Marketing Plan 2021

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Marketing Plan 2021/22

Rachel Briody - Marketing Campaigns Manager

Where we are

Core proposition

Core visitor profile

Visitor behaviour

Covid impact

More than just the National Park

The Digital Landscape

• Adoption of digital – a decade in days

• The pandemic has fundamentally altered how UK consumers go about their everyday lives, no matter their age.

• Consumer desire for transparency, sustainability and convenience

• Frictionless end-to-end customer purchase journey

Consumer behaviour

Door step delights

Road trips Value for money

Flexibility Missed celebrations

Many destinations around the world sell themselves in very similar ways

Imagery centres around overused icons, such as nature, beaches, families and couples all having fun.

The tone of messaging is also generic, usually focusing on the ideas of escape and discovery.

However, some destinations have developed a clear, unique positioning by branding the destination experience rather than the physical attributes of their destination, capturing the consumer’s attention with a more compelling and urgent reason to visit

HISTORY

Learn, Find

BEAUTY

Discover, Explore

CREATIVITY

Inspire, Discover

COMMUNITY

Explore, Find

Making Memories

o Doorstep delights

o Road trips – Campervan adventure

o Cycling – Pedal Peak

o Diversity – work with local BAME

communities

o Glamping, music festivals, night life

Contact me: rachel.briody@marketingpdd.com

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