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Business Tourism Travel Trade 1319 DISCOVER COME CHINA Marketing ENGLAND TOGETHER Manchester – review 2017/18 GULF STATES BUSINESS WORKER BEE MANCHESTER AT MARKETING KEY TOURISM WEEKENDER MIPIM 2018 SECTORS CONTENT DIGITAL MANCHESTER PERFORMANCE TOURISM FIGURES CURATION DEVELOPMENT IN THE MEDIA HIGHLIGHTS & PARTNERSHIPS Discover England Marketing Manchester Project milestones: successfully bid for £1m Discover England funding • Review of existing day to promote Manchester as excursions and introduction an international gateway. of the city sightseeing bus • Introduction of day tours The aim of this project with Mountain Goat and was to increase bookable BusyBus product available to travel • Developing three trade and investors from overnight excursions North America, and increase from Manchester the number of international visitors using Manchester • Creation of a new as a base to explore the Manchester Guide on North of England and the booking.com rest of the UK. Marketing Manchester worked with seven Destination Marketing Organisations and tourism businesses across the North to highlight the experiences available to visitors and to develop bookable products. £1m bid funding secured for Manchester as an international gateway Manchester Guide on Booking.com Discover England image commission 3 3 2 overnight bookable day bookable half-day itineraries excursions excursions Come Together In the aftermath of the The Come Together Manchester Arena attack, campaign ran from August the city’s visitor economy 2017 to May 2018, and gained suffered an immediate support from stakeholders decline. Marketing including VisitEngland, Manchester rapidly Greater Manchester formulated an action plan Combined Authority and devised a 30-city (GMCA), and Transport for strategy in the form of the Greater Manchester (TfGM), Come Together campaign. alongside private sector partners Ryanair, Virgin The campaign commissioned Trains and Ocean Outdoor. new content including film, photography and branding and targeted audiences in Europe; France, Germany, Italy and Norway, and on a national and local level. European Campaign UK Campaign Winter Spring 28m 8.8m 9.2m reach reach reach £33m 2,440 1,719 estimated additional Come Together Manchester bookings generated bookings generated visitor spend from UK visitors £1m+ £704,790 additional visitor additional visitor spend generated spend generated China Marketing Manchester Campaign activity brought has been working with together a consortium of VisitBritain and Hainan partners across Northern Airlines in a three-way England including; Liverpool, partnership to support the Chester, The Lake and Peak Beijing to Manchester Districts and Leeds. flight route. Future activity will focus on In support of the route, a developing our travel trade campaign was launched profile in South and East carrying four messages; China and working with Manchester: Home of cities including Guangzhou, Football, City of Shopping, Shanghai and Shenzhen, Attractions & Culture, and alongside second-tier Manchester: Gateway to cities Changsha, Wuhan the North. The campaign and Xiamen. included the production of a guide which was distributed in China, press advertising and displays in airports. Supporting activity included a travel trade trip with 16 agents in October 2017 and a media trip in March 2018. 117 55m Funding of £350,000 30:1 on-territory reach of ROI was secured from trade meetings marketing campaign VisitBritain, Hainan Airlines, VisitBritain Travel Trade and Manchester’s regional £4.78 63 34 partners to support with additional campaign spend Chinese travel agents Chinese media hosted campaign activities. raised for every £1 spent trained and engaged £2.25m 16 12 additional increase new packages added with Hong Kong agencies in visitor spend Manchester content partnered with Gulf States The main focus of this Marketing Manchester activity has been delivered attended the key travel trade through the Experience event for the GCC – Arabia England project, delivered Travel Market (ATM) in April with London & Partners and 2018 and met 87 agents. the West Midlands Growth An Arabic language website Company. The project, was developed to reach funded by VisitEngland, consumers directly. promotes ‘open jaw’ holidays arriving in London, and departing from Manchester or Birmingham. Working with dnata a £365,000 campaign was delivered, covering digital, print and out of home marketing, utilising dnata’s network of travel shops across the GCC. Manchester hosted two travel trade trips with Etihad, bringing key agents from the Kingdom of Saudi Arabia and Oman. A film crew and 87 influencer from Tajawal £365,000 travel trade engagements at campaign value (youth-orientated travel Arabia Travel Market bookings site), were also hosted. As a result a video was produced that has been viewed by 3 million people. 