Jon Holland CIM Spring Marketing Conference 2015
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CIM Spring Marketing Conference 2015 Norwich: City of Stories. Jon Holland, VisitNorwich
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Jon Holland CIM Spring Marketing Conference 2015
- 1. Norwich: City of Stories A destination marketing campaign for Norwich
- 2. Outline #1 About VisitNorwich #2 The challenge #3 Aims of the campaign #4 Strategy #5 Results #6 Future plans
- 4. VisitNorwich • Established 2004 • Destination marketing organisation • Membership organisation – 70% private funded • Team of seven
- 5. Who we work with • Over 150 members • Local authorities • Norwich Business Improvement District • VisitEngland, VisitBritain • Other tourism organisations – Visit Norfolk, Broads Tourism
- 6. Tourism in Norwich & Norfolk Norfolk • £2.7 billion • 39.1 million visits • 54,864 jobs South Norfolk • £192 million • 3 million visits • 3,449 jobs Norwich • £643 million • 10.6 million visits • 11,224 jobs Great Yarmouth • £524 million • 6.3 million visits • 10,335 jobs North Norfolk • £434 million • 7.3 million visits • 9,709 jobs West Norfolk • £462 million • 7.6 million visits • 8,992 jobs
- 8. Lack of consideration • Norwich not top of the mind when planning a city break • Alan Partridge!! • Lack of marketing spend • Perceived travel issues
- 9. The reality • Most complete medieval city in the UK • UNESCO City of Literature – England’s 1st • Top 10 UK City and shopping destination • Access to the countryside, coast and Norfolk Broads
- 10. Inspire us! • Raise awareness of and consideration for Norwich as a city break destination • Change perceptions of Norwich • Create strong campaign identity • Residential city breaks, day visits, overnight stays
- 11. #3 Aims
- 12. Aims #1 Increase awareness and consideration #2 Grow the visitor economy #3 Create a strong identity NORWICH IS AWESOME
- 13. Target audience Segment Details Location • Predominantly within 2 hour travel time – day visits • East of England (Cambridge, Peterborough, Ipswich), London • Midlands (Birmingham), South East, North West (Manchester, Leeds) – short breaks Age • 18+ Social grade • ABC1 Lifecycle • Families, couples without children, single Type of trip • Day visits • Short breaks (3+ days) Drivers • History and heritage, arts, music and culture, food and drink, excellent shopping offer - USPs Barriers • Perceived difficulty to travel to, lack of understanding of what is on offer
- 14. #4 Strategy
- 15. Keep it real! • Tell the real story of Norwich • Capitalise on UNESCO, history and heritage • Engagement – our stories, your stories • Partnerships
- 16. Twelve Chapters • Engaging, intriguing content • Targeted at segments • Chapters included: • Through the eye of the beholder (arts) • Spires & ziggurats (built heritage) • The city built on books (literature)
- 20. #5 Results
- 21. Marketing activity 892,377 Campaign reach 1.4 million Social media impressions 9,422 Facebook fans 5,000 Competition entries 1,700 App downloads 19,000 Website visits
- 22. Media coverage 12 million Reach £103,000 Advertising value equivalent
- 23. Consumer feedback 68% Inspired to visit Diverse, Modern, Vibrant, Interesting, History Views on Norwich 80% who’d never been to Norwich 97% Will visit in the future “Recaptured my love of the city”
- 24. #6 Future plans
- 25. Brand development • Developing a tourism brand • Partnerships essential
- 26. Summary #1 Keep it real! But…Offline still important #2 Tell stories, don’t sell #3 Digital is the main source of inspiration Don’t create unrealistic expectations #4 Partnerships are essential