Winter 2015 content call out Visitengland.com content

Why do we need your content? For each of our 12 themes we have optimised our landing pages to compete in search engines on key break types and tourism related keywords We need the best content from you to encourage our users to read further, engage and click through to find out more

VisitEngland role in search engines to capture & convert users at the top of the search funnel

DIGITAL CONTENT PLAN Focus on users who forward plan

Content plan in action

WHAT DO WE NEED? Winter 2015 content requirements

General content requirements Seasonality – The content needs to be relevant for the season – It should highlight the best ideas of things to do and stay that make the most of the season and events happening at that time Great imagery – Stand out imagery that has good colour contrast and doesn’t look outdated – High-res images that showcase the sort of break or trip your copy is describing Relevant to keywords – Use our keywords in your copy and in your image filenames – Include your destination name, England or UK to reinforce the place PR’able content – Submit the content to us that your PR team would use to sell your destination to the media

WINTER CAMPAIGN THEMES Your destination in December 2015-January-February 2016

Romantic breaks in winter Key search terms that we are targeting of which your content should feature or be relevant – Romantic weekend breaks – Rural retreats – Weekend Country breaks – Romantic things to do What we would like from you? New romantic and cosy places to stay when the temperature drops… Retreating to the countryside to cosy pubs with rooms, luxurious hotel stays in the countryside close to scenic walking routes for winter rambles Michelin-starred dinning in beautiful English countryside, or in the heart of the city as part of a romantic city break Romantic winter walks along the coast watching the sunrise or sunset PR stories – Award-winning pubs offering hearty meals, a roaring fire and cosy accommodation

City breaks in winter Key search terms that we are targeting of which your content should feature or be relevant – City breaks – Sunday markets – Cities to visit in England – English Cities – Neighbourhoods What we would like from you? What are the new openings in your city that would excite visitors, the places they would travel for to visit - that they could hang an winter city break on? New openings for places to stay, places to eat, and places for friends to hang out, enjoy a drink, see a gig or a play - maybe visit a new arts centre, such as HOME in Manchester – as part of a break. Ice bars – drinking places made entirely out of ice Ice skating rinks as part of a city break with the family, where is the best place to stay afterwards? Winter wonderland / winter funfairs with food markets, mulled wine, funfair rides, etc opening PR stories – Ice bars, ice skating rinks and winter wonderlands

Foodie breaks in winter Key search terms that we are targeting of which your content should feature or be relevant – best food – best restaurants – places to eat – quirky restaurants – Traditional English food What we would like from you? New restaurants that have opened recently; places to try indulgent dishes and comfort food; pop up restaurants, perhaps ones that are only open over the winter; best pubs to enjoy a Sunday Roast on a wintery afternoon. Restaurants situated off the main roads and tucked away in hidden corners – you wouldn’t know about them unless you were a resident. PR stories – Places to eat truly indulgent meals

Lifestyle in winter Key search terms that we are targeting of which your content should feature or be relevant – group holidays / relaxing holidays – indulgent escapes / luxury holidays – working holidays / volunteering holidays – conservation holidays What we would like from you? Spa and pampering retreats as the weather turns chilly Indulgent and luxurious experiences to treat yourself to this winter such as personalised shopping experiences Weight loss / detox / yoga retreats / boot camp break New courses – learning new skills as part of new years resolutions PR Stories Weight loss / detox retreats for after Christmas indulgences

Events in winter Key search terms that we are targeting of which your content should feature or be relevant Events in December / Festivals in December Events in January / Festivals in January Events in February / Festivals in February What we would like from you? Big annual Christmas markets that people would travel for selling food, unique Christmas gifts, mulled wine New Years carnivals, parades and street events Christmas carol concerts taking place in cathedrals Illumination events like enchanted woods PR stories -Annual Christmas markets -Illumination events -New Year’s Eve events

