International Trade Marketing Programme 2016/2017

02 | International Marketing Programme

Following on from the recent tranche of Northern Tourism Growth Fund activity (£20 million investment) the profile of the North and York has been raised significantly overseas. In year 3 of our campaign we will be building on the work in our chosen target markets:

1.2.3.4.5.

USAAustralia & New ZealandChinaGermanyNetherlands

To date we have seen a number of solid success stories including the introduction of new operator programmes featuring York from the US, Chinese and Dutch markets. Development of print in both German and Mandarin. A whole welcome training programme for the German and Chinese markets and an ongoing series of press and trade fam trips.

Visit York members can get involved in our next international marketing campaign by either joining the whole campaign (Tier 1) or by selecting market specific activity (Tier 2).

Working with key industry bodies: York continues to be part of the English Heritage Cities group. We are also members of ETOA (European Tour Operators Association) and UKInbound. Working closely with VisitBritain / VisitEngland to maximise York's profile, attending key trade shows and sales missions including Explore GB & VIBE.

NEW: We are also aiming to arrange a York showcase event for the trade, which will include a workshop with one to one meetings and familiarisation trip.

Bespoke York trade toolkit featuring our key partners: We will take a bespoke trade toolkit loaded up onto branded USB sticks to all appointment based shows, which will include creation of a dedicated key partner double sided A4 flyer featuring your information. Plus other useful content including video, images and itineraries.

A York specific presentation featuring your venue and pre and post follow up for all events. Plus introduction emails to all interested operators. Inclusion on the NEW trade pages within the groups and trade website.

International Marketing Programme 2016/2017

•

• 周末营业至晚上八点

• 附近有拉面道 (wagamama)、 Pizza Express 和星巴克等餐厅和咖啡店

• 指定商店接受银联卡付款

• 有免税店

• 该中心的信息单有中文版，并且这里有讲普通话的工作人员。

• 英格兰最浪漫的古堡，处身于约克郡的绵延乡村与美丽花园之间。

霍华德城堡 • 提供普通话版和粤语版传单。

大英铁路博物馆 • 探索我们珍藏的隐秘藏品包括在《哈利·波特》电影里使用过的神秘站台 9 3/4 站台的标志！

York Minster invites everyone to discover

God’s love through our welcome, worship,

learning and work.

For over a millennium, people have come

to seek inspiration in this place of wonder.

York Minster is one of the world’s most

magnificent cathedrals, a masterpiece in

stained-glass and stone, with foundations

rooted in the nation’s earliest history and its

vast spaces are brought to life with the glory

of worship and heavenly music.

Today as a working cathedral, we welcome

visitors from around the world to share in

our daily life and worship, explore the past

and enjoy a busy programme of events and

concerts. This wonderful heritage belongs to

us all, and we invite you to experience it for

yourself.

York Minster’s newest attraction, Revealing

York Minster in the Undercorft, invites visitors

to take a 2000 year heroic, historic and

human journey through a series of interactive

underground chambers. The attraction

explores the hidden history of the cathedral’s

site, from the remains of Roman barracks

to the foundations of the Norman Minster.

Featuring artefacts never before on public

display, visitors can see, touch and hear 2000

years of history.

York Mystery Plays return to the Minster,

16 years since the Plays were last staged at

York Minster and only the second time in

their 700-year history. The medieval Minster’s

magnificent Nave will be transformed into a

1,000 seater auditorium from 26 May – the

feast of Corpus Christi – until 30 June 2016.

Hundreds of community performers will work

with one professional actor, supported by an

army of backstage volunteers to celebrate the

city’s cultural heritage.

Tickets on sale in January.

Church House , Ogleforth, York, YO1 7JN • yorkminster.org

York Minster

Name of contact for trade enquiries:

Email address for trade enquiries:Contact tel no for trade enquiries:

Preferred method for booking for overseas trade/groups?Social media:

Max / Min group size:

Group rates:

FIT rates:

Any additional information:

Special offers or incentives to trade?

Group Bookings Team

groups@yorkminster.org0044 1904 557217

Email – groups@yorkminster.org

Twitter – York_Minster Facebook – Yorkminster.orgMinimum 10 (no max size)

Adults £8.50, Students/Seniors £7.50, Children £3.00Adult £10.00, Student/Senior £9.00

Tower visits can be added to make a trip more special (additional charges

apply). Climb up the winding tower of 275 steps and 230 feet, passing

the medieval pinnacles and gothic gargoyles before stepping out into the

open air to experience the best panoramic views of York’s picturesque

city centre, spy the hidden alleyways and medieval lanes and beyond the

beautiful surrounding Yorkshire countryside. If you’re only taking a day trip

to York or perhaps are visiting for a weekend break, climbing the central

tower is one of the must-do activities in York.Each group ticket includes a free private guided tour

(if booked in advance), access to the Undercroft Museum

and The Crypt.

