Marketing Plan Ve Final Framework Version_tcm30-26776_tcm30-26835

8/10/2019 Marketing Plan Ve Final Framework Version_tcm30-26776_tcm30-26835

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; To cham!ion a success%ul" thri*ing tourism industry

; To %acilitate greater engagement $et)een the *isitor and the ex!erience

1. Context

/omestic tourism

7n 2010" the nancial climate continued to $e challenging" and this im!acted tourism acti*ity $y 34 residents" )ith $oth

domestic and out$ound tri! *olumes declining $y <. com!ared to the !re*ious year& 7n$ound tra*el to the 34 %ell $y one

!ercentage !oint during the year" re=ecting the nancial insta$ility in many other countries around the )orld&

/omestically" recent years ha*e seen )ide *ariations in !er%ormance $y tri! !ur!ose& /es!ite a >. year-on-year decline in

holiday tri!s in 2010" the ?staycation@ efect !ersisted %or a second year" and the num$er o% domestic holiday tri!s taken last

year A2010B )as actually 10. higher than in 200C& 9y contrast" the num$er o% $usiness tri!s taken declined %or the %ourthconsecuti*e year&

7t is clear %rom research that the trend to holidaying at home Aor ?staycation@B is not !urely a result o% nancial hardshi! D

)hich" $y im!lication" )ould mean that tri! taking )ould $e likely to re*ert $ack to !re-200( le*els as the economy sta$ilises&

7n %act" the trend to domestic $reaks deri*es %rom a mix o% increased tri! taking $y some" com$ined )ith tri!s s)itched %rom

a$road $y others D $ut im!ortantly" in almost all cases" the ex!erience o% holidaying at home has $een an o*er)helmingly

!ositi*e one&

s a result" consumers ex!ect to maintain Ainto 2011B or e*en increase A$eyond 2011B the num$er o% domestic holidays they

take in %uture& 7n other )ords" as the nancial climate im!ro*es" though )e may )ell see an u!li%t in out$ound tra*el" this )illnot necessarily $e at the ex!ense o% domestic $reaks&

'e kno) that at !resent" many consumers are )orried a$out their !ersonal nancial situation& 7n the six months $et)een

+e!tem$er 2010 and ,e$ruary 2011" the num$ers ?*ery concerned@ a$out the economy increased %rom <. to >." )hile

there )as a <. increase in the !ro!ortion )orried a$out 6o$ securityF no) almost t)o thirds o% the !o!ulation&



,or the coming year A2011B" much )ill de!end on the extent to )hich consumer

concerns a$out the economy translate into real hardshi!" and some may nd themsel*es ha*ing to sacrice $reaks Aat home

and a$roadB that they currently ho!e to take& Go)e*er" considering the longer term" the domestic holiday ex!eriences o% the

!ast t)o years" and the shi%t in attitudes that these ha*e caused" there is a real o!!ortunity %or domestic tourism $eyond the

current !eriod o% economic uncertainty&

7nternational *isits

7n 2010" *isits to the 34 %ell $y 1. D the third consecuti*e decline in annual tri! *olumes D lea*ing *isitor num$ers at !re-200

le*els" though s!end held steady a%ter t)o years o% marginal gro)th" a result o% the relati*e )eakness o% sterling since late

200C& ANote: England 2010 results have not yet been published, but are almost certain to refect the same overall trendsB

This contrasts )ith glo$al tra*el acti*ity" !redicted $y 3'T: to ha*e gro)n $y >. around the )orld in 2010" and $y H. in

Euro!e" )hich )as afected $y a num$er o% one-of %actors" including the *olcanic ash cloud and se*ere )inter )eather&

s in the domestic market" 34 in$ound trends *ary $y tri! !ur!ose& The num$er o% holiday *isits increased $y 1. in 2010"

%ollo)ing <. gro)th the !re*ious year" )hile *isits to %riends and relati*es %ell $ack %or the second successi*e year& There )asmoderate gro)th in $usiness tra*el o*er the !ast t)el*e months" $ut $usiness tri! acti*ity remains )ell $elo) !re-recession

le*els&

:*er the coming year" VisitEngland )ill" in !artnershi! )ith Visit9ritain" continue to %ocus its acti*ities on the mature markets

Anear Euro!e" and English-s!eaking long-haul marketsB" )hich account %or the ma6ority o% in$ound s!end to the country" and

)hich are likely to $e rece!ti*e to messages a$out tra*el $eyond the ca!ital&

ssuming that 2011 is more ?normal@ than 2010" 3'T: !redicts glo$al gro)th in arri*als o% -5. %or the coming year" $ut

recognises high unem!loyment as an ongoing concern" as )ell as the ?tendency to)ards introducing and increasing taxation

on tra*el@&

The im!act o% the economic sta$ility o% indi*idual nations on 34 in$ound tra*el is clear %rom the 2010 tri! *olumes" )hich sho)

a gro)th in tri!s %rom Iermany" 9elgium and +)eden Aamong othersB" $ut dou$le digit declines %rom +!ain" 7reland and

Ireece" )hile tra*el %rom orth merica" )here the economy remains %ragile" also %ell $ack& 2011 !er%ormance in England’s

core in$ound markets is there%ore likely to $e hea*ily in=uenced $y the s!eed o%" and condence in" economic reco*ery across

$oth the EuroJone and the 3+&



2. Introduction

This Marketing Plan outlines ho) VisitEngland )ill su!!ort the ll-England /estination Marketing +trategy& VisitEngland )ill

deli*er national cam!aigns )ith commercial !artners that maximise the e*ents o!!ortunities on ofer %rom 2011 to 2015&

Through marketing !artnershi!s A$oth tourism and non-tourismB VisitEngland )ill dri*e incremental s!end on tourism&Partnershi! marketing )ill ena$le VisitEngland and /estination Management :rganisations A/M:sB to deli*er the most im!act

%rom our res!ecti*e resources to contri$ute to achie*ing the targets set out in the +trategic ,rame)ork& 3sing the marketing

!lat%orms $elo) and s!ecic themes VisitEngland )ill su!!ort /M:s to ensure there are $enets across the country %or tourism

$usinesses large and small&

VisitEngland Marketing :$6ecti*es

1& 7ncrease commitment to England as a holiday destination %rom H0. to H5.

