Bold Vision, Bright Future

The Tourism Marketing Strategy

for Yorkshire & Humber

2006 – 2010

Friday 12 May 2006

Agenda

•Background to the Tourism Marketing Strategy for Yorkshire & Humber 2006 – 2010

•Objectives and target audiences

•Segmentation Research

•Brand Research

•Product Development

•Campaigns and Channels to Market

•Case Study

The Tourism Marketing Strategy for Yorkshire & Humber 2006 - 2010

• 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 region’s economy and will deliver measurable increases in tourism-generated revenue.

• The strategy illustrates how tourism will contribute towards building a sustainable future for the region’s economy, community and environment.

Our Goal

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 ClassExperience

DevelopingBrand Strength

Inspiring and Securing

Visits

Where are we now?

• 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

Objectives

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.

Objectives

Delivering a World Class Experience:

Develop a world-class experience for

visitors, which will consistently exceed all

expectations.

Objectives

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.

Objectives

Inspiring and Securing Visits:

Implement a customer-focused

communications programme to convert

awareness and understanding to visits.

Identifying Target Markets

• Origin• Age• Trip behaviour• Life stage• Spend potential• Motivation

Value Based Segmentation

• 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

ArkLeisure Groups

COSMOPOLITANSStrong, active, confidentStyle & brand important, but as an expression of their self made identity.High spenders especially on innovation and technologyLooking for new challenges, new experiences, Globetrotters

DISCOVERERS

Independent in mind and actionLittle influenced by style or brand but interested in new optionsBuy on function and value to themLooking for new and educational experiences

TRADITIONALSSelf reliant internally referencedSlow to adopt new options Orientation towards traditional valuesValue individual attention & service

FUNCTIONALSSelf reliant, Price driveValue function over styleTraditional values, interest in new experiences, not risk adverse

STYLE HOUNDS‘Young Free Single’, impulsiveFashion countsBrand countsLooking for fun with friendsMost not seriously sporty

HIGH STREETMain stream early adoptersFollowers of high street fashionCare what others think Happy to buy packaged options

FOLLOWERSStrongly influenced by what others will thinkDon’t want to be seen as old fashionedLess active Slow to adoptAvoid risk

HABITUALSLargely inactive, low spending groupVery traditional, strongly resistant to changeRisk adverseValue relaxation, peace and quiet

Style Hounds

Followers

Functionals

Discoverers

Traditionals

Cosmopolitans

High Street

Habituals

Mass Market

Independent Market

Innovators

Sustainers

Sample questionnaire

Please indicate the extent to which you are prepared to pay more for the following characteristics of a service or holiday product SHOWCARD G

0 means that you would not be prepared to pay more, whilst 10 means you would definitely be prepared to pay more.

Not pay Pay more

0 1 2 3 4 5 6 7 8 9 10

For brands that express my individuality

To be given individual attention

For something that is out of the ordinary

For products that use the most advanced technology

For a fashionable brand

To get better service

For a product or service that is new to the market

Domestic Leisure Target Markets

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

International Leisure Target Markets

• 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.

Business Tourism Target Markets

• National associations

• Corporate meeting sector

• Conference and meeting intermediaries

• International association conferences

Discussion and Questions

Customer Motivations and Satisfaction

Brand Perceptions and Awareness

Research programme

Customer Motivations and Satisfaction

What motivates visitors to choose a particular short break destination and how

does Yorkshire measure up??

• What are the key drivers of visitor satisfaction?• What retains visitors and persuades them to

recommend Yorkshire?• Which elements of Yorkshire promote visitor retention

and referral?• How does Yorkshire perform for different customer

segments?

Methodology

• TNS Global

• Telephone survey amongst identified target markets

• TRIM methodology – allows benchmarking

• TRIM grids – allows comparison across markets

How would you rate the overall performance of Yorkshire as a place to visit on holiday or for leisure?

Overall Performance

Would you recommend Yorkshire to a friend or relative as a place to visit?

