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

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

Jul 24, 2023 223 likes •833 views

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

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Croeso 2015

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

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Rhanbarthau / Regions Adran / Department Marchnata / Marketing

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Y Fforwm Rhanbarthol Regional Fora Ymwneud pellach â’r diwydiant Wider Industry Engagement Perthynas 1-1 Relationships

Lleol / Local

Un cyswllt clir yn CC A named, Visit Wales ‘one-stop-shop’ contact

Rhanbarthol Regional

Ein Fforwm Rhanbarthol newydd Feed into the new, Regional Forum

National

Bwrdd Cynghori Twristiaeth Tourism Advisory Board

3 lefel / levels:

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  • 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

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

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  • 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
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Tourism as a flag-carrier Experiences and Stories A brand with heritage and tradition Fusion: landscape, heritage, culture Fresh, contemporary, alive - Creative Twristiaeth ar flaen y gâd Profiadau a straeon Brand gyda thraddodiad a threftadaeth Cynhysgsaeth: gwlad, diwylliant, hanes Ffres, cyfoes, byw – Creadigol

“Creu gwell dyfodol trwy ddatblygu elfennau o’r gorffennol.” “Make a better future by developing elements from the past.” Goethe

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Magical Experiences in breath-taking places

Alive Creative Natural Cultural

Year of themes Investment Strategy and Innovation Funds

Original Magical Ein Stori / Our Story

21C Heritage Landscape of Adventures Croeso Country Living Welsh Culture

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Marchnadoedd/Markets

CAT D:

Newydd/Emerging CAT C: Aeddfed/Mature Ewrop/Europe Awstralia/Australia CAT B: Allweddol/Priority Almaen/Germany UDA/USA CAT A: Craidd/Core DU/UK Iwerddon/Ireland CAT A: Cymru/Wales

Digidol a Chymdeithsol / Digital and Social Cyfryngau / Media – inc word of mouth in small markets Masnach Deithio / Travel Trade Gwefan / Website Ymgyrchoedd / Campaigns Partneriaethau / Partnerships Print

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

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Does unman yn debyg i Gymru: Have you packed for:

  • Imaginative experiences – ‘hwyl’:
  • Landscapes of life and adventure
  • A reinvigorated food and drink scene
  • Hwyl events in unique locations – inc RWC
  • Quirky, talked-about places to stay in the country
  • A young, energetic capital city 2hr from London
  • Fresh and world-class creative talent and output
  • Profiadau dychmygus – ‘hwyl’:
  • Tirweddau o antur a natur
  • Sîn fwyd a diod ffresh
  • Digwyddiadau byw mewn lleoliadau unigryw - CRB
  • Llefydd unigryw, difyr i aros yn y wlad
  • Prifddinas ifanc, egnïol 2 awr o Lundain
  • Talent ac allbwn creadigol o ansawdd rhyngwladol
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themaublynyddol@cymru.gsi.gov.uk / thematicyears@wales.gsi.gov.uk 2016: Antur - Year of Adventures 2017: Chwedlau - Year of Legends 2018: Môr – Year of the Sea

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  • 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…”

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Diolch

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24 Tachwedd 2014 24 November 2014

Rhannu Ein Straeon Sharing Our Stories

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Profiadau Cofiadwy a Dychmygus Imaginative, Memorable Experiences

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

Canlyniadau Results

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Does unman tebyg i Gymru Have you packed for Wales?

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Segmentau Segments

  • Archwilwyr Annibynnol

– Cyplau hŷn sy’n hoff o ddiwylliant a chrwydro – Cyplau sy’n mwynhau golygfeydd – Teuluoedd sy’n hoffi crwydro – Pobl sy’n hoffi crwydro cyn cael plant

  • Independent Explorers

– Older Cultural Explorer Couples – Scenic Explorer Couples – Active Family Explorers – Pre-Family Explorers

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2015

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Marchnadoedd Markets

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

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

  • Iwerddon: Dechrau 19 Ionawr
  • Partneriaid:

– Aer Lingus – Irish Ferries – Stena

  • Ireland: January 19 Launch
  • Partners:

– Aer Lingus – Irish Ferries – Stena

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Marchnadoedd Markets

  • Cymru: Dechrau 19 Ionawr
  • Pwyslais ar deuluoedd tan

Pasg 2015

  • Wales: January 19 Launch
  • Family market focus to Easter

2015

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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

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2015

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“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