Cultural breaks in winter Key search terms that we are targeting of which your content should feature or be relevant – cultural holidays – cultural activities – theatre trips – weekend theatre breaks – museums – best nights out in UK – public art – sculpture gardens – Film locations / TV locations What we would like from you? Late night museum or gallery opening and events such as Tate Adults only Late Nights, new evening/after dark exhibitions, installations or activities. Such as life drawing classes. Outdoor art trails along the coast, in the forest or around the city Film and TV locations for recent productions – Star Wars film locations for example PR stories Literary anniversaries… 200 th anniversary of the publication of Emma; 150 th anniversary of Rudyard Kipling’s birth

Rural Escapes in winter Key search terms that we are targeting of which your content should feature or be relevant – English countryside or England countryside – Best villages in UK, places to visit in UK – canal boat holidays or boating holidays – English wildlife – national nature reserves – country parks – English gardens What we would like from you? Wild and rugged English countryside – awe-inspiring moors and rolling hills perfect for winter hikes Best places for night sky watching during the longer evenings Country hotels, B&Bs, pubs, inns in the heart of the countryside for rural breaks Remote rural retreats for a peaceful getaway Accommodation suitable for groups – rural breaks targeted for groups of friends with walking or cycling trails near by, or fun indoor activities such as pool tables, ping pong tables, etc.

Coastal breaks in winter Key search terms that we are targeting of which your content should feature or be relevant – Seaside – seaside holidays or coastal holidays – beaches in England or English beaches – sandy beaches in England – English islands – coastal towns or English coastal towns – coastal villages – fishing villages in England – seaside resorts or seaside resorts in England or English seaside resorts What we would like from you? Harbours and fishing villages – uncovering their histories and mythical tales, such as the tale of the Mermaid of Padstow New attractions, funfairs, recently refurbished heritage attractions, local arts scenes.

Activity holidays in winter Key search terms that we are targeting of which your content should feature or be relevant – activity holidays – adventure holidays – outdoor activities – boating holidays or narrowboat holidays – Hiking, walking holidays – mountain biking, cycling holidays or cycle touring – horse riding holidays – country pursuits or country sports – water sports, kitesurfing, water sports holidays – rock climbing, extreme sports, indoor activities for kids, rainy day activities, wet weather activities What we would like from you? What new and exciting activity breaks in the great outdoors? New walking or cycling trails like Northumberland’s Sandstone Way; great places to go on longer winter hikes Indoor ski centres for skiing and other snow-based activities such as Chill Factore, maybe even places that offer skiing, snowboarding or ice skating lessons? Indoor sporting centres where you can do sports away from the cold such as the London Aquatics centre, or indoor climbing centres.

Budget breaks in winter Key search terms that we are targeting of which your content should feature or be relevant – cheap weekend breaks – cheap holidays in uk – cheap uk breaks – free things to do – free museums – cheap things to do What we would like from you? Free and cheap (under a tenner) arts, museums, heritage attractions and culture, in the countryside, in the city and on the coast that have just opened or been launched. Youth hostels as a base for a cheap way to see the city – cheap places to eat and drink and see local entertainment whilst on a budget break. Budget or free festivals and events to attend around and after Christmas.

Heritage breaks in winter Key search terms that we are targeting of which your content should feature or be relevant – heritage attractions / historic england / historic towns in england – steam railways / transport museums / industrial heritage – myths and legends / famous myths – english castles / historic houses / castle breaks – royal family / military museums / english cathedrals – monasteries / archaeological sites / roman sites in england – famous monuments / national treasures / historic sites – world heritage sites / unesco sites in england What we would like from you? Have any of your heritage attractions had a facelift or a new section recently opened to the public? Revamped heritage attractions - such as the recent conservation project at Knole in Kent. New places to eat and stay in reconvened historical buildings – such as Manchester’s Hotel Gotham, in an Edwin Lutyens’ designed art deco building

Family breaks in winter Key search terms that we are targeting of which your content should feature or be relevant family holidays / days out with the kids child friendly holidays / theme parks in England theme park breaks / theme park holidays things to do with kids / places to go with kids attractions in England / zoos in England safari parks in England / city farms dog friendly holidays / What we would like from you? Perfect places for family winter getaways either before or during the Christmas period – hiring out a lodge on a forest break, renting a cottage in the countryside, farm stays where the kids can help looking after the animals or historical coach houses. New family attractions the family can visit as part of a winter city break.