Recommendation

How likely would you be to (re) visit Yorkshire in the foreseeable future?

Repurchase

Given what you know about other areas of England, how much of an advantage is it to you to visit Yorkshire for a holiday or for a leisure trip?

Competitive Advantage

TRI*MIndex

Customer RetentionThe TRI*M Index

Average Overall Performance

Average Recommendation

Below average Repurchase

Above average Competitive Advantage

TRI*MIndex

Customer RetentionThe TRI*M Index

19%

32%

18%

9%

41%43%

48%

33%

25%22%

24%

30%

6% 5%7% 8%

1%

8%

3%

20%

0%

10%

20%

30%

40%

50%

60%

Excellent (5) Very Good (4) Good (3) Fair (2) Poor (1) Don't Know

All respondents Recent visitors Lapsed visitors Potential visitors

Performance of destination Yorkshire

Mean scores:Mean scores:Euro tourism average Euro tourism average = 3.9= 3.9All respondents All respondents = 3.8= 3.8Recent visitors Recent visitors = 4.0= 4.0Lapsed visitors Lapsed visitors = 3.8= 3.8Potential visitors Potential visitors = 3.5= 3.5

42%

67%

47%

18%

28%

24%

32%30%

12%

7%

12%

16%

8%

2%

7%

14%

2%1% 1% 3%

8%

2%

19%

0%

10%

20%

30%

40%

50%

60%

70%

Definitely (5) Probably (4) Fairly likely (3) Probably not (2) Definitely not (1) Don't Know

All respondents Recent visitors Lapsed visitors Potential visitors

Likelihood of recommending Yorkshire

Mean scores:Mean scores:Euro tourism average Euro tourism average = 4.2= 4.2All respondents All respondents = 4.1= 4.1Recent visitors Recent visitors = 4.5= 4.5Lapsed visitors Lapsed visitors = 4.2= 4.2Potential visitors Potential visitors = 3.6= 3.6

Likelihood of taking a holiday in Yorkshire in next couple of years

26%

49%

17%14%

34%

29%

36% 36%

24%

15%

28% 28%

14%

6%

16%

20%

1%1% 3% 1% 1% 2%

0%

10%

20%

30%

40%

50%

60%

Definitely (5) Probably (4) Fairly likely (3) Probably not (2) Definitely not (1) Don't Know

All respondents Recent visitors Lapsed visitors Potential visitors

Mean scores:Mean scores:Euro tourism average Euro tourism average = 4.3= 4.3All respondents All respondents = 3.7= 3.7Recent visitors Recent visitors = 4.2= 4.2Lapsed visitors Lapsed visitors = 3.5= 3.5Potential visitors Potential visitors = 3.4= 3.4

13%

25%

12%

4%

34%

41%39%

23%

33%

28%

34%36%

10%

5%

10%

14%

1% 1% 1%

10%

1%4%

23%

0%

10%

20%

30%

40%

50%

60%

Excellent (5) Very Good (4) Good (3) Fair (2) Poor (1) Don't Know

All respondents Recent visitors Lapsed visitors Potential visitors

Yorkshire compared to other destinations

Mean scores:Mean scores:Euro tourism average Euro tourism average = 3.3= 3.3All respondents All respondents = 3.5= 3.5Recent visitors Recent visitors = 3.9= 3.9Lapsed visitors Lapsed visitors = 3.5= 3.5Potential visitors Potential visitors = 3.2= 3.2

Customer satisfaction

Yorkshire is under performing in the eyes of lapsed and potential visitors. Recent visitors are much more positive

Measuring importance & performance

• 29 product attributes selected

• Each product element is plotted onto the grid

• By identifying where the element sits on the TR*M Grid we can identify what action is necessary.

