ack 2017
Membership P Current Membership
Full Members
Blackgang Chine Bucklers Hard Butser Ancient Farm Bursledon Brickworks Beaulieu Motor Museum Explosion Museum Blue Reef Aquarium Forest Leisure Cycling Dinosaur Isle Fort Nelson Emirates Spinnaker Tower Gilbert White’s House Exbury Gardens Hawk Conservancy Go Ape Hollycombe Steam in the Country Sir Harold Hiller Gardens Longdown Activity Farm Hover Travel Mayflower Theatre Manor Farm Country Park Milestones Museum Marwell Zoo New Forest Activities Mottisfont, National Trust New Forest Centre Museum of Army Flying Nuffield Southampton Theatres Paultons Park Osborne House Portsmouth Historic Dockyard Oxygen Freejumping Southampton Red Funnel Ferries Queen Elizabeth Country Park Staunton Country Park Riverside Bowl The Vyne, National Trust Robin Hill Park Visit Hampshire Rock Up Visit Isle of Wight Royal Navy Submarine Museum Watercress Line Royal Marines Museum Wightlink Ferries Royal Victoria Country Park Winchester Cathedral SeaCity Museum Winchester Science Centre Southsea Beach The New Forest Wildlife Park Web / Web & Leaflet Thruxton Racing Members Tudor House Museum Winchester Military Museums Ageas Bowl Whitchurch Silk Mill Basing House Birdworld Bombay Sapphire Distillery
contact: Call on 023 8000 1655 or drop us an email at [email protected] What do our members say? Hampshire’s Being members of Hampshire Top Attractions has been highly beneficial to Top Attractions “ New Forest Activities. They are one of our top referring websites and the regular interaction between members means we are always up to date with what’s going is a marketing consortium composed of the county’s leading visitor attractions on at other venues. It feels like a community and we are all there to help and who aim to raise the profile of Hampshire and the Isle of Wight as a family support each other. Jo and Louise are always on top of things and make sure we destination. get the most out of our membership. Would highly recommend! Laura Bean, Marketing for NEw Forest Activities Working together through joint marketing Over 360,000 leaflets are distributed across activities, Hampshire’s Top Attractions publicise the south through targeted campaigns reaching Hampshire Top Attractions is a chance to network and benchmark with the best the wealth and variety of fantastic visitor areas that are often unachiveable by individual attractions in the county, focus on a shared goal (with a decent budget) that will attractions across the county, targeting potential attractions. benefit all concerned and test and measure new marketing initiatives which could day and staying visitors living in surrounding The destination website, be used at an individual attraction level. It’s also a great sounding board to check counties and beyond. Hampshire’s Top www.hampshireattractions.co.uk out any new companies pitching their business. I can highly recommend getting Attractions seek to benefit from economies of receives over 220,000 visits per year (currently involved! scale and achieve significantly more coverage 40% increase on 2016 figures) and is ranked Paul Simmons, Head of Marketing Communications at Marwell Zoo over and above what attraction’s individual 1st for ‘Kids Days Out Hampshire’, ranked 3rd campaigns allow. for ‘Attractions in Hampshire’ & ranked 4th for “Paultons Park have been a member of the group since it started in 2007 and have found it Established in 2007, Hampshire’s Top Attractions ‘Things to do in Hampshire’. to be an excellent addition to our existing marketing mix. The leaflet provides us with extra has grown significantly in membership, promotion for the Park outside of the county. The new Hampshire Attractions website that Hampshire’s Top Attractions aim to meet up recognition and reputation year on year. launched towards the end of 2016 is already delivering exciting results. Hampshire's Top four times a year to discuss current activity, Benefiting from working as a group with media Attractions is a great consortium to be a part of which delivers considerable networking new opportunities and compare visitor trends. partners far and wide, the consortium regularly benefits - it allows us to discuss and identify trends within the industry and to discover all receives extra branding, marketing the exciting things attractions have planned for the future. and promotional opportunities Rob Griffiths, Head of Marketing & Communications at Paultons Park at no cost to our members.
