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Marketing Bath

Marketing Bath. Marketing Bath & beyond in 2014 David Jackson Head of Marketing, Bath Tourism Plus. ANNUAL MEMBERS’ FORUM 2014. Our Approach - A successful formula…. Combination of large scale and tactical campaigns, timed and targeted to generate the greatest return

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Marketing Bath

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  1. Marketing Bath Marketing Bath & beyond in 2014 David Jackson Head of Marketing, Bath Tourism Plus ANNUAL MEMBERS’ FORUM 2014

  2. Our Approach - A successful formula… Combination of large scale and tactical campaigns, timed and targeted to generate the greatest return £300,000+ in 2014/15 Campaigns Maintaining a constant ‘noise’ and high profile for Bath and beyond – from PR to SEO, Social Media to CRM. Always On ANNUAL MEMBERS’ FORUM 2014

  3. 2014 Themes • 300 years since the beginning of the Georgian era • Bath – The UK’s Number One Spa Destination • Bath – The UK’s favourite city ANNUAL MEMBERS’ FORUM 2014

  4. 2014 – Our Year Ahead Visit England Hair Raising Histories Bath at Christmas Spring Campaign Cycling Children’s Lit Fest Visit England Access Campaign Detox Bath in Fashion Roman Baths by Torchlight The Great Bath Feast Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Festival Season Jane Austen Festival Visit England Romance Campaign Christmas Events & Tactical Activity Museums Campaign Autumn Campaign Summer in Bath Culture Literature Festival Museums Campaign Easter ANNUAL MEMBERS’ FORUM 2014

  5. Detox – Jan to Feb • Jan – Feb Tactical campaign • Partnership with 10 of Bath’s major hotels and Thermae Bath Spa • £25,000 of bookings to date ANNUAL MEMBERS’ FORUM 2014

  6. VisitEngland Campaigns – Feb to Apr • Romance • National campaign – London ES & Independent • Roman Baths, No.1 Royal Crescent • Bath – the UK’s most beautiful city • Hair Raising Histories • National campaign – family audience • Roman Baths lead partner • Discover the world of the Romans • Access • National campaign – Daily Express • No.1 RC, Heritage Services, Bath Parade Guides, Hol Inn Express ANNUAL MEMBERS’ FORUM 2014

  7. Spring – Mar to May • Spring Breaks • National Campaign – Media Partnership • Discover why we’re the UK’s favourite city • Using Bath’s fantastic range of Festivals and Events as hooks • Regional Spring Campaign inc Bath in Fashion • Driving high spending, premium regional shoppers into Bath • 60-90 min drive time • Bath in Fashion 3 – 10 May 2014 • May - Festival Season • Opportunity for coordinated activity across Bath’s cultural programme • Music Festival – Party in the City • Museums at Night • Bath Fringe and Arts Fringe • Classics on the Crescent ANNUAL MEMBERS’ FORUM 2014

  8. Museums – Mar to Jun • Bath Museums Partnership • Arts Council England supported • Holburne Museum; No.1 RC; American Museum • 300 years of Georgian England – behind the doors of Georgian Bath ANNUAL MEMBERS’ FORUM 2014

  9. Autumn & GBF – Aug to Oct • Bath – England’s perfect autumn break • National media partnership • London Underground • 2014 Great Bath Feast – month of October ANNUAL MEMBERS’ FORUM 2014

  10. Bath at Christmas – Nov to Dec • Christmas Shopping made special • Bath Christmas Market – the most beautiful Christmas Market in the UK • Seasonal Events and tactical promotions ANNUAL MEMBERS’ FORUM 2014

  11. Business Tourism • Bath Venues Directory • Bathconference.co.uk • Database • National and International buyer fam visits • National and International Exhibitions • Bath Showcase • Press Coverage • GroupMax • Weddings ANNUAL MEMBERS’ FORUM 2014

  12. Overseas & Trade • Partnership with Bristol Airport • bmi regional (Germany) • SAS (Sweden) • easyjet • VisitBritainand VisitEngland • UKInbound • England’s Heritage Cities group ANNUAL MEMBERS’ FORUM 2014

  13. Always On • Proactive public relations activity • Print – Official Visitor Guide to Bath & Beyond • CRM – regularly communicating with 300,000+ contacts • Mobile – targeted messaging • Social Media – harnessing advocacy through our social community • Over 35,000 and growing • Visitbath…. ANNUAL MEMBERS’ FORUM 2014

  14. visitbath.co.uk • Where we were • The most successful destination website in the country • Over 4.5 million visits in 2013 • £1.2m accommodation bookings • Highly optimised for search • 500+ members benefitting from tens of thousands of views of their business • But… • Design, format and functionality outdated • Bookings slowing • Opportunities missed ANNUAL MEMBERS’ FORUM 2014

  15. visitbath.co.uk • What we wanted • Protect and build on strengths • Fresh thinking as well as design • More intuitive and therefore effective user experience • Improved search, discovery, comparison and ultimately booking journey • Improved conversion • More engaging content and editorial, incl a blog • Increased use of Rich Media • Integrated Social Media • Increased member opportunities • Data – Intelligence • Device agnostic – responsive design ANNUAL MEMBERS’ FORUM 2014

  16. visitbath.co.uk • Key Features • New design – a look and feel that better reflects Bath’s brand • Inspiration - bigger images throughout • Cascading content – multiple layers • New editorial approach – lists, blog • Surfacing content earlier • New search results and ability to refine and filter • New product detail – doing you justice • Improved booking process • Member opportunities – make it work harder for you ANNUAL MEMBERS’ FORUM 2014

  17. 2013 Review visitbath.co.uk Richard Veal Managing Director, New Mind | Tell Us ANNUAL MEMBERS’ FORUM 2014

  18. visitbath.co.uk Thank You Any Questions? ANNUAL MEMBERS’ FORUM 2014

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