MPDD Marketing - Looking Ahead Danielle Sorsby, Marketing Campaigns Manager
Introduction • MPDD Marketing Campaigns & Projects • Website Developments • MPDD Digital Focus
Current Campaigns: Unique District
Video
#UniqueDistrict 74% of consumers Using the team’s Social Media Led by User- say word-of-mouth expertise Campaign Generated Content influences their decisions
#UniqueDistrict
More More More visitors consumer overnight stays spend
#UniqueDistrict NEW User sees UGC Cycle Unique District entry picture User uploads pictures on This user is their own Social influenced to Media to a new visit the region audience User takes User books & pictures whilst visits region for in the region a short break
#UniqueDistrict Demographics • Young 'Trendsetters' • 18-35 years old • Prolific on Social Media • Kickstart the campaign & the hashtag • Catch the demographic early • Future-proofing the destination
#UniqueDistrict Demographics • Groups • Family gatherings • University reunions • Meet in the middle USP • Targeted around Christmas
#Unique District Demographics • 'Empty Nesters' • Middle aged • Already visit here • Targeted in Springtime • In August revisit all markets
#UniqueDistrict - How? • Video targeting each audience • Website tailored for each target market • Prizes and giveaways
#UniqueDistrict Maintaining Momentum • Speak to one of us to get involved • Keep sharing your images using the hashtag
#UniqueDistrict Stats Increased our Social Media audience by Website link 1,944 accounts... click increase... +687 on Instagram +80% on Twitter +1,014 on Twitter +100% on Facebook +243 on Facebook Total reach of hashtag: Total usage of the hashtag: 1,820 637,357
Discover England's Great Walking Trails Project led by MPDD
Great Walking Trails Pennine Hadrian's Norfolk Way Wall Path Coast Path Cleveland South West North Way Coast Path Downs Way Cotswold Way
Great Walking Trails • Approved by DEF • £1m of funding secured • Targeting Germany, The Netherlands, France & The US • Attendance at Travel Trade Shows
Elevator Pitch When considering a walking holiday, I love the combination of challenge and comfort – being in the outdoors, immersed in fresh air and beautiful scenery, but relaxing in comfort at the end of the day. England’s Great Walking Trails are beautifully curated walking trails through the historic and charming English countryside that get you off the beaten track but never take you far from a classic English pub! Each walk is designed to give you easy access to amazing views and fresh air by day, but cosy firesides, great atmospheres and traditional food & drink by night. You’ll rub shoulders with colourful local characters, enjoy the beer and walk in the footsteps of England’s rich history. With itineraries from 3 to 14 days, and a range of accommodation from luxury to quirky, all easily bookable online or at travel agents, there’s something for everyone. England’s Great Walking Trails – where walking is only half the experience!
Campaign Objectives • Increase the number of visitors from Germany, The Netherlands, France and The US by 2% year on year achieving 19,900 by 2024 • Increase awareness and improve the reputation of English Markets in Germany, The Netherlands, France and the US by 2020 • Change perceptions of the food and drink sector within England demonstrated by £1:£18.75 return on investment by 2024
Project Benefits • Wider Peak District Presence at Travel Trade Shows and to Travel Trade reps • The development of relationships with access partners i.e airlines, ferry companies, rail etc. • Benefits to you
Gateway Partnerships Manchester and Birmingham
The Grand Tour
Grand Tour S1 & S2 • Peak District and Derbyshire 50% more popular for overnight stays • Longer overnight stays in Season Two than Season One • 8% of visitors were overseas • 20% of visitors were under 30, compared to 2% in Season One • Season One - £7.5m economic impact • Season Two - £24.46m economic impact
Website Developments
Routes and trails
Inspiration Section
SEO Rank in the Top 5 28% of those for 80% of places are accommodation ranked and attraction providers on our number 1 website
MPDD Stats
Social Media Stats 7,048 new 6,440 new 5,467 new followers followers likes Total digital following of 126,334 66% Instagram increase to 29%Twitter 16,118 increase to 30,574 19% Facebook increase to 34,142
Facebook Stats 63% of followers Average post are women reach of 6,825 Average of 511 Average reach new likes per per year month 4.9 million Biggest following is Except for the UK, our 35-44 year olds (29%) Biggest followers are The US, Australia & Germany Second biggest is 45-54 year olds (26%)
Twit itter Stats Average impression rate of 6.8k a day Average of 55 likes 23 website per day and 19 Average impression clicks a day. retweets per day rate per year Over 8k a year. 2.4 million Biggest following is 92% UK 25-34 year olds (37%) 5% Europe 2% US Second biggest is 1% ROW 35-44 year olds (21%)
In Instagram Stats Average of 6,110 Instagram is the impressions Average reach of world's and our per day. 1,087 a day or fastest growing Social That's 2.2 397k a year Media. million a year Biggest following is 25-34 year olds 472 likes Our biggest regional audience is London
44% 21% 35% Website Demographics
Digital bundles available Marketing Opportunities
Thank you danielle.sorsby@marketingpdd.com 07468 474306
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