1. © Crown copyright 2011, Department for Education These materials have been designed to be reproduced for internal circulation, research and teaching or training purposes. They can be reproduced for free provided that this material is acknowledged as Crown copyright, reproduced accurately and not used in a misleading context. Adaptation of these materials for other languages is permissible, providing the original source is acknowledged. Student Work - Radio ad Survey Results LinkedUp Project: Internationalising Enterprise – Languages and Tourism

2. Radio Advert Survey Results By Tom Stinchcomb and William Ambler Image of the Beatles on the Abbey Road crossing has been removed Image purchased from www.dreamstime.com Image of the interior of Liverpool Cathedral has been removed Image of the Liver building and the Mersey have been removed

3. The Survey We constructed an online survey to collect data about what German teenagers around our age would like us to put into the advert. The survey was divided into three sections: “What would they do if they came to Liverpool?”, “What do they like about Cathedrals?” and “What would they want in the radio advert?”

4. Who took the survey? We sent the online survey link via e-mail to 3 schools in Berlin, Cologne and Düsseldorf & gave paper copies to German visitors to Liverpool from Bremen, for a total of 41 students Everyone who completed the survey was between the ages of 13- 16 and several participants in the project are still in touch. We received a variety of responses from the surveys which has heavily influenced our final advert, and their opinions have taught us what modern young German people like about a city. Image of a form being filled in has been removed

5. What they would do if they came to Liverpool? Our first question asked them about what they would do if they came to Liverpool, the most popular answer was “Einkaufen” (shopping) with “Sightseeing” a close second. The least popular answer was “Gallerien” (galleries). Out of the people who took the survey, 63% of people voted for “Einkaufen”; 56% of people voted for sightseeing whilst only 7% voted for “Gallerien” Image of Liverpool football club logo has been removed

6. What they would do if they came to Liverpool? (continued) We asked them what types of buildings (architecture) they would like to visit if they came to Liverpool. The most popular answer was “Bedeutende Gebäude” (important buildings) with 54% whilst the least popular answer was “Kirchen” (churches) with only 7%. That said “Kirchen was very popular among the visitors from Bremen with 5/5 votes.

7. What they would do if they came to Liverpool? (continued) Then we also asked them about what sights they would visit if they came to Liverpool. The most popular answer was Liverpool ONE with 68% and unfortunately the least popular answer was the Liverpool Cathedral with 22% of the vote. **We hope this advert will encourage more young German visitors to our Cathedral!**

8. What do they like about the Cathedral? We asked them a more open-ended question about what they liked about the Cathedral. From this question we found out that there were several recurring themes amongst the answers. The architecture, music and the regular services were amongst the most common answers. Image of the view from the top of the Cathedral at night has been removed

9. What do they like about radio? Our final set of questions focused on what they like about the radio and what they would look for in a radio advert. We asked them when they listened to the radio, how long they wanted the advert to be and what radio stations they listen to. In the next couple of slides we will go through the answers to these questions and try to give reasons why. Image of a radio station studio has been removed

10. What do they like about radio? (continued) From their answers we discovered that the most popular type of music was “Pop” with 59%. The least popular was classical music with 7%. We found that they listened to the radio mostly on weekdays as opposed to weekends possibly on the way to and from school. Most said they wanted the radio advert to be fairly short, around 15 seconds so that it was easy to listen to and remember.

11. Conclusions We have found that German visitors like modern music and buildings, and they like to shop. Radio is listened to a lot; mostly local radio stations such as Einslive in Cologne. This information has really helped because we now know what will go into the advert, and how long we need it to be. We know what we can include to attract visitors. We hope you have found this presentation informative! Image of a sunset with Liverpool Cathedral has been removed