IHR REISEFÜHRER 2016

Kultur und KulturerbeYork ist erste UNESCO „City of Media Arts“

Großbritanniens. Von großartigen Festivals,

die diesen Bereich feiern, wie Illuminating

York und die Aesthetica-Kurzfilmtage, bis zur

Wiedereröffnung der Yorker Kunstgalerie

und des CoCA, das neue nationale Zentrum

für Keramikkunst. Weltklasse-Attraktionen

verflechten sich mit einem Labyrinth von

„Snickelways“, die die gesamte Stadt

durchziehen. (Enge Sträßchen und Gassen

wie „The Shambles“). An jeder Ecke gibt

es Neues oder Altes zu entdecken und die

Architektur umfasst nahezu jede Epoche,

von der Römer- und Wikingerzeit bis

zum Mittelalter und dem georgianischen

Zeitalter. Wie King George VI sagte: “The

history of York is the history of England

(die Geschichte Yorks ist die Geschichte

Englands)”.

Jährliches JORVIKWikingerfestival jeden Februar

York Minster

Das JORVIK Viking Centre wird derzeit

renoviert und voraussichtlich 2017 wieder

eröffnet. www.jorvik-viking-centre.co.uk

Die größte gotische Kathedrale nördlich der

Alpen und in diesem Jahr Gastgeber der

Mysterienspiele www.yorkminster.org

www.visityork.org

04 | International Marketing Programme

Tier 1International opportunity – Full campaign across all markets

£2,500 +VAT

Tier 1 activity will mean that your venue is featured in the following ways across all market activity. The list here will continue to be added to as the campaign expands and new opportunities arise. You will have a place on a new Overseas Steering Group which will meet quarterly.

UK based workshops and activity:VIBE – VisitBritain’s annual International Business Exchange (11 October 2016)York will attend this annual one day event meeting in London with VisitBritain market specialists from around the world under one roof.

Visit Britain - Explore GB (Brighton 2 & 3 March 2017)

York will attend this event in Brighton with 330 international trade buyers from 40 countries and be involved in pre and post fam trips.

York Discover Workshop (2017 dates TBC)We will work with either ETOA or UK In-bound to host a workshop and fam trip in York in 2017 for trade buyers and operators looking to bring business to York. *All Tier 1 participants will have a table at this event for one to one appointments with approx 40 buyers.

VisitBritain: new trade site and BritagentThe opportunity to be promoted via VB to their international markets. We will maximise the York profile and VY members can be added to the new trade site.

Britagent: The programme is currently being used by 25,000 agents across the globe and growing daily. Translated into 8 languages. York features as part of the Northern Module content and in the Heritage cities section.

Agent North: York is well represented in the Agent North online training programme and toolkit. Which is hosted on 5 market specific URLs. Also translated into German, Dutch & Mandarin.

05 | International Marketing Programme | USA , Australia and New Zealand

Key Account Management: We now hold a US database of over 180 US operators and agents. We will be continuing to build up key accounts with top end operators.

Plus key account work with the top 5 Australian travel trade companies. Infinity, HelloWorld, Flight Centre, Explore and Qantas Holidays

The USA is Britain’s 2nd largest source market for visits. (1st for spend)

The USA is York’s top source market (Canada is 6th)

Half of all holiday visitors are making a repeat trip to Britain

New York and California are the States that generate the most visits to Britain

United States of America

Australia is Britain’s 10th largest source market for visits. (4th for spend)

Australia is estimated to be York’s 5th largest market.

Half of holiday visitors are making a repeat trip to Britain (within the past ten years)

16% of visits from Australia are by British nationals

There are roughly twice as many visits from residents of New South Wales than there are from any other Australian state

Australia and New Zealand

06 | International Marketing Programme | USA , Australia and New Zealand

On territory activity:

VisitBritain are not operating Destination Britain America in 2016, therefore we are investigating options to attend one of the 2 shows below, full details to be confirmed.

