COTSWOLDS AND FOREST OF DEAN TOURISM BUSINESS PLAN FIRST DRAFT 2010 - 2012
PREPARED BY
COTSWOLDS AND FOREST OF DEAN TOURISM OFFICER ’S GROUP
DECEMBER 24TH 2009
CONTENTS
1. Context
2. Our Purpose (‘Vision’)
3. Our Objectives
4. Scope of the Partnership’s Activities
5. Constitution and Legal Status
6. Resources
ANNEX 1: Cotswolds and Forest Tourism 3 Year Budget Plan
ANNEX 2: Cotswolds and Forest Tourism Marketing Plan 2010/11
ANNEX 3: Cotswolds and Forest Tourism Sustainability Plan 2010/11 to be added
ANNEX 4: Skills Development Planning to be added
1. Context
This is a Business Plan for the Cotswolds and Forest of Dean Tourism – one of nine ‘DMOs’ (Destination Management Organisations) in the South West of England established as part of the regional strategy “Towards 2015”.
The first Business Plan was published last year and is a rolling three year plan.
The first plan described how Cotswolds and Forest of Dean Tourism would become the voice for tourism in the destinations, deliver effective, sustainable tourism visitor services to the industry and the visitor and look to cut duplication of effort amongst the various City, town and rural destinations in the same County.
At the time of writing, Chris Huckle is Project Managing a review of the structure of tourism support in the County with the aim of improving that structure and identifying synergy in the delivery of support to tourism; a £1bn industry for the County. This business plan reflects the current structure and is subject to change according to the outcome of the review project.
The Regional Towards 201 5 Strategy recognised the Cotswolds and Forest of Dean as two of the key destinations within the South West.
Within Gloucestershire there are two separate opportunities. The Forest of Dean is a destination that already more or less maps on to the district council area, as well as a strong Tourism Association. The Cotswolds , Gloucester, Cheltenham, Cotswold, Tewkesbury and Stroud districts have the opportunity to work together to benefit from the recognition of the Cotswolds ‘brand’ as an internationally recognised destination. In addition, the DMO seeks to work with non-Gloucestershire counties and districts for the benefit of the two wider destinations.
The Tourism Industry will be the main beneficiary – in receipt of more focused marketing campaigns, a better research base and better support systems.
District authorities have a key role – to join in leadership of an innovative, coordinated approach to tourism promotion, information management and delivery, to protect and promote the local strengths of their district area in order to ensure that Cotswolds and Forest Tourism reflects the real diversity of the destination. The DMO approach places local events and initiatives in a worldwide shop window and there are opportunities to work together on ‘big issues’ such as sustainability, product development, ‘new’ markets or, for example, opportunities created by the boost to Britain’s image created by the Olympic Games in 2012.
The county tourism team’s role has been to encourage and deliver much of the change to date, whilst achieving high standards in promotion, managing the research programme, the local skills programme, industry partnerships and
membership.
2. Our Purpose (‘Vision’)
Our vision is to develop a Tourism Agency for the two destinations that is well-known and respected by the industry and public sector stakeholders.
Specifically we seek to offer high standards of leadership, knowledge and commitment to tourism to our public and private sector partners.
3. Our Objectives
Objective Success Criteria
1 To be a strong voice for tourism, to publicise the ‘case’ for tourism Local media coverage (its economic, social and environmental significance) within the Complaint and praise County and to represent the interests of tourism on key regional and levels Gloucestershire policy, economic and tourism groups Self assessment 2 To deliver high quality destination marketing, promotion, visitor Response rates and information and booking facilities through the effective coordination industry buy in. Web of resources and good relationships with the local tourism industry research. 3 To undertake research to inform decision making, to help monitor As delivered progress and celebrate success and to interpret and communicate this intelligence to the industry, to other stakeholders, to the media and to wider audiences 4 To work with organisations outside the county/region to ensure the Tangible progress of brands of FOD and Cotswolds are used coherently and according to brands and development the policy of the DMO of ‘out of county’ partnerships 5 To encourage and support well designed and well managed Research feedback and environment for the benefit of the local community and visitors customer comments. Web research. 6 To promote and encourage quality standards, skills development, Tourism Skills Network business innovation and environmentally sustainable tourism action plan progress. practices Targets to be set in DMO Sustainability plan. 7 To promote membership and to establish working groups and Membership take up and networks as tools to deliver its responsibilities and encourage assessment of value of working partnerships and participation by all aspects of the industry networks.
