Croeso 2015 180m gwariant ychwanegol 180m additional spend 35m AVE - PowerPoint PPT Presentation

Croeso 2015

£180m gwariant ychwanegol £180m additional spend £35m AVE £35m AVE WTM, BOBI, ITB: £3.8m WTM, BOBI, ITB: £3.8m visitwales.com - 3m visitwales.com - 3m cynnwys digidol digital content DT100 a digwyddiadau mawr eiconig DT100 and iconic major events 66% wedi gweld marchnata o Gymru 66% saw marketing from Wales

Rhanbarthau / Regions Adran / Department Marchnata / Marketing

3 lefel / levels: National Bwrdd Cynghori Twristiaeth Rhanbarthol Tourism Advisory Board Regional Lleol / Local Ein Fforwm Rhanbarthol newydd Un cyswllt clir yn CC Feed into the new, Regional Forum A named, Visit Wales ‘one -stop- shop’ contact Y Fforwm Perthynas Rhanbarthol 1-1 Regional Fora Relationships Ymwneud pellach â’r diwydiant Wider Industry Engagement

1. Cronfa Ranbarthol / Regional Fund £142,900 – x10 ardal DDn / x10 destinations SE – 2. Fforwm Twristiaeth Newydd / New Tourism Forum – Chwefror/February 3. Mapio perthnasau / Relationship mapping Alice Brown: AliceBethany.Brown@wales.gsi.gov.uk Vivienne Wilfred: VivenneMelanie.Wilfred@wales.gsi.gov.uk

• % o Brydain / % from the GB? • Gwariant y dydd – Prydain / Spend per day – GB? • % o’r farchnad ryngwladol / % of international market? • Prif farchnad ryngwladol / Main international market? • Denu ymwelwyr / Main attractors? • Dilynwyr CC ar CC / VW followers on social?

Targedu tŵf o 10%: Target 10% growth: Cynnydd o 29% mewn gwariant 29% increase spend by 2020 O £1.93b-£2.49b - preswyl From £1.93b to £2.49b - staying +1m taith o DU / 250k rhyngwladol +1m trips UK / 250k international

• Tŵf cynaladwy / Sustainable growth • Prydain / GB: • Gwerth y brand / Brand equity • Cyfran marchnad wyliau / Share - holiday market • Newydd & anghyson, gwariant-uchel / New & lapsed, high-yield • Gwariant - rheoliadd / Driving spend from repeat • Tŵf gydol y flwyddyn / Year round growth • Prif farchnadoedd eraill / Other key markets: • Ymwybyddiaeth brand / Brand awareness • 1m ymwelwyr / visitors

Twristiaeth ar flaen y gâd Tourism as a flag-carrier Profiadau a straeon Experiences and Stories Brand gyda thraddodiad a threftadaeth A brand with heritage and tradition Cynhysgsaeth: gwlad, diwylliant, hanes Fusion: landscape, heritage, culture Ffres, cyfoes, byw – Creadigol Fresh, contemporary, alive - Creative “ Creu gwell dyfodol trwy ddatblygu elfennau o’r gorffennol .” “Make a better future by developing elements from the past.” Goethe

Ein Stori / Our Story Natural Cultural Magical Original Alive Creative Magical Experiences in breath-taking places 21C Heritage Living Welsh Culture Landscape of Adventures Croeso Country Investment Strategy and Innovation Funds Year of themes

Marchnadoedd/Markets Ymgyrchoedd / Campaigns Digidol a Chymdeithsol / Digital and Social Partneriaethau / Partnerships Print Gwefan / Website Cyfryngau / Media – inc word of mouth in small markets Masnach Deithio / Travel Trade CAT C: CAT B: CAT A: Aeddfed/Mature Allweddol/Priority Craidd/Core CAT D: Ewrop/Europe Almaen/Germany DU/UK CAT A: Newydd/Emerging Awstralia/Australia UDA/USA Iwerddon/Ireland Cymru/Wales

Tîm Integredig Integrated team Brandio ffres Brand Refresh DU, yr Almaen UK, Germany Partneriaethau Brand Brand partnerships VisitBritain Countryside VisitBritain Countryside Profiadau a chynnwys newydd New experiences and content Twristiaeth Fusnes Business Tourism

Does unman yn debyg i Gymru: Have you packed for: Profiadau dychmygus – ‘ hwyl ’: Imaginative experiences – ‘ hwyl ’: • • Tirweddau o antur a natur Landscapes of life and adventure • • Sîn fwyd a diod ffresh A reinvigorated food and drink scene • • Digwyddiadau byw mewn lleoliadau unigryw - CRB Hwyl events in unique locations – inc RWC • • Llefydd unigryw, difyr i aros yn y wlad Quirky, talked-about places to stay in the country • • Prifddinas ifanc, egnïol 2 awr o Lundain A young, energetic capital city 2hr from London • • Talent ac allbwn creadigol o ansawdd rhyngwladol Fresh and world-class creative talent and output • •

2016: Antur - Year of Adventures 2017: Chwedlau - Year of Legends 2018: Môr – Year of the Sea themaublynyddol@cymru.gsi.gov.uk / thematicyears@wales.gsi.gov.uk

• Profiadau a Straeon / Experiences and Stories • Cydweithio creadigol / Creative collaborations • Tu hwnt i ffiniau / Hybrid thinking “A brand is a story that is always being told…”

Diolch

Rhannu Ein Straeon Sharing Our Stories 24 Tachwedd 2014 24 November 2014

Profiadau Cofiadwy a Dychmygus Imaginative, Memorable Experiences

Canlyniadau Results 130,000 Ymateb 166,590 (+12% v 2013) 130,000 Responses 50% Yn Cofio Gweld Gwaith Croeso Cymru 66% 50% Recall of Campaign Materials

Does unman tebyg i Gymru Have you packed for Wales?

