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James Berresford Chief Executive VisitEngland Delivering the Legacy.

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Presentation on theme: "James Berresford Chief Executive VisitEngland Delivering the Legacy."— Presentation transcript:

1 James Berresford Chief Executive VisitEngland Delivering the Legacy


3 VisitEngland co-ordinated the biggest ever domestic tourism campaign with VisitScotland, Visit Wales and Northern Ireland tourist boards. Featuring Stephen Fry, Julie Walters, Rupert Grint and Michelle Dockery. Showcasing all of the exciting events taking place during 2012. website that featured over 3,000 special offers The campaign was also supported by cinema, PR, press, radio, outdoor and online activity. Holidays at Home are GREAT

4 In its first three months, the “Holidays at Home are GREAT” campaign has generated: £19m worth of business driven by the sites An estimated further c.£90m in incremental spend among those who viewed the campaign, over and above the spend generated by the website

5 Following Olympic Torch Relay route Customised VisitEngland campervan 40 press interviews 1,200 Twitter followers 13,000 page views 4,000 unique visitors 3,000 photos 12 videos Fan in a Van

6 Hosting over 260 international media VisitEngland branded bus Key stories and themes for 2012 covered – including World Shakespeare Festival, 200 years of Charles Dickens, 20 Years of Pride, 200 years of Pride and Prejudice, Downton Abbey Press Trip Schedule

7 31 July: ORIENT-EXPRESS CHARTER Over 100 journalists 10 host destinations A journey through quintessentially English Countryside A taster of traditional English produce Led by Lady Cobham and John Penrose MP 5 August: SPIRIT OF CHARTWELL CHARTER Charter of the Royal Barge 60 media 20 international markets 5-course English gala lunch Royal theme VIP Media Events

8 6 August: POP-UP ENGLAND 50 Exhibitors – DMOs and key partners 100 journalists Promotion of our post- Olympic legacy and 2013 England House

9 ● Our time in the sun ● The Austrailan ‘trap’ ● The momentum must be maintained Securing the Legacy?

10 Working with industry to grow the domestic market Industry partnerships that will support and grow the appeal of England as a holiday destination! Current partner and new partners we are in discussions with: Merlin Entertainment Cottages4You Accor Hotel Group Superbreak TUI Expedia Olympic Legacy

11 Holidays at Home are GREAT part 2 Increase the number of UK bookings made at travel agents (increase number of bookings by 50% by 2015) Increase number of operators selling product to the trade Change the mind-set of travel agents so they see the value of selling domestic breaks as well as overseas Olympic Legacy

12 Through 2012/13/14 there will be a number of campaigns delivered as part of the RGF activity. Total budget including match will equate to c£40m. 14 destinations delivering multiple campaigns regionally targeted including York campaign and Leeds 8-15 national thematic campaigns each year (coast, countryside, coastal and heritage) working with destinations, tourism and non-tourism partner to collaboratively deliver effective, timely and innovative campaigns. Regional Growth Fund Olympic Legacy

13 The Business Tourism Opportunity An opportunity exists to grow key economic target sectors by attracting more business events to England capitalising on the country’s reputation for excellence However, there are problems related to lack of awareness of destinations outside London The Solution – Business Tourism Raise awareness of English product and win more business events for England through: −Cost effective platforms for English destinations and supplier partners at international trade events −Regular inbound and outbound missions −Lead generation and contact facilitation via overseas sales managers −PR and features in overseas media −Sharing best practice across England Olympic Legacy

14 Accessible England New tools and resources to help businesses and destinations improve accessibility in 2012 'Winning More Visitors' a guide for destination managers on providing access information on destination websites. Welcome England Volunteer legacy “Join in” Wise England Wise growth Destination Management Olympic Legacy

15 The framework for a digital VisitEngland The framework for a digital England Digital England

16 But more later… The legacy of major events Olympic Legacy

17 Progress against the Strategic Framework Targets – the day job! Year on year growth of 5% to 2020 - In 2011 the growth was 7% - above target Increase expenditure by £50 billion by 2020 - 7% growth = £5 billion – on target The creation of 225,000 jobs by 2020 - 139,000 more than 2010 – above target

18 DEFRA (Rural Economy Growth: Tourism Package) Helping to develop an ANOB statement on Tourism Supporting the team looking at Rural Economy Grants (RDPE) Participating on the Pathways for Community grant panel Developing partnership statement with National Parks Our Engagement Activity

19 Working with Arts Council England exploring a number of ways to work more closely together Identifying joint initiatives to encourage greater collaboration at a local level ensuring that places can make the most of their cultural offer Developing legacy together Department for Transport Brown Signs Task Force reviewing Brown Signs guidelines Providing advice supporting the introduction of new county boundary welcome signs (piloted in five areas) BIS Local Supporting the team nationally on their work with LEPs Twice yearly briefings (DMO content needed) Our Engagement Activity

20 Local Enterprise Partnerships New ministers in BIS: Drive to illustrate the value & purpose of LEPs Core funding announced to support activities Limited and has to be matched locally LEPs need to articulate economic priorities by December These must be Transparent and Clear not reams of strategy Encouraged to communicate locally on their work…opportunity for DMOs?

21 Action DMOs could take with LEPs Engage your LEP (if you haven’t already!) Talk to your BIS Local rep Articulate the Visitor Economy priorities and how these support wider LEP objectives One page Economy focused Provide VE content for LEP briefings

22 ● Don’t let the smile wear thin! ● Ride the Olympic wave a little longer ● But be conscious of our day in the sun – 27 July 2013

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