Commercial

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Commercial Marketing Services

• Kenny Boyle
• BTDC 18 January 06

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Objectives

• Why?
• What?
• Who?

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Understanding the strategic context is key to
understanding CMS
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The Challenge for 06-09

• To further increase the value of
• Inbound tourism to the UK
• Domestic tourism to England
• Build sustainable competitive advantage

HOW??
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Our new marketing strategies
Channel
Customer
Product
Brand
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The Challenge for 06-09

• To further increase the value of
• Inbound tourism to the UK
• Domestic tourism to England
• Build sustainable competitive advantage

HOW??
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The Challenge for 06-09

• To further increase the value of
• Inbound tourism to the UK
• Domestic tourism to England
• Build sustainable competitive advantage

HOW??
Identify new areas that add value for
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THE key Insight for VB - 06/9
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THE key Insight for VB - 06/9
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CMS at the heart of VBs 06-9 Strategy
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CMS Goals

• 1.Deploy marketing expertise beyond marketing
  communications and into an improved delivery of
  the customer experience overall  

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CMS Goals

• 2.Facilitate increased conversion of consumer
  'interest' into 'action', via compelling services
  throughout the consumer journey.

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CMS Goals

• 3.Build on the trust and objectivity inherent in
  the VisitBritain brand in order to develop an
  improved proposition for consumers

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CMS Goals

• 4.Provide partners with unparalleled
  opportunities to put messages directly into the
  hands of consumers and the intermediaries who
  influence them at every stage of their journey.

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CMS Goals

• 5.Safeguard the quality of the consumer
  experience throughout the journey, thereby
  directly impacting on repeat visitation, rates of
  referral and levels of advocacy.

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VB.com users who want to buy
Source Metrixlabs 05
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The Flights Engine
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Flights Engine The essentials

• What is it? A metasearch Flight Comparison Tool,
  that allows all VisitBritain online customers to
  search over 500 airlines for the cheapest flights
  inbound to the UK. And book them.
• Key Dates Soft-launched in Canada and South
  Africa in Nov/Dec, now live in 40 VisitBritain
  markets
• Consumer benefits Remember, 55 of our
  customers want this! A GENUINE one-stop-shop!
  Puts power in the hands of the consumer in a
  unique way.
• Industry benefits Its an important route to
  market for carriers in managing load-factors. A
  traffic driver for the rest of the industry.
• VB benefits Kudos of Leading-edge technology.
  Revolutionises the portfolio of services we can
  offer. Competitive advantage V other NTOs

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EnglandNet
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EnglandNet The essentials

• What is it? A network that allows the maximum
  breadth and depth of quality accommodation
  product to be presented to the maximum number of
  tourists world-wide. It also allows them to book
  and plan their visits more effectively.
• Key Dates EnglandNet went live in November 2005,
  with the hard launch planned for Spring 2006.
• Consumer benefits Uniquely encyclopaedic range
  of accommodation product. EnglandNet will inspire
  consumers to plan and book their visits to get
  the best of England.
• Industry benefits Resolution of market
  failure. Another route to market for National
  product owners and consolidators.
• VB benefits Increases the portfolio of services
  we can offer. Improved industry and regional
  customer services. And a hard benefit to NGF.
  Competitive advantage.

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The Online Shop
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Online Shop The essentials

• What is it? A re-development of the existing
  Britain Direct online shop into a full e-commerce
  enabled retail outlet, offering 5 main categories
  of product Transport, Tickets, Touring Passes,
  Posters, Books.
• Key Dates Launched in Germany, France the UK
  in January a further 11 countries will be live
  by March 2006 30 shops by December 2006.
• Consumer benefits Responds to what they want.
  Our shop in Sweden turns over 1m! Reassurance.
  Multi-Language, multi-currency service.
• Industry benefits Additional route to market
  for Tourism and non-tourism partners.
• VB benefits Increases the portfolio of services
  we can offer. Improved industry and regional
  customer services. And a hard benefit to NGF.
  Competitive advantage.

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Organisation Chart
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Q A