Action plan to grow the Visitor Economy

2020 – 2023

Kelly Ballard, Executive Director

What does the DeanWye visitor economy look like?

Visitor Type Volume Spend

UK Staying 705,000 £115 million

Overseas 100,400 £46 million

Day visitors 6.3 million £212 million

In 2018 total visitor spend was £372 million a 4% increase on 2017

What does the DeanWye visitor economy look like?

Chepstow

Newport

Tewkesbury

Monmouth

Coleford

Abergavenny

Hereford

Newent

Gloucester

Lydney

Cinderford

Differing trends of growth and decline across the area over the past few years:

• 5,587 jobs FTE

• £140m FOD, £166m Mons, £62m Here, £3.6m Tewkes

• 7% FOD, 3% Mons, -2% Here, 15% Tewkes

• The visitor economy is growing – different annual trends in different areas

• Volume of UK overnight trips fluctuates year on year – 2018 spend dropped by £10 million in area (FOD remained the same), previously Mons growing

• Day visitors fluctuate however show more growth than decline across the area

What does the DeanWye visitor economy look like?

What does the DeanWye visitor economy look like?

Dean Wye UK Average

UK average nights per trip 2.82 3

UK average spend per trip £162.74 £245

UK average spend per night £57.65 £73

Overseas average nights per trip

7.91 7.02

Overseas average spend per trip

£457.22 £604

Average spend per day visit £33.53£35 – 39 depending on

season

More UK Staying visitors – non holiday periods, mid week

More day visitors

Visitors spending more

What do we want?

The 3-year WVFDT action plan aims to achieve an increase in annual visitor spend of at least 3% per year…

That’s an extra £11 million into the local economy annually

Big Ambition

1. Marketing Strategy - increase overnight staying visitors and increase spend

2. Work in partnership with others - increase our value to them

3. Ensuring a quality product & place – for our visitors

4. Put the right resources in place & sustainable business model

5. Work hard to drive more business your way

Achieving the Ambition

1. A clear brand position/promise

2. Key priority target markets – outside holiday periods, mid week

3. A marketing plan – digital focus, ‘always on’ content plan & PR

4. A website that works for visitors and for members/stakeholders

Marketing Strategy

What is a brand proposition?

1. Unique features of the destination

2. How you sell the features to your target market to solve their problem

3. To convince them to choose the DeanWye as opposed to other areas

A strong/clear brand - proposition

The distinctive ‘pillars’ that differentiate the DeanWye in comparison to other destinations are:

1. The natural environment

2. The heritage & culture

3. The local products, food and drink

A strong/clear brand - proposition

What’s different about these ‘pillars’ to other destinations?

• The natural environment – wild, untamed, wildlife, adrenalin fuelled, cliff tops and valleys, ancient forests and wild rivers, tranquil and unspoilt

• The heritage & culture – local history/heritage and folklore and events, independent people, attitudes

• Unique and independent – food and drink, retail – local products, accommodation types/views/situations

A strong/clear brand - proposition

Focused target markets -demographics

Target markets - geographic

1. Somewhere we haven’t been before, that’s not too far away. We can go any time as we’re both retired/semi retired

2. We don’t feel old, we like to be active, somewhere safe. Prefers somewhere quieter

3. Gentle walking, stunning scenery, local history and unique attractions, good food, good value hotel, guesthouse or B&B where food is cooked for us

4. Somewhere we can take the dog

Match the propositionJack and his partner from Solihull

1. Somewhere we can escape for a weekend that’s not too far away – don’t want the kids in the car too long

2. We like being active on our holidays – exploring, cycling, exciting adventure activities the children will love

3. Somewhere our children can run free but we know they are safe

4. Gentle walking, cycling, canoeing, stunning scenery, family attractions,

5. Good pub nearby – has to be child friendly

6. Self catering or camping – quality but value orientated

7. Interested in local food and drink / buying locally from

independents

Match the propositionThe Keegans family from Bristol

Walkers

Four key target markets

The cues from which you can develop your marketing – creative, photography, tone of voice:

• Natural & Real – images/content is real, authentic and reflects the environment

• Energy & passion – the experience, the connection (can be both adventurous and calming), excitement

• Calm & connecting – reconnecting with nature, yourself and loved ones

Brand characteristics

Telling a story with our imagery is this your kind of place?

