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Helen Peters – Chief Executive

Overview and Scrutiny Committee

Stratford District Council Wednesday 30th March 2016

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Overview • Over 30 years experience in both outbound & inbound Tourism • Introduction • Horizon Holidays in early 80’s, Thomas Cook 90’s, Cruise 2000’s • Recent activity • Last 7 years, Tourism Director of Bicester Village • Up coming activity • 2 years - Bicester Village’s Representative on Shakespeare’s Board • On going Projects

• Destination Management Plan update • Current value of Tourism and importance

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New Members New Board Members

• Dormy House Hotel • Foxhill Manor • Chiltern Railways • The Fish Hotel • Alcester Food Festival • Bespoke Stratford • The Globe, Warwick • Warwick Open Studios • Exclusively Warwickshire - • Johnsons Coaches • Hoorays • Vintner • Wines Unique • Warwick University

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Trade Shows and Events

• Discover English Heritage Cities 2016 – 14 January • Excursions – 23 January • BIM – 26 January ACTIVITY • Ukinbound Conference – 10-12 February • Confex 2-3 March • Explore GB – 2-4 March • RAF Lakenheath – 6 March • BTTS NEC – 16-17 March

Birmingham Airport • 1 of 2 arrival piers • 11 million guests a year • 5.5 million passing by • Local / Domestic / International • Strong growth – Qatar / Emirates

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PR Activity PR Activity Press Visits Domestic & International Press releases  Post on 13 & 14 Nov  Vancouver Sun on 28 Jan  on 20 & 21 Nov  Japanese bloggers on 30 Jan • 6 press releases during the last 4 months:-  Cool as Leicester on 23 & 24 Nov  on 14 Feb th  Brazilian blogger on 21 Nov – Celebrate CB 300 anniversary with a visit to the gardens of SE   Masa Acher (leading Israeli mag) on 25 Bent.com on 16/17 Feb – New Chief for Shakespeare’s England Nov  Coach Tourism Conference on 21/22 Feb – Fodor’s Travel releases ‘Go’ list of the best destinations for 2016  Signature (luxury travel mag) on 4 Dec  VB PR overseas fam on 26 Feb – February half term frolics in Shakespeare's England  The Globetrotter on 20 Dec  Dutch national on 2 – 4 Feb  BBC Travel show on 5 Jan  Travel Weekly on 6 March – Romance is well and truly alive in Shakespeare's England  Neue Zuricher Zeitung (Swiss national – Enjoy an egg-citing Easter in Shakespeare’s England paper) on 13 & 14 Jan  Daily Telegraph on 8 March  Daily Star on 11/12 March  United Arab Emirates press fam for 10 people on 17 – 20 Jan  Radio Times on 18 March  Cotswold Life on 25 Jan  VE UK National press trip on 21/22 March

PR Activity Value of PR Activity – Press Coverage

Key High Value Press Coverage Press coverage generated in last 5 months : £716k – Mail (Dec) “Fun filled family festive events” - £15K

– I paper (Dec) “Make the most of travel in 2016” - £20K Total EAV to date £2.5 million = +68% – Mashable (Dec) “16 reasons to be excited about 2016” - £16K

– The Guardian (Jan) “Where to go on holiday in 2016”- £90K Circulation 328 million v 181million = +81% – Four Shires (Jan) “New chief for Shakespeare’s England” - £43

– (Jan) “Days out deals too good to pass up” - £39K Readership 819 million v 454 million = +80% – Yorkshire Post (Jan) “Hot to globe trot” - £38K

– Sunday Mirror (Jan) “Top 20 hotlist” - £17K

Upcoming Activity Digital Marketing International marketing Website - VisitBritain GREAT campaign for North American with Marketing - 100% growth compared to January 2015 - Since January 2016,48,325 visits, 116,698 Page Views Birmingham + Leicester Promotions - Blog – your opportunity to promote your business - English Heritage Cities GREAT Challenge Fund campaign in France - Shakespeare 2016 content hub - #Shakespeare2016 - World Travel Market (Ukinbound pod) E-newsletter - Quarterly Trade Newsletter - Domestic marketing - Partner Newsletters - Underground advertising campaign with SBT & RSC Social media Facebook – 21,000 likes - Chiltern Railways poster promotion Twitter – 4,442 followers - Telegraph Tours PLEASE FOLLOW @SEnglandBiz & @ShakespearesEng - Holiday Ideas digital quiz

- Lonely Planet

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On Going Projects Business Tourism • Business Development - to drive new members • New Opportunity & focus for SE • Apprenticeship – Warwickshire College Group • Highly successful Confex at Olympia with Warwick Events • Shared Intern – Net visibility • Wroxall Abbey • Work Experience undergraduate • Hogarths • Ettington Chase • Membership Fees Revue • SBT • Regional Visitors Pass • RSC • Meetings Industry Association – CEO Jane Longhurst • Bookable Product on website • Capitalise on The Other Place (TOP) • Accessibility ratings • Warwick Conferences /Warwick University / Ricoh Arena

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Destination Management Plan

• 7 key priorities for the region with project leads across Destination Management Plan the region • Shakespeare’s England’s DMP was launched in 2015 i. Evidence base and intelligence – WDC ii. Destination(infrastructure)development- SDC • VisitEngland sees the development of DMPs as an iii. Market Development – SE essential tool for the delivery of a successful visitor iv. Communication and profile – ?? economy v. Product Development – SBT • Funding will only be attributed to recognised and vi. Welcome, information and Experience –WCC accredited DMPs (£40m Discover England Fund) vii. Skills, Developt, education & careers –Q Hotels • The DMP focuses effort, reduces duplication & maximises investment. • Funding applications based on the DMP

Why?

• The value of tourism to the local economy Destination Management Plan • 10.2million trips to Shakespeare’s England • Raises the profile of SE with CWLEP • Over 2m just to Stratford • SE a member of the CWLEP Culture & Tourism Advisory Group • 9.3m day trips, 0.89 overnight stays • Reaching out to this sub committee for additional Leads • Visitors spent £505m in the area, £42m per month from North Warwickshire • Local business turnover of £631m, supporting 11,000 • Gives SE a seat at Midland Engine Discussions jobs • Part of the VB £40M Product Development Fund group • 1 new job created from every £57k of tourist spend

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Thank you

Any questions [email protected] [email protected] [email protected] [email protected]

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