Lincoln at Christmas 2010Campaign Launch

The Christmas Marketing Team

Matt Corrigan Lincoln BIG

Emma Tatlow Visit Lincolnshire

Sheelagh CallaghanLincolnshire Echo

Caroline Bingham KM Media

Chris Grieg Lincs FM

Tonight’s Agenda

• Background on Lincoln marketing, consumer behaviour and the importance of Christmas

• Overview of proposed marketing activity from media partners

• Feedback and questions

Christmas in Lincoln – its crucial!

Critical time of year for retailers

Christmas market one of the highest profile events of its kind

Competition is increasing – online, out of town retail

Brings together all sectors of the visitor economy – events, retail, tourism, food and drink

Brings the city centre alive

Total investment in the city at Christmas by stakeholders – c.£1m

Putting Lincoln on the map this Christmas

• First ever joined up marketing campaign for the City between Lincoln BIG, Visit Lincolnshire and media partners

• Opportunities for private sector to support the campaign

• Building on previous Christmas and city marketing activity

Consumer behaviour - short breaks

• Tourism is currently worth £971m to Lincolnshire • Shopping accounts for 22% of visitor spend – the highest

category of expenditure followed by food and drink at 18%

• The Staycation is set to continue and consumers are motivated by ‘rediscovering’ and ‘enjoying’ English destinations

City Breaks Campaign

Lincoln – a cosmopolitan city rich in heritage and culture offers a complete package for a short break. From historical uphill and the world renowned cathedral to a quality retail offer from independent boutiques to high street stores, the city is an eclectic mix of old and new.

Christmas is a key part of Lincoln’s message, with a world renowned Christmas market, independent retailers and a family friendly, value for money offer

Key messages

• Quality accommodation

• Year round programme of events & festivals

• Rich heritage

• Great shopping

• Food & Drink

• Small but perfectly formed

• Developments – Bailgate Restored, Castle Project, Hilton Hotel etc

• Christmas – unique experience

• Value for money offer

Target Markets

• Targets – well off older couples and families;

• Traditionals - active in the domestic holiday market; willing to pay for good personal service. More like to take a domestic holiday than an overseas one. Tend to go for destinations that are renowned for their scenery and are not too crowded with other tourists.

• Discoverers - independent minded people; like to try new places and explore an authentic destination. Affluent segment; high proportion has access to the internet. Likely to choose destinations where they can build knowledge and experience through new cultures, nature or historical attractions.

• East Midlands, East Anglia, South Yorkshire

Target markets

Predominantly wealthy area

Wealthy AchieversUrban ProsperityComfortably off

City Breaks Activity to date

• Welcome Guide Summer edition • Visitlincoln.com – launch September • City profile on visitlincolnshire.com • Shoplincoln.com • PR • Consumer e-newsletters

Christmas campaign objectives

• To increase Christmas footfall across the city • To promote a renowned Christmas Market • To get 25,000 people ice skating• To encourage more people late night shopping• To increase staying visitors• To promote the city as a fun and safe night out• To generate consumer contacts for future marketing

Consumer choice.....

Meadowhall

Victoria CentreBroadmarsh

Princes QuaySt Stephens

Freshney Place

All of these shopping centres are an hour from Lincoln... We need to givevisitors reasons to come to Lincoln and raise awarenessof the Christmas offerin the city

Lincoln at Christmas

Strong brand concept created to tie all of the activity together.

To be used across all media and available to be adopted by partners

Activity Overview – Marketing

12 page full colour supplement distributed across East Midlands with a print run of 279,299

Glossy magazine bound to Lincolnshire Life (2nd edition of the Welcome Guide)

Lincs FM radio campaign

PR & Media

Online activity – website and enewsletters

Social Media

Wider advertising – budgets allowing

Activity Overview Animation & Events

• Christmas Lights – Investing £50k to make the city sparkle this Christmas

• Christmas Trees – available for all businesses • Lincoln Ice Rink • Christmas Market • Events programme

Northcliffe Media

12 page full colour supplement inserted in: • Lincolnshire Echo• Target Series • Gainsborough Target• Retford Times • Grimsby Telegraph• Scunthorpe Telegraph• Hull Daily Mail • Nottingham Post

Total print run 279,339

Editorial focus on Lincoln at Christmas

Issued early November

Geographical spread

One advert across this area will reach 595,484 people with 597,999 OTS

49% of population are ABC1

Glossy Guide to Lincoln

• Continuation of the successful Welcome to Lincoln guide • Evolving from last year’s Xmas guide • 30,000 print run – 10,000 front mounted to the

November edition of Lincolnshire Life • Local and regional distribution; hotels, outlets, TICs etc • Editorial profile in Lincolnshire Life throughout October,

November and December

Lincs FM Radio Campaign

• Opportunities for business to get stand out commercials, top and tailed with a generic Lincoln message

• Broadcast over 5 days a week for 2 weeks

(each business to receive 20 commercials)

• Lincoln focussed radio campaign with a competition on air for kids to win prizes. Use event (ie Light switch on) as a hook

PR & Media

• Generate press coverage (print, broadcast & online) around Lincoln at Christmas

• PR activity commenced – interest already from Huddersfield Examiner & Travel Trade press

• Featuring in Lincolnshire’s Travel Trade newsletter – 2009 Christmas campaign generated:

• total circulation 2,778,049 million• total value £151,764

Online

• New! City focussed websites visitlincoln.com and shoplincoln.com (launch end September)

• Visitlincoln.com will be branded with the Christmas branding and cover key messages

• Online accommodation bookings incentivised for December (excl market dates)

• Competition for Christmas • E-newsletters to consumer database – can share messages

with businesses • Blog posts with latest news, events and must sees

Social Media

• Facebook profile – engage with fans to upload best images and experiences of Lincoln at Christmas

• Twitter to push out offers and news • Generate excitement and raise awareness through

social media channels ie You Tube video competition • Offer/added value related activity

Advertising

• Billboards – supermarkets, city centre, high footfall areas • Bus sides – ie Newark, Notts routes • Press advertising – glossy magazines • Train providers – East Coast & Midlands • Britain Planner – glossy publication

Budgets allowing

Next Steps

• Packages available for partner buy-in to the campaign offering value for money and commitment to the growth of Lincoln at Christmas

• Menu option will also be available

• Sign up tonight to demonstrate your commitment to the growth of Lincoln at Christmas

Any Questions?

Partner packages Campaign Strands

Platinum

£4500

Gold£3000

Silver £200

0

Bronze£1000

Echo newspaper supplement

Back page advert

1/2 colour 1/4 colour 1/8 colour

Lincoln at Christmas glossy guide

Full Page colour

1/2 colour 1/4 colour 1/8 colour

Lincs FM advert Plus Promo Plus PromoAdvert

onlyAdvert only

Christmas trees 4 Trees 2 Trees 1 Tree 1 TreeIce rink partner and /or

boardYes Yes either n/a

PlusIce rink tickets 10 5 2 n/a

Website home page banner

Yes Yes Yes Yes

PR and media Yes Yes Yes n/aInvite to Christmas

receptionYes Yes Yes Yes

Thank you

Bill Board Promotion

Bill Board Promotion

Bill Board Promotion