Bringing Brighton Together

How museums and the tourism industry can work

together to get more visitors

Brighton 250 years of tourism

Brighton and Hove City by the Sea Tourism

• Population 0.25m• 8.165 million tourist visits in 2009• Day visits 60% of which 41% from

home; 19% holiday bases outside city

• 72% ABC1• 83% domestic• 19% visiting friends or family

The Royal Pavilion

The Museums

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50000

100000

150000

200000

250000

300000

350000

2007-08 2008-09 2009-10 2010-11

RPBMAGHMAGPrestonBooth

Context for change

• Numbers declining• Huge competition• Marketing no longer effective• City marketing• Product not attracting PR• Systems/customer interface not

working

Addressing the problem• Look at what tourists want• Look at who could help us• Look at our marketing• Look at our processes and customer

experience• Look at our offer

The visitor experience

Why do they come

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10

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Shopping

Pier

Beech

Friends/f

amily

Others

Museum/gall

ery

Theatre

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020406080

100120140160

What is the Pavilion’s most important function

Which Markets and what do they want

•A day trip•Mix of activities •Groups•Visiting friends

Who/What can help•Tourism •Businesses•Cultural

organisations•National

events•Anniversaries

New Marketing• Print reviewed and targeted at

particular audiences• Web marketing• Social media- 2,000 Twitter; 320

Facebook • App launched October 2011• image library views 73,000 a month• 18,000 read RPM Blogs

Business Partners

Make the technology work

Systems and processes•Bookings•Ticketing•Pricing•Web

Discover, enjoy & learn

Brand

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Royalty

Histor

y

Touris

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Archite

cture

India/

East

Garden

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Museu

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Art & cu

lture

Brighton

Icon

Don't kn

owOthe

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VisitorsResidents

Brand

Origin of visitors

Brighton & Hove Residents Elsewhere in UK Overseas Total

Royal Pavilion 21,935 136,218 155,207 313,360

Brighton Museum & Art Gallery 58,423 111,905 54,379 224,707

Hove Museum & Art Gallery 21,825 14,255 8,462 44,542

Booth Museum of Natural History 18,063 6,462 1,845 26,370

Preston Manor 4,799 7,830 650 13,279

Total 125,045 276,670 220,543 622,258

Tourist attraction ?

Tips•Programming•Press •Partnership