1 / 17

Developing a VFR and local campaign in...

Developing a VFR and local campaign in. Adur & Worthing. James Turner Janice Fraser. Definitions. “. People who live within the destination and act as a key catalyst or driver in using its facilities and businesses for leisure purposes. “. Why I should care….

lona
Download Presentation

Developing a VFR and local campaign in...

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Developing a VFR and local campaign in... Adur & Worthing James Turner Janice Fraser

  2. Definitions “ • People who live within the destination and act as a key catalyst or driver in using its facilities and businesses for leisure purposes “

  3. Why I should care… • Worthing VFR spent £17,000,000 in 2012 • 28% of all staying visitor spend • Adur VFR spent £8,000,000 in 2012 • 64% of all staying visitor spend • That’s not including day visitors... • Local Population of c. 180,000

  4. Why I should care… • Non-seasonal • Not weather dependent • Promotes repeat visits • Creates ambassadors • Contributes to conservation and preservation • Under-utilised at present

  5. Good Luck!

  6. Nuts & Bolts… • A core campaign of the Seaconomics programme • Educate and influence local population • Joint activity to deliver it • A&W Council will coordinate and support • Planned to run from spring 2014 • Budget and resource available

  7. Goals… • Increase spend and visits from local and VFR audience • Quantifiable increase in VFR visits • Develop Industry collaboration, knowledge & assets • 40 stakeholders actively involved by end 2014

  8. Actions… • Coordination & Resourcing • A&W Council actions • Support and develop the campaign • Providing tools and framework • Industry Development • Mentoring and training opportunities • Networking & joint action

  9. Actions… • Consumer facing activity • Data Collection • Targeted Marketing • Co-ordinated open days & taster events • Structured experiences • Joint incentives and offers

  10. Actions… • What’s next?…. • Benchmarking – data collection • Working Group Meeting • Brand Development • Product Audit • Collect Offers • Familiarisation Visit Schedule

  11. Brand...

  12. Thank You www.hiddenbritainse.org.uk

More Related