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Update since last forum New partners International shows Press and PR update Marketing activity and upcoming activity Destination Management Plan What we have achieved
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Tourism Forum 12th October 2015
Robin Tjolle, Gemma Goddon & Tanya Aspinwall
Shakespeare’s England
Update since last forum• New partners • International shows • Press and PR update • Marketing activity and upcoming activity • Destination Management Plan• What we have achieved
New partners
• King Edward School• Holy Bush pub• Stratford Riverside Lodge• The Fleece Inn • Ettington Chase • Orchestra of the Swan
• VisitBritain – Destination Britain North America– Fam trips
• Japan, North America, South Africa – Upcoming missions to
• Japan and Korea • VIBE
International focussed events
• 5 press releases during the last 3 months:-– Enjoy an Autumnal break in Shakespeare’s England– Plenty on offer in SE during October half term &
Halloween– Enjoy a magical Christmas in SE– Discover SE during the RWC– Celebrate CB 300th anniversary with a visit to the
gardens of SE
– Blog “Retail therapy in Royal Leamington Spa”!– Reader competition in That’s Life magazine
PR Activity – Press releases
– Made in Essex (regional newspaper) on 12 & 13 Aug– Claudia Beatriz (USA blogger) on 15 Aug– 2 Japanese media (RWC) on 18 Aug– Westjet magazine (Canadian inflight magazine) on 7 & 8
Sept– Stourbridge News on 12 Sept– SABC Sport TV filming on 27 Sept in Stratford– Japanese media press fam on 25 Sept at Warwick Castle
(RWC)– De Zondag (Belgium newspaper) on 30 Sept & 1 Oct
PR Activity – Press Visits
• Some key examples:– Going to Places (July) “Spend a sizzling summer in SE” - £1.5K– That’s Life (Aug) “Win a break at Warwick Castle” - £10K– Leisure Opportunities (Aug) “No holds bard” - £2.5K– Birmingham Mail (Aug) “15 things to do this bank holiday” -
£3.8K– Group Leisure (Sept) “SE has Christmas all wrapped up” - £150– Timeless Travels (Sept) “Carrick's Folly” - £12K– Express & Star (Sept) “Take a break as you like it” - £7K– Destination UK (Sept) “Enjoy an autumnal break in SE” - £45– Travel GBI (Sept) “SE counts down to key Bard anniversary” -
£650
PR Activity – Press Coverage
• Press coverage generated:– July EAV £14K– Aug EAV £18K– Sept EAV £49K
• TOTAL EAV TODATE £1,791,000• Readership 184 million• Circulation 460 million
PR Activity – Press Coverage
• Chiltern Railways promotion • The Times advertising feature• Digital activity• Shakespeare 2016
Marketing & Communications Update
- Joint promotional day
- RSC, SBT, Bicester Village, Warwick Castle and Ardencote Manor
- Showcasing what’s on offer to commuters and families at London Marylebone
- Competition and leaflet distribution
Chiltern Railways promotion
• Weekend Travel Supplement• Readership figures – 393.8k• Circulation / reach – 962k• Partners featured
– Kenilworth Castle and The Cross– Mallory Court Hotel, Wroxall Abbey Hotel and
Ardencote Manor– Warwick Castle and Compton Verney– Royal Shakespeare Company and Shakespeare
Birthplace Trust– Stratford-upon-Avon, Warwick, Leamington Spa and
Kenilworth
The Times advertisement
Website -Blog - Significant growth in traffic over the summer
E-newsletter - Autumn breaks and partner
Social mediaFacebook – 17,500 likes (3500 more since the last forum)Twitter – 3500 followers
PLEASE FOLLOW @SEnglandBiz & @ShakespearesEng
Digital marketing
International marketing - VisitBritain Culture campaign - VisitBritain GREAT campaign - Birmingham Airport Domestic marketing - London Underground advertising - Digital – including bespoke content hub - #Shakespeare2016 - What’s on and events leaflet - National media partnership
Shakespeare 2016 update
• Second DMP group meeting held and chaired by Birmingham Airport
• Actions already coming out of the activity • T-Stats• Skills• Transport
• Remember - It is everyone’s plan and not just Shakespeare’s England
Destination Management Plan
• International promotions • Recognised by VisitEngland and VisitBritain • Launched the destination management plan• Co-ordinating tourism across the area
– Joint brand • Bringing together public and private• Press campaigns • Joined up marketing campaigns• Drawing down additional funding • Lean and light organisation
With your support
