The Valleys Marketing Campaign 2012-2014: Marketing Communications Brief This specification outlines the additional marketing communications requirements for phase 2 of the Valleys tourism marketing campaign www.thevalleys.co.uk. The contracts for the Public Relations and Website development elements of the overall campaign have already been awarded. This specification outlines our remaining marketing requirements for a third element of the Valleys tourism campaign. This is an integrated campaign and therefore all companies involved in the delivery of the components will be required to work together in close cooperation to achieve our overall aims. (To help guarantee this, and provide overall coordination for the campaign, the partners are also appointing a marketing coordinator through a separate procurement process.) The budget for this third element is £170k and the contract will run from 7th November 2012 until 31st March 2014. 1. Background 1.1 This tender brief has been issued by Capital Region Tourism on behalf of the Valleys Regional Park (VRP) Marketing Partnership to develop the second phase of a campaign to help achieve the tourism marketing objectives related to the wider programme of activities. The campaign will adopt “The Valleys – Heart and Soul” brand, previously adopted as the public facing positioning for the Valleys as a destination. In addition to its own resources, the partnership has received funding for the campaign from the European Regional Development Fund through the Welsh Government. Please refer to www.thevalleys.org.uk for further background information. 1.2 The Valleys as a destination includes some or all of the local authority areas of Carmarthenshire, Neath Port Talbot, Bridgend, Rhondda Cynon Taf, Merthyr Tydfil, Caerphilly, Blaenau Gwent and Torfaen. These local authorities also form the main partners in the marketing element of VRP. Within the overall Valleys destination parts of Swansea and Powys are also included. The existing consumer facing website for The Valleys can be found at www.thevalleys.co.uk 1.3 The VRP partnership has successfully secured European Convergence Funding under the Environment for Growth priority, specifically focusing on tourism as a theme. The project is one of a series of Convergence Funding bids aimed at developing the tourism product within Wales and in particular within the South Wales valleys area based specifically on environment and heritage. 1.4 The vision of this programme, developed in full partnership with its local authorities and other stakeholders, is that by 2020 the area will be: a culturally rich, dynamic network of vibrant and safe communities, a place where people want to live, work and play with a sustainable, high quality of life and a thriving population, helping to drive the success of south east Wales as an internationally recognised Capital Region. 1.5 Phase 1 of the Valleys marketing campaign commenced in December 2009 with the overall aim to position the region as a credible and desirable short break destination. This was to be achieved by challenging perceptions and helping both visitors and citizens to think differently about the area. The campaign aimed to expand the reach and impact of previous marketing activity by targeting new audiences within a one hour drive of the destination to help increase visitor numbers and spend in the local economy. A comprehensive tourism website www.thevalleys.co.uk was created to showcase The Valleys, and over 100,000 holiday guides over two years were produced and distributed. 1.6 Evaluation research from Phase 1 of the campaign concluded that 70% of people from Swansea, Cardiff and Newport believe The Valleys is a great place for a day out. The campaign website, www.thevalleys.co.uk attracted approximately 11,000 visitors each month and has received more than 175,000 unique visitors to the site since launch in January 2010. 1.7 Over £1m worth of media coverage was achieved through Public Relations activity, and social media activity generated more than 2158 followers on Twitter and 4259 fans on Facebook. A customer database of more than 31,000 people has also been created. For further information please see http://www.thevalleys.co.uk and http://www.thevalleys.org.uk 1.8 Following a review of the Valleys marketing campaign 2009-2012, the partners have agreed that a new approach is required for Phase 2 of the campaign commencing September 2012. The change in approach involves a switch in focus away from the internal target market in Wales towards the staying visitor. 1.9 The Valleys Marketing sub group has agreed that the primary target market areas for Phase 2 of the campaign should include (but not exclusively) the M4 corridor, the Midlands and SW England. Within these target areas, we are seeking potential visitors with a leaning towards softer activities for the generalist rather than the specialist. Furthermore, in line with both Visit Wales and the Valleys branding, there is a need for the Valleys to be different and to provide a real alternative to the obvious short break choices. In addition, other campaigns which the Valleys will link to, such as Cognation (mountain biking), are tackling the more specialist markets. 