Title: Chester Christmas Campaign Evaluation 2006
1Chester Christmas Campaign Evaluation2006
2Cash Contributions Mix
3Total Campaign Contribution including in kind
4Buy in for Christmas Marketing Campaign 000s
5Numbers of businesses buying in
6City Centre Customer Origin
7Purpose of Visit
8Recall influence of campaign imagery
9Agreement with campaign messages
10Spend per customer
11Spend generated by campaign
- Total visitors x campaign awareness ()
- x campaign influence () x daily spend ()
Christmas Shoppers 4, 828, 356 Other
shoppers 649, 710 Work in Chester
281,654 Visits to friends / relatives
117,603 Leisure day visits
98,591 Total 5,971,914 Repeat Visit
Average this Christmas 2.6
12Impressions of Chester
13Why Christmas shop in Chester?
14Where else Chester customers Christmas shop
15What makes Chester different?
16What next?
- Key issues
- Added value has been proven
- Appetite of the private sector?
- Annual Christmas campaigns not enough
- Linkages to broader City Vision culture park,
boutique city, BID etc - EU SPAA funding has ceased
- Retail voice gap
- Retail (dis)connectivity with rest of visitor
economy - Agency confusion?
17The Way Forward
- Deliver Christmas Campaign 2007 in partnership
led by CCM - Create new initiative(s) throughout the year
- Deliver via City Centre Management
- VCC lead on pre arrival marketing
- Shop Chester Campaign
- Superbreaks
- National Regional PR
- Chester City Council lead on post arrival
activity (ensure product expectations) - Retail Guide(s)
- Interpretation
- Signage
- Use VCC and Chester CCC resource as bait (25?)
- Focus on marketing and events/animation agenda
initially - Add value to CCM role
- Strong connectivity to other initiatives i.e.
Chester Festivals, Restaurant association
18Next steps
- Galvanise private sector
- Early wins
- National Superbreak shopping campaign for
spring/summer - New Shopping Guide linked to website
- Trade index, trends and benchmarking
- Increase prominence of retail messages on both
Visit and Welcome agenda - Select retail champion/voice CCM Chairman
- Agree delivery programme to run throughout the
year - Plan 2008 initiatives
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