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Bringing Brighton Together
How museums and the tourism industry can work
together to get more visitors
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Brighton 250 years of tourism
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Brighton and Hove City by the Sea Tourism
• Population 0.25m• 8.165 million tourist visits in 2009• Day visits 60% of which 41% from
home; 19% holiday bases outside city
• 72% ABC1• 83% domestic• 19% visiting friends or family
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The Royal Pavilion
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The Museums
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0
50000
100000
150000
200000
250000
300000
350000
2007-08 2008-09 2009-10 2010-11
RPBMAGHMAGPrestonBooth
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Context for change
• Numbers declining• Huge competition• Marketing no longer effective• City marketing• Product not attracting PR• Systems/customer interface not
working
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Addressing the problem• Look at what tourists want• Look at who could help us• Look at our marketing• Look at our processes and customer
experience• Look at our offer
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The visitor experience
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Why do they come
0
10
20
30
40
50
60
%
Shopping
Pier
Beech
Friends/f
amily
Others
Museum/gall
ery
Theatre
/conce
rt
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020406080
100120140160
What is the Pavilion’s most important function
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Which Markets and what do they want
•A day trip•Mix of activities •Groups•Visiting friends
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Who/What can help•Tourism •Businesses•Cultural
organisations•National
events•Anniversaries
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New Marketing• Print reviewed and targeted at
particular audiences• Web marketing• Social media- 2,000 Twitter; 320
Facebook • App launched October 2011• image library views 73,000 a month• 18,000 read RPM Blogs
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Business Partners
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Make the technology work
Systems and processes•Bookings•Ticketing•Pricing•Web
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Discover, enjoy & learn
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Brand
0
5
10
15
20
25
30
35
Royalty
Histor
y
Touris
m
Archite
cture
India/
East
Garden
s
Museu
m
Art & cu
lture
Brighton
Icon
Don't kn
owOthe
r
VisitorsResidents
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Brand
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Origin of visitors
Brighton & Hove Residents Elsewhere in UK Overseas Total
Royal Pavilion 21,935 136,218 155,207 313,360
Brighton Museum & Art Gallery 58,423 111,905 54,379 224,707
Hove Museum & Art Gallery 21,825 14,255 8,462 44,542
Booth Museum of Natural History 18,063 6,462 1,845 26,370
Preston Manor 4,799 7,830 650 13,279
Total 125,045 276,670 220,543 622,258
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Tourist attraction ?
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Tips•Programming•Press •Partnership