Segmentau Segments • Archwilwyr Annibynnol • Independent Explorers – Cyplau hŷn sy’n hoff o – Older Cultural Explorer ddiwylliant a chrwydro Couples – Cyplau sy’n mwynhau – Scenic Explorer Couples golygfeydd – Active Family Explorers – Teuluoedd sy’n hoffi – Pre-Family Explorers crwydro – Pobl sy’n hoffi crwydro cyn cael plant

2015

Marchnadoedd Markets DU • Iwerddon • Cymru • Yr Almaen • UK • Republic of Ireland • In-Wales • Germany •

Marchnadoedd Markets DU: Dechrau 19 Ionawr • Ionawr: Teuluoedd • Mawrth: Pawb • UK: January 19 Launch • January: Families • March: All 4 segments •

Marchnadoedd Markets Iwerddon: Dechrau 19 Ionawr • Partneriaid: • – Aer Lingus – Irish Ferries – Stena Ireland: January 19 Launch • Partners: • – Aer Lingus – Irish Ferries – Stena

Marchnadoedd Markets Cymru: Dechrau 19 Ionawr • Pwyslais ar deuluoedd tan • Pasg 2015 Wales: January 19 Launch • Family market focus to Easter • 2015

Marchnadoedd Markets Yr Almaen: Dechrau Rhagfyr • Pwyslais ar gyplau • Partneriaid: • VisitBritain – Trefnwyr Gwyliau – Cwmnïau Teithio – Germany: Begins December • Couples segment focus • Partners: • VisitBritain – Tour Operators – Carriers –

2015

Golff Golf “I really fell in love with it immediately. It’s a great golf course…I can now check it off my bucket list.” Tom Watson, – 2014 Senior Open Championship

Mordeithio Cruise 15,500 ymwelydd i Gymru • yn 2013, 19,800 yn 2014 23% yn fwy o deithwyr • Amcangyfrir effaith economaidd • o £2.4m yn 2013 15,500 passengers pan Wales • 2013, 19,800 in 2014 23% cruise passenger increase • Economic impact estimate was • £2.4m for 2013

Source | Instagram | @flyjon Marchnata Digidol Digital Marketing

Traffig i’r Wefan Ymwelwyr +56% +47% Site Traffic Visitors

Cliciau Chwilio am Gynnyrch +10,000 +1,000 Product Search Clicks

Croeso Cymru Mewnol Visit Wales Internal Hyrwyddo Cynnwys Content Promotion Amlygu Cynnwys Content Amplification Facebook Twitter Ailfarchnata YouTube 68,000 Remarketing visitwales.com Ymateb Dylanwadwyr Influencers Cystadleuaeth Trip 5,320 Competition 3.6% YouTube Responses Anfon 5 cymuned o flogwyr fideo i fas data Amserlenni Croeso Cymru 150,000 Itinerary Migrate 5 Video Blogger communities to the Visit Wales Database

http://j.mp/VWFrenchGuy http://j.mp/VWYTBarry http://j.mp/VWFBusker http://j.mp/VWChiappa http://j.mp/VWYTRiver

http://j.mp/VWFrenchGuy http://j.mp/VWYTBarry http://j.mp/VWFBusker http://j.mp/VWBarryTV http://j.mp/VWChiappa http://j.mp/VWYTRiver

Jamie Oliver’s FoodTube

Croeso Cymru Mewnol Visit Wales Internal Hyrwyddo Cynnwys Content Promotion Amlygu Cynnwys Content Amplification Facebook Twitter Ailfarchnata YouTube 68,000 Remarketing visitwales.com Ymateb Dylanwadwyr Influencers Cystadleuaeth Trip 5,320 Competition 3.6% YouTube Responses Anfon 5 cymuned o flogwyr fideo i fas data Amserlenni Croeso Cymru 150,000 Itinerary Migrate 5 Video Blogger communities to the Visit Wales Database

The Perfect Recipe Visit Wales Internal Ecosystem Content Promotion • Content Amplification Facebook Twitter Promoted Promoted Post Tweet Ymatebion nawr: GDN YouTube 68,000 Remarketing Remarketing Visits to VW.com +18,000 5,320 Related Influencers Competition Trip Stream Form Fills Form Responses to date 3.6% YouTube Video Bloggers Migrate 5 YouTube Video Blogger communities to the Visit Wales Database Itinerary Hub 150,000 using 6 different touch points simultaneously Followers 4 6

Eleni rydym wedi ennill gwobrau… Ac wedi maeddu rhai enwau mawr! This year we ’ ve won some awards … And beaten some well known brands!

Felly, be nesa? So, what next?

Mae angen eich cymorth chi We need your help Cynnwys cywir Right content • Person cywir Right person • Y ddyfais gywir Right device • Amser cywir Right time • Y weithred gywir Right action •

Gweithio’n Rhyngwladol trwy Drefnwyr Teithiau Reaching International Markets & Tour Operators