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