Upload
alban-todd
View
216
Download
0
Tags:
Embed Size (px)
Citation preview
Christmas 2013 Campaign
Objectives
• Drive visitors to visitmanchester.com/christmas to plan a visit – target 300,000 visits
• Highlight the Christmas offering and events in Manchester
• Motivate planning and booking of overnight stays/ short breaks
• Increase visitor numbers by attracting new visitors to the city, driving repeat visitors and increase the frequency of repeat visits
• Extend the length of stay of visitors by converting day trips to overnight stays
• Increase contact database by 5000• Increase hotel occupancy by 1% through the promotion
of Manchester as a short breaks destination.
Target Audiences
• ABC1 families and couples interested in short breaks and day visits
• LGBT couples and individuals interested in short breaks and day visits
• Same sex friend groups interested in short breaks and day visits
• International couples and families interested in short breaks in Europe.
Geographical split
• Regionally – wealthy areas including Lancashire, Cheshire and Chester and towards Liverpool
• Nationally – London & South East, Birmingham, Yorkshire & Humberside and North East
• Internationally – Germany, Spain, Ireland and Russia.
Timings
• Mid October – End December• Majority of activity will happen in November• The media plan will be weighted 20%
October, 60% November and 20% December.
Creative & Key Messages
• Building on the success of the Christmas characters used in 2012
• Creative developed to feature more Manchester content (for a less aware audience outside the region)
• Strong messaging, positioning Manchester as an exciting place, with a unique Christmas offering, on a scale that cannot be seen anywhere else in the UK
• Focussing on the events, shopping, culture and nightlife – a vibrant city to visit for a short break
• Call to action - visitmanchester.com/christmas
Media Channels
• TV– Focussed on Granada and Central
West regions – 30 second ads (extended from 2012)– 2 weeks in each region, starting 18th
November
• Radio– Yorkshire and across the North West – Promotional activity also being
considered
• OOH– Transport hubs incl. rail stations and
regional airports – Shopping malls – Local 48 sheets, 6 sheets and digital
Media Channels
• Press Advertising– Local, regional and national
(incl. Weekend supplements, lifestyle & travel magazines)
• Print distribution– 500,000 leaflets – Different format to previous
years – Distributed via press inserts
in key publications, solus door drops (affluent post codes), leaflet racks across the North West.
Digital Marketing
• Visitmanchester.com/christmas• Paid search advertising on Google and
Facebook• E-newsletters to our database of
80,000 national contacts and 90,000 international
• E-mail marketing to rented external list of 200,000 new contacts
• Tweets (40,500 followers) Facebook posts (12,200 likes), blog mentions (4,000 readers)
• Facebook app to get people to submit images of Manchester at Christmas.
International Activity
• Working in partnership with Manchester Airport, airlines and originating destination airports
• Marketing campaigns will include digital, outdoor, PR and travel trade activity
• Priority countries: Spain, Germany, Irelandand Russia
• E-mail marketing to 4,350 international Travel Trade contacts.
PR
• Targeting couples, LGBT and family sector with the media
• Travel and feature editors from our target regions will be invited to the city on press trips
• Scheduled 15 press trip itineraries for campaign partners, 1st week of Christmas Markets
• Partner inclusions in monthly ‘What’s On’ e-newsletter to 500 contacts across the UK.
Questions?