Editorial/ trade content

Reach the trade and agents through your venue being featured in a series of e-newsletters written by Paull Tickner who has 30+ years proven track record of reaching the North American market. You will have the opportunity to supply copy direct to Paull for inclusion:

Weekly “Inside Track” newsletter to 1,300 hand-picked, very experienced travel agents. The Unique Opening Rate on the current list is just over 20%.

12 editorials from the “Inside Track” will be added to the Ensemble Travel Group’s extranet which means it will be available to 6,500 high quality US travel agents.

June and October York exclusive Britain Insider columns in the 75,000 circulation Travel Pulse Inclusion in the products being trialed at the Ensemble and National Association for Career Travel Agents (NACTA) conferences in the autumn.

VisitBritain & VisitEngland trade e-newsletters

VisitBritian & VisitEngland have regular trade e-newsletters and we will ensure our content is being pushed to the right operators. VY will be feeding through stories and articles on a regular basis.

This show is the place to be to meet both Tour Operators and consumers looking to plan their next culture seeking adventure. 500 exhibition booths, 100 cultural presentations from around the world and 20,000 trade professionals all in this three day event.

27 – 29 January 2017

Taking place in Washington DC with 20,000 visitors to the show including 1,000 travel agents. An incentive system to visit the stand to build up a US Agent Database and a chance to meet additional agents at a workshop.

14 – 16 January 2017

Keep us posted with your trade news

07 | International Marketing Programme | China

China

China is Britain’s 25th source market for visits. (9th for spend)

China is estimated to be York’s 4th largest overseas market.

Those visiting Britain from China are more likely than average to be making their first visit

Virtually all holiday visitors are Chinese but one-third of visiting friends and relations (VFR) visitors are British expats

The growth potential for this market is huge. Visits to the UK have doubled in the last 10 years and it is hoped the numbers will triple again by 2020.

Brand new direct route from Beijing to Manchester with Hainan Airlines

NEW for 2016: Destination partner for Marketing Manchester’s Chinese campaign working with Hainan. Includes a page in a new A5 Mandarin Guide, placement on Chinese microsite, trade and press pack information and posts on Manchester’s Chinese social channels. Representation at key events happening as part of this programme.

Part of the Great China Welcome Charter which has currently been awarded to 300 UK businesses.

3rd edition of the York Chinese Visitor Guide -35,000 copies produced in May 2016 and distributed via incoming airlines from China, in Chinese Visa Centres, stocked at UK airport lounges and key hotels in London, Manchester, Leeds and York.

Continued promotion of our video with Britainisgreat.com for the Chinese market with a Mandarin speaking presenter. A new push to happen during Golden Week via Britainisgreat.com (500,000 views to date)

Series of welcome training courses for York members to participate in (Run by Capela China)

Investment in a programme to build up Mandarin speaking guides available in York. One guide is now qualified via the York Guild of Tour Guides.

Continue to build up our Chinese operator database for targeting (100 operators to date)

CAISSA, U-tour, GZL, Guangdong Nanhu Int, China Bamboo Garden and China Holidays now featuring York in their regular programmes. OTAs – featuring York and York Pass include CTrip, UKubang, Linktour and Tuniu.

约克——前所未有的城市探险之旅

约克York

欢迎来到约克！古城墙环绕的约克市历史丰富悠久，与维京人

和英国王室有不解之缘，城内还遍布巧克力制造商。在约克及其

周边旅游，您将收获绝妙的观光体验。

约克的景点非常集中，每平方公里的世界级景点数量居英国首

位，一定能为您带来一个难忘的假期。沿着鹅卵石路尽情感受这

里的历史和文化氛围，第一站便来到了约克的标志性建筑约克大教堂 (York Minster, www.yorkminster.org) ，

它是欧洲北部规模最大的哥特式教堂。

登上中央高塔，您可以俯瞰约克的绝美

景致。

接着步行至热闹的谢姆伯街 (Shambles) ，

这条曾今

肉铺林立

的街道现

在是全世

界上镜率最

高的景点之

一。在附近

的约克巧克力工厂 (York’s Chocolate Story,

wwwyorkschocolatestory.com) ，您

则可以切实感受到约克作为英国顶

尖巧克力品牌之都的魅力，这里

有KitKat、Smarties and Aero, Terry’s

Chocolate Orange等品牌，您可以在

此观摩手工巧克力的制

造过程，并制作专属于

您的巧克力棒。下一站

是国家 铁 路 博 物 馆 (National Railway Museum，

www.nrm.org.uk）这里

收藏着“苏格兰飞人号

(Flying Scotsman) ”、

“野鸭号 (Mallard) ”

