February 2010. Who we are In April 2009 we separated from VisitBritain to become England’s new...
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Transcript of February 2010. Who we are In April 2009 we separated from VisitBritain to become England’s new...
February 2010
Who we areIn April 2009 we separated from VisitBritain to become England’s new national tourism board ‘VisitEngland’. It works under our consumer facing brand ‘Enjoy England’.
What we do VisitEngland is the strategic leadership body representing
the public and private sector stakeholders of English Tourism. VisitEngland works in partnership with VisitBritain, the Regional Development Agencies and local authorities, and the private sector.
2009 Enjoy Every Minute campaign report
VisitEngland MarketingDomestic Marketing
Responsible for delivering inspiring marketing campaigns into the U.K consumer market (emphasis on England).
International Marketing
Responsible for delivering VisitEngland branded campaigns into key markets such as France, Germany, the Netherlands & Spain.
Public Relations
Responsible for creating PR campaigns to get people talking about England in the press in national & international markets.
Partnerships
Responsible in engaging with commercial tourism organisations within England to present paid-for opportunities.
2009 Enjoy Every Minute campaign report HOME BACK NEXT
The Communications Strategy Our business challenge is that not enough trips are being taken in England because they ‘just don’t feel like holidays’
Our ambition is to affect how people use their free-time, and inspire them to get out and about in England. In the long term we can help people realise that you can get that ‘holiday feeling’!
Our strategy is to inspire new holiday habits, and get England onto the ‘to go’ list.
Browse – Search - Create
2009 Enjoy Every Minute campaign report
2009 Enjoy Every Minute campaign report HOME BACK NEXT
TV & CINEMA ADVERTISING OUTDOOR POSTER ADVERTISING
NATIONAL PRESS SUPPLEMENTS ONLINE ADVERTISING
Campaign HighlightsOver 30 million people in the U.K were exposed to the Enjoy Every Minute campaign three times or more.
• After the summer wave of activity; 57% of people felt more likely to consider England for a day trip, and 53% for a short break, and 42% for a long trip.
• By November 2009 62% of people exposed to the autumn wave of activity, felt more likely to consider England for a day trip in the future, 56% for a short break, and 49% for a long trip.
• For the first time ever Enjoy England has been our most popular search term in Google rather than non brand terms (i.e. ‘English tourism board’).
2009 Enjoy Every Minute campaign report HOME BACK NEXT
2010 Plans
2009 Enjoy Every Minute campaign report HOME BACK NEXT
TV launches in April, (second burst will be Feb 2011)
Outdoor poster advertising launches April through to May
We have two press supplements launching in April with;
New website launching in late August
Partnership discussions with key partners to reinforce message
Contacts
2009 Enjoy Every Minute campaign report HOME BACK NEXT
Domestic Marketing:
Public Relations:
Partnerships: [email protected]