2& 7ncrease the shallo) and committed segment grou!s %rom <C. to >5.

+!ecic acti*ity o$6ecti*es to su!!ort !rimary o$6ecti*es

• /eli*er !artner cam!aigns that su!!ort seasonal s!read across shoulder seasons

• 7ncrease !ro!ensity to take short $reaks and longer $reaks in England

• 7ncrease $reaks in %amily and !re-%amily li%e stage segments

• hange !erce!tion o% England holidays key dimensions including *alue and *ariety o% ex!eriences

• lign go*ernment-%unded tourism marketing acti*ities to deli*er truly national coordinated acti*ity

• Target consumers at the $eginning o% the decision-making !rocess" %ocussing on ins!iration rather than

in%ormation



3. Target Audiences

VisitEngland use a commitment segmentation Aco*ering the most and least emotionally engaged *isitorsB model as the

!rimary tool to identi%y !eo!le )ho are more likely to take short and longer $reaks in England

3.1 Commitment segmentation

This is deri*ed %rom our continuous $rand tracker in )hich )e inter*ie) !eo!le )ho ha*e taken a holiday or short $reak in the

!ast 12 months Aat least one night in !aid accommodation" any)here in the )orldB" and !lan to take one in the next 12

months" and are non-re6ectors o% England D in total (. o% the English !o!ulation&

mong those )ho take $reaks in England" )e can consider three $road grou!s" diferentiated $y the degree o% engagementthey ha*e )ith the England $rand D $ased on ho) much they like it and ho) much they !re%er it to other !ossi$le destinations&

A. Committed *isitors AH0. o% holiday takers or 15. o% !o!ulation >&5m adult !o!ulationB D rate England highly

com!ared to other destinations" and are unlikely to s)itch a)ay %rom taking domestic holidays in %uture&

ommitted *isitors are already more likely than a*erage to take mid-length $reaks A-> nightsB in England" and are more

o!en than other grou!s to taking additional $reaks o% this length& They are also more in=uenced than others $y our

recent TV ad*ertising AEn6oy E*ery MinuteB& Ii*en their already !ositi*e attitudes to England" our communications needto s!ur them into action $y reminding them o% )hat England can ofer rather than changing !erce!tions or !ro*iding ne)

in%ormationF mass media channels are the ideal route %or continuing to do this& 'ithin the ommitted segment %amilies

are most likely to take extra midKlong $reaks& The !re-%amily grou! is more likely to take extra short $reaks&

Ke !i"e stage targets: #amil $long %rea&s' and (re "amil and em(t nesters $s)ort %rea&s' * Ta&e

additional )olidas



+. ,)allow Visitors AHC. o% holiday takers or 1(. o% !o!ulation (&5m o% adult

!o!ulationB D like England" $ut also like other destinations& They )ill continue to take $reaks in England" $ut are more

likely than ommitted *isitors to take $reaks outside the country&

+hallo) Visitors are more likely than others to take short $reaks A1-H nightsB in England D and are the grou! most likely to

say that they can $e !ersuaded into taking more short $reaks" )hether in addition to their current holiday re!ertoire or

in !lace o% a $reak )hich might other)ise $e taken a$road& cti*ity targeted at this grou! needs to ins!ire and !ro*ide

reasons to take additional $reaksF the channels used should re=ect the need to change !erce!tions& This grou! are likely

to need more in%ormation andKor ne) ideas $e%ore deciding to take additional England $reaks& ritically" it is this

segment that !ro*ides VisitEngland the greatest o!!ortunity to increase share o% domestic *erses o*erseas holidays&

'ithin the +hallo) committed segment %amilies are more likely to s)itch %rom o*erseas to England %or midKlong holidays&

gain the !re-%amily grou! in this segment is more likely to s)itch o*erseas short $reaks to $reaks in England

Ke !i"e stage targets: #amil $long %rea&s' and (re "amil and em(t nesters $s)ort %rea&s' * ,witc) "rom

overseas

C. Converti%le Visitors A2. o% holiday takers or 12. o% !o!ulation <m o% adult !o!ulationB D take $reaks in England"

$ut actually !re%er other destinations&

learly" the rst t)o grou!s are o!en to !ersuasion to take more $reaks in England" )hilst" not sur!risingly" the third grou!

are %ar less !ersuada$le& :ur cam!aign acti*ities )ill there%ore %ocus on ommitted and +hallo) *isitors Ain total H. o%

!o!ulation 1<&5m o% adult !o!ulationB" taking into account the difering !roles o% the t)o grou!s&



T-, ee(

dive/ 2010

The $elo) chart illustrates the themes that moti*ate each target segment the most& 3sing this chart )ill hel! VisitEngland

!artnershi!s to ensure that marketing acti*ity %ocuses on themes or !roduct that )ill moti*ate the *arious li%e stages A!re-

%amily" %amily and em!ty nestersB and the commitment segments Aommitted and +hallo)B to take a short or medium long