等经典款火车头，更有

维多利亚女王的皇室车

厢。即使不太熟悉火车

发展史来到这里也能有

丰富的收获，而且本博

物馆是免费对外开放哦！

逛了这么多地方，该有点饿了吧？约克还有许多咖啡厅和餐厅

为您精心准备各类可口饮食，更有小酒馆和熟食店供您挑选。千

万不要错过贝蒂茶屋 (Betty’s Café Tea Rooms) 的传统英式下午

茶，这里的蛋糕和约克郡茶可是出了名的美味。

然后您可以搭乘游船 (Yorkboat) 游览乌斯河 (River Ouse) ，之后开

始尽情购物，由于约克的商铺都很集中，这里可以说是英国最适

合购物的地区之一，让您在游览的间隙轻松买买买。

约克名品奥特莱斯 (York Designer Outlet, www.yorkdesigneroutlet.com)

地处约克以南，拥有超过120家店铺，提供低至4折的优惠，囊括

了Ted Baker, LK Bennett, Lacoste, The Kooples, Penhaligon’s, Reiss和

Clarks等众多品牌。从约克市出发可以非常便捷地到来该奥特

莱斯，这里有会说中文的员工为您服务。不少店铺都接受银

联付款并提供免税购物服务。

霍华德城堡 (Castle Howard，www.castlehoward.co.uk，另有专题

介绍，请参见目录) 位于约克以北15英里处，台湾娱乐巨星周杰

伦的婚宴就在此举行。2015年， 周杰伦与昆凌在塞尔比修道院

(Selby Abbey) 举办婚礼，随后在霍华德城堡大宴宾客。这座城堡

在过去300多年间一直是霍华德家族的宅邸，坐拥广袤的庄园和

宁静的湖泊，美景不容错过。搭乘蒸气火车沿着北约克郡高泽铁

路 (The North Yorkshire Moors Railway) 穿过湿地，沿途欣赏美丽风

霍华德城堡 (Castle Howard)

贝蒂茶屋 (Betty’s Café Tea Rooms)

精彩集锦

• 约克观光通票 (York Pass) -

www.yorkpass.com

为了更好地游览约克及其周边地区，您可以购买约克观光

通票,这样可以以极高的性价比参观众多景点。有1日、2日

和3日 通票可供选择，购买之后即可在约克及其周边地区

的超过30个热门景点使用。

• 您可以前往约克旅游局Visit York的信息中心，领取全新的

中文版《约克观光指南》(York Visitor Guide in Chinese)。地址

为1 Museum Street, York, 靠近约克大教堂。

也可使用本文“联系方式”栏下的链接。

• 约克大教堂提供普通话导游服务，团体参观时可提前预定。

• 约克拥有英格兰最长也是保留得最完整的中世纪城墙。

• 约克又有巧克力之都的美称，每年有超过10亿根 KitKat在

此生产！

• 世界知名的贝蒂茶室提供团体下午 茶预订服务，您还可以

在茶室客厅Belmont Room学习如何品茶！

业务佣金：约克观光通票可享15-20% 的佣金

地址： 约克旅游局

Visit York 1 Museum St,York

邮编：YO1 7DT

距离伦敦： 距伦敦200英里/300公里

约克火车站从伦敦出发2小时内即可到达，

从爱丁堡出发只需2小时30分钟

业务联系: 米歇尔·布朗 (Michelle Brown)

邮件：mb@visityork.org 电话：+44 (0) 1904 554456

游客联系：

邮件：info@visityork.org 电话：+44 (0) 1904 550099

中文介绍视频: http://www.britainisgreat.com/zh-hans/yue-ke/yue-ke-gou-wu/

交通:

伯明翰 Birmingham

曼彻斯特 Manchester

约克

York

查兹沃斯庄园

Castle Howard

利兹 Leeds

M1

A1(M)

A64

A64A19

A19

A1079

A166A59

A1

M62

伦敦 London

约克郡

York

巧克

力工

厂 (Y

ork'

s C

hoco

late

Sto

ry)

光，一路行至惠特比 (Whitby) ，您在那里可以观赏绝美的自然遗

产海滩，并在海边品尝著名的英国炸鱼和薯条！

约克格兰德水疗酒店 (The Grand Hotel & Spa, York, http://www.thegrandyork.co.uk/)

欲入住豪华酒店，该酒店将是绝佳的选择。约克格兰德水疗酒店

位于市中心，靠近约克火车站，是约克郡唯一一家五星级酒店。

地址：North Yorkshire. YO1 6GD 电话：01904 380 038

邮箱： info@thegrandyork.co.uk

专业管家服务，更是让您尽享奢华体验。

约克是欧洲景点最为集中的城市，请在这里尽情探索发现吧！

谢姆伯街 (Shambles)

13旅游名胜 12

网站： www.visityork.org

YORK | 约克

09 | International Marketing Programme | China

On territory activity: Destination Britain China event (Shanghai 21-23 November 2016)

York to attend VisitBritain sales mission to meet over 90 buyers from China.

