Norwich: City of StoriesA destination marketing campaign for Norwich

Outline

#1 About VisitNorwich#2 The challenge#3 Aims of the campaign#4 Strategy#5 Results#6 Future plans

#1 About VisitNorwich

VisitNorwich

• Established 2004• Destination marketing organisation• Membership organisation – 70% private funded• Team of seven

Who we work with

• Over 150 members• Local authorities• Norwich Business Improvement District• VisitEngland, VisitBritain• Other tourism organisations – Visit Norfolk, Broads Tourism

Tourism in Norwich & Norfolk

Norfolk

• £2.7 billion

• 39.1 million visits

• 54,864 jobs

South Norfolk

• £192 million

• 3 million visits

• 3,449 jobs

Norwich

• £643 million

• 10.6 million visits

• 11,224 jobs

Great Yarmouth

• £524 million

• 6.3 million visits

• 10,335 jobs

North Norfolk

• £434 million

• 7.3 million visits

• 9,709 jobs

West Norfolk

• £462 million

• 7.6 million visits

• 8,992 jobs

#2 The challenge

Lack of consideration

• Norwich not top of the mind when planning a city break• Alan Partridge!!• Lack of marketing spend• Perceived travel issues

The reality

• Most complete medieval city in the UK• UNESCO City of Literature – England’s 1st

• Top 10 UK City and shopping destination• Access to the countryside, coast and Norfolk Broads

Inspire us!

• Raise awareness of and consideration for Norwich as a city break destination

• Change perceptions of Norwich• Create strong campaign identity• Residential city breaks, day visits, overnight stays

#3 Aims

Aims

#1 Increase awareness and consideration

#2 Grow the visitor economy

#3 Create a strong identity

NORWICH IS AWESOME

Target audience

Segment Details

Location • Predominantly within 2 hour travel time – day visits• East of England (Cambridge, Peterborough, Ipswich), London• Midlands (Birmingham), South East, North West (Manchester, Leeds) – short breaks

Age • 18+

Social grade • ABC1

Lifecycle • Families, couples without children, single

Type of trip • Day visits• Short breaks (3+ days)

Drivers • History and heritage, arts, music and culture, food and drink, excellent shopping offer -USPs

Barriers • Perceived difficulty to travel to, lack of understanding of what is on offer

#4 Strategy

Keep it real!

• Tell the real story of Norwich• Capitalise on UNESCO, history and heritage• Engagement – our stories, your stories• Partnerships

Twelve Chapters

• Engaging, intriguing content• Targeted at segments• Chapters included:

• Through the eye of the beholder (arts)• Spires & ziggurats (built heritage)• The city built on books (literature)

Integrated communications

PR

#5 Results

Marketing activity

892,377Campaign reach

1.4 millionSocial media impressions

9,422Facebook fans

5,000Competition entries

1,700App downloads

19,000Website visits

Media coverage

12 millionReach

£103,000Advertising value equivalent

Consumer feedback

68% Inspired to visit

Diverse, Modern, Vibrant, Interesting, HistoryViews on Norwich

80% who’d never

been to Norwich

97% Will visit in the future

“Recaptured my love of the city”

#6 Future plans

Brand development

• Developing a tourism brand• Partnerships essential

Summary

#1 Keep it real!

But…Offline still important

#2 Tell stories, don’t sell

#3 Digital is the main source of inspiration

Don’t create unrealistic expectations

#4 Partnerships are essential