The TRI*M Grid

Hygienics

Not priorities for improvement but maintain performance

Motivators

Key drivers of satisfaction & loyalty important to perform well in this area

HiddenOpportunities

Also key drivers of satisfaction & loyalty but potential for quick wins

Savings

Potential for savings low claimed & real importance - not so relevant to perform well

CL

AIM

ED

IM

PO

RT

AN

CE

REAL RELEVANCELow

Low

High

High

1

2

3 4

5

6

7

8

9

10

11

12

13

14

15

16

17

1819

20

2122

23

24

25

26

27

28

29

Overall

REAL RELEVANCEREAL RELEVANCE

HighHigh

HighHigh

CL

AIM

ED

IM

PO

RT

AN

CE

CL

AIM

ED

IM

PO

RT

AN

CE

LowLow

LowLow

PotentialSavers

Hygienics Motivators

HiddenOpportunities

Performance:Performance: Average Well below averageWell above average Above average Below average

1 Beautiful & unspoilt countryside

2 Beaches and resorts

3 Coastline

4 Interesting villages and market towns to visit

5 Locations associated with film/TV/literature

6 Opportunity to explore several locations by car

7 Historic environment

8 Interesting cities to visit

9 Opportunity to participate in extreme or adrenaline sports

10 Water based activities

11 Walking

12 Cycling

13 Opportunity to see wildlife in natural habitat

14 Quality camping, caravan sites, bunk barns

15 Quality serviced accommodation e.g. hotel, B&B, guesthouse

16 Quality self-catering accommodation

17 Quality Country house or boutique hotels

18 Eating out – choice of quality food and dining

19 Eating out – opportunity to consume quality local produce

20 Nightlife – bars, clubs, etc

21 Shopping – local crafts and distinctive shopping

22 Special events and festivals to visit

23 Performing arts and theatre

24 Opportunity to visit a sporting event

25 Museums, Galleries and visual arts

26 Historic attractions, castles, stately homes and gardens

27 Activities and facilities for children / children friendly activities

28 Visitor attractions

29 High standards of service

Overall strengths

• Strengths– 15 – Quality serviced accommodation

– 4 – Interesting villages & market towns to visit

– 8 – Interesting cities to visit

– 3 – Coastline

– 6 – Opportunity to explore several locations by car

– 28 – Visitor attractions

– 1– Beautiful & unspoilt countryside

– 26 – Historic attractions, castles, stately homes & gardens

1

3 4

6

8

15

26

28

Overall – Priorities and Opportunities

• Priorities–18 – Eating Out – choice of quality food & dining

–29 – High standards of service

–2 – Beaches & resorts

–19 – Eating out – opportunity to consume quality local produce

–16 – Quality self-catering accommodation

• Hidden Opportunities

–17 – Quality country house or boutique hotels

–21 – Shopping – local crafts & distinctive shopping

–25 – Museums, galleries & visual arts

–22 – Special events & festivals to visit

216

17

1819

212225

29

Most common PRIORITIES

• Beaches and resorts (a priority in 11 out of 11 grids)

• High standards of service (11 out of 11)

• Quality self-catering accommodation (8 out of 11)

• Eating out – opportunity to consume quality local produce (8 out of 11)

• Eating out – choice of quality food and dining (7 out of 11)

Most common OPPORTUNITIES

• Quality country house or boutique hotels (an opportunity in 8 out of 11 grids)

• Shopping – local crafts and distinctive shopping (8 out of 11)

• Museums, galleries and visual arts (7 out of 11)

• Special events and festivals to visit (6 out of 11)

Recent vs. Lapsed vs. Potential Visitors

• Eating Out – a strength amongst recent visitors; a priority amongst lapsed and potential visitors

• Quality Serviced Accommodation – a strength amongst recent and lapsed visitors; a priority amongst potential visitors

• Beautiful & unspoilt countryside – a strength amongst recent and lapsed visitors; a hygienic amongst potential visitors

Age Differences

• Older respondents more positive than younger respondents

• Eating Out – a strength amongst those aged 45+; a priority amongst younger respondents

• Quality Country Houses or Boutique Hotels – a priority amongst those aged 45+; an opportunity amongst potential visitors

Brand Perceptions and Awareness

• What are the perceptions of the target markets towards Yorkshire and its destination brands in terms of:– Awareness of destinations– Responses to existing names and branding– Rational and emotional elements of the destination brands– Attitudes and opinions

• Which destination brands are most attractive to the key target markets and how does brand awareness and perceptions differ across segments

• How do brand awareness and perceptions differ between visitors and non-visitors.