Cotswolds and Forest Tourism will undertake these functions for the County of Gloucestershire and where possible with partners out of county involved in the Cotswold and Forest of Dean destinations. It will be given the necessary support and profile by its partners for it to achieve these objectives.
The DMO will secure sufficient resources to enable these activities to be undertaken in a more robust way than is currently possible. In particular by tuning its activities to the needs of the industry and the visitor, it will attract tourism industry support and the creation of self-help networks.
Local authorities will realign their priorities to avoid duplication of activity that will enable redeployment of resources where required. 4. Activities
This section describes the scope of Cotswolds and Forest of Dean Tourism, more detail is contained in the specific plans for Sustainability, Promotion and Skills Development.
• Market intelligence gathering • Sustainability • Communications and PR • Marketing • Visitor services • Product development and industry services • Destination management • Membership
Delivery, as now, is through the resources available within the county – local authority budgets, staff time and income from the industry and support agencies.
The DMO continues to ask all partners to sign up to improved support for tourism by the co-ordinating of activity in the county.
Market Intelligence
The DMO will be responsible for commissioning and/or coordinating Countywide:
• Annual volume and value research for Gloucestershire and the ‘Cotswold’ and ‘Forest’ destinations.
• The DMO will seek money to improve the quality of research work, to include:
Regular market intelligence and trends work, visitor surveys, attractions surveys, accommodation occupancy checks and How’s Business? s urveys
Sustainable Tourism
Our sustainability activities are described in the annual published Sustainability Plan, attached to this report. We use the so called ‘VICE model’ to define success:
Meeting the needs of the visitor, industry and community within environmental limits”.
Cotswolds and Forest Tourism is committed to the challenge and will also work closely with the AONB/ Cotswold Conservation Board in its bid for a European Sustainability Charter award.
‘Corporate’ Communications and PR
The DMO:
• communicates with the local tourism industry and other stakeholders through an industry portal on the website, eNewsletters and business networks.
• communicates and promotes the benefits of tourism to the local community and stakeholders through local media Marketing
The DMO:
• publishes an annual Marketing Plan, attached to this report.
• delivers destination marketing for the agreed brands of Cotswolds and Forest of Dean within the UK and overseas leisure markets
• develops thematic marketing activity linked to business networks and product development activity.
• organises ‘familiarisation’/PR activity for destination marketing for the press, travel trade etc.
• optimises and/or develops www.cotswolds.com and www.visitforestofdean.co.uk as the two main customer facing websites. It also has a programme of electronic ‘relationship’ marketing, social network marketing.
• represents the industry and public sector tourism partners at key trade and travel exhibitions and events using the Cotswolds and Forest of Dean brands
• will improve its support to the conference/meetings sector in 2010.
Visitor Services
• Cotswolds and Forest Tourism coordinates data gathering and (Forest of Dean runs its own system) and the management of information through to regional and national websites.
• Over time, the DMO will look to establish a single distribution and call centre for certain functions. The DMO will determine which elements of booking and fulfilment will be dealt with centrally. This decision will be based on what is the most cost-effective solution that also delivers an excellent service to the customer. Experience elsewhere shows that centralised systems that are well designed and well managed can generate new and additional sales. The DMO will consider the opportunity a centralised system might offer to reach new markets and to make a distinction between call handling, data entry and booking fulfilment when planning the way forward.
• The DMO will use media available to open up sustainable travel options for visitors.
• The local authority partners of the DMO have the ambition of ensuring strategic coordination of the TIC network. This objective is complicated by the varying structure and place of TICs within local authority organisation – and the fact that some TICs have closed or ‘privatised’ around the county.
Product Development and Industry Services
The DMO encourages business innovation, business productivity and investment in skills by: • encouraging the establishment of industry networks, variously built around sectors, geographical areas and key themes
• working with Gloucestershire First to understand the investment needs of the tourism sector, encourage inward investment and to inform the planning process.
• working with business networks on specific projects linked to themes and marketing campaigns.
• promoting membership and delivering a service to its industry members
• working closely with the tourism industry, Tourism Skills Network South West to deliver relevant skills programs.
• encouraging the take-up of Green Tourism Business Scheme, Bellamy (for holiday park) schemes, accommodation accreditation and Visitor Attraction Quality Assurance (VAQAS) scheme
Destination Management
Tourism businesses rely on well-designed and well-managed public spaces in cities, towns and in the countryside. Visitors expect public spaces to reflect the same quality and attention to detail as the attractions they visit and the accommodation they stay in. Visitor expectations are growing and these expectations need to be met and exceeded.
The design and management of the public realm largely falls to the responsibility of the public sector, predominantly local authorities, but also organisations such as British Waterways and AONBs.
In recognition of the importance of place making and place management in tourism, the DMO will:
• promote the importance of the public realm to the visitor economy with the relevant departments in local authorities and in other organisations
• identify and communicate the specific requirements of visitors, e.g. in relation to business and visitor signing, parking etc. and encourage the public sector to consider visitor needs when planning public spaces and their management
• Work within the guidelines set out in the Partners for England initiative, between VisitEngland and the Regional Development Agencies.
Membership
The DMO becomes a paid membership organisation in 2010, with over 560 members. In promotes the destinations in general and its members in particular.
6. Constitution and Legal Status
The Board has an agreed and published constitution.
Legal Status
The DMO is established as a partnership between the County Council and District Council local authority members. There is a contractual arrangement with Gloucestershire 1 st /County Council.
Gloucestershire 1 st /County Council provides the legal and accounting services of the partnership as part of its commitment to the DMO.
Individual local authorities will contribute resources, in cash and kind, to enable it to deliver these core functions effectively, according to jointly agreed plans.
Partners in Cotswolds and Forest Tourism are responsible for identifying and securing additional resources to enable it to grow in scope.
The partnership will report to its Board at least four times a year.
7. Resources
a) The Board and Staff
Beyond day-to-day tasks, the DMO has an important strategic job to do in setting the agenda for tourism, advocacy and lobbying. This business plan is based on the achievement of these objectives through the Board and Chair (strategic direction and advocacy to both the public and private sectors) and the activities of LA tourism officers both individually and through the Officer Group which is the source of recommendations to the Board.
b) Change
The DMO currently functions as a ‘virtual organisation’ – using resources located around the county to achieve the accepted wider objectives of the DMO. As described in the previous Business Plan the Board seeks to provide strategic direction for the long term interest of the tourism industry in all parts of Gloucestershire.
c) Funding and Three Year Budget Plan
The DMO, as a virtual organisation, has resources derived from local authority income (staff, overheads and operational budget), income from commercial operators (including the opportunities for a membership scheme) and grants from supporting agencies such as the RDA.
The three year financial plan describes the budget of the DMO.
Financial planning has been unusually difficult due to, for example Regional Development Agency based support for, say, post flooding work… or RDA cuts to DMO support across the South West and changes in the role of South West Tourism.
In summary Cotswolds and Forest Tourism is delivering more with an unchanging core (effectively shrinking) budget, though creativity and success in working directly with the local tourism industry to help the industry help itself. ANNEX 1 – Cotswolds and Forest Tourism 3 Year Budget Plan INCOME 2009- 2009- 2010- 2011- 2012-13 2010 2010 2011 2012 (Budget) (Actual) Carry Forward 77,000 74,256 54,611 22,611 10,111 Income from Campaigns 135,000 135,000 150,000 160,000 175,000 Membership Fees 5,000 30,007 20,000 22,000 22,500 GCC 27,000 26,893 27,000 27,000 27,000 District/Borough Councils 27,000 27,000 27,000 27,000 27,000 South West RDA 50,000 10,000 - - - Tourism Skills Network - 4,600 - - - Glos First Tourism Support - - 20,000 - - Online (adverts, 5,000 8,000 12,000 commission) TOTAL INCOME 321,000 307,756 303,611 266,611 273,611
EXPENDITURE (2009- 2009- 2010- 2011- 2012-13 2010 2010 2011 2012 Budget) Actual Project Manager 50,000 20,000 - - DMS Post & costs. Web Marketing cost. 38,000 34,835 35,000 33,000 33,000 Membership Comms 12,000 1,500 10,000 4,000 3,000 DMS licences etc 2,000 22,000 22,000 25,000 25,000 Membership services 10,000 5,300 5,000 5,000 4,000 Sustainable Tourism 3,000 - - Projects - 3,000 PR and product 18,310 17,500 17,500 development 14,000 20,000 Campaign Expenditure 135,000 135,000 150,000 160,000 175,000 Finance, Legal (Glos First) 6,000 5,000 6,000 5,000 5,000 Equipment, stationery etc 2,000 1,200 2,000 2,000 2,000 Post,Distribution,Board 7,000 7,000 8,000 5,000 5,000 Recovery Campaign - - 20,000 - - TOTAL EXPENDITURE 276,000 253,145 281,000 256,500 269,500
BALANCE 45,000 54,611 22,611 10,111 4,111
Notes to ANNEX 1 – Cotswolds and Forest Tourism 3 Year Budget Plan
Carry Forward Budget carried forward is high for 2010 - we carry project funding through for delivery in 2010/11. Also, most membership income is received in advance.
