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“Getting It Together” Product Partnerships Mary Blake Tourism Development Officer Derry City Council.

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Presentation on theme: "“Getting It Together” Product Partnerships Mary Blake Tourism Development Officer Derry City Council."— Presentation transcript:

1 “Getting It Together” Product Partnerships Mary Blake Tourism Development Officer Derry City Council

2 Business Opportunities Programme What’s in it for me? An opportunity to boost tourism across wide range of sectors. Economies of scale in promotion. An enhanced visitor experience. Types of Packages: Competitions, web promotions, passports, loyalty schemes, combined discounts, informal partnerships, themed partnerships.

3 Business Opportunities Programme What’s in it for me? Derry ~ Londonderry overseas profile – 76% outside NI; 32% NI. 42% RoI air access. Key Motivators: To meet the locals, culture and history. To explore somewhere new. Happy visitors become city ambassadors. Key issues: Sunday opening; Evening Economy; Safety and Security.

4 Importance of Partnerships Day Visitor £37 (NI Average £33) Overnight Visitor £86 (NI Average £168) Business Opportunities Programme Increase offer Extend Dwell time Increase Spend

5 Partnership Packaging Defining Product Objectives: Increased Revenue; Brand Awareness; Target Market; Clustering Opportunity. Business Opportunities Programme

6 Partnership Packaging Identify Potential Partners Aligned objectives; financial benefits; profitable to all. How successful are they? Business Opportunities Programme

7 Prepare Proposals for Partners Attractive to market segment? Mutually beneficial? Outline Contributions and Costs. Set out Communications plans.

8 Target and Secure Partners Who are you pitching to? Clear market segmentation? What is your best route to market? Using new media opportunities. Business Opportunities Programme

9 Launch Partnership Itinerary of Activities and Communications Monitor and review. Amend as necessary. Focus on optimal outcome. Business Opportunities Programme

10 TIPS for Success Avoid competing organisations Focus on what is complimentary. Know your customer. Communication is key. Explore also public sector, regional tourism providers, service providers, community groups etc. Business Opportunities Programme

11 Know Your Market Young & Lively 52% Male, 48% Female 54% 18-34%; 31% 45+; 15% Accommodation: 3 & 4 star 57%; VFR 12%; Rental 7%; Guesthouse / B&B 6%; Hostel 6%; Camping 5% Want: Cool Nightlife & Fun Pubs, Music, Nightlife, Markets, Outdoor Activities, Adventure, Value for Money, Central Location, Quality Food, Special Offers, Late Night Transport, Broadband, Outdoor Space, Street Music. Business Opportunities Programme

12 Know Your Market Family Fun Male 52%; Female 49% Age: 37% 35-44; 33% 45+; 30% Want: Fun with family! Relaxation; Events; Quality Accommodation; Fun with Friends; Attractions for Primary Children; Natural Beauty; Cafes, Restaurants; Parks; Special Offers. Accommodation: VFR 25%; 3 star 21%; 4 star 20%; Guesthouse/ B&B 10%; Rental 8%; Rental Caravan 5%; 5 star 4%; Business Opportunities Programme

13 Know Your Market Time Together 52% Male, 48% Female 38% 18-34; 23% 35-44; 40% 45+ Accommodation: 4 star & 3 star 66%, Guesthouse/ B&B 14%; VFR 8%; 5 star 3%, 1 or 2 star 3%, Rental 2%, Camping 3% Want: Romance & Relaxation Cafes and Restaurants, Special Offers, Pubs, Indulgence, Romantic Places, Natural Beauty, Transport System, Arts & Culture, Gardens, Special Occasion breaks, Guided Tours. Business Opportunities Programme

14 Other Market Segments Other Important Segments to consider: Escapists : 55% Male & 45% Female. Age: 66% Socialites: 46% Male & 54% Female. Age: 58% 45+ years Mature Cosmopolitans: 60% Female; 40% Male. Age 45+ (100%) Hedonists: 57% Female; Age: 100% 45+ Business Opportunities Programme

15 The Visitor Journey Partnership at every touch point of the customer journey Business Opportunities Programme

16 Case Studies Girls Break Package Details Overnight accommodation in a superbly appointed guest room for all the girls. A cocktail master-class for the whole group. Spa Treatment and make up lesson. Cup Cake Making workshops. An evening meal from the package's special set menu There's a fantastic programme of evening entertainment in the bar to enjoy throughout the week - pub quizzes, Latin and jazz night dancing, not to mention showtune sing-a-longs! Business Opportunities Programme

17 TIPS for Success Avoid Competing organisations Focus on what is complimentary Know your customer Communication is key Explore also public sector, regional tourism providers, service providers, community groups etc. Business Opportunities Programme

18 Conclusion Business Opportunities Programme Getting it together is key!


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