Cotswolds and Forest DMO Marketing Plan to 2009
The Cotswolds and Forest of Dean
1. Budget
2. Marketing – Underlying DMO Principles
3. Market Research
4. Acting on the Research
5. Britain’s Rural Capital of Culture
6. UK Marketing
7. Overseas Marketing
8. Budget Summary 08/09
1. Budget
The annual DMO budget is made up of a core (year-to-year) budget, any grant funding (eg flood recovery) and income from private/public sector partners. DMO budget in 2009 will be circa £200,000.
The local tourism industry is also substantially supported by a spend by individual local authorities, county and districts who run Tourist Information Centres and undertake local initiatives from media work and print projects to the organisation of festivals and events.
In addition, much of the DMO’s activities are substantially supported in kind by accommodation and attraction operators.
2. Marketing – Underlying DMO 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 DMO has invested in perception and attitiude research and will use the insights gained to inform marketing.
As a predominantly rural county, amongst many in England, the DMO will differentiate the destinations from the opposition, by identifying and promoting what makes us better.
The DMO will work with partners to maximise resources and deliver what it promises by securing the participation of the industry.
3. Market research
Consumer Research
The DMO has, on behalf of the destinations, commissioned the first ever research into perceptions of the destination amongst both those who have visited and those who have not visited the area. The aim is to confirm or challenge some of the DMO’s assumptions about the destinations and inform future marketing.
Arkenford, the research company use an in-house research model, which has also been adopted by VisitBritain. 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
ARKENFORD – The Market Model
The research includes, also for the first time, research of perceptions in European markets.
Action:
1. Research findings to inform future action. 2. Annual Volume and Value research to be compiled.
3.1 Key Research Findings
How the Customer sees the Cotswolds and Forest of Dean:
• Attractive countryside • Attractive villages • Walking • Open space • Quality • Need a car to visit • No differentiation between individual destinations
What Potential Customer Don’t Associate:
• Cities & large towns, although when the reverse question is asked…Cheltenham and Gloucester are associated with the Cotswolds • Sports • Cultural events/ festivals • Lakes & waterways • Gourmet pubs/ restaurants
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
• Most individual destinations not seen to be part of Cotswolds – Just over half of recent visitors think Cheltenham & Gloucester is part of Cotswolds
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 Rejectors Reject
• Not enough to do (of their type of activity) perception • Too Rural • Shopping Options limited • Dining Options Limited
NB Flooding is not seen as an issue.
Summary:
• 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 collection of villages and countryside – No towns or cities
• Rejecters need more than the countryside – Activities – Urban offering (accommodation, dining, shopping)
3.2 Implications for Marketing
• Change perceptions – Or at least challenge peoples perceptions of Cotswolds being just a small collection of pretty villages
• 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
3.3 Proposed Target Markets
• Discoverers • High Street • Cosmopolitans (ie, more of them) • Traditionals (will continue to come, but don’t alienate)
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.
The following themes are proposed for the next 2-3 years, with Culture as the lead theme for 2009.
• THEME 1 – Culture (broad definition) • THEME 2 – Activities (participation option (especially Forest)) • THEME 3 – Inspiration/ Discover/ Find yourself/ Self improvement
5. Key marketing theme for 2009 and beyond: Britain’s Rural Capital of Culture
The DMO’s first campaign - ‘Year of the Cotswold Garden’ was a PR success. For its next and the DMO will pick up on the outcome of the visitor research and the need to ‘explain the range and variety of what to do here to potential visitors.’ To achieve this, a broad ‘cultural’ theme is proposed for promotion in 2009 and beyond.
It is proposed to declare ourselves Britain’s Rural Capital of Culture for 2009 and to take the idea further by running a 3 year campaign up to 2011. The idea is PR friendly (playing slightly on ‘Liverpool 08’) and linking to the national ‘Cultural Olympiad’ declared as a national promotion prior to the London Olympics in 2012.
By taking a broad definition of culture, to include sport, food and local events, our rural culture campaign will attract PR coverage and provide a supporting theme for existing print and web media. As destinations, our claim will be substantiated by highlighting the range of cultural events around the county, with an emphasis on intimacy (big names in small venues) and contact – experiences - interaction with artists and others. We already offer this and the role of the promotion will be to enhance the appeal of the area by making the offer clear. Despite the ‘rural’ title, the offer includes both Cheltenham and Gloucester as essential elements of the Cotswold/Forest offer – the wider destination will benefit through the promotion and specific venues and events across Gloucestershire will benefit.
After launch, the campaign theme is flexible enough to allow for new support material to be added - for example a TV and film location map.
Branding will be left open for application to Cotswold and Forest tourism/arts businesses and enterprises.
Actions:
1. Brochure and website content to be produced by the end of 2008.
6. UK Marketing
6.1 Consumer Marketing 6.1.1. Web and Electronic Marketing
The DMO has funded DMS (=database) development for Gloucestershire, in line with the regional and national plan. This 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 site will be linked from Cotswolds.com.
