Transcript Heart of Devon member seminar November 2010 Escot

Heart of Devon
member seminar
November 2010
Escot
Heart of Devon
member seminar
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Introduction
BCR Associates
Background and overview
The Marketing Department
– Themed campaigns
– How members can be involved
– Social media
• Other Heart of Devon marketing activity
Heart of Devon
member seminar
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Economic downturn 2009 – 2010
– most people have modified their spending
patterns;
– holidays are seen as a necessity rather than a
luxury;
– the cost of accommodation, food & drink,
entrance fees and travel are off-putting for a
1/3rd of the population;
– bankruptcies among tour operators and the cost
of the Euro is making travel in the Euro zone
considerably more expensive have led some
people to reduce overseas holidays;
Heart of Devon
member seminar
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Economic downturn 2009 – 2010
– majority of people who holidayed at home in
2009 and 2010 enjoyed their breaks, finding
them engaging, involving, and delivering an
emotional experience;
– there is scope for domestic breaks to form a
larger part in holiday bookings, primarily for
short and mid-length trips;
– those who holidayed at home are more likely
to holiday at home during 2011 - 90% expect
to take at least one England break.
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member seminar
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We would like to increase the level of
marketing on the area, to do this there are four
options:
increase membership fees for all;
develop themed marketing campaigns that
members buy into;
reduce or stop some of the work we currently
undertake;
look for alternative funding elsewhere.
Thoughts??
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member seminar
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Cultural breaks in the Heart of Devon
(affluent greys)
Activity breaks in the Heart of Devon
(educated urbanities)
Summer family holidays in the Heart of
Devon (families)
Heart of Devon
member seminar
Three key areas exist:
• Cultural heritage, eg literature
connections;
• Built or historical heritage, eg Exeter
Cathedral;
• Contemporary Culture, eg theatres and
galleries
Heart of Devon
member seminar
• Other marketing
activity includes:
– production of Heart of
Devon Visitor Guide
– supporting national
advertising campaign
– national TIC
distribution of Heart of
Devon Visitor Guide
– Sent direct to
consumers
Heart of Devon
member seminar
Other marketing activity includes:
• New website
• Germany / Austria campaign
• On your doorstep
• Business tourism
• Group marketing
Heart of Devon
member seminar
Thank you and
have a safe
journey home