Showcasing Newquays magic 20/05/2015 Using our Excess Energy to - - PowerPoint PPT Presentation

20/05/2015

Showcasing Newquay’s magic…

Using our Excess Energy to showcase Newquay

2014-15 BID PR Brief: To continue to highlight the brilliance, the beauty, the experience and the excellence of Newquay amongst target markets (both geographically and demographically). Do this by securing on-going positive national, regional and local media coverage through the showcasing of Newquay’s BID members and the best of the town. We achieve this by:

• Running targeted press trips for national and regional journalists and the up-

cycling of Seven Magazine as a compelling press pack rather than the time and financial expense of creating a traditional teaser pack.

• Supporting local and regional BID PR efforts and helping drive relationships

and coverage

• Providing on-going proactive responses to reactive media enquiries

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Newquay Showcase Press Trips 2014- 15

Continuing to promote Newquay as a top holiday destination (and chase away any possible outdated negative perceptions). 2014-15 targeted press trips have concentrated on :

• Populations within a 3 hour max drive or travel radius; i.e. Exeter, Bristol,

Birmingham, Scotland etc.

• Newquay as a family friendly destination
• Newquay as a coastal-chic, sporty destination
• Newquay as a relaxing spa break holiday destination

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How we do this

Bespoke invitations and press releases issued to honed media target lists:

• Over 100 top key regional media features editors and writers
• Over 50 top national glossy lifestyle, women’s and sports magazines and

newspapers

• Ongoing responsiveness to media requests for destination and event info

requests

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How we do this – press trip proformas

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Constant liaison and follow-up

• Building ongoing relationships with local businesses
• Ensuring all parties involved receive the full itinerary of journalist activity
• Providing 24 hour support during the journalist’s stay
• Ensuring businesses involved receive the coverage as soon as it is released

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A taste of what has been achieved this year….

Liverpool Echo

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“We wish we could have spent longer enjoying Newquay’s charms” –

Christopher Beesley, The Liverpool Echo 16.08.14 - Liverpool Echo Readership: 349,200 AVE: £11,500, PRV: £34,500

“Fistral Beach, with its golden unspoiled sands, rock pools and surfers, is situated in its

• wn cove.” –

Christopher Beesley, The Liverpool Echo

“The Esplanade staff were always

• n hand to make

the stay special for the children.” –

Christopher Beesley, The Liverpool Echo

The Plymouth Herald

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“For people who like doing things – Newquay is a fantastic place, full of activities and opportunities to have fun.” –

Sian Davies – Plymouth Herald 21.09.14 - The Plymouth Herald Readership: 78,339 AVE: £3,261 PRV: £9,783

• “The staff at the

Headland Hotel were fantastic”

Sian Davies – Plymouth Herald

Chat Magazine

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“I’d heard of Newquay being Cornwall’s favourite resort and by the time we left, it was ours too!” –

Gemma Pavey– Chat Magazine 20.11.14 Chat Magazine. Readership: 1,130, 815.4 AVE: £10,774 PRV: £32,322

“The Headland Hotel is simply stunning” –

Gemma Pavey– Chat Magazine

“On Wednesday we went to Lewinnick Lodge for lunch on its magical location on the seafront”–

Gemma Pavey– Chat Magazine

The Bristol Post

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“It’s mesmerising:

watching the surfers; watching the breakers roll in off the Atlantic.”–

Kate Edser, The Bristol Post 10.04.15 The Bristol Post. Readership: 127,148. AVE: £4,896 PRV: £14,688

“The Fish House

didn’t disappoint”–

Kate Edser, The Bristol Post

Stour and Avon Magazine

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“Newquay is more than a surfer’s paradise.”

Marilyn Barber, The Stour and Avon Magazine

“The staff at the

Atlantic couldn't do too much for us and the waiters were very knowledgeable when it came to wine!”

Marilyn Barber, The Stour and Avon Magazine

“Well worth a visit is Newquay Zoo where you pay once and can visit every day for a week!”

Marilyn Barber, The Stour and Avon Magazine

“The golden age of piracy comes to life at Pirate's Quest.”