Harry Hampshire was launched in 2014 as “We've been members of Hampshire’s Top Attractions since opening our Hampshire’s Top Attractions “We are the official family first Climbing Centre at Whiteley in 2014. It has been a valuable source of online mascot character and guide to Hampshire’s additional revenue to our business and helped us extend our reach further in 2015 as a full costumed mascot. Harry assists top attractions, featuring than our own marketing budgets would allow. exclusive special offers” visitors to the website and Sara Stockdale, Marketing Consultant at Rock Up Whiteley to get the most out of their family day out. He can be found in the kid’s section.
We have been web members of the Hampshire Top Attractions group for the past “ four years and have benefited greatly from the membership. The additional PR and social media activity generated by HTA has significantly extended our own reach both inside and outside of Hampshire, and our special offer online voucher redemption has exceeded expectations. Liza Datlen. Marketing Manager. Longdown Activity Farm. membership activity PR • Hampshire’s Top Attractions have generated combined publicity in Leaflet Distribution • The Special Offers page receives over 110,000 press outside Hampshire offering competitions and working with which has seen a 6% increase from 2015. • The print run 350,000 for 2017. influentail family bloggers. • Strong SEO campaign using keywords/phrases • Distribution targets venues outside Hampshire to • Working with Visit Hampshire on the Hampshire PR strategy to including: Days Out With Kids, Events In avoid duplication with the attractions individual ensure key messages and duplication of content is avoided. distribution strategies. Hampshire, Family Day Out Vouchers, Things To Do In Hampshire & Things To Do In The South. • The areas that are covered include Surrey, Advertising • 21% increase in visitors from search engines with Oxfordshire, Berkshire, West Sussex, East Sussex, Hampshire’s Top Attractions has conducted the following 78% increase in voucher downloads among search Dorset and Wiltshire. Also targeting Supermarkets above the line marketing: in the South, Motorway Services (M3, A34 and M4) engine visitors. As a collective group, discounted advertising rates are and also Southampton Airport. • 45% conversion rate amoung search engine available for a number of publications including: Family Traveller, visitors. • Distribution also takes place through the PSP Portsmouth, Southampton and Winchester Guest Guide Magazines, • Strong content marketing campaign and content Southampton Boatshow, Hampshire Hotels, Southampton Airport Breeze Magazine, Solent West/East, Primary syndication to attaction more visitors and reduce ad-hoc requests and annual Trade Shows Times, The Coast & Breeze Radio, Baby Hampshire/Surrey, Parents bounce rate. including: News, CarFest, Eagle Radio and Heart Radio. Central London to FAMILY DISCOUNT VOUCHERS North Hampshire is Excursions, Group Travel Fair, Best of Britain & WILD just 50 miles and WILD ADVENTURE around 50 minutes! SURPRISE ADVENTURE BREATHTAKING SURPRISE GO WILD... Ireland and Travel Trade Britain. Social Media & E-Marketing ZOOM SURPRISETION BREATHTAKINGGO WILD... IMAGINA TION WILD...2017 ZOOMIMAGINA SURPRISEWILD... ADVENTURE SURPRISE l Mottisfont t HAl • Hampshire’s Top Attractions is actively promoted ADVENTURE BREATHTAKING Grea SURPRISE GO WILD...
Southampton International Horton Heath ZOOM SURPRISETION rk BREATHTAKINGGO WILD... arm ry Pa MAnor F unt Staunton co IMAGINA Southampton Museums WILD Red funnel Website on a daily basis through Twitter followers (6683), ZOOM SURPRISETION
Marines Museum IMAGINAADVENTURE Royal SURPRISE ch Southsea Bea Pyramids © Hampshire Top Attractions 2012. Designed and produce by The Marketing Collective Ltd. Facebook (7044) and Instagram (758), all promoting All rights reserved. Source data kindly supplied by Lovell Johns Ltd, Oxford. BREATHTAKINGincluding the Isle of Wight • A new website was launched in December From wildlife, roller coasters, action and adventure through to steam trains, classic cars, museums and heritage - news and events from the attractions. News and Hampshire’s Top Attractions has them all!
