marketing tourism review 2016 with richard slee

Marketing update

2016/2017 Marketing Update

Marketing strategy

Increase visitor spend•Tourist Information Centres

•Website•Literature

Retention Strategy•E-newsletters•Special offers•Social media

Grow visitor numbers•Website

•Social media•Digital campaigns

•Visitor Guide•E-newsletters

Acquisition Strategy•Advertising

•Public relations•Partnership marketing

•Exhibitions•Social media

Build awareness and interest in the Isle of Man

Create the desire to book a visit

Visit the Isle of ManPost visit to the Isle of Man

Target Visitor Profiles

Marketing Activities 2016/2017

Visitisleofman.com• New Visit Isle of Man website

launched October 2016• Key new features:

– Online booking– TripAdvisor & social media channels – Individual product pages for

tourism businesses– Events submission– Internal Customer Relationship

Management System

Source: Hubspot.com

Digital

• Visitisleofman.com• Page views up 44% • Younger demographic in 2016

• Email newsletters• 525,421 total emails to 88,000 contacts

• Social media• 43,000 followers across channels

Digital Advertising

Video

• Increasingly using video to highlight the fantastic array of activities on offer in the Island

• Quality of content ensures longer time on our website

• Destinations, London• Consumer show

42,000 visitors (+3k)1,500 Visitor Guides (+500)1,084 Digital Contacts (+97)

Trade Events

Public Relations

PR programme generated £2.36million of coverage in 2016

Exploiting the unexpected: “SHARK!”

PR campaigns: Ray Mears Press Trip and Blog

Press Trip – August 2016 with journalists from the Guardian and MadeForMums

2 Journalists Attended

37 Pieces of Coverage

£320,000 AVE

3,500,000+ Reach

Positioned IOM as an ideal holiday destination for families.

Isle of Man on TV

BBC1 “Countryfile” ITV“Britain’s Best Walks”

BBC1 Inside Out

Advertising: Print• Advertorials - e.g. Coast and

Countryfile• Press adverts – e.g. Metro and

The Guardian

Advertising: Outdoor

Digital poster presence in major UK railway stations:• Manchester• Liverpool • Birmingham • London

Advertising: TV

• 30 sec ads in Granada and Border regions• Tracking postcodes, website visits and brochure requests

2017 Visitor Guide

Tourism Literature

Richard Veal

Managing Director New Mind Tell Us