• Which destination brands have the strongest position in relation to key marketing themes:

• How does Yorkshire and it’s brands compare with other UK destinations for these markets and themes.

Research Methodology

• Research conducted in two stages;– Quantitative Research to test pre-defined values amongst

current visitors and those who consider Yorkshire as a holiday destination

– Qualitative Research to explore the brand values and themes that have emerged from quantitative research, and how best to communicate these

• This presentation covers the Quantitative stage only– C.3000 Online Interviews conducted with nationally

representative sample (by Origin, Age & SEG)• to measure knowledge and visit history of UK and Yorkshire destinations• C.2000 respondents qualified for a more detailed interview about specific Yorkshire and UK

destinations

– Data subsequently weighted to provide nationally representative insight

Top UK Destinations

• Respondents were asked to state their top 5 regions in the UK for a weekend away, short break or holiday

• Highlighted main Yorkshire competitors:– South West– Lake District– Scotland– Wales

Top Yorkshire Destinations

• Respondents also listed their top 5 Yorkshire destinations for a weekend away, short break or holiday

• Responses included 377 non-Yorkshire destinations – thought to be part of Yorkshire.

Non Yorkshire DestinationsGreat YarmouthLake DistrictBlackpoolDerbyLondon!

Ranking Yorkshire Place FREQ.1 YORK 16462 LEEDS 8143 YORKSHIRE DALES 7464 SCARBOROUGH 7225 WHITBY 6056 HARROGATE 5277 YORKSHIRE MOORS 4608 NON YORKSHIRE 3779 SHEFFIELD 22210 BRIDLINGTON 17011 SKIPTON 12812 RIPON 11413 FILEY 10114 BRADFORD 9515 HAWORTH 8516 PEAK DISTRICT 83

17= RICHMOND 7617= ROBIN HOODS BAY 7619= HULL 6119= ILKLEY 6121 DONCASTER 5722 HALIFAX 5023 PICKERING 4724 HUDDERSFIELD 40

25= BEVERLEY 3325= KNARSEBOROUGH 3327 WENSLEYDALE 3228 YORKSHIRE COAST 3129 MALHAM, 2930 EAST RIDING OF YORKSHIRE 28

31= BRONTE COUNTRY 2731= THIRSK 2733= HEBDEN BRIDGE 2633= HOLMFIRTH 2635 HELMSLEY 25

36= HAWES 2236= MALTON 2238 WAKEFIELD 2239 YORKSHIRE PENNINES 2140 BARNSLEY 20

41= SETTLE 1941= YORKSHIRE 1943= GRASSINGTON 1643= KEIGHLEY 1645 WETHERBY 1646 GOATHLAND 1547 ROTHERHAM 1448 PONTEFRACT 13

49= HORNSEA 1249= MASHAM 1249= MASHAM 12

What do we mean by brand?

The total response of a customer to the name or symbol which states who you are or what you have to offer.

For some people…

Proud

THE YORKSHIRE

BRAND

Welcoming Enriching

TRADITIONAL/NATURAL

MODERN/DYNAMIC

Enriching StimulatingContemporary Progressive

BreathtakingRomanticRugged/wildUnspoilt

WARM

FriendlyComfortableFamiliarRelaxingHappy/fun

Perceptions of Yorkshire

Natural 52%Rugged/Wild 49%Breathtaking 44%Unspolt 43%

Friendly/Welcoming 50%Peaceful 49%Relaxing 48%Proud 44%Comfortable WarmFamiliar 42%

