Visit Essex Lisa Bone Strategic Tourism Manager Visitessex.com - - PowerPoint PPT Presentation

Visit Essex

Lisa Bone Strategic Tourism Manager

Visitessex.com Winner of two digital awards

£1 million

external funding

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Launch of Friendly Invasions campaign at Duxford

Attended four Group Travel Shows

50 million trips made to Essex

Up 3% on previous year

Tourism worth £3 billion to the Essex economy

1.1 Million unique users to the website

16% 100%

New partnerships formed

Five funding applications approved

Two investor events

New membership scheme

Over £100,000 PR AVE

New board and Chairman

Campaigns

2016-17 2017-18 2018-19 2019-20

Live Local Love Local Coastal (inc. Passport to coast) Mayflower Friendly Invasions Food and drink (inc. Gardens and gourmet) Radical Essex Snapping the stiletto/The story of Essex Rural

The Friendly Invasion

• Familiarisation trip
• Itineraries
• Video
• Website

Mayflower

• Feasibility study
• Website and social

media

• Itineraries
• Press and fam trips
• PR
• Events - Illuminate
• Exhibitions
• Films and

photography

Passport to the coast

• www.coastalpass.com
• Pass/itineraries
• Promotion
• Press and fam trips
• Case studies
• Ambassadors
• Guide to the Dutch

market

Gardens and Gourmet

• Visitor pass
• website
• Video- digital guide
• Explore GB fam trip
• Trade shows
• Digital consumer

campaign and PR

• Marketing collateral

Food and drink

• Food and drink show
• Food and drink awards
• Foodie short breaks
• Wine region
• Press and PR
• Digital marketing

• Peculiar people exhibition
• Architecture weekend
• Radical Essex beach hut
• Publication
• Press coverage
• Website

PROFIT

• DNA
• Big data dashboard
• Consumer research
• Toolkit
• Training

• 6,882 entries
• Heart radio
• Newspaper supplements
• Postcards
• Social media and newsletters
• PR to local press
• Photoshoot
• Targeted advertising on buses, train stations, mags

Live Local Love Local

• The Essex pass
• Offer of the month
• Press supplements
• Digital presence
• BBC Essex
• PR (local columns)
• Essex food & drink show, Tendring show, Local

destinations

PR

• National, local, group travel, MICE, digital
• Visit England
• Literary heroes,
• Weekly columns
• Press trips
• Press event in October
• Media pack

PR themes

• April

Bucket( & spade) list of little known beaches

• May

Essex Outdoors

• June

Family fun

• July

Rainy day activities

• August

Essex ‘beyond Towie’

• Sept

Fall in Love with Essex

• October

Essex Hidden Treasures

• November

Shopping

• December

Essex Essentials 2018

What’s needed from you for PR

• PR newsletters
• Add Carol.jolly@essex.gov.uk to contacts
• Provide us with updates on what’s new,

anniversaries, awards, events.

• Provide images
• Provide content for weekly columns and Visit

England articles

• Provide relevant content for themed press releases
• Attend our Press event in October

www.visitessex.com

• Won two awards
• 1.1million unique users
• Advertising
• Blog
• Newsletter

Desktop 31%

Mobile 47%

Tablet 22%

Social media

• Include members updates/ events
• Reflect that months press release(s)
• Will promote calendar events e.g. mothers day,

valentines day etc.

• Twitter will follow daily trending themes
• Facebook will follow: - Monday moments

» Taste Tuesday » Wednesday walks » Throwback Thursday » Friday Fact

• –

How to support digital activity

• Please update you information and add events
• Provide us with videos and imagery
• Advertising
• Follow us on social media platforms
• Provide us with information for social media, blogs,

newsletters

• Provide competition prizes for social media
• Ensure you have reciprical links to our website
• Add Visit Essex logo to Email signatures, websites,

newsletters etc.

Group Travel

• Familiarisation trips (April, June, sept)
• Excursions, Go travel show, Kirbys, Essex

Houses and Gardens

• E-newsletters
• Website
• Press and PR

Marketing opportunities

• Visitor map
• Third party promotions
• Joint promotion with neighbouring

counties

• Customer service tourism award

Visit England

• VisitBritain: Market the nations and regions
• f Britain overseas to drive growth in

international leisure and business tourism.

• VisitEngland: A focus on building world-class

products, supported by distribution and marketing.

Visit England

Get involved in #OMGB 2017

• Amazing moments could involve classic sporting

events, afternoon tea, famous landmarks and monuments, an unbelievable view

• Ask yourself: is your moment worth shouting

about?

• Upload your image to Instagram, Twitter or

Facebook, and add #OMGB

• Encourage your visitors and guests to create

and share their own moments

Sources of information

• Training courses
• Visit Essex newsletters
• Members section of website
• Visit England newsletters and website
• Member events
• Participate in research
• Members survey
• Use our image library and destination text

What’s new in 2017

• Big Weekend
• Gardens and gourmet pass
• Visitor map
• Partnerships
• Tourism award
• Visitor economy prospectus – SELEP
• Business plan
• Press event

The Visit Essex team

• Lisa Bone, Tourism Manager
• Correne Allcorn, Tourism Officer
• Carol Jolly, Marketing and PR Manager
• Louise Treen, Campaigns Officer
• Andrew Poulton, Partnerships Manager