2017 which has resulted in increased visits hampshireattractions.co.uk events are also promoted through Hampshire’s Top Special offers Competitions News & Events and visitor time on site. The new content, Guide to the best places to visit Attractions YouTube, Pinterest and Google+ pages. 2017 WIN! A one night family stay in a Hampshire Hotel 2017 Celebrating and tickets to four attractions of your choice! 10 years of Worth up to £500! itineraries and improved user-journey aims To enter, sign up to our newsletter toptop daysdays outout with the codeword PARENTS: • Average post reach on Facebook of 23,000. hampshireattractions.co.uk/signup make the website one of the top influencers on 38,000 average monthly tweet impressions an 800
visits to Hampshire. average profile visits on Twitter. Average weekly www.hampshireattractions.co.uk impressions of 1,300 on Instagram promoted via • FEATURES include comprehensive events calendar, Hampshire Top Attractions @HantsTopDaysOut Competition closing date: 30th July 2012. One prize winner will be drawn at random on 1st August and will win a family stay for 2 adul and 2 children, bed and breakfast at Best Western Chilworth Manor, Southampton and f ts #HantsDaysOut amily tickets to four attractions of their choice within Hampshire’s Top Attractions. Accommodation prizes supplied, with thanks to the news and events section, visitor information and Southampton and Region Hoteliers Association. Printed leaflet itineraries for days out. • Monthly and themed newsletters sent to over Advert example 56,000 emails who have opted in who want to • In 2016 the site received 221,000 visits to the know about attractions and places to visit in site. A 38% increase compared to 2015. Total www.hampshireattractions.co.uk Hampshire. for the latest news, events and special offers. page views for 2016 was 478,000 which is a 22% • Average open rate is 24% with an average increase compared to 2015. Become a fan on Facebook: clickthrough rate of 5%. • From the launch of the new site on the 5th www.facebook.com/HampshireTopAttractions • Social media competitions with an average post December 2016 to the 5th January 2017 the and follow us on Twitter: website received 16,500 visits which is an increase reach of 4000 on Facebook. Specific giveaways www.twitter.com/HantsTopDaysOut of 129% compared to same period 2015 to 2016. can obtain a read of 10,000 - 40,000. and like us on Instagram www.instagram.com/hantstopdaysout/ HTA 2014 AUGUST
Policy statement INTRODUCTION FINANCES The Hampshire’s Top Attractions group is a marketing An annual plan should be developed to include a draft budget consortium of the county’s leading Attractions. for approval. The agreed costs are split equally between all members, with one-off payments being made during the year AIM on invoice. To work together to increase the profitable business of The maximum annual contribution will be £2,100 + VAT individual members from their tourism related activities. (excluding joining/leaving fees). A majority decision at a Joint Membership scheme Meeting would be required to amend the annual contribution. OBJECTIVES Any additional contributions to be agreed by formal vote. Full Membership • Small numbered spot on the leaflet map and • publicise the wealth and variety of fantastic visitor The financial year runs from 1 January to 31 December. Annual Membership fee £2100 +vat to include: location pin on website map. attractions in Hampshire to potential day and staying A joint account is operated by the Manager who accepts visitors living in the surrounding counties and beyond • Advert in Hampshire’s Top Attractions leaflet, with a • Online listing under “Find more attractions” responsibility as Treasurer and the Manager who accepts responsibility as Chairperson. They are authorised to pay only print run of 350,000 produced annually for January. on www.hampshireattractions.co.uk. Up to • benefit from economies of scale and achieve significantly 3 scrolling images on the page, a 300 word more coverage over and above what can be achieved by accounts that have been agreed and passed by managers and • Prominent full page on the HTA website with up description address, telephone number, website, individual attractions minuted as such. to 10 scrolling images on the page, a 500 word email, facebook, twitter as well as a direct ‘Buy • drive additional visits to member attractions, and thus description, address, telephone number, website, tickets’ button. generate additional spend MEETINGS email, facebook, twitter as well as a direct ‘Buy Representatives meeting will be held as required, normally • Online voucher which can be changed throughout • provide a confidential forum within which members tickets’ button. once every three months. The venue for the Representatives’ the year. can compare and discuss market trends, business • Location pin on printed and online Hampshire map. performance and to share experiences in order to assist in meetings will normally be at one of the member attractions. • Unlimited news and events