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The All-England Destination Marketing Strategy: a New Approach

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The All-England Destination Marketing Strategy: a New Approach The All-England Destination Marketing Strategy: A New Approach The All-England Destination Marketing Strategy: A New Approach The All-England Destination Marketing Strategy: A New Approach 2 An integrated marketing strategy will enable 1. Introduction destinations at all levels in England to promote their unique assets to maximum effect. These This strategy is owned and produced by destinations will benefit from a coherent the England Marketing Steering Group for approach that a robust national marketing VisitEngland and English destinations. It is framework will bring: cost efficiencies; reduced directional, not prescriptive and is to be used as duplication of effort; a more powerful a guide to bring together what can otherwise vaggregated voice; and more effective delivery. be a fragmented approach to the marketing of England and its constituent parts. The strategic objective outlined in the English Strategic Framework for Tourism is to increase 2. Strategic England’s share of global visitor markets. The main goals of a new, cohesive, better co-ordinated Objective All-England Destination Marketing Strategy are to: increase the value of English tourism; Increase England’s share of global visitor improve brand penetration; and deliver markets, focusing on priority audiences, long-term growth. destinations and themes. The Strategy suggests several key opportunities: • That we concentrate our effort on the 3. Aims earliest stage of the consumer journey, before the consumer has decided 3.1 Grow the value of tourism for England on their choice of destination by 5%+ per annum. • That we undertake improved dialogue 3.2 Proportionately increase UK residents’ with consumers as opposed to telling them tourism spend in England. what they should do 3.3 Deliver long-term incremental growth. • That we provide a reason for an immediate visit and that we help close the sale • And that we focus promotional work on our most attractive themes and places The Strategy advocates a set of principles to which all English tourism stakeholders are encouraged to subscribe. These principles are built both on evidence-based research and a period of consultation with destinations across England. It does not prescribe roles or responsibilities to VisitEngland or to English destinations. Individual destinations will have different target audiences, messages, markets and goals. The Strategy is designed to guide the development of the English destinations’ Marketing Plans and form an appendix to those plans. The All-England Destination Marketing Strategy: A New Approach 3 4.5 Key psychological drivers for word of mouth 4. Context such as networking, trust, passion and authenticity must be used as the basis for 4.1 The changing tourism structures, with a likely any approach. increase in the number of players, strengthen the need for a national marketing framework 4.6 The variable quality of the English tourism in which destination brands and partnerships product could be a threat to growth but the can support each other and flourish. trend towards increasing public consumer feedback can become a key driver of 4.2 The current economic situation provides a industry improvements. good opportunity for growth in the domestic holiday market but some consumer 4.7 Consumers are increasingly proactive and perceptions around England need to be engaged in creating their own travel shifted, particularly for international and experiences and passion-based events, domestic consumers who have not calling for a collaborative approach. previously holidayed in England. 4.8 Quickly evolving cultural trends and growth 4.3 Consumer trends that can be harnessed opportunities (e.g. “glamping” and slow include a hunger for authentic experiences food) demand a swiftly reactive and socially whereby visitors want to increase the depth aware strategy. or their engagement with the place, and, 4.9 The ever-increasing consumer reliance from a marketing point-of-view, the uptake on the Internet and smart phones for of new social technologies. research prioritises online engagement. 