VISIT ENGLAND PARTNER PACK

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VISIT ENGLANDPARTNER PACK
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Enjoy Every Minute

• On top of the 20 days holiday most of us get each
  year, there are also 8 Bank Holidays, 104
  Saturdays and Sundays, 233 evenings and roughly
  174 hours of lunch-breaks. That adds up to nearly
  178 days a year!
• So why not treat every trip you make in England,
  whether its a lunch-break, a couple of hours in
  the evening or an entire weekend, like its a
  holiday.
• All you need to do is pick how much time you have
  and we can help you find the best ideas and
  offers to make the most of your time.

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THE CONTENTS

• The Big Idea
• The Audience
• The Campaign Architecture
• What this Means for You
• The Creative Route
• The Opportunities for You

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THE BIG IDEA
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THE BIG IDEA

• THE OBSERVATION
• Without that feeling of the tyres leaving the
  tarmac its harder to leave everything behind
  when you go away in England, whether its for a
  day or a whole week. If people dont go through
  the mental preparation for it, it just doesnt
  feel like holidaying
• THE OPPORTUNITY
• Everyone in full time employment is entitled to
  at least 20 days holiday a year, but theres also
  8 Bank Holidays, 104 weekend days, 233 evenings
  and 174 hours of lunch breaks that could be
  holidays. By redefining the meaning of
  holiday to include all these opportunities,
  that special holiday feeling becomes more
  accessible and attainable.

THE BIG IDEA Every trip in England is a holiday
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THE AUDIENCE
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THE AUDIENCE
(VisitEngland Credit Crunch research 2008)
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THE CAMPAIGN ARCHITECTURE
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CAMPAIGN ARCHITECTURE
Every trip in England is a holiday
By Cost
By Time
Lunch break
Free
50
Week/s
Day
1000
5
500
Evening
Weekend
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COMMUNICATIONS ARCHITECTURE
Every trip in England is a holiday
By Time
Lunch break
Evening
Week/s
Weekend
Day
BRAND
PARTNERS
Free
5
50
500
1000
By Cost
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WHAT THIS MEANS FOR YOU
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THE ROLE FOR PARTNERS
A UNIQUE PERSPECTIVE Participate in the debate by
owning and communicating a point of view on what
a holiday means for you. THE LOCAL EXPERTS
Leverage local/unique knowledge to offer
unrivalled evidence and support to why you can
help make every trip a holiday. BIGSMALL Use
the campaign architecture to structure your
unique offers by time, cost, experience and
escape so that your stature is amplified by the
Enjoy England campaign without losing your local
and specialist identity.
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EXAMPLE ARCHITECTURE
THE PROBLEM There are not enough Londoners going
to Newcastle for weekends
Every trip in England is a holiday
By Time
Lunch break
Evening
Week/s
Weekend
Day
Every weekend trip to Newcastle is a holiday
3for2
30 off
Kids go free
2for1
Free walk
By Offer
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EXAMPLE ARCHITECTURE
THE PROBLEM People are driving instead of going
by train with National Express on their trips out
Every trip in England is a holiday
By Time
Lunch break
Evening
Week/s
Weekend
Day
Every return trip away with National Express is a
holiday
2 tickets for the price of 1
Kids go free
1 tickets
By Offer
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THE CREATIVE ROUTE
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THE CREATIVE ROUTE

• THE IDEA
• A series of vignettes depicting the time
  opportunities we all have from one hour to a
  whole week, and what we could do with them in
  England
• THE VISUALS
• All the images for the campaign will be taken
  using vertical photography by our commissioned
  photographer Richard Cooke.
• THE ENJOY ENGLAND PIN
• The time opportunities and location ideas will
  always be marked by the Enjoy England pin
• THE ENDLINE
• Enjoy Every Minute
• THE MEDIA
• Large scale TV, Outdoor, DPS National Press,
  National press supplements