Golff Golf

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Mordeithio Cruise

  • 15,500 ymwelydd i Gymru

yn 2013, 19,800 yn 2014

  • 23% yn fwy o deithwyr
  • Amcangyfrir effaith economaidd
  • £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

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Source | Instagram | @flyjon

Marchnata Digidol Digital Marketing

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Traffig i’r Wefan

+56%

Site Traffic Ymwelwyr

+47%

Visitors

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Chwilio am Gynnyrch

+10,000

Product Search Cliciau

+1,000

Clicks

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Amserlenni Itinerary

YouTube

Trip Cystadleuaeth Competition

Ailfarchnata Remarketing YouTube Facebook Twitter

Dylanwadwyr Influencers

Content Amplification Content Promotion Visit Wales Internal

Anfon 5 cymuned o flogwyr fideo i fas data Croeso Cymru Migrate 5 Video Blogger communities to the Visit Wales Database

150,000 Ymateb 5,320 3.6% Responses 68,000

visitwales.com

Amlygu Cynnwys Hyrwyddo Cynnwys Croeso Cymru Mewnol

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

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

http://j.mp/VWBarryTV

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Jamie Oliver’s FoodTube

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Amserlenni Itinerary

YouTube

Trip Cystadleuaeth Competition

Ailfarchnata Remarketing YouTube Facebook Twitter

Dylanwadwyr Influencers

Content Amplification Content Promotion Visit Wales Internal

Anfon 5 cymuned o flogwyr fideo i fas data Croeso Cymru Migrate 5 Video Blogger communities to the Visit Wales Database

150,000 Ymateb 5,320 3.6% Responses 68,000

visitwales.com

Amlygu Cynnwys Hyrwyddo Cynnwys Croeso Cymru Mewnol

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4 6

Itinerary Hub

YouTube Video Bloggers

Trip Stream Competition Form

GDN Remarketing YouTube Remarketing Facebook Promoted Post Twitter Promoted Tweet

Related Influencers

  • Ecosystem

The Perfect Recipe

Content Amplification Content Promotion Visit Wales Internal

Migrate 5 YouTube Video Blogger communities to the Visit Wales Database using 6 different touch points simultaneously

150,000 Followers 5,320 Form Fills 3.6% 68,000

Visits to VW.com

Ymatebion nawr:

+18,000

Responses to date

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

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Felly, be nesa? So, what next?

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

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Priority C ‘Special’/emerging D Limited/reactive Priority A & B

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Tyfu’r Farchnad Growing the Market

  • Busnes o 100 cwmni meincnod

wedi tyfu c. 28% yn 2013.

  • Maent werth £5.53 miliwn

i Gymru.

  • 66% o gwmniau sydd eisoes

yn gwerthu Cymru yn bwrdiadu datblygu/gwerthu rhagor.

  • 31% o gwmniau sydd ddim ar

hyn o bryd yn gwerthu Cymru yn bwriadu gwneud.

  • Business generated by

benchmark 100 tour operators grew c. 28% in 2013.

  • These operators are worth

£5.53 million to Wales.

  • 66% of operators already selling

Wales plan to develop/sell more.

  • 31% of operators not already

including Wales are planning/have strong interest to include it.

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ITB Berlin Explore GB & March Marketplace World Travel Market Best of Britain & Ireland

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Digwyddiadau Busnes Business Events

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Cysylltiadau Cyhoeddus Public Relations

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Sylw yn y Wasg Press Coverage

En Route, Air Canada New York Times National Geographic Traveller The Telegraph

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Gweithio gyda Working with journalists newyddiadurwyr

  • Profiad gorau – i syfrdanu!
  • Gwerth am arian
  • Dim sicrwydd
  • Mesurir canlyniadau

– CGH (Targed £10 miliwn) – CIW (Targed 1 miliwn)

  • Yn 2013/14, cafwyd:

– CGH o £35,361,881.43 – CIW o 3,304,894,501

  • Best visitor experience to “wow”
  • Value for money for PR budget
  • No guarantees
  • Results are measured

– AVE (Target £10 million) – OTS(Target 1 Million)

  • For 2013/14, we generated:

– AVE of £35,361,881.43 – OTS of 3,304,894,501

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Camau Nesa Next Steps

  • Ymweliadau, Cystadlaethau, a

ffyrdd eraill o weithio gyda ni:

– Cofnodwch diddordeb ar

lein yn y Flwyddyn Newydd

  • Press trips, Prizes and other

ways of working with us: – Register interest online in the New Year.

productnews@wales.gsi.gov.uk