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

8. 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 Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton We need your help!

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

10. 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 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

11. 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 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

12. 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 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

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

14. 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 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

15. 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 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

16. 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 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

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

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

19. 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 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

20. Campaigns

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

22. Guardian.co.uk/travel/england

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

24. 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 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

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

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