MPDD Marketing - Looking Ahead Danielle Sorsby, Marketing Campaigns - - PowerPoint PPT Presentation

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

Using the team’s expertise Social Media Campaign Led by User- Generated Content 74% of consumers say word-of-mouth influences their decisions

#UniqueDistrict

More visitors More

• vernight stays

More consumer spend

NEW User sees Unique District entry picture This user is influenced to visit the region User books & visits region for a short break User takes pictures whilst in the region User uploads pictures on their own Social Media to a new audience

#UniqueDistrict UGC Cycle

• 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

#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

Website link click increase... +80% on Twitter +100% on Facebook Increased our Social Media audience by 1,944 accounts... +687 on Instagram +1,014 on Twitter +243 on Facebook Total usage of the hashtag: 1,820 Total reach of hashtag:

637,357

Discover England's Great Walking Trails

Project led by MPDD

Great Walking Trails

Pennine Way Hadrian's Wall Path Norfolk Coast Path Cleveland Way South West Coast Path North 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 for 80% of accommodation and attraction providers on our website

28% of those places are ranked number 1

MPDD Stats

Social Media Stats

19% Facebook increase to 34,142 29%Twitter increase to 30,574 66% Instagram increase to 16,118

5,467 new likes 7,048 new followers 6,440 new followers

Total digital following of 126,334

Facebook Stats

Average post reach of 6,825 Average reach per year 4.9 million Average of 511 new likes per month 63% of followers are women Biggest following is 35-44 year olds (29%) Second biggest is 45-54 year olds (26%) Except for the UK, our Biggest followers are The US, Australia & Germany

Twit itter Stats

Average impression rate of 6.8k a day Average impression rate per year 2.4 million Biggest following is 25-34 year olds (37%) Second biggest is 35-44 year olds (21%) 92% UK 5% Europe 2% US 1% ROW Average of 55 likes per day and 19 retweets per day 23 website clicks a day. Over 8k a year.

In Instagram Stats

Instagram is the world's and our fastest growing Social Media. Biggest following is 25-34 year olds Our biggest regional audience is London Average of 6,110 impressions per day. That's 2.2 million a year Average reach of 1,087 a day or 397k a year

472 likes

Website Demographics

44% 21% 35%

Marketing Opportunities

Digital bundles available

Thank you

danielle.sorsby@marketingpdd.com 07468 474306