Or this?

• Inspiration – my kind of place

• Engages people to find out more and book

• Ensure they have a great time and maximise spend in-destination

• Showcases members

• Encourages and engages with UGC to create a community of fans

The marketing plan

Before the visit… my kind of place

PR – targeting influencers of our audiences

Social media linked to content on the website, pushing constant reasons to visit

Make them think differently –where we are, what we have

Inspiring reasons to visit Content plan

Regular curated content

Natural – active Natural – walkingNatural – restorativeHeritage Food and drinkLocal Culture/Whats onShort breaks/holidays – accommodation

Time specific

National holidaysNational eventsLocal key eventsSeasonal themes

Owned Digital Channels/print

EarnedPR, influencers, UGC

Media and Influencers Regional/national/international

Press tripsBlogging eventsLiaison with VisitEngland/VB

User Generated ContentLocal peopleTravellersHashtags#

Inspiring reasons to visit Content plan

Owned Digital Monthly blogs

1 x natural – active or restorative1 x walking 1 heritage & local crafts1 what’s on1 food and drink

• Feature a number of members in each

• Push out through social channels • Use themes for PR

Plan the visit – what is there to do, eat, walk…

Easy to navigate website showcasing members

Help them plan – 48 hours in… itineraries

What’s nearby functionality

Help them in the destination –maximise enjoyment & spend

Website that works in destination ‘you are here’

Print: maps, trails, visitor guide

Tourist Information service

Work with transport operators

After their visit – help them become fans and repeat visitors

Engage with posts

Hashtags

Email database

The marketing plan is ‘always on’ less Campaign based

Can you picture yourself here?

Building relationships and brand equity

VisitCheltenham.co.uk sessions up 40% and page views up 60%

Website will be at the core of everything we do

Can you picture yourself here?

Website will be at the core of everything we do

200000

300000

400000

500000

600000

2013 2014 2015 2016 2017 2018 2019

Unique Visitors wyedeantourism.co.uk

Unique Visitors

Just under 500,000 visitors to the website per year

2019 unique visitor numbers up 10%

In 2019 sessions were up 9% and page views up 4.5%

Due to investment in social media and PR

Website will be at the core of everything we do

• Dynamic site – curated around what’s on, headline things to do

• Increase the inspiration

• Increase blog posts see VisitCheltenham

• Increase the use of maps

• What’s nearby – to feature members

• Refer more visitors to you

Website will be at the core of everything we do

• Facebook 14,436 likes up 100% • Reach of 3 million

• Instagram 4,614 up 300% • Reach 300,000

• Twitter 9,259 up 9%• 1.7 million impressions

• Grow our consumer database of 1,200

Continuing to invest in our digital channels

Continuing to invest in PR

Who are we? WyeDean /DeanWye

• Wye Valley & Forest of Dean Tourism

• www.wyedeantourism – consumer facing

• Instagram: @Deanwyetourism

• Facebook: The Forest of Dean and Wye Valley

• Twitter: @DeanWye

Update and influence content on travel/partner sites

Overseas & Travel Trade

• Main focus on the domestic market

• Make the most of the Uncover the Cotswolds assets – imagery, platform

• Experiences and accommodation on TXGB

• VisitBritain – clear understanding of the proposition

Making the most of our partnerships

• Regional funding partners including Forest of Dean District Council and Forestry England ensuring SLA objectives are achieved

• Non-funding regional partners with similar/overlapping objectives; to ensure good communication; shared resources

• For marketing purposes

• Other DMO’s – GFirst Tourism Sector Deal

Ensuring a quality product & place –working with others

• Ensure our members are of a good standard Quality in Tourism – safe, clean and legal

