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

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 & Strategic Partners • Federation of Small Businesses • Transport providers • World Heritage Marketing Group & other tourism partners • Lake District Foundation Sponsored by

#cumbriaday • 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 Sponsored by

Lobbying - The go to voice of the Industry

Sector Deal Sponsored by

Current areas of focus Sponsored by

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

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

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

Campaigns Travel Recovery • Develop responsible itineraries and experiences • Produce creative video & imagery • Two bursts of activity – Feb/Mar & May/June • Promotion in key rail stations, online, social media & press • PR, press trips and influencers • Encourage signposting of travel information by businesses Sponsored by

#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

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

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

Taking Cumbria on the road Sponsored by

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

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

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

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