Heritage Revealed
9
Lancashire and Blackpool Tourist Board 2009/10 Heritage Revealed Short Breaks Campaign Sally Jastrzebski-Lloyd
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Transcript of Heritage Revealed
Lancashire and Blackpool Tourist Board
2009/10 Heritage Revealed Short Breaks Campaign
Sally Jastrzebski-Lloyd
Embark on a journey...
Heritage Revealed
Short breaks campaign
Aug – Sept 09 / Jan – June 2010
Theme Champions; Lancaster & Pennine Lancashire
Who is the target market?
‘Cosmopolitans’ & ‘discoverers’
40+ couples
Actively looking to take UK short breaks
2 hour drive time
Strong, active and confident
High-spending market – value new experiences
Life is full & active, yet peace and relaxation is valued
An appreciation of art and culture
Want to do their own thing and expand their knowledge
Alison & John
Aged 52Professional couple Adult children / empty nesters Holiday Habits;Take one long haul holiday a year Take 2-3 UK short breaks which they research and book on-line
Holiday wants;QualityIndividual attention Home comforts essentialSpecial interest tours Avoids typically family destinations/ school holidays, Likes to visit villages and market towns with the purpose of visiting a teashop or cafe
August - September 2009
Promoted Heritage Open Days, Lancaster Unlocked and other heritage events
Targeting day and short break visitors
Adverts in Life magazine titles and Lancashire magazine
Bookmarks and posters produced
On-line at visitlancashire.com
Social media programme of blogging, twittering & Facebook
January - June 2010
Two treasure hunts to be created and produced
Posted out via a direct mail to 30,000+ people and available as a download
Heritage brochure produced – 10,000 copies
Campaign website
E-newsletters sent to 18,000+ contacts
Social media programme of activity
And more.... including competitions, press visits, on-line advertising
Opportunities for businesses
Three packages available;
Bronze - Basic entry in brochure and entry on website
Silver - Quarter page advert in brochureEntry on websiteOn-line special offerBlog spot
Gold - Inclusion in treasure trailHalf page advert in brochureEntry on campaign websiteHighlighted on campaign homepageOn-line special offerBlog spotOpportunity to feature a video on-lineOpportunity to provide a prize or host press visit
Why?
The economic impact from 2008 LBTB marketing activity
• 62% of visitors felt that the promotional material had some effect on their decision to visit Lancashire
•9,370 short breaks generated as a result of the campaign activity (195,491 bed nights)
•Total holiday spend as a result of the campaigns - £5,013,171
•Return on investment of £1 of marketing spend generating £37.55 worth of overnight visitor spend.
And.........
You’ll be promoting your business to an audience of 30,000+ new and existing visitors (together with the 60,000+ visitors who use visitlancashire.com every month)
