David JacksonHead of Marketing, Bath Tourism Plus

2013 – Our Year Ahead

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Our Year Ahead• Building on 2012 – maintaining momentum

• Sharper focus on our core target audience

• Brand positioning

• Continued investment in PR and digital

• Major campaigns timed to add greatest value

• ‘Always On’ activity to maintain constant noise

• Partnership

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Our Target AudienceArkenford - Psycho-metric Value Based Approach

• Cosmopolitans• Confident, active, stylish• Seek new experiences – physical and intellectual• High spenders• Large market

• Style Hounds• Brand and fashion conscious• Early adopters• High spenders• Motivated by fun and excitement

• Discoverers• Independent and inwardly directed

Our Target AudienceStaying/short break market

• London & South East

• M4 Corridor,• South West,• West

Midlandsv

BATH

Our Target Audience

Premium Regional Shoppers

• 60-90 min drive time

• Affluent ABC1 households

Positioning the Bath BrandOur Brand Essence:

• Pleasure & Wellbeing

• Living Heritage

• Style, Beauty & Elegance

PR• Our legacy from 2012• Increased resources• Major investment in systems• Proactive media relations• Reactive – quick, efficient, on-brand• Greater integration with digital channels• Pride & Prejudice, Festivals, No.1• Editorial calendar• Leveraging ad spend

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We need your help!

Digital

CONTENT HUB

visitbath.co.uk

Foreign languages

Campaign websites

Campaign sites

Business

Travel Trade

Mobile

Widget

Social Media

CRM

visitbath• Upgrade – Phase 1

Spring 2013• Improved content, UX• Greater engagement

and SM integration• Focus on conversion• Enhanced member

opportunities

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

visitbath widget• Visitbath on your site• Comprehensive

searches for:• Accommodation• Things to Do• Eating & Drinking• Events

• Fully integrated and co-branded

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Digital

• Social Media• Building on momentum

through facebook and twitter

• Extending reach across multiple platforms

• Harvesting UGC• Building advocacy

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Digital

• CRM• 300,000+ contacts• Monthly newsletters• Themed and special

interest• Triggered emails• Solus opportunities

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

@

Mobile

• The Official Bath App• Partnership between BTP and

the BID• A great start – 12,000+

downloads in first 4 months• Free listings for all BTP

members and BID levy payers• Premium package

opportunities • Special Offers• Push Notifications

• Phase 2 – Spring 2013Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Print• 2013 Bath Visitor Guide• New format• 80,000 distribution• Proven conversion• Pre-Arrival

• New seasonal post-arrival guide – Spring/Summer

• Visitor Map

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Overseas and Trade• PR - Building on 2012• Lead partner with Visit Britain and

VisitEngland• N America BA Campaign• Fam visits, MaMa• Agent programmes• International Business

• Continued focus on core markets of N.America, N&C Europe

• Longer term strategy for BRIC• British Heritage Cities consortium

• WTM, BOBI, IMEX • Bristol Airport

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Business Tourism

• Focus on our core markets• Adding value• bathconference.co.uk• Venues Directory• CONFEX• Showcase• PR• International opportunities

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Partnerships

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Campaigns

• Partnership between BTP and Bath BID• Working together to pool budgets, extend

reach and ensure a joined-up message to our target audience

• VisitEngland ‘RGF’ funding• £1m+ 2012-2015• Min. of 3 major campaigns each year• Additional national campaigns

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Campaigns

Campaigns

• Jan – Mar• Romantic Heritage Cities /

Love Bath• £2m+ media partnerships with the

Guardian, Daily Mail and Classic FM

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Guardian.co.uk/travel/england

visitengland.com/moreromantic

visitbath.co.uk/lovebath

Campaigns• Spring Campaign

• March - May• £70,000+ media spend

– split between National and Regional audience

• OOH, Press, Digital• Bath in Fashion,

Shopping• Spring breaks, Festival

seasonBath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Campaigns

• Autumn Campaign• September -

October• £120,000• Great Bath Feast• Shopping and

Autumn Breaks

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton

Campaigns

• Christmas Campaign• November - December• £100,000 • Bath at Christmas• Christmas Market• Shopping• Events

Bath Tourism Plus Members’ ForumTuesday 22nd January 2013Bath Hilton