David Jackson Head of Marketing, Bath Tourism Plus 2013 – Our Year Ahead Bath Tourism Plus...
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![Page 1: David Jackson Head of Marketing, Bath Tourism Plus 2013 – Our Year Ahead Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism.](https://reader036.fdocuments.in/reader036/viewer/2022081514/56649db55503460f94aa673e/html5/thumbnails/1.jpg)
David JacksonHead of Marketing, Bath Tourism Plus
2013 – Our Year Ahead
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Our Year Ahead
• Building on 2012 – maintaining momentum
• Sharper focus on our core target audience
• Brand positioning
• Continued investment in PR and digital
• Major campaigns timed to add greatest value
• ‘Always On’ activity to maintain constant noise
• Partnership
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Our Target AudienceArkenford - Psycho-metric Value Based Approach
• Cosmopolitans• Confident, active, stylish• Seek new experiences – physical and intellectual• High spenders• Large market
• Style Hounds• Brand and fashion conscious• Early adopters• High spenders• Motivated by fun and excitement
• Discoverers• Independent and inwardly directed
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Our Target AudienceStaying/short break market
• London & South East
• M4 Corridor,• South West,• West
Midlandsv
BATH
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Our Target Audience
Premium Regional Shoppers
• 60-90 min drive time
• Affluent ABC1 households
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Positioning the Bath BrandOur Brand Essence:
• Pleasure & Wellbeing
• Living Heritage
• Style, Beauty & Elegance
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PR
• Our legacy from 2012• Increased resources• Major investment in systems• Proactive media relations• Reactive – quick, efficient, on-brand• Greater integration with digital channels• Pride & Prejudice, Festivals, No.1• Editorial calendar• Leveraging ad spend
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
We need your help!
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Digital
CONTENT HUB
visitbath.co.uk
Foreign languages
Campaign websites
Campaign sites
Business
Travel Trade
Mobile
Widget
Social Media
CRM
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visitbath
• Upgrade – Phase 1 Spring 2013• Improved content, UX• Greater engagement
and SM integration• Focus on conversion• Enhanced member
opportunities
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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visitbath widget• Visitbath on your site• Comprehensive
searches for:• Accommodation• Things to Do• Eating & Drinking• Events
• Fully integrated and co-branded
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Digital
• Social Media• Building on momentum
through facebook and twitter
• Extending reach across multiple platforms
• Harvesting UGC• Building advocacy
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Digital
• CRM• 300,000+ contacts• Monthly newsletters• Themed and special
interest• Triggered emails• Solus opportunities
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
@
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Mobile
• The Official Bath App• Partnership between BTP and
the BID• A great start – 12,000+
downloads in first 4 months• Free listings for all BTP
members and BID levy payers• Premium package
opportunities • Special Offers• Push Notifications
• Phase 2 – Spring 2013Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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• 2013 Bath Visitor Guide• New format• 80,000 distribution• Proven conversion• Pre-Arrival
• New seasonal post-arrival guide – Spring/Summer
• Visitor Map
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Overseas and Trade• PR - Building on 2012• Lead partner with Visit Britain and
VisitEngland• N America BA Campaign• Fam visits, MaMa• Agent programmes• International Business
• Continued focus on core markets of N.America, N&C Europe
• Longer term strategy for BRIC• British Heritage Cities consortium
• WTM, BOBI, IMEX • Bristol Airport
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Business Tourism
• Focus on our core markets• Adding value• bathconference.co.uk• Venues Directory• CONFEX• Showcase• PR• International opportunities
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Partnerships
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Campaigns
• Partnership between BTP and Bath BID• Working together to pool budgets, extend
reach and ensure a joined-up message to our target audience
• VisitEngland ‘RGF’ funding• £1m+ 2012-2015• Min. of 3 major campaigns each year• Additional national campaigns
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Campaigns
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Campaigns
• Jan – Mar• Romantic Heritage Cities /
Love Bath• £2m+ media partnerships with the
Guardian, Daily Mail and Classic FM
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Guardian.co.uk/travel/england
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visitengland.com/moreromantic
visitbath.co.uk/lovebath
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Campaigns• Spring Campaign
• March - May• £70,000+ media spend
– split between National and Regional audience
• OOH, Press, Digital• Bath in Fashion,
Shopping• Spring breaks, Festival
seasonBath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Campaigns
• Autumn Campaign• September -
October• £120,000• Great Bath Feast• Shopping and
Autumn Breaks
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton
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Campaigns
• Christmas Campaign• November - December• £100,000 • Bath at Christmas• Christmas Market• Shopping• Events
Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton