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

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Presentation on theme: "Marketing Bath ANNUAL MEMBERS FORUM 2014 Marketing Bath & beyond in 2014 David Jackson Head of Marketing, Bath Tourism Plus."— Presentation transcript:

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

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

3 2014 Themes ANNUAL MEMBERS FORUM years since the beginning of the Georgian era Bath – The UKs Number One Spa Destination Bath – The UKs favourite city

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

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

6 VisitEngland Campaigns – Feb to Apr ANNUAL MEMBERS FORUM 2014 Romance National campaign – London ES & Independent Roman Baths, No.1 Royal Crescent Bath – the UKs 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

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

9 Museums – Mar to Jun ANNUAL MEMBERS FORUM 2014 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

10 Autumn & GBF – Aug to Oct ANNUAL MEMBERS FORUM 2014 Bath – Englands perfect autumn break National media partnership London Underground 2014 Great Bath Feast – month of October

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

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

13 Overseas & Trade ANNUAL MEMBERS FORUM 2014 Partnership with Bristol Airport bmi regional (Germany) SAS (Sweden) easyjet VisitBritain and VisitEngland UKInbound Englands Heritage Cities group

14 Always On ANNUAL MEMBERS FORUM 2014 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….

15 ANNUAL MEMBERS FORUM 2014 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

16 ANNUAL MEMBERS FORUM 2014 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

17 ANNUAL MEMBERS FORUM 2014 visitbath.co.uk Key Features New design – a look and feel that better reflects Baths 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

18 2013 Review ANNUAL MEMBERS FORUM 2014 visitbath.co.uk Richard Veal Managing Director, New Mind | Tell Us

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


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