MARKETING PRESENTATION

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MARKETING PRESENTATION
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City Marketing Context and Planning

• Accommodation
• Access
• Facilities/Attractors
• Visitor servicing
• Information

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• Examples from City and Corporate Marketing across
  each of the above areas with reference to
  relationship marketing and marketing planning
  initiatives

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Accommodation

• Cruise North West
• Marine marketing to include cruise ships, sailing
  and marine events
• Planning Priorities
• Changing market environment requiring dedicated
  resources
• Trade/industry promotion and direct contact
• Lifecycle changes and adapting for business
• Sustainability

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Accommodation (continued)

• A simple approach
• Size of vessels
• European itineraries
• Where do we fit with infrastructure
• Can we offer varied itineraries for the region
• Can we compete on price/service

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Accommodation (continued)

• Success to date
• Recognised at annual NITB/BMI Tourism Awards 2004
  as Winner of Area Tourism Initiative Category
• Fourth Award for initiative
• Since 1994 brought 51 cruise liners and 235,000
  passengers
• An independent economic study indicated that the
  region gained 1.21million through six cruise
  ship visits during 2003

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Access

• North West Air Access Programme
• Destination-led Marketing support for inbound
  services
• Planning Priorities
• Regional agreements for moving forward
• Changing market environment requiring dedicated
  resources
• Funding programmes for 2004/2006

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Access (continued)

• A simple approach
• Airport facilities
• Range of carriers and interest in area
• Market growth trends from land traffic
• Can we create demand to the region from overseas
  destinations
• Can we package successfully

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Facilities

• Armada in Ireland Project
• New tourism exhibition experience at the Tower
  Museum
• Planning Priorities
• Positioning of new product and facilities
• Dedicated resources and budgets
• Competitive market priorities
• Linkages with other providers and itineraries

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Facilities (continued)

• A Simple Approach
• Research based/evidence based development
• Quantifying marketing opportunities
• Prioritising greatest growth opportunities
• Competitive pricing and packaging
• Targeted promotion in education, tourism and
  specialist markets

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Attractors

• Halloween Carnival
• Creating a unique event for city promotion
• Planning Priorities
• Niche markets to sustain growth
• Maintaining uniqueness and profile
• Packaging and connection
• Building resources
• Evidence based research

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Attractors (continued)

• A simple approach
• Event definition by size and audience
• Programming for growth and development
• Target led initiatives
• Targeted market programmes to achieve visitor
  numbers

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Attractors (continued)

• Success to date
• Event of the year (NITB) 2003
• Festival growth
• Connections have increased
• Over 70 bookings prior to promotion

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Visitor Servicing

• Walled City Cultural Trail
• Marking your visit to the city easier
• Planning Priorities
• Extending the appeal to early evening and
  specialist days
• Commitment from providers
• Packaging opportunities for demand growth

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Visitor Servicing (continued)

• A Simple Approach
• Finding out what was available
• Programming to meet gaps based on audience
  profile
• Setting audience targets
• Packaging the programme
• Targeted promotion plan
• Monitoring the growth/feedback
• Re-visiting objectives and plans

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Visitor Servicing (Continued)

• Success to date
• Highly commended from Northern Ireland Tourist
  Board for regional initiative in 2003
• Visitor growth to over 14,000
• An essential visitor servicing tool

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Information

• City Marketing Forum
• Bringing together planning interests to market
  more effectively
• Planning Priorities
• Sharing planning priorities and action
• Identifying connections and similarities
• Defining shared resources and added value
• Collectively agreeing a way forward

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Information (continued)

• Initiatives
• Research/evidence based growth
• Gap strategies/programmes
• Image campaign