digital marketing strategies for heritage tourism in wales: jon monroe (visit wales)
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Land of contrasts Something for everyone Fun for all the family Whatever you’re looking for Inspirational scenery Coastal splendour Majestic mountains Best-kept secret Why not? A unique blend
Source | Instagram | @flyjon
Targets, Objectives and Strategy Influencing circa £245 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
Source | Instagram | @flyjon
“Those people who have not yet considered Wales”
Targets, Objectives and Strategy Influencing circa £245 million in additional value Big focus is improving reputation Awareness, consideration and advocacy
Create useful and engaging content on our own site
Get our engaged users involved
Reach out and place content and widgets
Develop relationships with key partners
Develop creative and credible content
Maintain momentum in the run up to Valentines
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10 15 20 25 30 35 40 45
Positions 1-1:
Positions 2-5:
Positions 6-10:
Long Tail Analysis and Optimisation Adjustments
Romantic Break Section Live
Widget creation and placements started
Improving search visibility
Increasing share of relevant traffic
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Sear
ch In
tere
st
Visi
ts
Search Interest vs Organic Traffic (around target terms)
Paid Media Audience Access
Integrated Marketing Support
Customer Centric Campaigns Data Driven Acquisition Strategy
Technical SEO & On Site Optimisation
International Development
Measurement & Reporting
Customer Insight
& Priority
Visit Wales CRM data
Experian research
data
Hitwise web
behaviour data
Website Analytics
3rd Party Audience
Data
Search Data
Prim
ary
Obj
ectiv
e
Seco
ndar
y O
bjec
tive Awareness
Ensure that a large audience is made aware of Wales / Generate lasting Earned Media which will exist after the end of the campaign.
215,000 Individuals reached
Brochure Downloads
Ensure the new Visit Wales brochure is viewed by the maximum amount of people.
22,000 Engagements with the Brochure
3,000 Email Brochure Requests
Everything we do
Elevate our Status Surprise and Inspire Change perceptions Do good things Be unmistakably Wales
A vision for digital
Empower and develop our communities (Networks) Surprise, inspire and change perceptions (Content) Create a ‘Beta Cymru’ platform (Philosophy)
Working with Visit Wales
www.visitwales.com/working-with-us
gov.wales/topics/tourism/year-of-adventure-2016