$reak&

ot arm Cold



Brand research Olive – he consumer perspective !arch

2011

3.2. T)e econom and t)e im(act on consumer )olida trends

The chart $elo) illustrates that in the %uture !eo!le are !redicted to take more short and mid-term $reaks in England& 7t

highlights that short $reaks are $est !ositioned to dri*e incremental tri!-taking $eha*iour" )hile mid-length $reaks )ould

!rimarily $e taken at the ex!ense o% o*erseas tri!s" im!acting %uture messages and communications channels& This correlates

)ith the commitment segments and their shortKlong $reak-taking ha$its&



"redit

crunch research !arch 2011

3.3. T)e six ste(s o" ins(iration * t)e consumer ourne

VisitEngland conducted some extensi*e research in to )hat consumers )ant %rom a ne) national tourist $oard )e$site& The

ndings highlighted the six ste!s o% ins!iration& 7t )as clear that VisitEngland can ser*ice ste!s 1 and 2 in this !rocess as the

industry already deli*ers ste!s H to < *ery )ell across a range o% organisations and channels&

46% in addition to trips normally taken

37% instead of trips abroad 17% instead of longer trips to England

64% instead of trips abroad19% instead of shorter trips to England18% in addition to trips normally taken

53% instead of trips abroad20% in addition to trips normally taken17% instead of shorter trips to England10% instead of longer trips to England



Olive #nsight 1$%0&%200&

VisitEngland )ill use ste! 1 as the $asis to target the +hallo) segment grou!& cti*ity )ill !redominately target the short-$reakmarket A1-H nightsB through rele*ant !artnershi!s& The enhancing o% ideas Aste! 2B )ill su!!ort the ommitted segment $y

ofering greater de!th and choice o% ideas to su!!ort the !ro!ensity to take longer $reaks A-> daysB as )ell as hel!ing them

!lan incremental short $reaks&



'ith the consumer 6ourney ma!!ed" VisitEngland acti*ity )ill %ocus on ste!s 1 and 2

and use the key dri*ers $elo) to increase commitment D these are areas that currently ofer England an o!!ortunity to either

change !erce!tions or use as a key moti*ation to tra*el& 9y )orking )ith commercial !artners VisitEngland )ill $e a$le to

deli*er the ideas and ins!iration )ith !artners deli*ering ste!s H to < Acom!arisons" !rice checking and $ooking" dening the

tri! Ae&g& /M:sB" on the hoo%B

Connection wit) England $)istor and )eritage' Conce(tualisation 4 En)ancing ideas

,uits %udget5good value Conce(tualisation 4 En)ancing ideas

!ess )assle t)at overseas %rea&s Conce(tualisation 4 En)ancing ideas

6elive treasured memories $nostalgia' Conce(tualisation 4 En)ancing ideas

6evitalisation Ideas and ins(iration

7ualit o" "ood8 s)o((ing and entertainment

ex(eriences

Conce(tualisation 4 En)ancing ideas

England/s %eac)es Conce(tualisation 4 En)ancing ideas

9niue ex(eriences Ideas and ins(iration

Excitement and adventure Ideas and ins(iration

3.;. International audience

'orking in !artnershi! )ith Visit9ritain" VisitEngland )ill !ro*ide a route to international markets %or English destinations andindustry Ain !arallel )ith our sister agencies Visit+cotland and Visit 'alesB& VisitEngland )ill )ork )ith English destinations to

identi%y the highest return markets and )ill deli*er =exi$le re!resentationF s!ecically deli*ering 9usiness Tourism !romotion

as )ell as Media Lelations and 9rand Promotion& VisitEngland )ill !ro*ide the channel $y )hich all English destinations can

maximise the !romotional o!!ortunity a*aila$le o*erseas& VisitEngland )ill identi%y s!ecic target audiences in colla$oration

)ith English destinations and Visit9ritain& /ue to the relati*ely lo) $udget commitment to this area VisitEngland )ill )ork



closely )ith Visit9ritain insights to identi%y the highest return segments in target

markets&

3.<. Travel Trade

VisitEngland )ill )ork )ith domestic o!erators and key in-$ound tour o!erators to educate and gro) the *alue o% domestic and

in$ound tourism through the tra*el trade& Tra*el agents !ro*ide a high street o!!ortunity to $ecome ad*ocates o% England!ro*iding in%ormation and selling England !roduct as o!!osed to com!etitor !roduct& n agents training !rogramme )ill $e !ut

together using a range o% channels including training sessions" industry e*ents and tra*el trade !artners to raise a)areness o%

English destinations" !roducts and the o!!ortunities %or agents to sell core tourism !roducts in England that )ill $e aligned

)ith the key moti*ations %or taking tri!s e&g& %amily !ackages" short $reaks etc& VisitEngland )ill use insights to ensure the

tra*el trade is educated in line )ith current holiday trends so they can a!!ly this kno)ledge to their o)n customers and

maximise !rots& VisitEngland )ill dedicate a resource to )orking )ith the tra*el trade& 'ith 5"000 tra*el agencies and (00

tour o!erators this audience !ro*ides a key route to marketing England’s destination messaging&

3.=. +usiness Tourism

VisitEngland )ill !ro*ide ?at-cost@ 9usiness Tourism Plat%orms at key international e*ents Asuch as E79TM and 7MEB )hilst also

!ro*iding a 6oined u! a!!roach across +ales Missions" ,amiliarisation Tri!s" Trade +ho)s and 'orksho!s& VisitEngland )ill

ensure leisure messages are cross-sold )ith 9usiness Tourism acti*ity to maximise extension o% *isits and encourage !otential