Marilyn Barber, The Stour and Avon Magazine

Dorset Echo

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“The Squarehouse is a

mahoosive six-bedroom, beautifully decorated and furnished behemoth right in the centre of town.” Nick

Horton, The Dorset Echo

Dorset Echo Readership: 46,565 AVE: £3,714 PRV: £11,142

“Now, if the idea of

launching yourself off the top of a 150ft cliff hanging by a rope attached to a wire floats your boat, you’re in the right place at Lusty Glaze.”

Nick Horton, The Dorset Echo

“It was a truly memorable experience”

Nick Horton, The Dorset Echo

Exeter Express and Echo

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“From the outside The

Headland might look imposing perched on its

• wn wave-lashed

promontory, walk through the revolving doors and inside it is warm and welcoming.”

Sue Kemp, The Exeter Express and Echo 10.04.15 Exeter Express and Echo. Readership: 49,741 AVE: £2,574 PRV: £7,722

“Surrounded by the raw beauty of the Cornish coast on three sides, the views are simply breathtaking.”

Sue Kemp, The Exeter Express and Echo

Total press trip coverage since May 2014

£36,719 AVE and £110,157 PRV

Pending Coverage:

• Coast
• Magazine
• Birmingham Post
• Health and Fitness
• Daily Star
• Daily Record
• Tabler Magazine
• Cornwall Life
• Herald and Times
• The Sun
• Gloucestershire Citizen &

Echo

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Showcasing all manner of local BID members locally, regionally and nationally

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Showcasing Newquay locally

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• Supporting BID’s in-house PR team
• Driving constant local media coverage and relationships

with key newspapers to ensure BID members and the community are aware of the ongoing hard work and results driven by the BID team

Showcasing Newquay locally

• Promoting all the events organised or supported by the

BID, like Smart Parking Night Surf, The Festive Festival and Newquay Fish Festival through regional and broadcast media

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Showcasing Newquay locally

• Providing inspiration and management for eye-catching photocalls
• Relationship building with local journalists offering immediate

information, insight, comment and reaction

• Face-to-face journalist briefings across all key local and regional

media

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PR and the Newquay brand attributing to where we are now

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• A new cool and all-encompassing brand and image
• A fantastic family and couples-orientated destination and

footfall, bookings and on-the-street and beaches experience showing this

• Increased awareness and interaction between key businesses

and the BID

• Constantly media highlighting of several new and exciting

independent businesses which have been set-up

• Media pieces highlighting local business growth and confidence

post-recession

• Ongoing support for key local events and initiatives
• National media awareness of Newquay as a compelling lifestyle

destination

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Coverage Summary

AVE PRV 2014 – 2015 so far £164,431 £495,184 2013 – 2014 £62,169 £186,509 2012 – 2013 £50,925 £152,811 2011 – 2012 £206,425 £617,966 TOTAL (in excess of) £483,950 £1,452,470

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This week’s Smart Parking Newquay Night Surf coverage

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Where we are now

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“Newquay might have had tough times but the fact is the town is the first or second most visited place in

• Cornwall. It’s all very well saying it is this, that, or the
• ther, but Newquay is phenomenally popular and we

want a slice of that action.” – Rick Stein

Where we are now

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“We are delighted to be opening our new office in the centre of Newquay. It’s an ideal hub from which we can look after our guests, owners and their properties along the North coast. We are keen to be at the forefront of the regeneration in Newquay and see it as an up and coming area with lots to offer our guests.” - Aspects Commercial Director, Mandy Stinchcombe

Next steps

• Finalisation of 2014/15 press trips and tracking of all coverage
• Extensive support of new and vital events – Newquay Biathalon,

Newquay Fish Festival, Smart Parking Night Surf, Carnival and Beach Cricket

• Future opportunities to target international journalists from key

markets (Germany etc)

• Focussed strategic communications to address the issue of the

town’s vacant units including Newquay Investment Pack creation with Newquay BID team

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Showcasing you?

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We’re super keen to ensure all great businesses and happenings are in the right limelight:

• Share your good news

stories with us

• Offer to host journalists in

return for press coverage

• Promote your news stories

through the BID networks Please get in touch on 01637 852130 or email Claire@excess-energy.co.uk Sarah@excess-energy.co.uk

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Thank you