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David Jackson Head of Marketing, Bath Tourism Plus 2013 – Our Year Ahead

David Jackson Head of Marketing, Bath Tourism Plus 2013 – Our Year Ahead. Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton. Our Year Ahead. Building on 2012 – maintaining momentum Sharper focus on our core target audience Brand positioning

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David Jackson Head of Marketing, Bath Tourism Plus 2013 – Our Year Ahead

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  1. David Jackson Head of Marketing, Bath Tourism Plus 2013 – Our Year Ahead Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  2. Our Year Ahead • Building on 2012 – maintaining momentum • Sharper focus on our core target audience • Brand positioning • Continued investment in PR and digital • Major campaigns timed to add greatest value • ‘Always On’ activity to maintain constant noise • Partnership Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  3. Our Target Audience • Arkenford - Psycho-metric Value Based Approach • Cosmopolitans • Confident, active, stylish • Seek new experiences – physical and intellectual • High spenders • Large market • Style Hounds • Brand and fashion conscious • Early adopters • High spenders • Motivated by fun and excitement • Discoverers • Independent and inwardly directed

  4. Our Target Audience • Staying/short break market • London & South East • M4 Corridor, • South West, • West Midlands v BATH

  5. Our Target Audience • Premium Regional Shoppers • 60-90 min drive time • Affluent ABC1 households

  6. Positioning the Bath Brand • Our Brand Essence: • Pleasure & Wellbeing • Living Heritage • Style, Beauty & Elegance

  7. PR • Our legacy from 2012 • Increased resources • Major investment in systems • Proactive media relations • Reactive – quick, efficient, on-brand • Greater integration with digital channels • Pride & Prejudice, Festivals, No.1 • Editorial calendar • Leveraging ad spend We need your help! Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  8. Digital Foreign languages Campaign sites CRM Campaign websites CONTENT HUB visitbath.co.uk Social Media Business Travel Trade Widget Mobile

  9. visitbath • Upgrade – Phase 1 Spring 2013 • Improved content, UX • Greater engagement and SM integration • Focus on conversion • Enhanced member opportunities Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  10. visitbath widget • Visitbath on your site • Comprehensive searches for: • Accommodation • Things to Do • Eating & Drinking • Events • Fully integrated and co-branded Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  11. Digital • Social Media • Building on momentum through facebook and twitter • Extending reach across multiple platforms • Harvesting UGC • Building advocacy Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  12. @ Digital • CRM • 300,000+ contacts • Monthly newsletters • Themed and special interest • Triggered emails • Solus opportunities Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  13. Mobile • The Official Bath App • Partnership between BTP and the BID • A great start – 12,000+ downloads in first 4 months • Free listings for all BTP members and BID levy payers • Premium package opportunities • Special Offers • Push Notifications • Phase 2 – Spring 2013 Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  14. Print • 2013 Bath Visitor Guide • New format • 80,000 distribution • Proven conversion • Pre-Arrival • New seasonal post-arrival guide – Spring/Summer • Visitor Map Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  15. Overseas and Trade • PR - Building on 2012 • Lead partner with Visit Britain and VisitEngland • N America BA Campaign • Fam visits, MaMa • Agent programmes • International Business • Continued focus on core markets of N.America, N&C Europe • Longer term strategy for BRIC • British Heritage Cities consortium • WTM, BOBI, IMEX • Bristol Airport Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  16. Business Tourism • Focus on our core markets • Adding value • bathconference.co.uk • Venues Directory • CONFEX • Showcase • PR • International opportunities Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  17. Partnerships Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  18. Campaigns • Partnership between BTP and Bath BID • Working together to pool budgets, extend reach and ensure a joined-up message to our target audience • VisitEngland ‘RGF’ funding • £1m+ 2012-2015 • Min. of 3 major campaigns each year • Additional national campaigns Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  19. Campaigns

  20. Campaigns • Jan – Mar • Romantic Heritage Cities / Love Bath • £2m+ media partnerships with the Guardian, Daily Mail and Classic FM Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  21. Guardian.co.uk/travel/england

  22. visitengland.com/moreromantic visitbath.co.uk/lovebath

  23. Campaigns • Spring Campaign • March - May • £70,000+ media spend – split between National and Regional audience • OOH, Press, Digital • Bath in Fashion, Shopping • Spring breaks, Festival season Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  24. Campaigns • Autumn Campaign • September - October • £120,000 • Great Bath Feast • Shopping and Autumn Breaks Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

  25. Campaigns • Christmas Campaign • November - December • £100,000 • Bath at Christmas • Christmas Market • Shopping • Events Bath Tourism Plus Members’ Forum Tuesday 22nd January 2013 Bath Hilton

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