In general, the officers would like to make more progress on customer database building and eMarketing and expect to appoint a new staff member to this role.
It is also proposed to improve the Forest of Dean website www.visitforestofdean.co.uk and to introduce translations of the body copy in key languages.
Actions:
1. To complete the www.cotswolds.com website build by 1st July. 2. To populate the site with data and copy by the end of August 08 3. To encourage businesses to offer online booking – ongoing. 4. To manage optimisation of the site to become the most successful Cotswold site, based on search engine results.* 5. To start a programme of email address capture through TICs 6. To create an emarketing position, within the DMO, to carry out web 7. Promotion/day-to-day updates, emarketing and industry liaison, including participation with the regional DMS group (taking responsibility for data hosting) on behalf of Gloucestershire local authorities.
* a position currently often held by our Japanese site.
6.1.2. Advertising
Gloucestershire First secured £200k from Severn Trent plc for the DMO to promote the destinations as part of their flood recovery support programme. This has made an awareness contribution prior to 2009’s campaigns.
It is unusual for the destinations to have the budget for consumer advertising.
6.1.3 TICS – Point of Sale
TICs are managed by individual district partners. A TIC Management group has been set up to share best practice and a budget created to allow for joint initiatives to encourage TIC traffic and capture customer data (ie to enhance future eMarketing).
Action:
1. TIC Managers to develop plan.
6.1.4. PR & Image Management
Ian Weightman PR, a travel industry specialist is retained by the DMO to achieve press coverage for the destination. This achieved by networking and contacts and a close relationship with the EnjoyEngland press team. Ian will send out around six of the strongest stories to his network annually and also delivers from general opportunism amongst his list of contacts.
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 and the DMO is completing a project with a local photographer to improve its library of pictures.
According to the level of funding available, additional PR support may be bought in to drive the Capital of Rural Culture idea forward.
The budget allows for costs of looking after media and a good return is helped by support in kind from local accommodation providers and attractions.
To assist the matter of attracting press visits and coverage, officers are working, with the local tourism industry on a series of theme itinerary visits, covering and mixing the rural and ‘urban’ offer.
These themed itineraries will appeal to our target markets and be visitor focussed – with a mix of day visit, ‘48 hours in’, ‘3 days in’, ‘a week in’
Some ideas being researched:
1. Arts & Crafts – Stroud, Cirencester & Lechlade 2. Food Heritage (and seasonal) 3. The Romantic Road – new route 4. Historical Discoveries – specialist themes such – ‘Tewkesbury and Black & White architecture’, ‘Roman Roads’, ‘Ancient Sites’ ‘Gloucester Historic Walks’ 5. Market Towns 6. Night-life Cotswolds – Theatres, Guildhall, best of Gloucestershire pubs 7. What to do on a Wet Day. 8. 50 Fires – Romantic Pubs with Log Fires (off peak) 9. Shopping 10. Film & TV 11. Activities 12. Gardens & Villages of the Cotswolds 13. Accommodation - 200 years old +
Action:
1 New photography to be completed. 2 Ian Weightman to be appointed for 2009. 3 Officers to map out key press angles for 2009, to include Rural Capital and new products in the county.
6.1.5. Exhibitions
Other UK consumer exhibitions are attended on a ‘tried and trusted’ basis, with Gloucester taking 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 Destination Birmingham 27 Feb - 1 March - NEC Gardener’s World Show - June - NEC Bolton Holiday Show - February
6.1.6. 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 the Cotswolds and Forest Guides cross refer.
Action:
1 New Guides to be produced for 2009, to incorporate Britain’s Rural Capital of Culture theme and new photography.
Subject 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 guide is branded across both destinations.
Guides are self-funding.
Action:
1. Subject guides to be produced for 2009. 6.2 Travel Trade & Group Organisers
Exhibitions
Exhibitions were not rated highly by the travel trade in research and so the DMO limits itself to a minimum number of important shows.
Gloucester coordinate presence at the Group Travel and Leisure Show at the NEC in September.
British Travel Trade Fair the established business-to-business event in Birmingham, has been ceased, in favour of a new show at Excel in London (26-29th March), which will also change format to become a consumer show with a trade day. Excel is an expensive option and it is proposed not to attend this show in 2009, whilst reassessing for 2010.
Action:
1. Group Travel and Leisure Exhibition to be booked.
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 and conference website.
Research has indicated that direct mail is the most successful route to promotion to group travel organisers and the travel trade. The DMO will introduce a new annual mailing to group organisers to promote the cultural and event theme
Actions:
1. Conference and group organiser information to be added to www.cotswolds.com 2. Groups/trade mailing to be carried out in the Autumn planning period.
7. Overseas Marketing
Traditionally the area has benefited from overseas visitors, who comprise 13% of staying visitors. On average, overseas visitors spend more than domestic visitors - with 25% of income from staying visitors from overseas markets.
That said we have lived in an unstable market for some time, with the factors already referred to above. The key economic points (at the time of writing) are the decline (but potential rise) of the dollar, the established rise of the Euro and growth of Russian, Chinese and Indian economies. Anglophile markets such as South Africa, Canada and Australia also find the UK expensive.
