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We're helping the next generation of ageny talent by participating in an agency simulation for Solent University with a part real brief for isle of Wight Tourism.
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Isle of Wight Tourism
fivebyfivedigital.com@fbfdigital
Strategic Marketing brief to Solent University2 March 2010
Hello
Nicholas GillHead of Planning
[email protected]@nicholasrgill
bluurb.wordpress.comfacebook.com/nicholas.gilllinkedin.com/in/nicholasgillslideshare.net/bluurb
Paul ArcherDeputy Creative Director
facebook.com/lordarcherlinkedin.com/in/lpaularchiearcher
Dave RoseCopywriter
Jessye, Anette & Lauren
Kofi & Team Linn & Catherine
Objectives
Develop a strategic, brand awareness led campaign thatgenerates significant media coverage, raising awareness
of the Island as a high quality tourist destination.
Measurement
QualitativeRecognition of IoW as a quality visitor destination inkey customer groupsRecognition of IoW’s brand values within key customer groupsConsideration of ioW as a holiday destination over otherSouth Coast alternatives
QuantitativeBrochure requestsDigital activity (site visit, engagement, requests etc.)Advertising interactions
Deliverables
Development of brand awareness activity for 2010, 2011 and 2012.
Effectively manage annual exposure Vs tourism peaks(Easter, Summer)
Generate 170,000 brochure requests in 2010
Drive high quality visitors to the IoW site with actionableAssume site traffic target 85,000 visits per month
A clear use of social media and social networking to reach keycustomer groups and a broader audience, building Island awarenessand driving engagement with the IoW brand.
How much cash?
Assume £500,000 for the full year
Includes EVERYTHING
What we want to see
The UK Tourism industry & how IoW is positioned
Competitor analysis of other comparable UK Tourist destinations
Target audience understanding (motivations, behaviours) & actionable insight
Communications strategy
Media plan (cross-channel)
Creative to bring the strategy to life (cross-channel)
Communications plan (cross-channel)
Results
Here’s some stuff you need to know
Brand
BeautifulStimulatingResourcefulConnected
2009 activity
Audience
• Traditionally London, South East & Midlands• East & West Midlands fared particularly badly in the
downturn• Reduced pensions are affecting value decisions for silver-
visitors• Negative equity is a real threat to consumer confidence• Nation has moved from ‘earn & spend’ to ‘earn & save’• Coping with difficult and uncertain times fuels increased
needs for reward and value• The IoW is now attractive to a wider audience
Looking for a holiday destination with experiences that exceed expectations,a getaway with different things to do and value for money.
Oh & there’s a recession
• Stretching the family budget• More considered decision making• The ‘staycation’ has become fashionable• Expanding audience fuelled by changing needs• Shorter booking time as a result of economic uncertainty• The weak pound has attracted Eurovisitors• Social media has gone mainstream• Website experience is benchmarked on the global stage
When?
• Catching up with your FbF people is up to you• Report hand in 4 May• Present to us 12 May (between 1 & 5)
• And yes, it is a competition ;-)
Thanks
fivebyfivedigital.com@fbfdigital
