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Source | Instagram | @flyjon
Content-led Destination Marketing
Jon Munro | @flyjon | Visit Wales
Land of contrasts Something for everyone Fun for all the family Whatever you’re looking for Inspirational scenery Coastal splendour Majestic mountains Best-kept secret Why not? A unique blend
Brand Image Brand Perception Brand Purpose
Brand Purpose Strategy Substance Symbolic actions
Curators of @sweden Substance behind the brand strategy
A world where the content a brand creates is everything
Content is all we have and have ever had!
Source | Instagram | @flyjon
Source | Instagram | @flyjon
Targets, Objectives and Strategy Influencing circa £245 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
Source | Instagram | @flyjon
“Those people who have not yet considered Wales”
Targets, Objectives and Strategy Influencing circa £245 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
Source | Flickr | lucyparry1
So, what works?
Thinking beyond paid media
Source | iCrossing | Slideshare
Develop themes and tell a story
Right content Right person Right device Right time Right action
Source | Flickr | Interbeat
Source | Visit Wales | Tracked search terms and volume (Log10)
We watch search like a hawk
Create useful and engaging content on our own site
Get our engaged users involved
Reach out and place content and widgets
Develop relationships with key partners
Develop creative and credible content
Maintain momentum in the run up to Valentines
0 5
10 15 20 25 30 35 40 45
Positions 1-1:
Positions 2-5:
Positions 6-10:
Long Tail Analysis and Optimisation Adjustments
Romantic Break Section Live
Widget creation and placements started
Improving search visibility
Increasing share of relevant traffic
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Sear
ch In
tere
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Visi
ts
Search Interest vs Organic Traffic (around target terms)
Diverse audiences (and needs) Integration and joining things up
Scale
But, there were challenges
Source | Flickr | lucyparry1
Data-driven content specification
Paid Media Audience Access
Integrated Marketing Support
Customer Centric Campaigns Data Driven Acquisition Strategy
Technical SEO & On Site Optimisation
International Development
Measurement & Reporting
Customer Insight
& Priority
Visit Wales CRM data
Experian research
data
Hitwise web
behaviour data
Website Analytics
3rd Party Audience
Data
Search Data
Site Traffic
+58% (year on year)
Business Outputs
~16% (year on year)
Source | Flickr | lucyparry1
Planning around audiences and themes
#FindYourEpic
Source | Flickr | lucyparry1
Delivering scale and using paid media
Prim
ary
Obj
ectiv
e
Seco
ndar
y O
bjec
tive Awareness
Ensure that a large audience is made aware of Wales / Generate lasting Earned Media which will exist after the end of the campaign.
215,000 Individuals reached
Brochure Downloads
Ensure the new Visit Wales brochure is viewed by the maximum amount of people.
22,000 Engagements with the Brochure
3,000 Email Brochure Requests
+639% +31%
41 original posts
348,600 visits per month
13 original posts
78,252 visits per month
Total reach:
2,416,626 impressions
£10.26 CPM
Source | Flickr | lucyparry1
So, what next?
Right content Right person Right device Right time Right action
Source | Flickr | Interbeat
Everything we do
Elevate our Status Surprise and Inspire Change perceptions Do good things Be unmistakably Wales
A vision for digital
Empower and develop our communities (Networks) Surprise, inspire and change perceptions (Content) Create a ‘Beta Cymru’ platform (Philosophy)
Wider transformation across the business
Is advertising dead? Probably not!
Source | Flickr | daniel0685
Working with Visit Wales
www.visitwales.com/working-with-us
gov.wales/topics/tourism/year-of-adventure-2016
Source | Instagram | @flyjon
Content-led Destination Marketing
Thanks J