%uture e*ents&

;. +rand England

t the heart o% the ?all England@ $rand )ill $e a ro$ust understanding and a!!reciation o% )hat England stands %or" )hich canthen $e a!!lied )ith *alue and consistency across a $road range o% domestic and international English tourism stakeholders&

The England $rand )ill diferentiate the destination %rom +cotland" 'ales and 9ritain Aalthough !art o% itB to ofer a uni#ue

consumer !ro!osition&

VisitEngland is de*elo!ing an all-em$racing $rand !romise )hich can $e a!!lied )ith e#ual rele*ance and consistency across a

$road range o% audiences and destinations to ensure )e all deli*er to the $rand& E*ery destination in England )ill $e ma!!ed



against the $rand *alues" hel!ing to identi%y )here each destination should $e

%ocusing their eforts Anancially and through tourism de*elo!mentB&

VisitEngland are running an extensi*e research !ro6ect that )ill $e a*aila$le %or !u$lication in s!ring 2011& 7t identies the key

moti*ations o% the target segments" )here they go and )hat they do& This )ill allo) us to understand the relati*e im!ortance

o% diferent themes across diferent consumer segments Acommitment and li%e-stageB&

The England destination $rand is $uilt %rom %our key categories that )ill in%orm acti*ities and !artnershi! cam!aigns to ensure

the correct moti*ations to tra*el are targeted&

– The $ody o% England &&& ities" ostal" -side

– The mind o% England &&& E*ents" ttractions" cti*ities

– The !ersonality o% England &&& ulture" uisine" Ni%estyle

– The soul o% England &&&Gistory" Geritage" 7conic England

VisitEngland )ill ensure thematic acti*ities are su!!orted $y either !aid-%or !artnershi! acti*ity or aOnity marketing Ae&g&

'alkers 9rit Tri!s" MllerB" PL and digital and social media channels&

Through identi%ying the key moti*ations o% the target segments and ho) they gain emotional %ullment each destination $rand

)ill understand )here they su!!ort and $uild 9rand England&

VisitEngland is !roducing a $rand toolkit to assist in communication o% the $rand so that destinations and industry can identi%y

)here they t and ho) they can use the England $rand to deli*er on the $rand !ro!osition& 7t )ill *isualise and translate the

*alues %or VisitEngland to $ase %uture marketing cam!aigns and !artnershi!s& The toolkit is $eing de*elo!ed not to create ne)

logos $ut to $etter coordinate the England $rand architecture so all destinations in England can use it )ith e#ual rele*ance&'ith a single $rand !romise as )ell as aligned look-and-%eel and tone-o%-*oice all destinations $enet %rom cumulati*e $rand

strength&

<. >ar&eting ?lat"orms



All >ar&eting activit and (lat"orms will "ocus on ste( 1 $Ideas and

ins(iration' and ste( 2 $Conce(tualisation'

VisitEngland )ill deli*er national thematic cam!aigns Ae&g& ountryside" oastal" ityB in !artnershi!s )ith commercial tourism

$usinesses" /M:s" and non-tourism !artners through !aid %or and in-kind acti*ities $enetting tourism destinations across the

country& VisitEngland has also identied ttract 9rands that ha*e the greatest consumer a!!eal $ased on %our main sources

)hich )e )ill use to highlight our $est assets

1& Visitor num$ers destinations accounting %or the highest num$ers o% *isitors Aconsidering $oth holiday and $usiness tri!!ur!osesB D +ource 34T+ A1B and 7P+ A2B

2& onsumer !erce!tions %rom the VisitEngland AHB 9rand Tracker destinations )hich are to! o% mind %or consumers )henasked to name destinations associated )ith English holidays

H& onsumer !erce!tion )ork carried out in regions AB" in )hich consumers )ere asked to name ?to! 5@ destinations %or a$reak or holiday" using an analysis o% results across %our categories D countryside" coastal" city and classic&

9y engaging )ith national $rands on a s!ecic theme" VisitEngland )ill )ork )ith aligned destinations that can contri$ute to

acti*ity and )ill $enet %rom the halo efect o% these cam!aigns& These !artnershi!s )ill %ocus on either the ommittedsegment or the +hallo) e&g& city $reaks may a!!eal to +hallo) !re-%amily and ommitted !re-%amily& Partners )ill !lay diferent

roles e&g& !artners )ith a !rice-led message might su!!ort the ommitted segment Ae&g& +u!er$reakB and !artners that ena$le

VisitEngland to shi%t !erce!tions )ould hel! encourage the +hallo) segment grou!& 3sing destinations and !artners to ins!ire

an extra *isit or s)itch a *isit %rom an o*erseas destination )ill $e central to all acti*ity&

VisitEngland )ill rely on /M:s to !ro*ide the local kno)ledge and content to su!!ort the marketing acti*ity and align them

)ith national !artner acti*ity e&g& VisitEngland deli*ers a national !artnershi! )ith an ttract 9rand and /M:s could engage

)ith indi*idual attractions to deli*er destination-s!ecic acti*ity& English destination messages )ill %eature throughout our

content $e it )e$" LM" PL or through-the-line communications&

To %urther enhance a national message VisitEngland )ill !roduce a cam!aign to su!!ort the e*ent !rogramme in 2012& This

cam!aign )ill stem %rom the England $rand and )ill !ro*ide a 2012 message that /M:s can align )ith& VisitEngland )ill

!roduce collateral that can ado!ted $y /M:s )ho )ish to use it&

VisitEngland )ill enhance relationshi!s )ith English destinations through discussion" #uarterly u!dates and yearly 6oint

$usiness-!lanning sessions& There )ill $e a marketing destination strategy grou! assem$led to create a unied a!!roach to



national marketing& VisitEngland )ill undertake 6oint $usiness-!lanning sessions )ith