NEW Chinese itinerary for forthcoming trade mission. (Your venue to be included in the itinerary which will be given out to 90 buyers at the event)

Dedicated translated Chinese trade toolkit – key partner content loaded up onto USB sticks and given to all our one to one appointments

Destination Britain China directory – DPS spread in agent / operator sales guide

Social media – Visit York has set up accounts for Weibo (over 7,000 followers) and Wechat: the preferred methods of communication in China with half a billion users signed up to these channels). Keep us updated with your news so we can post out for you on a regular basis. Up to 12 posts per annum.

Creation of a new Mandarin landing page on visityork.cn to host all of our Mandarin content and create a portal page for Chinese visitors. Key partner information to be hosted on these pages in Mandarin.

Online/Social

10 | International Marketing Programme | Europe

Germany is Britain’s 7th most important market for visits. (3rd for spend)

It is York’s 2nd largest international market.

More than half of holiday visitors are making a repeat visit to Britain

Virtually all holiday and business visitors are German but 25% of visiting friends and relations (VFR) visitors are British national

Germany

Print:

York will be producing a brochure/itinerary translated into German. Your venue details will be included.

Distribution of the new leaflet/ itinerary will be to a select number of key trade accounts in Germany and using VE and VB trade channels and e-newsletters and distribution at VisitBritain stand at ITB Berlin (March 2017)

We now have a German travel trade database for future follow up. (Approx 200 contacts). Mailing completed post show with our A5 guide and the NTGF supplement created in German, together with a lens cloth promoting the German version of Agent North.

Online:

Creation of a German landing page on visityork.org/trade York trade pages to include a toolkit for German operators.

Creation of a new German trade e-newsletter (quarterly). Your content to be included.

Creation of a new German video.

Keep us posted with your trade news

11 | International Marketing Programme | Europe

The Netherlands is Britain’s 6th most important market for visits. (8th for spend)

York’s 8th largest international market

14% of holiday visitors are travelling as part of a tour group

The majority of visitors are making a repeat trip to Britain

85% of visitors are Dutch while 8% are Britons

Most visitors live in Amsterdam, Rotterdam or The Hague

Netherlands

Working with House of Britain: 6 x dedicated York E-newsletters to House of Britain database ( 18,000 contacts)

Close user partners KPN ( Dutch Telecom) and Post.nl ( Dutch Post). In total 120.000 employees and families. In total 4 x E-newsletters

Special brochure on Vakantie 2017 and Salon des Vacances 2017

Prominence for 2 months on HOB home page with York packages ( + 2000 unique visitors per day)

Flash sale actions with HOB partners Travelbird.nl/be and NU weg Exclusief

Affiliate campaign with Tradetracker for a York banner on 70,000 affiliate websites

2 groups mailings to HOB database for groups (2000 contacts ) for clubs /coach operators On territory work: Vakantiebeurs January 2017 Also investigating taking space at Vakantiebeurs in partnership with Visit Hull & East Yorkshire and P&O Ferries. Full details to be confirmed based on partner sign up and costs.

Working with carriers

P&O Ferries - Continued campaign with P&O Ferries to ensure York is front of mind.

Leeds Bradford International airport / Jet2 liaison for campaign activity in key German and Dutch cities.

12 | International Marketing Programme

Tier 1

Tier 2

Please sign me up to Tier 1 full international campaign

I would like to select the following market/s to focus on:

To find out more contact Michelle Brown 01904 554456 or Elaine Moss 01904 554471.

Please complete and return the form for participation by 1 September 2016 and email back to Michelle Brown michelle.brown@makeityork.com

£2,500 +VAT

£1,500 +VAT

£1,500 +VAT

£750 +VAT

1. USA, Australia & New Zealand

Name: Sign:

Date: PO:Venue:

2. China

3. Germany/Netherlands