Local marketing Delivered

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Local marketing Delivered

• Chronicle Supplement 32 Page Christmas glossy
  magazine
• Distributed with the Chronicle 9th November
• Chester Welcome Guide 2 bumper editions
• November December
• Shopping Map Wirral North Wales
• Shopping Flyer park and ride times

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Outdoor Advertising

• Mersey Rail
• Train Posters
• Station 4 Sheet
• Bill Boards
• Park Ride posters

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Chrismas Evens 2007
Thurs November 15 Christmas Lights Switch
On November 16 Jan 13Frost Fair (Chester
Zoo) November 17 Dec 9 Continental Market
Thurs November 22 29 Lantern
Parades November 23 Jan 6 Carol Concerts
across Chester November 26 Dec 9 Twelve Days
Competition
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Chrismas Evens 2007
Sun December 2 9Ice Sculptures Thurs December
6 13 Winter Watch Parades December 13 -
15 Italian Market December 15 - 22 Walking
Tours Wed December 19 Produce Market (Town
Hall) Thurs December 20 Saturnalia Parade
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Aim for Total Campaign Contribution
2007including in kind switch on 165K
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Actual Campaign Contribution 2007including in
kind switch on 140K
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Required Buy in for Christmas Marketing
Campaign 000s
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Actual Buy in for Christmas Marketing Campaign
000s
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Actual Buy in for Christmas Marketing Campaign
000s
Collected in 4 weeks
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Numbers of businesses buying in49 this year
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Christmas Chester Style Campaign Evaluation

• 300 face to face interviews conducted with
  visitors to Chester during November and December

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Origin of respondents in Chester primarily for
Christmas shopping
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Age / gender of people in Chester primarily for
Christmas shopping
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Length of stay and main reason for visit (all
respondents)

• 93 day visitors
• 7 staying visitors
• Christmas shoppers stayed on average 4.06 hours
• 30 of staying visitors were in Chester
  primarily for Christmas shopping, staying on
  average 3 days

Primary reason for being in Chester
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Perceptions of Chester as a Christmas shopping
destination
Aspects cited as making Chester different from
other locations for Christmas shopping

• 88 of respondents agreed that Chester is a
  stylish place to do Christmas shopping
• 79 agreed that Chester is a unique place to do
  Christmas shopping

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Advertising recall

• 30 of all respondents said they recalled some
  kind of publicity or advertising about Christmas
  shopping in Chester
• 87 of Merseyside respondents who remember any
  publicity recalled seeing billboards or posters
  (56 for Cheshire and North Wales)
• 22 of respondents who remembered any
  advertising thought it had influenced their
  decision to come to Chester

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Visitchester.com activity

• In total around 17,500 hits on the Christmas
  pages of the website
• Table opposite shows number of hits to the most
  popular pages

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Statements about Chester 1 5Strongly disagree
Strongly agree
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Statements about Chester Strongly Disagree
Statements 1
20
Statements about Chester Strongly Agree
Statements 5
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Visitor spend and economic impact of campaign

• The average spend per trip for respondents who
  said they were primarily in Chester for Christmas
  shopping was 169 (125 gifts, 20 other
  shopping, 13 food drink).
• Estimated total spend generated by campaign is
  around 14.8 million (based on proportions of
  respondents who were in Chester for Christmas
  shopping, or intended to return for this purpose,
  and who said the publicity had influenced them to
  come).
• Last year the total estimated impact was around
  11 million. The increase this year seems to be
  largely due to a significant increase in
  accommodation spend.
• Campaign ROI around 2001.

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Conclusions

• Campaign has produced strong recall and impact
  on a relatively low budget (lower than previous
  year).
• These initiatives regularly produce consistent
  high returns well above industry averages.
• Key opportunity is to agree how best to extend
  this type of work to give results year round eg
  Hoole Road / Smile initiative.
• We need to work together to make an impact

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Views of the Continental Market

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Some indicators
November Council Car Parking Down 14 Park and
Ride Up 4 Footfall Down 2 Trade index Up
1 Hotel Occupancy Up 1
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Some indicators
December Council Car Parking Down 15 Park and
Ride Down 4.5 Footfall Down 1 Trade
index Up 0.5 Hotel Occupancy SAME