4% Referral 2% Social Media

Social Media

34,974 likes 45,275 avg monthly reach 15,576 avg monthly engagement

Facebook

35,001 followers 185,889 avg monthly impressions 5,110 avg monthly engagement

Twitter

26,153 followers 136,832 avg monthly reach 31,245 avg monthly engagement

Instagram

96,128 Social Media Following 4.4 Million annual reach/impressions

Next 12 months

Marketing Campaigns

Food and Drink

• 29% of people think Britain has an attractive food and drink
• ffering
• That ranks us in joint 5th place behind Italy, France, Spain and

the US

• 60% said that British food products are good quality
• 56% said that Britain is a good place to try local speciality

Food and Drink

• Food & Drink falls

under Experiential Tourism

• Derbyshire product

is unique and story- telling

• Food & Drink could

and should become its own branch of tourism in the area

Food and Drink Campaign Delivery

• Business Support for Food and

Drink businesses

• Networking Events to meet

the MPDD team

• Focus group with local

ambassadors

• Onboarding of Food and Drink

businesses

• Improving existing content

Food and Drink Campaign

• A5 Food and Drink

Magazine

• An inspiring video
• Instagram account
• Advertising and PR

Corporate Bookings

• Relaunching 'Conference

Derbyshire' concept

• Rebrand & launch of microsite
• Business Visits
• Conferences
• Team Building Days
• Weddings
• More midweek bednights!

Corporate Campaign

• Branding
• Onboarding
• Content Gathering
• Website launch Spring 2019
• Conference and Hospitality Trade Shows

STEAM data

Spend Jan Feb

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

2009 80 78 97 148 160 151 172 216 150 130 75 73 1530 2017 140 133 138 190 204 193 247 271 191 180 132 119 2138

75% 70% 42% 28% 27% 27% 43% 25% 27% 38% 76% 63% 40%

£2.15 Billion 40.45 Million 28,630

6% Increase 1.3% Increase 2.5% Increase

Thank You

Danielle Sorsby

danielle.sorsby@marketingpdd.com