added to the website. Members are responsible for paying their own Managers’ costs • Voucher oppotunity in printed leaflet and online. the identification and development of new business. • Social media updates, retweets and shares. to attend these meetings. • Opportunity to feature on up to 4/5 HTA newsletters MEMBERSHIP • Attendance to the AGM meeting in September to The representatives shall elect a Chairman who will serve for a (pick and choose) and if not featuring, can have 20 Membership is by invitation only, taking into account: discuss activity and planning and receive report / period of 2 years. The representatives will elect a secretary who words included at the bottom of newsletter. will serve for a period of 2 years. minutes from the meeting. a) Each attraction and its contents are of a standard • Events and news items added to appropriate to the Group. • Leaflet and ticket exchange. www.hampshireattractions.co.uk and social b) That the attraction is located in Hampshire. INFORMATION media pages. • Use of Harry Hampshire at events. c) The attraction is professionally managed and is working Each member of the group will provide to an agreed Impartial • Tailored posts on social media including retweets towards or has achieved VAQAS accreditation, unless 3rd party each month the following information will then be collected and circulated anonymously amongst the group and sharing of posts. Web ONLy Membership specifically agreed by members. members. • Attendance to all Hampshire’s Top Attractions Annual Membership fee £210 +vat to include: d) Non visitor attraction members and strategic partners meetings to discuss strategy, planning and member approved by the group have normal voting rights as provided • Online listing under “Find more attractions” to paying members. RIGHTS updates plus reports / minutes. Each member will hold an equal share in any rights that on www.hampshireattractions.co.uk, with 1 image, Membership is for a minimum of one calendar a year. The the group obtains in such items as a brand name, website • Access to all reports and benchmarking statistics. 300 word description, address, telephone number, membership year runs from 1 January to 31 December. • Leaflet and ticket exchange. website, email, facebook, twitter. address, images and the like. If a member leaves the group it New members to be voted and agreed by a majority of existing acknowledges it waives all its privileges to such rights. A new • Editorial mentions within publications where • Spot on the HTA website map. members once a year in advance of publication of leaflets to member joining will obtain an equal share in the rights of the Hampshire’s Top Attractions is featuring. • Online voucher which can be changed throughout ensure inclusion in promotions. group. • Use of Harry Hampshire at events. the year. MARKETING ACTIVITIES Suppliers to the group of members will be asked to sign an • Featured content on video and digital campaigns. • Unlimited news and events added to the website. agreement permitting use of rights for the duration of their Proposals will be formulated each year to target specific contract to be surrendered on completion of the term defined • Social media updates, retweets and shares. • Mention in body copy of editorial features and objectives within the overall policy aims and objectives of the in the contract. images used for adverts. • Attendance to the AGM meeting in September to group. Such activity may include, as appropriate, promotional • Inclusion in PR Familiarisation visits and blogger discuss activity and planning and receive report / print, travel trade liaison, workshops and exhibitions, statistical DECISIONS analysis, advertising, distribution, press, website and public visits, minutes from the meeting. Decisions are reached on the basis of a majority vote of at relations. • Leaflet and ticket exchange. least 60 percent of members in attendance at the meeting in The agreed principal target market is day visitors, i.e. question. LEaflet Listing & Web Membership • Spotlight feature on 1 e-newsletter. individuals and groups from outside Hampshire that reside Annual Membership fee £500 +vat to include: • Use of Harry Hampshire at events. within the UK. REPRESENTATION The group may advertise under the “Hampshire top attractions” • Listing entry (venue, website and contact number) It is not intended that Hampshire’s Top Attractions act as name in order to benefit from discounts when advertising in a pressure group in their own right but would pursue such on Hampshire’s Top Attractions leaflet, with a print other media. Participation is optional for members. run of 350,000 produced annually for January. interests by representation and participation in other bides, when invites, such as TSE, Hampshire Sub-Region panels and the like.
Hampshire’s Top Attractions is managed by The Marketing Collective, Name of signatory: Position: a destination marketing company specialising in collaborative marketing. Call on 023 8000 1655 or [email protected] for information. Signature: Date: