Marketing and Events Marketing

Marketing and Events Marketing Destination Guide • New destination guide launched in January • Shift away from previous guides in terms of its name, look and feel • Launched by Hayley Tamaddon (Dancing on Ice) • Celebrities have been photographed with the guide • Features led • 125,000 copies of the guide distributed • Feedback to date has been extremely positive • Internal debrief occurred with suggestions for improvements for next year’s guide 48-hour Guide • Team briefed • Visuals developed • Features and advertorial written – refreshed copy using external freelance writers • New imagery used • Been well received by businesses contacted to ‘buy-in’ to the campaign • Launch date June 2010 Access Guide • Currently developing an access guide • Many requests for this information • At present a paper version is issued which does not reinforce the brand and is not of the quality we want associating with both visitBlackpool and the resort • Working with the equalities team in creating this publication • Have also involved wheelchair users to assist with the project Conference Guide The joint Lancashire & Blackpool Conferences & Meetings guide has been produced and distributed. However, for campaigns that are driven by visitBlackpool a separate guide (consistent with the visitBlackpool brand) is being created. A campaign to launch this is to be developed in the forthcoming weeks. The team continues to attend exhibitions in order to maintain awareness of the offer. Marketing and Events Other Guides The team is still looking to create new guides to specifically target groups of visitors. Much work needs to be done in developing these, as the offer has to be substantial enough to justify the print Generic Artwork Generic artwork has been created and is currently being utilised in the following ways: • Car parks i.e. West Street • Tram shelters • Bus shelters • Sea wall • Posters on display in other destinations • Leaflets to be distributed This also has transferred into use for visitBlackpool exhibition materials including: • Pop-ups • Nomadic displays Different colours represent different activity, this will be covered within the departments brand guidelines which are currently being written. This artwork will also be issued to partners in the resort to help support their marketing activity. The resorts town branding is currently being reviewed. I ‘heart’ BPL • Campaign for both visitors and residents - Every celebrity that has visited/ performed in the resort since Switch-On last year has been given a hoodie in the hope that they will wear them outside of the resort and be photographed by national media. • Successes to date have included JLS, Mr Hudson and Hayley Tamaddon (Dancing on Ice) • Celebrities wearing the branded goods are featured on the TM visitBlackpool website • Campaign about people having pride in the resort • Artwork on display in West Street car park/ Sea Wall • Merchandise on sale in the Tourist Information Centre (trademark) Music Trail • Create and launch a Blackpool Music Map to highlight Blackpool's music heritage through the decades • Printed maps and posters to be produced • Iconic bands and venues throughout the years will be featured on the map to create a buzz about the resort's music history • This will appeal to visitors with an interest in music, heritage and architecture • A social history area will also be created for visitors and residents to send in memories, pictures and memorabilia of concerts through the ages Marketing and Events • The social history project which will be hosted on a Blackpool Music microsite will give the project longevity and encourage return visits, discussion forums, blogs and keep Blackpool on the agenda. Majority of content will be on the website • Interviews will be taking place with key artists from Blackpool and from artists and bands that have played the resort to form part of the historic calendar of music events in the town • Timings for the project is for a launch in summer 2010 New visitBlackpool website • This is now ‘live’ • Work being done to constantly improve the site • Search Engine Optimisation (SEO) is being addressed to help the rankings of the website Social media • Use of facebook, twitter and blogging continues • 3 social media campaigns/ events are being developed for 2010/11 E-Marketing Trade and consumer newsletters are sent out frequently Carnesky’s Ghost Train Launch Event planned 2nd April 2010 – visitBlackpool asked to launch the attraction. The following activity is to be co-ordinated. • Paloma Faith – Celebrity being used to launch the attraction (she used to be one of the performers) • Radio campaign with Radio Wave • UTV to promote the event • Print materials including fliers, posters etc to be distributed Business Tourism Continue to work with the Lancashire & Blackpool Tourist Board however the team at visitBlackpool are looking to devise plans specifically aimed at targeting conference organisers to Blackpool, these include: • PR – A Christmas campaign designed to increase venue enquiries • Radio advertising Marketing and Events Leisure Tourism visitBlackpool continues to target leisure visitors not just through its events programme but through its works with the groups market. • Work is being looked at in relation to the development of increasing the appeal to coach companies with the new facilities being available • New groups and communication channels are being researched • 2 x campaigns based around specific groups are to be created; • Attendance at key exhibition to continue This area is now focusing not only on bringing the visitor into the resort but the services visitors receive whilst here. Therefore the Travel Trade and Visitor Services teams have merged to ensure greater connectivity and a more efficient service. This has seen the following developments: • New merchandise offer • Greater PR about the Tourist Information Centre • The development of packages (working with partners) being finalised The Visitor Welcome The team is working with colleagues the Future Jobs Fund to commission a number of ambassadors to work as part of the Visitor Services team during the main holiday season. These ambassadors will be tasked with: • Providing information about the events programme • Providing visitor information within the Tourist Information Centre • Completing a 2 week work placement within a major tourist attraction The Tourist Information Centre The team are also involved in inputting into the new Tourist Information Centre which is being built as part of the Tower Festival Headland project. Marketing Plans For each marketing campaign which visitBlackpool is tasked with the delivery of a marketing plan is being devised. These cover the following activity • Destination Guide • 48-Hour Guide • Events (all events funded by visitBlackpool) Marketing and Events Media Campaigns As part of the marketing activity the team is looking to attract media partners (i.e. radio, TV) to work with us in particular on the events programme. For each event, a brief has been written detailing the benefits and reasons why a media partner might like to get involved in certain events. Brand Guidelines • VisitBlackpool is currently developing brand guidelines for the resort to use when marketing Blackpool. • Informing these guidelines is the work, which resulted as part of the brand vista project. • The brand guidelines will incorporate the key messages and city on the beach feel. • They will clearly inform partners as to what they are for, how they can be used, when they should be used and so forth. General Marketing/ Advertising • As part of the media partner activity the team are looking to devise radio/ TV campaigns around events • Place strategic advertisements in key publications • Continue with joint marketing with stakeholders and partners PR A PR plan for 2010/11 is currently being written and includes the following activity: • Secure 3 dedicated features in national, regional and lifestyle magazines (commissioned a freelance journalist to do this) • Develop/ commission a couple of planned PR stunts for 2010/11 seasons • Create a rolling programme of releases around events programme • Continue celebrity campaigns • PR support for events • Continue joint promotions with key TV programmes/networks • Focus on website in relation to press packs, media info • Strengthen media relations with key journalist • Arrange press familiarisation visits Future Projects The following future projects are being investigated: • Heritage trail • ‘i’phone application • advagame – An interactive game visitors can play on the visitBlackpool website • PR stunts Marketing Strategy A marketing strategy for visitBlackpool is currently being written. The overview template is to be completed for the Corporate Leadership Team (CLT) to approve, before the full document can be developed. Marketing and Events Events Events Programme Programme for 2010/11 confirmed as being: • Blackpool Pride • Armed Forces Week • National Bike Week • Town Criers • Nocturne • Air Show • UDO • Ride the Lights • Switch On • Illuminations • Tour of Britain • Fireworks • Kite Surfing • Christmas Light’s Switch On • Blackpool’s February-Half Term Festival, featuring Showzam Events to be confirmed are: • Wakes Week • Busking Competition • Switch Over event • Winter Wonderland Programme for 2011/12: Would include the confirmed list above but also the events currently to be confirmed and in addition to this sees the return of out2dance. This event has not been programmed in 2010 due to the promenade

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