transcript
- Slide 1
- The Tourism Marketing Strategy for Yorkshire & Humber 2006
2010 Friday 12 May 2006
- Slide 2
- In-depth tourism marketing strategy for Yorkshire & Humber
prepared by YTB in consultation with the tourism industry and key
stakeholders. The strategy is designed to have a significant impact
on the regions economy and will deliver measurable increases in
tourism-generated revenue. The strategy illustrates how tourism
will contribute towards building a sustainable future for the
regions economy, community and environment.
- Slide 3
- Increase the value of tourism earnings in Yorkshire by 5% per
annum from 4.2b in 2003 to 5.9b by 2010 Leisure Tourism Business
Tourism Identifying Target Markets Delivering a World Class
Experience Developing Brand Strength Inspiring and Securing
Visits
- Slide 4
- Target is aspirational Based on current performance we are only
forecast to increase the value of tourism to 4.9m by 2010 1 billion
gap
- Slide 5
- Identifying Target Markets: Value over volume.. Attract a
greater proportion of business tourism and international visitors,
while seeking to grow the return from the core domestic market by
focusing on high value visitors.
- Slide 6
- Delivering a World Class Experience: Develop a world-class
experience for visitors, which will consistently exceed all
expectations.
- Slide 7
- Developing Brand Strength: Position the Yorkshire brand as a
destination of choice for priority target markets with respect to
key competitors and achieve measurable increases in awareness of
key, sub-regional destination brands.
- Slide 8
- Inspiring and Securing Visits: Implement a customer-focused
communications programme to convert awareness and understanding to
visits.
- Slide 9
- Origin Age Trip behaviour Life stage Spend potential
Motivation
- Slide 10
- Based on two components: the values that will influence the
style and type of experience people prefer the aspects of a service
or product people value
- Slide 11
- COSMOPOLITANS Strong, active, confident Style & brand
important, but as an expression of their self made identity. High
spenders especially on innovation and technology Looking for new
challenges, new experiences, Globetrotters DISCOVERERS Independent
in mind and action Little influenced by style or brand but
interested in new options Buy on function and value to them Looking
for new and educational experiences TRADITIONALS Self reliant
internally referenced Slow to adopt new options Orientation towards
traditional values Value individual attention & service
FUNCTIONALS Self reliant, Price drive Value function over style
Traditional values, interest in new experiences, not risk adverse
STYLE HOUNDS Young Free Single, impulsive Fashion counts Brand
counts Looking for fun with friends Most not seriously sporty HIGH
STREET Main stream early adopters Followers of high street fashion
Care what others think Happy to buy packaged options FOLLOWERS
Strongly influenced by what others will think Dont want to be seen
as old fashioned Less active Slow to adopt Avoid risk HABITUALS
Largely inactive, low spending group Very traditional, strongly
resistant to change Risk adverse Value relaxation, peace and
quiet
- Slide 12
- Staying visitors ABC1 short-break takers from London, Southeast
and Midlands, aged 45+, Cosmopolitans, Traditionals and Discoverers
ABC1 short-break takers from London, Southeast and Midlands, aged
25-44, Cosmopolitans, Traditionals and Discoverers ABC1 short-break
takers from within the region, Cosmopolitans, Traditionals, and
Discoverers Special interest markets - wherever there is potential
to generate a high return on investment. Day visitors
- Slide 13
- Short-break takers 1-3 days from European markets, specifically
Germany, Italy, Spain, Irish Republic, Netherlands, Belgium and
Scandinavia. Short holidays 4-7 days predominantly short haul, from
European and Nordic markets, specifically Netherlands, Belgium,
Germany, Spain and Italy. Longer staying visitors from USA, Canada
and Australasia. Emerging markets such as Asia, India and Eastern
Europe will also be assessed.
- Slide 14
- National associations Corporate meeting sector Conference and
meeting intermediaries International association conferences
- Slide 15
- Britains Biggest Break 2.8 million budget 18 month campaign
Starting January 2005
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- Increase understanding and appeal of Yorkshire as a short break
destination Increase market penetration in core target markets
Increase awareness of Yorkshire as a short break destination
amongst the ABC1, 25-34 age group
- Slide 17
- Raise awareness Increase intention to travel Generate 300,000
responses Achieve 50% increase in visits to yorkshirevisitor.com 25
m tourism expenditure
- Slide 18
- Primary ABC1 - Affluent empty nesters South East, London,
Midlands Secondary Affluent younger professional couples South
East, London, Midlands Motivations Outdoors, history, heritage,
culture, sightseeing, eating out, city break
- Slide 19
- To build on all the positives of the previous campaigns by
dramatising the variety and contrast Yorkshire offers But Make it
engaging and personal thus fitting with Yorkshires brand values and
making a longer lasting emotional connection with the audience
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- Make Yorkshire Yours Personal and engaging Emotive and
experiential Ownable Plus, a call to action
- Slide 21
- Deliver a cost-effective method of achieving 300,000 responses
Build on previous campaign success, utilising lowest CPR media
Provide cut-through and stand out in a cluttered environment
- Slide 22