Gill Haigh, Managing Director and Rachel Tyson, Head of Marketing - - PowerPoint PPT Presentation

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Gill Haigh, Managing Director and Rachel Tyson, Head of Marketing - - PowerPoint PPT Presentation

Feb 18, 2024 7 likes •208 views

Gill Haigh, Managing Director and Rachel Tyson, Head of Marketing & Sales, Cumbria Tourism Sponsored by Partnerships & Collaborations Members VB/VE & Northern DMOs LEP , LDNPA and Local Authorities MPs Patron

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Gill Haigh, Managing Director and Rachel Tyson, Head of Marketing & Sales, Cumbria Tourism

Sponsored by

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Partnerships & Collaborations

  • Members
  • VB/VE & Northern DMOs
  • LEP

, LDNPA and Local Authorities

  • MPs
  • Patron & Strategic Partners
  • Federation of Small Businesses
  • Transport providers
  • World Heritage Marketing Group & other

tourism partners

  • Lake District Foundation

Sponsored by

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  • 15 Cumbrian businesses invited to showcase at

Westminster

  • #cumbriaday reached 16.5 million on Twitter
  • 2500 tweets
  • People who love Cumbria
  • Excellent collaboration and uptake from businesses

and individuals

#cumbriaday

Sponsored by

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Lobbying - The go to voice of the Industry

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Sector Deal

Sponsored by

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Current areas of focus

Sponsored by

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  • Millennials/Y’s will be largest spending group
  • Powerful consumer demographic
  • Huge shift in values and demographics
  • Patterns of consumption & influence are different
  • Use of technology ingrained
  • Enhances every facet of their lives
  • Don’t trust corporate sources unless validated

MIL ILLENNIAL/GENERATIO ION Y Born between 80s & 90s Now in late 20s & 30s POST MIL ILLENNIAL/GENERATION Z 25 & under

Younger audience

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Microgapping

  • 82% 18-34 year olds interested in

a travel/career break

  • 59% want to explore new

cultures

  • 34% want to tick something off

their bucket list

  • 25% want to volunteer or

support a good cause

  • 57% said they would likely go

within the next three years

  • Main barrier is financial and

career impact

  • VB is positioning ‘microgapping’

– shorter breaks near to home

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Themes & Targeting

Key themes

  • Outdoor Adventure (Adventure Capital)
  • Heritage and Culture
  • Food & Drink

Sub ub themes

  • Experiences
  • Luxury
  • Wellbeing
  • Festivals & Events

Do Domestic

  • 3 hour drive/travel time
  • North West, North East
  • London & South East

Internati tional

  • US & India
  • Supporting Japan & China via existing

forums

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Travel Recovery

  • Develop responsible itineraries

and experiences

  • Produce creative video & imagery
  • Two bursts of activity – Feb/Mar

& May/June

  • Promotion in key rail stations,
  • nline, social media & press
  • PR, press trips and influencers
  • Encourage signposting of travel

information by businesses

Campaigns

Sponsored by

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#theplacetobe campaign

  • 32M reach in Winter 17/18
  • Golakes Club – VIP scheme
  • Countryfile supplement
  • PR/press trips
  • Social media (audience of 300K)
  • Push on winter breaks
  • Toolkit for members
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Digital

Golakes – 5M unique visitors

  • Review of digital activity

Customer database 104K+ (post GDPR and good open rate)

  • Themed segmented databases

Social media audience of 300k

  • 187k ‘The Lake District, Cumbria’ Facebook

Sponsored by

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Marketing Opportunities

  • The Lake District, Cumbria Holiday Guide (120K copies, mainly out of county)
  • Attractions Guide (420K copies, in 6 different languages)
  • Food and Drink Guide (30K copies, mainly in county)
  • Adventure Guide (40K copies, mainly in county)
  • Dog Friendly (40K copies)

Sponsored by

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Taking Cumbria on the road

Sponsored by

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International Marketing

  • Discover England Projects

– England’s Northern World Heritage Collection – England’s National Parks Experience Collection – Manchester International Gateway – National Trails

  • Manchester & Liverpool Airport

arrivals

  • India and US

Sponsored by

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Destination PR

  • In 2018 CT’s Destination PR reached 60M+
  • Winter campaign (Daily Express, Sunday Times

Travel, the I and Irish news (Feb)

  • Australian influencer visited autumn
  • Film/TV location collaboration

– Social takeover 20 Feb (ahead of Oscars) – Creative England to pose a number of questions – NW DMOs will take part – #filminNWEngland

Sponsored by

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Making CT work for you…

  • CT will continue to lobby on your behalf
  • Access to CT’s marketing channels
  • Destination PR opportunities
  • Enter CT awards
  • Free advert on Golakes and extra pages where relevant e.g.

Weddings, Food and drink, conferences

  • Free business advice and workshops (Growth Catalyst)
  • Free access to CT’s research
  • Networking, introductions, signposting, letters of support
  • Post job vacancies with CT
  • Shape our activity/Have your say
  • Itineraries/content
  • Marketing toolkits
  • Photography
  • MyCumbria Food & Drink offer
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Benefits negotiated for your business…

  • Lamont Pridmore – will pay CT membership for new clients
  • Sealy Beds – 20% discount
  • H&H Reeds Printers – 10% discount
  • Out of Eden – 10% discount
  • Web Predators – 10% off new website and photography
  • Thomson Hayton Winkley – free legal helpline and 10% off legal services
  • Regalo – 50% off one off set up fee (worth £250) and promotion through

Golakes

  • Cumberland Building Society – competitive rates on business accounts

Sponsored by