Income from Campaigns Cotswolds and Forest Tourism undertakes various self-funding campaigns in support of particular market, industry groups etc. These include the Cotswold Accommodation Guide, Cotswolds Finest Hotels, Attractions and Gardens Campaigns and others as detailed in the Marketing Plan. In 2010 we will launch a small meetings conference campaign in support of business travel, similarly funded.
Membership Fees Membership income was 50% over target in the first year and this budget includes a cautious assessment of income in 2010/11 in order to reflect the likelihood of dropout.
District Borough Councils District contribution to the partnership continues at £3k per annum (unchanged for many years), plus the former regional tourist Board membership fee. In most cases the total contribution to the partnership per district is about £4k per annum.
South West RDA South West RDA withdrew financial support from all south west DMOS in 2009/10, mid-year. It delivered £10k, not the contracted £50k to the partnership. Support may be forthcoming in 2010/11 but has not been assumed.
Tourism Skills Network For the first time in 2009/10, TSN has used Cotswolds and Forest Tourism as the delivery arm for skills training. This may be repeated in 2010/11 but TSN’s finances for 2010 are not known at the time of writing.
Gloucestershire First Tourism Support A ‘one off’ £20k has been allocated to the DMO for 2010/11 as a final part of the flood recovery sequence.
Online (adverts/commission) The partnership introduced online booking in late 2009 and the budget there allows for income from accommodation sales for the first time. We will also introduce banner advertising on Cotswolds.com in 2010 and this will also lead to income.
COTSWOLDS AND FOREST OF DEAN TOURISM MARKETING PLAN 2010-2011 DRAFT
PREPARED BY
COTSWOLDS AND FOREST OF DEAN TOURISM OFFICER ’S GROUP
DECEMBER 24 TH 2009
CONTENTS
Cotswolds and Forest Tourism – key achievements in 2009
Tourism in Gloucestershire in 2010 – factors and influences
Budget
Marketing Principles
Market Research
Acting on the Research
UK Marketing
Overseas Marketing
1. Cotswolds & Forest of Dean Tourism
Key Achievements in 2009/10
Membership
Cotswolds and Forest of Dean Tourism launched membership in 2009 and closes the year with 561 members. This new kind of direct relationship with so many businesses has led to a greater understanding of the partnership and its purpose.
Tourism Skills
The partnership ran the skills development programme for Tourism Skills Network and has offered Welcome Host, eMarketing, Sustainability and Marketing in a Recession courses.
Domestic Marketing
It was a strong year for domestic media coverage, including a record number of desk enquiries, helped by interest in the Rural Capital of Culture campaign. Working with the ‘Arts’ sector opened up new media contacts. The campaign investment of £8k has produced a media advertising equivalent value of at least £120,000.
The Culture campaign also provided the theme for eMarketing, which was able to draw on the Arkenford market research to more effectively market electronically to a database of 30,000.
Promotion is led by our print brochures which continue to cover their costs.
Overseas Marketing
Our low budget overseas marketing continues and, with the support of VisitBritain we have again welcomed over 100 overseas travel writers and media, mostly from traditional markets in Northern Europe from Brazil to Belgium, USA to Ireland.
Following the creation of Russian and Chinese language websites, press interest has started from these markets including Russian TV and magazine media. In China we have welcomed two important press groups and a party of travel trade planners. The most influential female market magazine (Cosmo China) gave the destination a 6 page spread. Our £18,310 PR spend (supported by a substantial amount in kind from the local tourism operators) delivers a return in excess of £1.5m
Sustainability
Cotswolds and Forest Tourism published its first sustainability plan in 2009. It concentrates on delivery of small, achievable steps to progress the destinations towards improved sustainability. A small (£3k) grant support was brought in from the RDA.