1.10 In line with Visit Wales’ target market, the Valleys will primarily focus on attracting overnight stays from the independent explorer market which is defined by Visit Wales as follows…. “They (Independent explorers) are free minded and don't follow the herd. They enjoy planning their own trips so they can discover new places and have authentic personal experiences. They like to learn about the local culture and the way of life of the places they visit and immerse themselves in it. Traditional package holidays and well trodden tourist trails are not for them. They like to explore places that are still undiscovered. They're looking for the Real Alternative destination. And it’s in Wales that they’ll find it.” 1.11 ‘Heart and Soul’ Branding Another element of the VRP project is the development and evolution of a brand for the Valleys to represent the core values of the destination. Alignment with the ‘Heart and Soul’ brand is obviously a key factor to consider in all tourism communications. There are 3 core values of the brand: ‘Real’ – the spirit of the people: Honest, down-to-earth and unpretentious A straight talking people that wear their hearts on their sleeves Proud of The Valleys’ history and culture A sense of belonging ‘Human’ – the spirit of the place: A human scale to it – a place that’s famous for the warmth of its welcome A great sense of community and family A beautiful place that’s not a remote wilderness A place that has been shaped by people and human activity ‘Energetic’ – the Valleys attitude and culture. An injection of energy into the brand and its communications, reflecting: the increasingly vibrant culture identified in The Bevan Foundation Report the wide range of outdoor activities in an environment that’s green again enthusiastic and committed work force for inward investing businesses represents an element of challenge to The Valleys to adopt a positive energetic attitude to continue the area’s regeneration. The ‘Heart and Soul’ proposition in summary: The Valleys aren’t just about stunning landscape and industrial heritage, they’re also about the people who call it home. A passionate people, who are proud of their past and positive about their future. You’ll find the quickest wits, the biggest characters and the warmest of welcomes in The Valleys. Valleys people are real, hard-working and filled with the simple, honest values of family and community. The Valleys are the very essence and ‘Heart and Soul of Wales’ – a great place to live, work or visit. Please see http://www.thevalleys.co.uk/heartandsoul/downloads for more information. 1.12 Please note that the marketing communications element of The Valleys marketing campaign excludes PR, the management of social media channels and the development of the new Valleys website (which will be complete by 1st December 2012). It is expected that this third element will be a multi channel integrated campaign including, social media, direct response, print media, digital media, online and offline advertising. 2. Aims & Objectives Aims There are a number of overall aims that we are striving to achieve through the delivery of the tourism marketing campaign: 1. To contribute to the Sustainable Futures strategic outcome “Communities are regenerated across Wales”, and to pro-actively promote the comprehensive range of visitor facilities and cultural activities resulting from the Valleys Regional Park ERDF Project. 2. To ensure that the tourism marketing campaign contributes to the overall regeneration of the Valleys area whilst improving its image for local residents, visitors and potential inward investors, increasing awareness of the Valleys as a credible tourism destination. 3. To deliver an effective tourism marketing campaign that reaches and converts its desired audience resulting in an inflow of visitors to the Valleys area. 4. To deliver creative and innovative tourism marketing activity, where possible, to help project a more positive contemporary image for the Valleys as a destination. 5. To ensure that all partners are fully engaged in marketing activity and given full opportunity to influence and shape campaign direction and activity. 6. To develop a thorough understanding of the realistic visitor market potential for the Valleys and an appreciation of the barriers, perceptions and challenges facing the destination in a highly competitive tourism marketplace. 7. To achieve increased pride in The Valleys through activities, engagement and publicity focussing on the promotion of tourism assets. 8. To deliver consumer communications through the appropriate marketing channels by procuring experienced third parties to assist in delivery as and when required. 9. To manage and generate tourism destination content for distribution through the marketing channels, enhancing and adding value to agreed activity.