marketing tourism review 2016 with richard slee
TRANSCRIPT
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