Web, Data and eMarketing
The partnership employed an eMarketing officer in 2009 and the establishment of the role has given us the scope to pursue social marketing, improvements to the website and SEO. In fact, website content improved substantially in 2009, including more sample itineraries for groups and individuals, public transport information and image content. Online booking was added to the site November 2009
2. Tourism in Gloucestershire in 2010 – Factors and Influencers
Economy
The economy will, of course, have the biggest influence on the performance of the tourism sector in 2010.
Here’s VisitBritain’s recently summary:
‘Staycations’ and Family Holidays
VisitEngland feel that the predicted ‘Staycation’ phenomenon (British people holidaying at home) did in fact happen in 2009 and are bullish about a repeat in 2010. The Cotswolds featured in several surveys of Britain’s top ‘staycation’ destinations and the Forest of Dean experienced heavy demand for camp site holidays at peak times. The trend has implication for us and how, for example, we promote our destinations as family-friendly. Business Travel
Business travel, and the conference and meetings sector in general, was hard hit in 2009. For hospitality-based businesses and accommodation providers with meeting facilities this is the main current concern. The theme – and what to do about it – is picked up in this plan.
The Cotswolds and Forest of Dean Tourism ‘Product’ in 2010
Relatively speaking, Gloucestershire has a stable, unchanging tourism offer.
The Cotswolds features a higher than average percentage of quality, inspected accommodation and is perceived as an expensive destination. It has a season of important key events from Gold Cup through to Autumn Colour at Westonbirt – we have a longer than average season.
The most substantial change in the last year has been in Gloucester, where investment has led to the new Gloucester Quays retail outlet centre. In 2010 Gloucester Quays opens phase two – with restaurants and bars adding to a more complete visitor experience. The Tall Ships Festival is repeated and the Three Choirs Festival returns to the City. The year finishes with Heritage Open Days (one of the largest such programmes in England) and promotion of the city as a Christmas destination.
Tewkesbury will be repeating its annual Food Festival. In June The Tour Series (cycling) comes to the town.
Winchcombe is establishing itself as the key base for walking in the area through promotion of the Winchcombe Welcomes Walkers title.
Cheltenham plans a third addition to the Romantic Road routes based on the town.
Giffords Circus returns for a season across the county – a quirky, well-run event that joins Cheese Rolling, Newent Onion Fair and the Cotswold Olimpicks as unique aspects of the destinations .
With a relatively unchanging tourism product, festivals are all important. Cheltenham’s Festivals go from strength to strength, festivals in and around Stroud enhance its arts and crafts’ reputation. The Rural Capital of Culture campaign will continue to promote the nearly year-round nature of the arts and cultural offer.
VisitBritain, VisitEngland and South West Tourism
It is worth noting that there are changes at all levels of tourism support. South West Tourism has co-located with SWERDA. The former Head of Culture & Tourism for the RDA has been seconded to South West Tourism as Director of Tourism.
VisitEngland is now active in promoting England to the British and, perhaps confusingly, has also taken over ‘devolved’ markets from VisitBritain. Devolved markets are those deemed to understand Britain well enough to distinguish between ‘Britain’ and ‘England’: New Zealand, Australia, USA, Canada, Spain, Italy, Germany, France and Benelux. VisitBritain continues working in all other markets.
Faced with the various agencies, our strategy is to build a strong partnership locally and to work direct with VisitBritain and VisitEngland as appropriate. The regional tourist board is becoming more strategic in nature.
3. Budget
The annual budget for 2010/2011 is £303,611. This figure is made up of the core (year-to-year) partnership budget, any regional or county grant funding and campaign income from private/public sector partners.
A three year financial projection is set out in the Business Plan.
The local tourism industry is also substantially supported by individual local authorities in Gloucestershire. Between them, they run Tourist Information Centres and manage the aspects of ‘place’ that are essential in forming the visitor experience - from local festivals to public loos.
Much of the DMO’s activities are also supported in kind by the local tourism industry.
4. Marketing – Underlying Principles
This plan is intended to ensure high quality and impact communications by proposing targeted marketing and the best use of time and money.
The partnership uses insights from research to inform its marketing programme.
As a predominantly rural county, amongst many in England, the partnership will identify and promote aspects of the Cotswolds and Forest of Dean that differentiate our destinations from the competition.
The DMO will work with partners to maximise resources and deliver what it promises by securing the participation of the local tourism industry through a membership scheme and campaign partnerships.
