Source | Instagram | @flyjon

Content-led Destination Marketing

Jon Munro | @flyjon | Visit Wales

Source | Flickr | lucyparry1

Of course Wales is better than Cornwall!

Source | Flickr | lucyparry1

Wales is less front of mind than the West Country Our target market loves the West Country more than Wales They are more likely to recommend the West Country And the West Country attracts a higher spending visitor L

But, actually it’s not! (at least in the eyes of the consumer)

Maybe Wales is a true “challenger” brand?

A world where the content a brand creates is everything

Content is all we have and have ever had!

Targets, Objectives and Strategy Influencing circa £190 million in additional value Big focus is improving reputation Awareness, consideration and advocacy

Targets, Objectives and Strategy Influencing circa £190 million in additional value Big focus is improving reputation Awareness, consideration and advocacy

“Those people who have not yet considered Wales”

Source | Flickr | lucyparry1

So, what works?

Thinking beyond paid media

Source | iCrossing | Slideshare

Develop themes and tell a story

Right content Right person Right device Right time Right action

Source | Flickr | Interbeat

Source | Visit Wales | Tracked search terms and volume (Log10)

We watch search like a hawk

Create useful and engaging content on our own site

Get our engaged users involved

Reach out and place content and widgets

Develop relationships with key partners

Develop creative and credible content

Maintain momentum in the run up to Valentines

0 5

10 15 20 25 30 35 40 45

Positions 1-1:

Positions 2-5:

Positions 6-10:

Long Tail Analysis and Optimisation Adjustments

Romantic Break Section Live

Widget creation and placements started

Improving search visibility

Increasing share of relevant traffic

0

50

100

150

200

250

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350

400

450

500

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500

1000

1500

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Sear

ch In

tere

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Visi

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Search Interest vs Organic Traffic (around target terms)

Diverse audiences (and needs) Integration and joining things up

Scale

But, there were challenges

Source | Flickr | lucyparry1

Data-driven content specification

Paid Media Audience Access

Integrated Marketing Support

Customer Centric Campaigns Data Driven Acquisition Strategy

Technical SEO & On Site Optimisation

International Development

Measurement & Reporting

Customer Insight

& Priority

Visit Wales CRM data

Experian research

data

Hitwise web

behaviour data

Website Analytics

3rd Party Audience

Data

Search Data

Site Traffic

+56% (year on year)

Business Outputs

~16% (year on year)

Source | Flickr | lucyparry1

Planning around audiences and themes

Source | Flickr | lucyparry1

Delivering scale and using paid media

Prim

ary

Obj

ectiv

e

Seco

ndar

y O

bjec

tive Awareness

Ensure that a large audience is made aware of Wales / Generate lasting Earned Media which will exist after the end of the campaign.

215,000 Individuals reached

Brochure Downloads

Ensure the new Visit Wales brochure is viewed by the maximum amount of people.

22,000 Engagements with the Brochure

3,000 Email Brochure Requests

+639% +31%

41 original posts

348,600 visits per month

13 original posts

78,252 visits per month

1:1:1 Split of Creative Castles, Bikes & Walking

£0.11 Cost per completed video view

Clicks

22,000+ 0%

5%

10%

15%

20%

25%

30%

25% 50% 75% 100%

% V

iew

ers

Rem

aini

ng

% Video Completed

40

Total reach:

2,416,626 impressions

£10.26 CPM

Prim

ary

Obj

ectiv

e

Seco

ndar

y O

bjec

tive Awareness

Ensure that a large audience is made aware of Wales / Generate lasting Earned Media which will exist after the end of the campaign.

426,852 Individuals reached (+99%)

Brochure Downloads

Ensure the new Visit Wales brochure is viewed by the maximum amount of people.

240,969 Engagements with the Brochure (+639%)

3,947 Email Brochure Requests (+31%)

Source | Flickr | lucyparry1

So, what next?

Right content Right person Right device Right time Right action

Source | Flickr | Interbeat

Wider transformation across the business

Is advertising dead? Probably not!

Source | Flickr | daniel0685

Source | Instagram | @flyjon

Content-led Destination Marketing

Thanks J