56 3m+ travel trade delegates hosted influencer film views 5 21 FAM trips delivered GCC media & influencers hosted Business Tourism Manchester’s Convention Bureau positions Manchester as a world leading conference destination. In 2017/18 29 conferences were secured (of which 20 were international) worth an estimated £26.7m for the local economy. Key conferences secured in 2017/18 include: Conference No. of Worth to local delegates economy Society for Melanoma 1,000 £2m Research – SMR International Congress 2018 TERMIS EU Chapter 1,000 £2.1m Meeting 2020 International Gothic 200 £410,000 Association Conference The Convention Bureau attended key events in the Business Tourism sector such as IMEX Frankfurt in May 2017 and SMU International in February 2018. 4th 29 34% ranked in the UK conferences won conversion rate International Congess and Convention Association 12,000 131 nights booked through events booked through 15,785 delegates Accommodation Venue Location Service Great Minds Meet Booking Service in Manchester £1.9m £810m generated through value of business tourism £26.7m Accommodation & Venue economic impact to local economy Booking Services Worker Bee Weekender Influencer marketing March and was a means to is a growing trend in establish positive images of the promotion of travel Manchester following the destinations. ‘Influencers’ Manchester Arena attack. use social media platforms to reach a large worldwide Worker Bee Weekender audience, sharing with London & Partners images and content of Marketing Manchester Greater Manchester that collaborated with London encourages tourists, & Partners to host a joint particularly millennial press trip with influencers, buzzseekers, to visit showcasing the ease of Manchester. “open-jaw” flights; arriving into Manchester Airport and Marketing Manchester held departing London airports. two mass influencer projects in 2016/17: 71 influencers attended across four days, with Worker Bee Weekender 34 unique experiences 77 social travel influencers in Manchester. from around the world were invited to experience the best of Greater Manchester over a weekend of activities. The event took place in 148 influencers hosted across the two weekends Total press pieces 42 19 Worker Bee Weekender Worker Bee Weekender + London Worker Bee Weekender Worker Bee Weekender MCRxLDN Social media reach 12m 52.5m Worker Bee Weekender Worker Bee Weekender + London Manchester at MIPIM 2018 MIPIM is the world’s representation from 8 local leading property market. authorities in the region. It offers Manchester the chance to showcase not European leaders from only its property sector but cities such as Lisbon, its place as a leading global Helsinki, Amsterdam and business and investment Antwerp were also part destination. of the Manchester event programme. For the 19th year, Manchester once again The year saw record exhibited at MIPIM. The city interactions on social media, demonstrated its ability to seeing engagements on be a world-class business Twitter well surpass cities and investment destination. such as London, Liverpool and Stockholm. Coordinated by Marketing Manchester, a delegation of 107 companies and 273 delegates represented Manchester. The week saw 28 events delivered with 4.3m 60 Twitter impressions speakers 66,857 11 visits to the new International MIPIM Videos MIPIM images 2018 Manchester at MIPIM website speakers 28 120+ events pieces of media coverage Marketing Key Sectors The sector marketing Greater Manchester’s digital team creates B2B & tech sector was promoted campaigns aligned with at SXSW18 with a trade the Internationalisation exhibition and panel session Strategy, supporting led by Mayor Andy Burnham inward investment and included speakers agency MIDAS to attract from Manchester City, businesses from key Manchester United target sectors: Advanced and British Cycling. Manufacturing; Creative, Digital & Tech; Healthcare Working with the & Life Sciences; and Department of International Financial, Professional & Trade and the GREAT Business Services. campaign, Greater Manchester’s healthcare In 2018 we launched capabilities were promoted the Manchester India with meetings at the British Partnership (MIP) at the Consulate General in San House of Commons, and Francisco and Boston. at the Department of International Trade Createch Summit in Mumbai, with speakers including Lord Jim O’Neill and Baroness Fairhead. The MIP is chaired by 1,508 3,778 Andrew Cowan, CEO of B2B engagements jobs created Manchester Airport, and provides a platform to develop stronger trade, investment, cultural £263.9m 58,502 and educational links economic impact (GVA) visitors to website between Greater Manchester and India. 3,498 6.9m Linkedin followers media
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