5. Market research
Consumer Research
The partnership uses 2008 perception research to understand perceptions of the destinations amongst both previous visitors and potential visitors. As a ‘mature’ destination, the principle challenge for the Cotswolds is to ensure that it presents a fresh and contemporary image to reach potential visitors, without alienating traditional markets. Research in to the Forest of Dean categorise it as an ‘emerging’ destination that will most benefit from increased awareness and understanding of its offer.
Research was carried out by Arkenford, which has the advantage of linking into research and data owned by VisitBritain and VisitEngland. Arkenford’s Market Model
STYLE HOUNDS Innovators ‘Young Free Single’, impulsive Fashion counts COSMOPOLITANS Brand counts Strong, active, confident Looking for fun with friends Style & brand important, but as an expression of their self Mass• Market Most not seriously sporty made identity. High spenders especially on innovation and technology Looking for new challenges, new experiences, HIGH STREET •Globetrotters Main stream early adopters • Followers of high street fashion Care what others think DISCOVERERS • Happy to buy packaged options Independent in mind and action • Little influenced by style or brand but interested in new options FOLLOWERS Buy on function and value to them Strongly influenced by what others will think Looking for new and educational experiences Don’t want to be seen as old fashioned • Less active • Slow to adopt • TRADITIONALS Avoid risk • Self reliant internally referenced • Slow to adopt new options Independent • Strong orientation towards traditional values Value individual attention & service Market HABITUALS • FUNCTIONALS • Largely inactive, low spending group Self reliant Very traditional, strongly Price driven e resistant to change Value function over style Risk adverse Traditional values, but interested in Value relaxation, peace and quiet new experiences, not risk advers
Sustainers
In addition, Cotswolds and Forest Tourism liaises with South West Tourism to produce annual ‘Volume and Value of Tourism Research’, although there is a delay in producing figures due to reliance in national and regional research.
Action:
1. Research findings continue to inform future action. 2. Annual Volume and Value research to be compiled and distributed
5.1 Key Research Findings
The full report is available.
Awareness of the Destinations
• ‘Cotswolds’ strong awareness – Up with other leading rural areas (New Forest, Peak District) • Cheltenham & Gloucester strongest awareness – Linked to highest proportion of visitors & considerers • Next tier is Cirencester & Tewkesbury – Approx half the sample have visited or would consider visiting
• ‘Forest of Dean’ as a name is appealing – Individual destinations within have low awareness
Our Visitors Our ‘Rejectors’
• Older age profile (45+) Most likely to be 44 years or less • Traditionals Style Hounds • Functionals Followers • Cosmopolitans High Street • Couples Habituals Discoverers
Families
Why Do Rejectors Reject?
• Not enough to do (of their type of activity) perception • Too Rural • Shopping Options limited • Dining Options Limited
Summary:
• The Forest of Dean is intriguing as a destination but more awareness of specifics needed. • In the Cotswolds, the current market is made up of older, less leading edge segments, driven to visit by the rural offering of the Cotswolds • Cotswolds seen as a small collection of villages and countryside, the scale of the destination is not understood. – No towns or cities • Rejecters need more than the countryside – Activities – Urban offering (accommodation, dining, shopping)
5.2 Implications for Marketing
• Change perceptions – Or at least challenge people’s perceptions of Cotswolds being just a small collection of pretty villages – Encourage longer stays through increased awareness of the offer for families and increased awareness of the range of activities, attractions and events.
• Bring the urban destinations more clearly under the Cotswolds brand – Increase association of destination with the Cotswolds – This will improve perception about what the Cotswolds can offer – Open up new visitors, more leading edge (higher value) segments
• Highlight activities on offer to increase appeal:
– Forest of Dean, Cotswolds Water Park, etc – Show that it is more than just pretty countryside ... Can offer an urban experience – Cotswolds can benefit from proximity to Gloucester, Cheltenham and the Forest of Dean, and vice versa.
5.3 Proposed Target Markets
• Discoverers • High Street • Cosmopolitans (ie, more of them) • Traditionals (will continue to come, but don’t alienate)
5.4. Acting on the Research
Target market selection has implications for our PR work, ‘tone of voice’ approach in website and print media and choice of promotional themes.
In 2009 the partnership commenced its Britain’s Rural Capital of Culture promotion as a response to perceptions of a lack of sophistication or variety in the destination. This campaign theme will run through to 2011.