All of these factors are important because we lead on a higher quality, expensive product compared to much of the rest of the UK. Two of our most important traditional markets, Japan and USA, are in fact the two fastest declining markets for inbound traffic to Britain and yet the US remains Britain’s biggest single market, with 11% of overseas visitors.
Our overseas marketing is PR led and is productive because of a good working relationship with VisitBritain offices abroad and in London.
Australia & Canada
We have an unusually good relationship with Australian media, with a pool of around 10 key journalists reaching most of the population. ‘Expat’ markets such as Australia and Canada are good prospects for the entire county with travel patterns that include longer stays and willingness to explore away from honeypots.
China
China is a growing market for Britain although it is not a ‘top 10’ country and it is understood that initial travel will be to London and perhaps Scotland, a pattern followed by US and Japanese visitors in the 70s and 80s. It is equally understood that the market will mature into UK-wide travellers and there is long term benefit in action to establish ourselves as a pre-eminent rural destination.
The other key factor is shopping and Gloucester’s retail outlet plans will add to the appeal of the wider destination.
An image-led microsite to flag up the key appeal of the destination and to work with VisitBritain with Chinese media. Hong Kong media are already supportive. Advantage West Midlands’ partnership with Cheltenham may throw up opportunities for promotion in the market through presence at exhibitions. The beginning of a closer relationship with VisitBritain China (Beijing) was marked by a media group of 7 important travel writers visiting the area in October, 2008.
Europe
August 08 research (France, Germany, Belgium and Netherlands) indicates
• Traditionals and Habituals are slightly more likely to have a perception of our destinations • Amongst France Germany Belgium and Netherlands – French visitors are the most likely to visit the UK in the next three years. • Oxford, York, and Stratford upon Avon are most common places that have been visited in the last three years (Interesting that they are all cities). We need to reference our destinations in the context of Oxford and Stratford. • 15% have heard of The Cotswolds, they tend to be older 55+, potential visitors in 3 years, most likely to be Cosmopolitans and Functionals • 64% of the respondents are not aware of the Cotswolds, they are more likely to be French, young (15 to 34), and in the High Street segment • 56% have heard of Gloucester even though they don’t have any perception of the place. Those who have heard of Gloucester are more likely to be Belgians and Dutch, in the 35-44 age group, and in the High Street segment • 54% of the respondents are not aware of Cheltenham • 20% have heard of the Forest of Dean
Nine out of ten of the Britain’s fastest growing markets are European.
The Eurozone is key. Between 2003 and mid 2007,the Euro hovered around the 67p mark. During this period European markets, even anglophile markets such as Holland closed off in favour of other destinations. The Euro has now strengthened by circa 15% in the last 12 months.
Another factor is proximity and so, for example, we are running more and more Eurostar-based travel writer visits from Paris and Belgium.
We do not have budget to advertise in these markets so, again, our emphasis is on PR and we have a good working relationship with most overseas VB offices. Ideally we would have a budget to support key VisitBritain campaigns.
The best European prospects, according to VB figures, for a rural destination are: Germany, Ireland, Spain, France, Benelux, Poland and Italy.
The new Cotswold website will have French, German and Spanish copy added.
India Cotswolds Finest Hotels may run a promotion in India in Spring 2009.
Japan
As far as Britain goes, the market is in serious decline and yet there is evidence that the Cotswolds, after 4-5 years of PR success, is a ‘hot’ destination and outperforming other areas of the UK – certainly in terms of staying visitors. Some Cotswold hotels report that 10-15% of business of from the market.
Our Japan campaign remains self-funded by businesses who choose to invest in the market. A Japanese website is backed by Japanese-language print distributed by VisitBritain in Tokyo and advertising in VisitBritain media.
Russia
In percentage terms Russia is growing faster than China, but is still only 24th in international rankings. The key to the market is making a clear ‘luxury’ offer - Britain ranks alongside France and the US in terms of ‘prestige’ destinations. For now, the market is London orientated, but, as with China, there will be benefits in the future if we take action now to establish our closeness to London and luxury appeal. A microsite will be in place by August 2008 to explain the destination to potential visitors.
USA
The market remains important to the Cotswolds area, despite exchange rate concerns.
Last year the DMO ran an event with Cotswolds Finest Hotels in New York and this has been productive in establishing confidence amongst the VisitBritain team in North America. There have been many media visits to the area as a result, including some TV travel shows which are the most important influencers in that market.
The DMO can’t afford an advertising campaign in the US. PR – especially through partnership with the local tourism industry and VisitBritain is the way forward.
Action:
1. PR and opportunism through VisitBritain colleagues in all recognised markets, using the rural culture theme for 2009 and beyond. 2. Publication of Chinese (Mandarin and Cantonese) microsite 3. French, German and Spanish copy to be added to www.cotswolds.com and Forest website. 4. India – sales mission with Cotswolds Finest to be pursued. 5. Japan campaign to continue with emphasis on staying visitors. 6. Russia – microsite to be published