• Work with Forest Economic Partnership –sustainability & skills

• Champion wayfinding and visitor information in-destination

• Support projects that add value to the visitor economy with Foresters Forest, Loveyourforest and Lydney Docks & Harbour

• Encourage and support new product development

What resources do we need? A delivery team

WVFDT Board

MembershipHead of Membership

Louise LawrenceLynda Searancke

Debbie BlackmoreFrancesca Newell

MarketingHead of Marketing

Sarah OrchardMark Terry LushAnnah Todman

TreasurerLiz MarshallBook keeper

Executive Director

GovernanceHelen O’KaneYvette Farrell

Gill HandsLeanne Pogson

ContractorsTravel Tonic

ALS Digital Content

Manager

AdminJohn Bosley(Support for

all)

What resources do we need ? Manpower: content, PR, relationships

• An Executive Director - major stakeholder relationships, higher level funding and strategy

• A Marketing Manager to ensure the marketing strategy and plan is deployed effectively

• A Membership Manager is required to: ➢ grow the membership income;

➢ ensure members actively take advantage of all appropriate WVFDT marketing initiatives

➢ create a community that works together

➢ ensure members understand the value of their membership through effective reporting

• A Digital Content Manager to manage the website, content creation, social media and digital relationships

• PR/marketing agencies should be retained at an appropriate level

• Retain Book keeping and admin support required

How much is this going to cost?

EXPENDITURE £ 2020 2021 2022 2023

STAFF RESOURCE TOTAL 111,920 110,000 110,000 110,000

OPERATIONAL COSTS TOTAL

7,500 8,500 8,500 8,500

MARKETING OPERATIONAL COSTS TOTAL

25,500 35,500 57,500 35,500

TOTAL EXPENDITURE 144,920 154,000 176,000 154,000

Current income

• Membership scheme £50,000 per year

• Forest District of Dean District Council £22,000

• Forestry England £5,000

Current income £77,000 – raise an additional £67k 2020

Opportunities for generating income

1. Membership

2. Strategic Partners

3. Commercial sector organisations within the locality, outside of visitor economy

4. Increased advertising opportunities on WVFDT digital platforms

Opportunities for generating incomeMembership

• No major changes to majority of members – 2020 full review

• Build a better marketing platform for current members in 2020

• Increase proactive sales

• Increase the cost of Associate Membership

• Introduce a Premium Partner level

Opportunities for generating incomeAssociate Members

• Rising from £50 – £150 per year

• Generating an additional £3,000

• Services that do not offer a ‘direct to consumer’ offer

• Want to be suppliers to tourism members

Opportunities for generating incomeAssociate Members

Benefits

• Access to 300 potential businesses

• Networking – meeting spotlight/trade stand

• Facebook group

• Through member enews

• Member website listing

• Free/Discounted training

• Access to photolibrary

Opportunities for generating incomePremium Partner level Membership

• Exclusive to only 15 members

•£2,000 per member per year

•Raising an estimated additional £19,500

Opportunities for generating incomePremium Partner level Membership

Benefits

• Proactive key account management ensure you are taking advantage of all opportunities

Website benefits

• 10 website listings with unlimited images and description

• 1 x landing page image of your choice for two months (not consecutive) first come first served basis.

• 1 x additional banner on home page (rotating) for the year

• What’s On – support with uploading events where relevant

• Priority inclusion in content plan through editorial pages/blogs

Opportunities for generating incomeLanding page image for two months

Opportunities for generating incomePremium Partner level Membership

BenefitsSocial media & PR

• At least one Facebook solus media post per month

• At least one Instagram solus post per month

• At least three Twitter retweets per month

• At least one Press or influencer visit guaranteed

Other benefits

• Inclusion on consumer newsletter twice per year as part of a plan

• Inclusion in one competition per year with access to opt-in email addresses

• Travel trade, support with TXGB and VisitEngland travel trade engagement where relevant

How are we going to measure our success?

