“Getting It Together” Product Partnerships Mary Blake Tourism Development Officer Derry City Council

“Getting It Together”Product Partnerships

Mary BlakeTourism Development Officer

Derry City Council

Business Opportunities Programme What’s in it for me?

• An opportunity to boost tourism across wide range of sectors.

• Economies of scale in promotion.• An enhanced visitor experience. • Types of Packages: Competitions, web promotions,

passports, loyalty schemes, combined discounts, informal partnerships, themed partnerships.

Business Opportunities Programme What’s in it for me?

• Derry ~ Londonderry overseas profile – 76% outside NI; 32% NI.

• 42% RoI air access.• Key Motivators: To meet the locals, culture and

history. To explore somewhere new. • Happy visitors become city ambassadors. • Key issues: Sunday opening; Evening Economy;

Safety and Security.

Importance of Partnerships

• Day Visitor £37 (NI Average £33)• Overnight Visitor £86 (NI Average £168)

Business Opportunities Programme

Increase offer Extend Dwell time Increase Spend

Partnership Packaging

Defining Product Objectives:Increased Revenue; Brand Awareness; TargetMarket; Clustering Opportunity.


Partnership Packaging

Identify Potential PartnersAligned objectives; financial benefits; profitableto all. How successful are they?


Prepare Proposals for Partners

Attractive to market segment? Mutually beneficial? Outline Contributions and Costs. Set out Communications plans.

Target and Secure Partners

• Who are you pitching to? Clear market segmentation? What is your best route to market? Using new media opportunities.


Launch Partnership

• Itinerary of Activities and Communications• Monitor and review.• Amend as necessary.• Focus on optimal outcome .


TIPS for Success

Avoid competing organisations• Focus on what is complimentary.• Know your customer.• Communication is key.• Explore also public sector, regional tourism providers, service

providers, community groups etc.


Know Your MarketYoung & Lively52% Male, 48% Female54% 18-34%; 31% 45+; 15% 35-44

Accommodation: 3 & 4 star 57%; VFR 12%; Rental 7%;Guesthouse / B&B 6%; Hostel 6%; Camping 5%

Want: Cool Nightlife & Fun Pubs, Music, Nightlife, Markets,Outdoor Activities, Adventure, Value for Money, Central Location,Quality Food, Special Offers, Late Night Transport, Broadband,Outdoor Space, Street Music.


Know Your MarketFamily FunMale 52%; Female 49%Age: 37% 35-44; 33% 45+; 30% 18-34

Want: Fun with family! Relaxation; Events; QualityAccommodation; Fun with Friends; Attractions for PrimaryChildren; Natural Beauty; Cafes, Restaurants; Parks; SpecialOffers. Accommodation: VFR 25%; 3 star 21%; 4 star 20%; Guesthouse/B&B 10%; Rental 8%; Rental Caravan 5%; 5 star 4%;


Know Your MarketTime Together 52% Male, 48% Female38% 18-34; 23% 35-44; 40% 45+

Accommodation: 4 star & 3 star 66%, Guesthouse/ B&B 14%;VFR 8%; 5 star 3%, 1 or 2 star 3%, Rental 2%, Camping 3%

Want: Romance & Relaxation Cafes and Restaurants, Special Offers, Pubs, Indulgence, Romantic Places, Natural Beauty, Transport System, Arts & Culture, Gardens, Special Occasion breaks, Guided Tours.


Other Market Segments

Other Important Segments to consider:Escapists : 55% Male & 45% Female. Age: 66% 18-34

Socialites: 46% Male & 54% Female. Age: 58% 45+ years

Mature Cosmopolitans: 60% Female; 40% Male. Age 45+ (100%)

Hedonists: 57% Female; Age: 100% 45+


The Visitor Journey

Partnership at every touch point of the customer journey


Case Studies

Girls Break Package Details•Overnight accommodation in a superbly appointed guest room for all the girls. •A cocktail master-class for the whole group.•Spa Treatment and make up lesson. •Cup Cake Making workshops. •An evening meal from the package's special set menu• There's a fantastic programme of evening entertainment in the bar to enjoy throughout the week - pub quizzes, Latin and jazz night dancing, not to mention showtune sing-a-longs!


TIPS for Success

Avoid Competing organisations• Focus on what is complimentary• Know your customer• Communication is key• Explore also public sector, regional tourism providers, service

providers, community groups etc.


Conclusion Business Opportunities Programme

Getting it together is key!

Documents

“Getting It Together” Product Partnerships Mary Blake Tourism Development Officer Derry City Council