Natural 52.4%Friendly / Welcoming 49.9%Peaceful 49.3%Rugged / Wild 49.3%Relaxing 48.2%Proud 44.0%Breathtaking 43.8%Unspoilt 42.9%Comfortable - Warm - Familiar 42.2%Nostalgic 39.5%Invigorating 37.6%Enriching 35.1%Happy / Fun 34.4%Romantic 30.8%Exciting 23.6%Contemporary 17.9%

Themes

• Key marketing themes emerge from the overall correspondence map. Destinations are often falling into more than one ‘theme’– Rugged and Wild– Gentle Country– Heritage and historic culture– City culture– Seaside (fun and relaxing)

Brand Themes - Rugged and Wild

Rugged and Wild Yorkshire Brand Map

Breathtaking

Comfortable & Warm

Contemporary

Enriching

ExcitingInvigorating

Natural

Nostalgic

Peaceful

Relaxing

Romantic

Friendly & Welcoming

Rugged & Wild

Happy & Fun

Proud

Unspoilt

East Riding of Yorkshire

Yorkshire Dales

Peak District

North York Moors

Bahtat Country

-0.8

-0.6

-0.4

-0.2

0.0

0.2

0.4

0.6

0.8

-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5

72% Natural - Man Made

15%

Pass

ive -

Act

ive

Brand Themes – Gentle Country

Country Life Yorkshire Brand Map

Breathtaking

Comfortable & Warm

Contemporary

Enriching

ExcitingInvigorating

Natural

Nostalgic

Peaceful

Relaxing

Romantic

Friendly & Welcoming

Rugged & Wild

Happy & Fun

Proud

UnspoiltYorkshire Wolds

South Yorkshire

Holmfirth /Kirklees

Thirsk / Herriot Country / Hambleton

Vale of York

Other Yorkshire coast

Bronte Country

-0 .8

-0.6

-0.4

-0.2

0.0

0.2

0.4

0.6

0.8

-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5

72% Natural - Man Made

15%

Pas

sive

- A

ctiv

e

Gentle Country Yorkshire Brand Map

Brand Themes – Heritage and Historic Culture

Heritage & Culture Yorkshire Brand Map

Unspoilt

Proud

Happy & Fun

Rugged & Wild

Friendly & Welcoming

Romantic

Relaxing

Peaceful

Nostalgic

Natural

InvigoratingExciting

Enriching

Contemporary

Comfortable & Warm

Breathtaking

Pickering / Ryedale

Thirsk / Herriot Country / Hambleton

Holmfirth /KirkleesSaltaire

Wakefield

Harrogate

Selby

York

-0.8

-0.6

-0.4

-0.2

0.0

0.2

0.4

0.6

0.8

-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5

72% Natural - Man Made

15%

Pas

sive

- A

ctiv

e

Heritage and Historic Culture Yorkshire Brand Map

Brand Themes – City Culture

City and Clubbing Yorkshire Brand Map

Unspoilt

Proud

Happy & Fun

Rugged & Wild

Friendly & Welcoming

Romantic

Relaxing

Peaceful

Nostalgic

Natural

Invigorating

Exciting

Enriching

Contemporary

Comfortable & Warm

Breathtaking

Leeds

Sheffield

Bradford

Hull

-1.0

-0.5

0.0

0.5

1.0

1.5

-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5 2.0

72% Natural - Man Made

15%

Pas

sive

- A

ctiv

e

City Culture Yorkshire Brand Map

Brand Themes –Seaside

Fun Seasides Yorkshire Brand Map

Unspoilt

Proud

Happy & Fun

Rugged & Wild

Friendly & Welcoming

Romantic

Relaxing

Peaceful

Nostalgic

Natural

Invigorating Exciting

Enriching

Contemporary

Comfortable & Warm

Breathtaking

ScarboroughWhitby

BridlingtonFiley

-0.8

-0.6

-0.4

-0.2

0.0

0.2

0.4

0.6

0.8

-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5

72% Natural - Man Made

15%

Pas

sive

- A

ctiv

e

Seaside Yorkshire Brand Map