In last year’s plan, two other future themes were identified:
• THEME 1 – Activities (participation option (especially Forest)) • THEME 2 – Inspiration/ Discover/ Find yourself/ Self improvement Actions
1. Britain’s Rural Capital of Culture continues as a theme. 2. Sports/Activity Tourism campaign to be developed by Gloucester/Forest of Dean working party.
6. UK Marketing
6.1 Consumer Marketing
Web and Electronic Marketing
The partnership coordinates DMS (=database) development for Gloucestershire, in line with the regional and national plan. The shared database feeds through to the national and international tourist boards and has cut costs for partner local authorities.
The ‘Cotswold’ authorities are now contributing to a shared database and the Gloucestershire First team is taking responsibility for data stewardship – feeding the national database – together with the development of www.cotswolds.com .
The Forest of Dean database runs on a different system.
Cotswolds and Forest Tourism has appointed an eMarketing Officer who is the designated county ‘Datahost’ and co-ordinates SEO and Social Media Marketing.
In November 2009 online booking was added to www.cotswolds.com
Actions:
1. To optimise www.cotswolds.com to secure the best possible search engine scores. 2. To achieve the contract obligations in terms of managing data collection in Gloucestershire. 3. To further encourage take-up of Evivo online booking systems amongst accommodation providers and to encourage to offer online booking. 4. To improve ‘email capture’ of visitors to websites. 5. Two main (and generic) Arkenford/in house database eMailshots in support of campaigns. 6. To sponsor links for the www.cotswolds.com and www.visitforestofdean.co.uk sites. 7. Improve the quality of ‘visiting by public transport’ information.
6.2. Advertising
The partnership has no advertising budget.
6.3 TICS – Point of Sale
TICs are managed by individual district partners. A TIC Management group has been set up to share best practice. Cotswolds and Forest Tourism would like to see more coordination of data capture amongst visitors to tourist information centres.
A ‘Family Pack’ for distribution via Tourist Information Centres will be developed in support of local attractions and activity operators across the county.
Action:
1. Officer group to develop data/post code capture plan. 2. ‘Family Pack’ to be created and distributed.
6.4 PR & Image Management
Cotswolds and Forest Tourism co-ordinates its own PR campaign with local media.
Ian Weightman PR Services Limited provides UK and Overseas media promotion work to both destinations.
In general, the partnership has a strong relationship with UK and international based VisitBritain Press Managers.
In addition to reactive press work and desk enquiries, the Cotswolds and Forest Tourism sends around 6 main press stories annually worldwide, based on the strongest ideas available.
Tourism officers deal with desk enquiries on a daily basis and usually have a hand in national coverage achieved for the area.
There is a constant demand for fresh images. The Forest of Dean image bank is weak and the partnership has commissioned new photography for 2010.
The budget allows for costs of looking after visiting media and a good return is helped by support in kind from local accommodation providers and attractions.
Action:
1 New photography to be completed. 2 Ian Weightman appointed for 2010. 3 Officers to map out key press angles for 2009, to include continued Rural Capital of Culture work and the introduction of stories to support the new Sports/Activity campaign theme. 4 Coordination with the VisitEngland press theme to continue. 5 In general more emphasis on family stories.
6.5 Exhibitions
The number of exhibitions attended in recent years has declined, as customers increasingly find out information in other ways. Exhibitions are assessed carefully.
Gloucester takes the lead on coordination.
Cash support from the industry (target £3k income) is essential to the programme
Action:
1. To book and attend:
Manchester Holiday Show – Jan Destination London - 5-8 February - Earl’s Court
6.6 Print and Brochure Production
Accommodation Guides
A combined (Cotswold, Stroud and Tewkesbury) accommodation is produced and annually and by now (second edition) is well established. The non-Forest guides feature common use of the Cotswold logo and guides cross refer.
Action:
1 New Guides to be produced for 2009, to incorporate Britain’s Rural Capital of Culture theme and new sports/activity tourism theme. 2 Officers continue to pursue rationalisation of the number of guides. published.
Subject/Theme Guides
Cotswold Attractions and Gardens guides are produced annually and are open to Forest businesses who want to reach a wider audience. The Camping and Caravanning, Stay on a Farm and TV & Film Location Map is branded across both destinations.
Guides are self-funding, with the exception of the TV & Film Location Map produced as part of the Culture Campaign.
