Experience Nottinghamshire The Ashes 2013

A study in partnership working

Background

• Trent Bridge in Nottingham named as a host venue for the Investec Ashes Series 2013 and 2015. • The winning bid supported by Nottinghamshire's official DMO, Experience Nottinghamshire • Both parties wanted to capitalise on the opportunity to encourage cricket visitors to stay longer, do more and spend more while in Nottingham.

Approach

• Joined-up marketing ...... encouraging ticket-holders to do more while in Nottinghamshire. • Engaging local tourism businesses..... offering special discounts and events to coincide with The Ashes. • Dedicated city welcoming activities during event time. • Using the event to raise Nottingham's profile as a city which can successfully host major international events. • Extension of Experience Nottinghamshire's RGF marketing campaign through in-kind support.

Partnership

Two working groups were established early in 2013 for The Ashes 2013 Test at Trent Bridge Marketing

• Marketing group: representatives from Trent Bridge, Experience Nottinghamshire, Nottingham City Council, Nottinghamshire County Council and the Nottingham BID.

• Group created a joined-up marketing approach for the event.

• Seamless experience for visitor when it came to city dressing, accessing information and planning their visit.

Community engagement

• Community engagement group: representatives from Trent Bridge, Experience Nottinghamshire, Rushcliffe Borough Council, Nottingham Community & Voluntary Service, Nottingham City Council, Nottingham Trent University, Dance 4, Nottingham Hoteliers Association and the England Cricket Board.

• Group created a city welcoming team of volunteers, to enhance the visitor experience during the Test.

Working in partnership • Sourcing special offers and events from members.

• Joined-up approach to marketing across city.

• Connected approach to social media.

• Training of volunteers on city welcoming by Nottingham Tourist Information Centre.

• Working with local hotels to provide displays for receptions, t-shirts and carrier bags for front of house.

Launch

Partnership launched at Trent Bridge with VisitEngland and Experience Nottinghamshire.

Trent Bridge newsletter

Feature in Trent Bridge newsletter to Ashes ticket holders.

Postcard

Campaign postcard sent to all ticket holders, encouraging visits to Ashes page on www.experiencenottinghams hire.com

Bespoke video Video created promoting Nottinghamshire and used by Trent Bridge and Experience Nottinghamshire.

International PR International media coverage in Australian magazines and newspapers promoting Nottinghamshire.

Offers and events leaflet Leaflet with Ashes offers and events created and distributed by hotels and at cricket ground.

Street dressing Campaign artwork used around city and at train station. Consistent look and feel for city welcome.

On air exposure Our campaign artwork featured on big screens at Trent Bridge, and was in many of the TV broadcasts.

Measuring success

Partnership secured Experience Nottinghamshire £61,000 in-kind marketing support for our primary RGF campaign.

Economic impact of The Ashes 2013 for Nottingham estimated at £1.8m.

Following the Ashes 2013, Trent Bridge has enjoyed record crowds to its T20 matches – up by almost 50% year on year.

“Experience Nottinghamshire was a key partner and helped us to galvanise support from both the public and private sector. “Our partnership working proved to be mutually beneficial, and we hope to further enhance our relationship and expand our network of support in the years ahead.” - Lisa Pursehouse, Chief Executive, Trent Bridge

“The city’s hoteliers were keen to make the most of this event, and to make the experience for visitors as friendly and helpful as possible. “Working with Experience Nottinghamshire meant we could benefit from an existing campaign, which was visibly recognised across the city as being the official welcome for The Ashes 2013.” – Paul Michael, Nottingham Hoteliers Association

New partnerships

Success of Trent Bridge Ashes partnership has led to new partnerships for Experience Nottinghamshire and its marketing campaign with organisations including: • Nottingham Rugby Club • New Art Exchange • Nottingham Contemporary • The Cornerhouse • Nottingham Playhouse

Trent Bridge has already confirmed the partnership will continue for England v India 2014.