/M:s in the autumn o% e*ery year& 'here thematic grou!ings Asuch as Geritage itiesB can occur VE )ill )ork to !ro*ide a

secretariat and ena$le national synergies %or /M:s to )ork together to reduce the du!lication o% efort and gain economies o%

scale&

To ensure marketing takes a coordinated a!!roach VisitEngland )ill !ro*ide media !lanning ad*isory to English /estinations

and )here !ossi$le em!loy the com$ined media s!end o% VisitEngland and English destinations to im!ro*e *alue and

eOciency& To a*oid du!lication o% efort and ensure eOciency" VisitEngland )ill )ork )ith the destinations o% England and

industry !artners to understand the $est and most cost-eOcient routes to market& This )ill ena$le commercial !artners )ith

*arying $udgets to )ork )ith VisitEngland to deli*er truly nation)ide acti*ity yielding the highest return in in*estment %or all

in*ol*ed& This )ill result in a national tourism media !lan )here VisitEngland can ad*ise" contri$ute and add *alue to ensure

there is sustained marketing efort targeting the commitment segments throughout the year&

/M:s ha*e consulted on the ll-England Marketing +trategy and there is $road agreement that e*eryone )ill adhere to this to

deli*er an a!!roach that

1& oncentrates our eforts on the earliest stage o% the consumer 6ourney

2& 7m!ro*es dialogue )ith consumers

H& Pro*ides reasons %or an immediate *isit and closes the sale

& ,ocuses !romotional acti*ity on England most attracti*e themes and !laces

<.1. Cam(aigns

Target audience Partners )ill $e chosen to acti*ate a s!ecic commitment segment and li%e stage segment Asee $elo)B&

VisitEngland )ill nd core long-term !artners )hose o$6ecti*es align )ith our o)nF ideally %or our %our- year %unding round&

Ii*en the nature o% these !artnershi!s )e )ill need to remain =exi$le and Q=eet o% %ootQ& 'e )ill agree detailed marketing !lans



only once the !artnershi! is em$eddedF then look to extend the cam!aign’s reach

through introductions $et)een the !artner and its su$sidiaries to destinations at a local le*el& 7t is en*isaged that !artnershi!s

)ill $e nalised during 2011&

:nce identied" )e )ill )ork )ith the national Atourism and non-tourismB !artners to deli*er national cam!aigns !romoting

themesF )orking )ith rele*ant ttract 9rands to su!!ort the )ider cam!aign acti*ity& am!aign o$6ecti*es )ill $e set and

marketing channels identied to deli*er acti*ity& 'orking )ith industry and /M:s" aOnity !artners )ill also $e sought to

deli*er content in addition to channels including PL and ad*ocacy to maximise a)areness and extend consumer reach&

VisitEngland )ill look to gain a minimum in*estment o% 82504 %rom any one !artner and a maximum o% 81m&

Potential !artners are identied $y key commitment segment" li%e stage and theme or moti*ation

?artners)i( 1 VisitEngland are !ro!osing a 6oint marketing cam!aign )ith Partner 1 A82504-8500k in*estment %or each

!artyB to !romote %amily )eekend $reaks and multi-tri! day excursions& VisitEngland )ill also coordinate cross-cam!aign!romotion *ia indi*idual attractions and /M:s&

Target segment +hallo) As)itch %rom o*erseas %amily holidayB and ommitted Atake additional %amily $reakB

Ni%e stage ,amily

Timing AT9B MayKRune 2011

?artners)i( 2 VisitEngland are !ro!osing the continuation o% long-term relationshi! )ith the Partner 2 !romoting theheritage and countryside ofering& Pro!osed commitment 82504 %rom each !artner&

Target segment ommitted Aadditional $reaks centred on oferingB

Ni%e stage Pre-%amily" ,amily

Timing +ummer 2011" March 2012



?artners)i( 3 VisitEngland are !ro!osing a national short-$reak cam!aign )ith Partner H !romoting city and countryside

locations& Pro!osed $udget commitment 82504 %rom each !artner&

Target segment +hallo) As)itch %rom o*erseas short $reaksB

Ni%e stage Pre-%amily

Timing :ctK+e!t 2011" MarK!ril 2012

?artners)i( ; Promote short $reaks in England %ocussing on !ackage deals Ae&g& theatre" hotel" dinner" tra*el etcB )ith a

strong tactical message to deli*er sales& Pro!osed $udget commitment 82504 %rom each !artner&

Target segment ommitted Atake additional short $reaksB


Timing +e!tK:ct 2011

?artners)i( <: Promote longer $reaks A-> nightsB through Partner 5 ofering& Pro!osed $udget commitment 85004-1m %rom

each !artner&

Target segment ommitted Aadditional long $reak -> nightsB

Ni%e stage ,amily

Timing +e!tK:ct 2011" RanK,e$KMar 2012



?artners)i( = Promote short $reaks in England )ith a strong tactical message to

deli*er sales& Pro!osed $udget commitment 82504 %rom each !artner&

Target segment +hallo) As)itch %rom o*erseas $reaks 1-H nightsB


Timing March 2012

<.2 e%site

Target audience D VisitEngland )ill deli*er ins!irational content directed at each segment’s needs&

VisitEngland )ill !ro*ide a )e$site !lat%orm !romoting all o% England" ensuring s!eedy deli*ery o% consumers to local

destination and industry sites to maximise the con*ersion %rom ins!iration to !urchase& Through !artnershi!s Alisted a$o*eB the