Action:
1. Theme guides to be produced for 2009. 2. The successful TV & Film Location Map to be reprinted and launched to film location scouts and regional media for 2010. 3. Particular PR attention will be given in support of the 2010 Camping guide 4. Artist and Crafts Guide to be produced in 2010.
5. Conference and Meeting Sector Marketing
The recession has hit our meetings and conference sector hard. At the same time existing support to the sector is not highly rated.
Hotelier/Conference centre focus groups in 2009 identified a need to animate promotion to the sector and to improve the quality of response to enquiries. In addition, rural meeting venues have requested more support.
Despite the recession, there was strong support within the focus groups for support from the Cotswolds and Forest Tourism – specifically to build awareness of the destination and its strengths in the market.
To achieve this Cotswolds and Forest Tourism will develop a commercial partnership with a local conference agency, supported by a web-based campaign. This will lead on the Cotswolds’ strong selling point which includes an unusual strong range of boardroom style meeting venues.
The Forest of Dean conference offer is weaker, but the campaign aims to support the strong corporate event and team building style venues that the Forest offers. The Water Park offers another concentration of options for corporate events.
The campaign emphasis on Boardroom meetings is not to the exclusion of larger events or conferences. It simply uses one aspect of the county that is our greatest strength in the meetings sector.
We will use Gloucestershire First’s media and contacts in support of the campaign, to encourage local businesses to use local venues.
Action:
1. www.boardroomstyle.com to be developed and launched. 2. Commission arrangements to be finalised with conference organiser. 3. Conference partners to be signed up. 4. Promotional programme for Autumn 2010 launch.
6. Travel Trade & Group Organisers
Direct Mail, Print and Web
Gloucester currently produces a Group Travel Guide, which last year carried a Forest insert. For 2009, a Cotswold insert will be included.
Cheltenham runs a group help desk website.
There is feedback from Cotswold attractions that they would prefer to see a single ‘Cotswold’ guide.
Research has indicated that direct mail is the most successful route to promotion to group travel organisers and the travel trade.
The DMO will mail group organisers in support of attractions and the main promotional themes.
Action:
1. Conference and group organiser information to be further improved on www.cotswolds.com
2. Groups/trade mailing to be carried out in the Autumn planning period. 3. Officer group to agree a print plan to cut out duplication.
7. Overseas Marketing
Our area is attractive to overseas visitors, who make up about 13% of staying visitors. They punch above their weight in terms of spend - around 25% of income from staying visitors is from overseas guests.
The level of overseas business depends on many factors and is volatile and unpredictable. Our strategy is to work as closely as possible with long serving markets such as the USA, Japan and Northern Europe and to carry out development work in markets with a longer term prospects, such as China.
We do not advertise in overseas markets, for obvious budget reasons. Our overseas marketing focuses on PR and promotional work carried out with the travel trade. We have a good working relationship with VisitBritain.
We prioritise these markets, with the limited resources available:
Short Haul : Benelux, France and Germany
Short Haul/Development Markets : Scandinavia and Spain
Long Haul : USA, Australia and Japan
Long Haul/Development markets: China and Russia
As noted above, most of our promotional works involves PR – the business of attracting, hosting and inspiring approximately 200 travel writers or other media annually. The following notes also apply:
China We published a microsite in two Chinese languages in 2009. This has led to some important press coverage in China and the decision to attend China Travel Trade Market in 2010, supported financially by local hotels.
Japan Our Japanese partnership continues, with around 50 businesses covering the costs of website print and oversees exhibition.
Russia In 2009 we also published a Russian language microsite which has also led to press coverage, including a 3 x 10 minute sections on Ih Nravy (‘Their Customs’) – the main Russian Travel show.
USA VisitEngland launches itself in the USA in 2010 and we have been asked to give practical to the launch event by coordinating with the pudding club and local food suppliers to deliver a Cotswold Food theme to the launch.
Once 2010’s World Cup is over media attention will switch to the London Olympic Games. We will create online Cotswold Olympicks video content to meet demand which we already know will be strong. Action:
1. PR and opportunism through VisitBritain colleagues in all recognised markets, using the rural culture theme for 2009 and beyond. 2. Continued promotion through VB office in China and Moscow. 3. French, German and Spanish copy to be added to www.cotswolds.com . This was not achieved in 2009. 4. Japan campaign to continue, including participation in 2010’s sales mission to Tokyo with key hoteliers.
(NB A Timeline to be added)
ENDS/.