• Members will rejoin and new members will join us

• Generating funding from other stakeholders to help sustain the Association

• Set marketing targets

• An annual Volume and Value Survey – consistent increase 3% year on year

• In-house - annual business barometer January ➢Occupancy % / footfall➢Anecdotal narrative➢Report in February

In summary

1. Drive a big ambition to help grow the visitor economy by £11 million year on year

2. Create a joined-up marketing plan that differentiates the DeanWyeand attracts the right people who spend more

3. Work hard to ensure members see a significant ROI

4. Invest time in our relationships with public sector partners

5. Build a business model that ensures the successful future of WVFDT

How do you make the most of this?

• Rejoin in 2020 and become more active – virtual marketing agency

• Become a Premium Partner - speak to Helen or Louise

• Speak to one of the team to see what you can do specifically to help your organisation/business

• Come to the meetings – meet others, work together

I look forward to working with you in 2020

Hello

• NEW A5 format

Our main print marketing tool is receiving an overhaul to maximise visits to the area.

The new A5 format will be easier to rack and a handy size for visitors to carry.

• High quality, printed guide

The A5 guide will maintain its quality feel, it will be printed full colourthroughout on 80gsm stock with a 200gsm cover.

• A long established, popular guide

Over 80% of our advertisers have repeated their booking for over 5 years or more.

• Relevant editorial, new map and promotional vouchers

The guide is a valuable source of information for visitors. Editorial will detail the variety of outstanding things the area has to offer.

The guide will include a new visitor map.

Promotional vouchers will further encourage guide pick-up.

• Triple Impact

The printed guide will available in digital format as a download from the popular Wye Dean Tourism website. In the last 12 months, the WVFDT website had 469,295 visits (27,062 to the Guide download page).

The Guide will also benefit from links with social media campaigns.

The projected reach on social media for WVFDT in next year is 6.5 million.

• A variety of advertising options, competitive rates and large discounts

From full-page feature adverts to page listings, there are advertising options to suit all budgets.

Wye Valley & Forest of Dean Tourism Association members are eligible for huge discounts.

Display Outlets Include:

Arts & Culture / Caravan & Camping

Community & Health

Food & Drink / Heritage Attractions

Hotels & Accommodation

Leisure & Activity / Visitor Centres

Libraries / Family Attractions

Shopping / Supermarkets

Travel Hubs/ Service Stations

• Large print run and long shelf life

100,000 copies of the Guide will be printed and distributed in a year round campaign (starting Spring 2020), by a professional distribution companies.

Branded drop bins at busy locations will also be introduced to maximisethe already high rate pick-up.

Distribution channels:

Premier Displays – displays within branded stands restocked by our distribution team

Hot Spots – high capacity dump bins for larger A5 titles.

TIC Outlets:

10,000 copies delivered direct to targeted TICs supported by a proactive online order service covering Bristol, Gloucestershire, Herefordshire, Monmouthshire/Sir Fynwy, Shropshire and Worcestershire.

Full Page Prime Location

(Inside cover/Outside back cover)

from £1450

FULL PAGE

148mm W x 210mm H (3mm bleed)

from £995

HALF PAGE

127mm W x 90mm H

from £870

QUARTER PAGE

63mm W x 210mm H (3mm bleed)

from £540

1/6 PAGE LISTING(63mm W x 62mm H)

Set Design, to include:

• Company Name

• Location/Postcode

• Telephone No. & Email

• Web address

• 42 Word Description

• Colour photograph

from £295

1/12 PAGE LISTING(63mm W x 30mm H)

Set Design, to include:

• Company Name

• Location/Postcode

• Telephone No. & Email

• Web address

• 25 Word Description

from £160

‘Special Offer Vouchers’ are always popular with Visitors

Vouchers are available in conjunction with display advertising

PLEASE NOTE: Space allows only limited numbers of vouchers can be included in the Guide. Priority will be given to full page advertisers.

How to book your space:

Please request a booking from Lisa

E: wyedean@morfdesigns.co.uk

T: 01633 253995 / 07817 049176