)e$site !lat%orm )ill $e a tool used to dri*e $ookings to !artner sites and !ro*ide in%ormation on destinations )here there is

none a*aila$le&

VisitEngland’s ne) )e$site )as launched in early 2011 $oth domestically and internationally& 7t !ro*ides ins!iring ideas $ased

on indi*idual’s needs and guides them to !artner sites to con*ert to $ookings&

5&2&1 ontent strategy

'orking )ith English destinations and industry )e )ill disseminate $oth their content and our o)n to engage consumers

across the )e$ to direct consumers to a !urchase& s the age o% dri*ing traOc to any one site is $ecoming less rele*ant )e )ill

deli*er our content )hen" )here and ho) they )ant to consume it& 'ith a mo*e to distri$uting content across the )e$" rather

than 6ust on our o)n site" VisitEngland )ill de*elo! engaging content to su!!ort themes %or external sites that con*ert

ins!iration and interest into sales& s !art o% the ne) VisitEngland content strategy )e )ill also $e looking to de*elo! and



distri$ute richer content Aimagery" *ideosB and user-generated re*ie)s through

mo$ilising !artners’ distri$ution channels to ensure content is in !laces that )ill disru!t the consumer decision-making

!rocess&

<.3 Customer ata%ase

Target audience Predominately the ommitted segment as they are already !redis!osed to taking holidays in England

VisitEngland )ill deli*er rele*ant content to a segmented and !roled data$ase o% domestic and international consumers"

!romoting England’s destinations and themes& To ensure this !lat%orm deli*ers the highest !ossi$le return it )ill deli*er content

that creates action through industry !rice !oints& VisitEngland )ill )ork )ith destinations and industry to deli*er dynamic"

rele*ant and u!-to-date o!!ortunities that are deli*ered to the right audience at the right time to maximise sales o!!ortunities

)ithin the tourism industry& VisitEngland )ill use the !lethora o% e*ents !lanned as the key dri*er %or immediate consumer

action %ocussing on the key moti*ations %or the target segments Acommitment and li%e-stageB& The current data$ase A5004B

!ro*ides a clear route to market %or !romoting !artner acti*ity that deli*ers a !rice !oint and immediacy to take a tri!& The%ocus o% the LM !rogramme )ill $e to %ocus on retention Athe ommitted segmentB )orking )ith English destinations to

increase *isits %or each li%e stage su!!orting market do)nturn e&g& seasonal s!read&

<.; ?u%lic 6elations

Target audience ll& Titles )ill $e chosen to acti*ate s!ecic commitment segments and li%e stage grou!s

VisitEngland’s in-house PL team )ill maintain a )ide $ase o% 6ournalist contacts" nationally and internationallyF deli*ering

suita$le" timely and ins!iring content to encourage editorial inclusion& s !art o% this a !ress *isits %rame)ork )ill encourage

6ournalists to ex!erience destinations throughout England rele*ant to the key thematics %ocussing on the +hallo) segment’s

a!!etite %or holiday tri!s D this )ill highlight the ne) and sur!rising !roduct on ofer to change !erce!tions& PL )ill !lay a key

role in deli*ering the extra’ in%ormation the committed audience needs to decide on additional tri!s& There )ill $e a %ocus on

deli*ering PL across all !lat%orms AoSine and onlineB to ensure VisitEngland utilises ne) technological ad*ances& 9y using

e*ents as a hook VisitEngland )ill hel! re!osition England as a rele*ant and exciting !lace to *isit& VisitEngland )ill )ork )ith



destinations and industry to deli*er com$ined messages to su!!ort s!ecic themes or

sectors ensuring there is a clear call to action to !urchase %ocussing on short $reaks A1-H nightsB and longer $reaks A->

nightsB&

<.;.1 Advocac $,ocial >edia'

Target audience Through targeting diferent ty!es o% ad*ocates VisitEngland )ill acti*ate commitment segments and diferent

li%e stage grou!s e&g& $loggers %or the committed" cele$rity endorsement %or shallo) audiences

s !art o% our Pu$lic Lelations )ork VisitEngland )ill harness and $uild on !ositi*e sentiment to)ards 9rand England and

England’s /estination 9rands& VisitEngland )ill listen to the customer" use these insights to de*elo! o!!ortunities and dee!en

these relationshi!s to create a dedicated grou! o% consumers )ho )ill !romote England& This )ill ena$le VisitEngland to

communicate more efecti*ely )ith consumers at all le*els" )hether through the !assi*ely in*ol*ed or )ith key England

am$assadors&

+ocial Media )ill !lay a key role in hel!ing to deli*er this acti*ity" allo)ing us to listen and engage )ith key am$assadors" such

as in=uential $loggers" as )ell as mo$ilising millions o% ad*ocates through this cost-efecti*e channel&

VisitEngland )ill de*elo! tool kits" run )orksho!s as a!!ro!riate and use existing schemes to create a unied a!!roach to

ad*ocacy that destinations and industry !artners can ado!t" use and de*elo!& d*ocacy )ill also su!!ort the key themes that

moti*ate consumers to take holidays in England& Pro*iding consumer-to-consumer recommendations )ill ena$le VisitEngland

and destination !artners to harness the good sentiment to)ards holidays in this country and collect a dee!er $readth o%

content on s!ecic themes& 9y making in%ormation more readily a*aila$le and targeted to)ards increasing the !ro!ensity to

take a holiday" VisitEngland )ill ha*e a %oundation to su!!ort all !artner acti*ity&

<.< Visitor In"ormation

Target audience ll segments )ill $e targeted as increased access to in%ormation !ro*ision )ill enhance consumer ex!erience