4.4 In an increasingly vibrant social landscape, 4.10 English consumers are increasingly targeted trusted peer-to-peer sharing and by international destinations due to England’s recommendation is the most powerful position as one of the most important global influence on decision making(Diagram 1). source markets, making domestic strength This trend necessitates an approach based on important to protect market share. listening (to the consumer conversations being held), transparency and honesty (being 4.11 With decreasing investment, fragmented absolutely open with the consumer) and efforts and competitor outspending, there is collaboration (being part of the conversation an increasing need for an all-England high not outside it). value, scalable and sustainable strategy. Diagram 1 Have some degree of trust* in the following forms of advertising, April 2009 Recommendations from people known 90% Consumer opinions posted online 70% Brand websites 70% Editorial content (e.g. newspaper article) 69% Brand sponsorship 64% TV 62% Newspaper 61% Magazines 59% Billboards/outdoor advertising 55% Radio 55% Emails signed up for 54% Ads before movies 52% Search engine results ads 41% Online video ads 37% Online banner ads 33% Text ads on mobile phones 24% Source: The Nielson Company. *E.g. 90% of respondents trusted “completely” or “somewhat” recommendations from people they know The All-England Destination Marketing Strategy: A New Approach 4 5.6 We will use the best-known and best-loved 5. Approach destination brands or “Attract Brands” to engage consumers and provide a platform The approach has been reached following for increased awareness of “Hidden Gems”; consensus from the All-England Marketing both geographically and thematically. Strategy Steering Group and after a period of engagement and open dialogue with 5.7 Research suggests that possible themes English destinations. might include: seaside, rural, city, heritage, family, events and cuisine. These will be 5.1 The focus of our approach will be growing interwoven with supporting messages such market share and acquisition of both share as ‘wise’ responsible growth and accessibility. of visits and additional visits. 5.8 The themes provide a route into achieving 5.2 In order to ensure this sustainable new long-term industry partnerships to maximize growth we will deliver a robust retention effect and profitability. plan through an efficient profiled Customer Relationship Marketing programme. 5.9 We will develop cross selling opportunities between leisure and business travel 5.3 Marketing activity will form around two encouraging extended stays and repeat areas: through-the-line advertising visits post event. campaigns delivered in partnership with, and match funded by, commercial partners; 5.10 Whilst it is important to engage with the and low-cost affinity marketing activities customer throughout the consumer cycle, providing reach and engagement chiefly the priority for resource allocation and employing product placement, public marketing effort must be the point of relations and below-the-line marketing. inspiration during the decision-making process, rather than providing for the 5.4 We will prioritise an increase in overnight already decided (Diagram 2). and longer stays, using day trips to inspire deeper engagement. 5.11 Whilst the majority of our resources should be applied at the earliest stage of the buying 5.5 Using suitable events and festivals marketing cycle, all marketing effort should provide a communications activity should provide a clear consumer call to action and the ability trigger for a near term or immediate visit. to purchase. Diagram 2 Advertising, CRM, PR, Web, Brochures, Product Placement, Mobile, Word of Mouth Social Media, Inspire Web, Social Media, Word of Mouth Exhibitions, Guide Books, Word of Mouth Share Research Welcome, Quality, Visit Convert Ease of Booking, Tourism Information Centres, Quality, Product Range, Word of Mouth Post Word of Mouth Rationalise Web, Social Media, Word of Mouth The All-England Destination Marketing Strategy: A New Approach 5 5.12 Word of mouth will be fundamental to the approach across all marketing channels, 7. England Brand demanding authenticity, transparency and a commitment to dialogue and collaboration; 7.1 We will deliver a consistent brand voice creating further debate and creating positive stemming from a consumer-focussed sentiment to Brand England. brand essence and employing core values determined by empirical evidence 5.13 The commitment to collaboration means based research. ‘doing’ as well as ‘talking’ so that the feedback and insight from consumers drives 7.2 The brand framework will provide both improvements within the destinations and destinations and industry a unified approach industry. to England’s core themes and motivations. 5.14 Instigating word of mouth around themes 7.3 We will communicate the depth of choice will allow destination brands to address and England offers through its cultural, historical, react to seasonal imbalances, mitigating visual, emotional and physical attributes downtimes and harnessing peaks; driving focussing on the best products based on demand and profitability for tourism businesses. consumer motivations. 5.15 Future-proof our approach by monitoring 7.4 Focussing on the experiences, character evolving cultural trends to ensure emerging and emotional connectedness that English platforms and technology are utilised destinations offer we will position
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