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TV STORYBOARD
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PRESS ADVERTISING
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THE OPPORTUNITIES FOR YOU
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THE CONSUMERS AND THEIR MEDIA
Fans, Loyalists and Repertoirists (74 UK)
TV - appointment viewing
Supplements leisure consumption
National Press - demonstrating value
Outdoor - Large scale disruption
Source
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MENU

• TV
• 10 TV Commercial
• PRINT
• National Press
• Supplements
• OUTDOOR
• 48s London Underground Only

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Partnership details

• You will have your call to action and logo on the
  creative execution. There will not be an ee.com
  CTA but it will have the Enjoy Every Minute,
  Enjoy England sign off in order to maintain
  campaign recognition
• We will work with you to meet your objectives
  through the Enjoy Every Minute creative route
• We will subsidise press and outdoor by 30 and
  manage all buying and creative elements
• TV will be 100 at partner cost but we will
  assist in creative and planning
• Supplements will be built on time theme. We
  will jointly brief media partner to ensure your
  objectives are met. For costs see following
  slides.

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10 PARTNER TV COMMERCIAL

• THE CREATIVE
• A 10 TV commercial featuring a small number of
  vignettes covering different time opportunities
  (e.g. 1 Afternoon, 1 Weekend etc) and respective
  ideas/offers
• THE PLATFORM
• A 10 national campaign - Sept 09.
• THE COSTS

usage subject to agreement with photographer
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PARTNER PRESS (from July onwards)

• THE CREATIVE
• A DPS or full page press ad featuring several
  different time opportunities (e.g. 1 Afternoon, 1
  Weekend etc) and respective ideas/offers
• THE PLATFORM
• We have highlighted all press titles that we
  could run ads in. We have indicated costs for
  single page insertions, DPS insertions and
  insertions in weekend supplements e.g. Guardian
  Weekend
• THE COSTS TO PARTNERS
• Highlighted on next slides are the costs (at 70)
  and these are all subject to media negotiations
• PHOTOGRAPHY
• In order to maintain campaign style we would have
  to do photo shoots to support any regional
  activity. We will subsidise shoots for press and
  outdoor by 50. Costs for a single shoot are
  highlighted on a Timing slide

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Press costing estimates forDailies
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Weekend titles
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Press supplements e.g. Guardian weekend
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EXAMPLE OF PARTNER PRESS
Highlight Destination/regional offers
Destination/region CTA
Destination/region logo
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PARTNER SUPPLEMENTS- DAILY MAIL MAIL ON SUNDAY

• THE CREATIVE
• We are still confirming full details
• THE PLATFORM
• 16pp A4 stand alone editorial supplement. 1m
  circulation with choice of regional distribution
  from June onwards
• THE COSTS TO PARTNERS

sponsorship details to be confirmed
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PARTNER SUPPLEMENTS- GUARDIAN

• THE CREATIVE
• We are still confirming full details
• THE PLATFORM
• 16pp editorial supplement (1/2 Berliner size)
  from June onwards
• THE COSTS TO PARTNERS

sponsorship details to be confirmed
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PARTNER OUTDOOR OPTIONS

• THE CREATIVE
• A 48s poster featuring a couple of different time
  opportunities (e.g. 1 Afternoon, 1 Weekend etc)
  and respective ideas/offers with regional CTA
• THE PLATFORM
• 48 sheet campaign rail underground (London
  only)
• THE COSTS to PARTNER

NB Please let us know if you are interested in
regional outdoor
We can also look at cost for e.g. 10 panels only
cost 8,700 production
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Timing and photography
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Partner photography

• As this is a unique style of photography we would
  need brief additional shoots for TV, press and
  outdoor.
• If we get several regions/destinations interested
  we can cut costs by covering off more than one
  location per shoot/per area. Ideally we would be
  able to brief in a series of shoots in one go.
• We are happy to subsidise the shoot (except TV as
  this would have to solely financed by
  region/destination) at a 50/50 split.
• Please note that all photography is subject to
  Richard Cookes availability
• All Photography usage is subject to agreement
  with Richard Cooke