'hether through technology or *ia %ace-to-%ace contact" *isitor in%ormation )ill !ro*ide

an o!!ortunity to in=uence decision-making the choice o% destinationF the length o% stayF )hat to see and do& VisitEngland )ill

!ractise )orld-class in%ormation !ro*ision" leading to increased s!end" deli*ering com!elling reasons %or *isitors to return and

recommend others to *isit&

VisitEngland )ill %acilitate the de*elo!ment o% a!!ro!riate systems Ae&g& uick Les!onse codes $elo)B and technical !lat%orms

that su!!ort the deli*ery o% in%ormation that meets the needs o% *isitors in the 21 st century to con*ert ins!iration into $ooking

and ensuring in%ormation !ro*ision is a*aila$le at the right !oint in the decision-making !rocess e&g& a!!s to !ro*ide

in%ormation Aone o% )hich VisitEngland has recently de*elo!edB )hen on holiday to in%orm and ins!ire on diferent acti*ities" L

codes to deli*er *isitor in%ormation )here there is no other *ia$le source&

=. Timing 4 #inancial ear 201142012

VisitEngland )ill )ork )ith $et)een %our and eight !artners o*er the next %our years to increase annual I7 marketing $udget

%rom 82m to an o*erall marketing cam!aign $udget o% 8m to achie*e the identied marketing 4P7s& There is a clear need %orVisitEngland to $e more commercially astute to ensure !u$lic %unds are used and stretched to encourage and $oost

commercial s!end on marketing tourism !roduct& Partners )ill $e encouraged to sign u! to a %our-year marketing commitment

to deli*er consistent and sustaina$le marketing !rograms& This commercial route )ill result in VisitEngland needing to $e

ada!ta$le and =exi$le to ensure the organisation )ill gain maximum $enet %rom these !artnershi!s& VisitEngland )ill

ascertain areas %or concern and assem$le ne) )orking relationshi!s )ith local destinations %ollo)ing the demise o% the

Legional /e*elo!ment gencies to ensure tourism economies across England are su!!orted& VisitEngland )ill outline !artners

)here there is !otential and *er$al commitment to date& on-go*ernment %unding %or 2010K11 )as 8<004 and $y )orking to

this ne) strategy VisitEngland )ill increase the tourism marketing $udget $y at least 81&m&

The rst year o% deli*ering cam!aign !artnershi!s )ill $e recruiting long-term !artners and commitment to a %our-year rolling

!rogram hence the year 2012K1H )ill ha*e more !artners included& Please note this is all !redicted acti*ityKcam!aigns at

!resent and go*ernment a!!ro*al is needed to !rogress and commit $udget to !artnershi!s&

Target segments

Commitment !i"e stage 20011512



2011512 @EA6 1Committed

,)allow

#amil

?re4"amil

Em(tnesters

71 72 737;

C)annel +udget

?artners)i( cam(aigns I7 82mU 82m I, x x x x x x x

Partnershi! 1 82m A81m I7U81m I,B x x x x

Partnershi! 28<004 A8H004 I7U8H004I,B x x x x x

Partnershi! H8<004 A8H004 I7U8H004I,B x x x

Partnershi! 8H004 A81504 I7U81504I,B x x x x

Partnershi! 58<004 A8H004 I7U8H004I,B x x x x

e%site

81004 Amaintenance costs"u!dates" ne) digital tools"+E:B x x x x x x x x x

C6>

8504 Acleaning data" styling"!roduction" so%t)are" socialmedia integrationB x x x x x x x x

Visitor In"ormation8504 AL codes" a!!s"e*ents" mystery sho!!erB x x x x x x x x x

?u%lic 6elations $incl.Advocac activit'

8H504 A,amiliarisation tri!s"!ress cutting ser*ice" contentcreation A*isual D still andmo*ing" )ritingB" deli*ery o%ad*ocacy acti*ityB x x x x x x x x x

International mar&eting

81004 Acontent and V9 tools

!ro*isionB -A -A x x x x x x x

+usiness tourism82504 ATrade tri!s"international trade sho)sB -A -A -A -A -A x x x x

The a$o*e !lan is %or year one and is %or illustrati*e !ur!oses& This is an outline o% ho) acti*ity )ill roll out %or the next %our

years taking into account that ne) !artnershi!s may change the timings and target audiences& Total !lan %or the %our years )ill

$e 82m marketing ex!enditure on media



etailed %rea&down o" ear 1 activit:

7uarter 1 & 7denti%y industryKnon-industry !artnershi!s A50K50 %unding and aOnityB - VisitEngland )ill

%ocus on $uilding the %oundations %or cam!aign acti*ity %or the next %our years recruiting

!artners Atourism and non-tourismB

9& /eli*er PL to su!!ort key thematics D ,ood and /rink" oastKseaside" ountryside"E*entsK%esti*als

& 9ug testing and oOcial launch o% ne) en6oyengland&com )e$site Aso%t launch March 2011B

/& :utline key strategic o*erseas markets %or England and in country AVisit9ritain stafedB

re!resentation )here a!!lica$le

E& /eli*ery o% a trial L code cam!aign )ith selected !artners

,& 3nderstand the marketing needs o% destinations in England

I& /e*elo! and deli*er the 'elcome to England’ collateral %or !orts o% entry e&g& air!orts" !orts

etc

G& ommunicate ne) England $rand to destinations o% England

7uarter 2 & Loll out ad*ocacy !rogram and tool kits - VisitEngland )ill de*elo! and communicate ho) the

nation)ide ad*ocacy !rogram )ill $e engrained in all marketing acti*ity and ho) the industry

can ado!t elements to hel! meet indi*idual o$6ecti*es&

9& /eli*er three aOnity !artnershi!s to su!!ort ountryside" oastKseaside theme and

E*entsK%esti*als D Partners T9& Test international )e$sites %or !riority o*erseas markets

/& /e*elo!ment and roll out o% ne) LM segmentation strategy nationally and internationally

7uarter 3 & /eli*er t)o aOnity !artnershi!s to su!!ort ity theme and E*entsK%esti*als D Partners T9

9& VisitEngland )ill deli*er a national tourism !artnershi! cam!aign D !artner T9



& /eli*er PL to su!!ort key thematics D ity" Gistory and Geritage" E*entsK%esti*als" ,ood and

/rink

/& /eli*er a )ord-o%-mouth tactical cam!aign to su!!ort latent industry demand

7uarter ; & VisitEngland )ill deli*er a national tourism !artnershi! cam!aign D Partner T9

9& /eli*er PL to su!!ort key thematics D ity" Gistory and Geritage" E*entsK%esti*als" ,ood and

drink

& /eli*er a )ord-o%-mouth cam!aign to su!!ort latent industry demand

. >easurement



7n :cto$er 200(" a ne) England domestic $rand communications and ad*ertising

tracker )as introduced& This sur*ey !ro*ides a continuous measurement o% key *aria$les A$eha*ioural and attitudinalB at the

same time as !ro*iding the detailed cam!aign e*aluation& dditionally" it is used to measure *isitor satis%action among those

)ho ha*e taken holidays in England in the !ast 12 months&

This sur*ey is a *alua$le source o% in%ormation o*er the !ast year" and )ill continue to run a 9rand Tracker o% this ty!e in %uture

to su!!ort and e*aluate the )ork o% the marketing team and the )ider organisation&

VisitEngland )ill use this national continuous tracking sur*ey" alongside other internal and !artner data sources to measure

1& ommitment to England as holiday destination TLIET - 7ncrease commitment %rom H0. to H5.

2& 7ncrease in the target segments D ommitted and +hallo) TLIET - 7ncrease target segments siJe %rom <C. to >5.

+!ecic measurements to e*aluate the efecti*eness o% indi*idual cam!aign acti*ity )ill $e

a& am!aign reach Aa)arenessB

$& am!aign im!act on consideration o% England as a holiday destination

c& L:7 measures Aim!act on acti*ityB

d& 9rand !erce!tions Ae&g& *alueB

e& ommitment

%& 7m!act on )ord o% mouthKad*ocacy o% marketing acti*ities

g& Partnershi! $ookings and satis%action

The $elo) chart illustrates ho) VisitEngland )ill monitor im!acts and success o% the $usiness in line )ith the go*ernment

tourism !olicy



BEngland Am%ition as ex(ressed

in: England * A ,trategic

#ramewor& "or Tourism 201042020

Average < (a growt) over 10 earsD<0%n increase in tourism value

22<8000 o%s

Measure Measures 34T+ total domestic tourism" 7P+ total in$ound tourism" day *isits" em!loyment statistics

VEAm%ition

Increased s)are o" domestic tourismin Englis) residents/ re(ertoires

Increasedin%ound leisure

tourism

Partnering )ith

V9

Increased%usiness

tourism

Increased!eisure

a Tri(s

IncreasedV#6 tri(s

Im(roved (roduct leading toim(roved visitor ex(erience

Measure '() *oliday volume and value #+) *oliday

volume and

value

'() and

#+)

Ne -ay

.isits

)urvey

'() and

#+)

.isitor E/perience )core #!3 –

based on rating, recommendation,

revisit, comparison to others3

VE Priority Gigh No) Medium No) No) Gigh

External #actors t)at will inuence %ot) domestic and in%ound tourism:Economic $in'sta%ilit $F54'8 Exc)ange rate$F54'8 Consumer ConGdence $F54'8 eat)er $F54'8 Oil ?rice

$F54'8 Overseas 9nrest $F54' etcVE

>ar&etin

g

Am%ition

Increased Consumer Closeness to

England

Increased

(ro(ensit to

)olida in

England

Partnering )ith

V9

Increased satis"action on &e

Englis) (roduct dimensions

$e.g. ualit accommodation8

im(roved welcome8 customer

care etc'

Measure 7ncrease commitment %rom H0. to H5.

7ncrease +hallo) U ommitted %rom <C.

to >5.

9ritain Marketing

9oard

+atis%action Monitor

External #actors

Ot)er >ar&eting Activit $"or domestic )olidas $F' A-

com(etitors $4'

V+ International >ar&eting Activit $F'

Action % destinations and

tourism %usinesses

VE

Cam(aign

Am%ition

,)ort Term

Cam(aign

Im(act

!ong Term

Im(act

,)ort Term H

!ong Term

Im(act

VE !eaders)i( and Im(roved

Co4ordination o" destinations

and %usinessesMeasure each +erception on 4ey

attributes

O# )ta4eholder satis5action inc6

-"!)%govt3 ith .EMeasure !otivation 7dvocacy%8O! +artner Boo4ings !onitoring o5 )trategic 9rameor4

V E

M a r k e t i n g

: t h e r

V E

T e a m

s



#mpact

7ctionsMeasure O# + E7. + E7.

Measure +artner boo4ings

B This growth target is aligned with the government’s ambitions for

tourism, outlined in the Government Tourism Policy, published in March of



ontact details

Tim Golt

Gead o% Marketing

Tim&Golt*isitengland&org

020 >5>C 1H(

lex Ma)er

/irector o% Marketing

lex&Ma)er*isitengland&org

020 >5>C 1(

mailto:[email protected]




Documents

Marketing Plan Ve Final Framework Version_tcm30-26776_tcm30-26835