Marketing Bath ANNUAL MEMBERS FORUM 2014 Marketing Bath & beyond in 2014 David Jackson Head of Marketing, Bath Tourism Plus

Marketing Bath

ANNUAL MEMBERS’ FORUM 2014

Marketing Bath & beyond in 2014

David JacksonHead of Marketing, Bath Tourism Plus

Our Approach - A successful formula…


Campaigns

Always On

Combination of large scale and tactical campaigns, timed and targeted to generate the greatest return

£300,000+ in 2014/15

Maintaining a constant ‘noise’ and high profile for Bath and beyond – from PR to SEO, Social Media to CRM.

2014 Themes


• 300 years since the beginning of the Georgian era

• Bath – The UK’s Number One Spa Destination

• Bath – The UK’s favourite city

2014 – Our Year Ahead


Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Detox

VisitEngland

RomanceCampaign

VisitEngland

Hair Raising Histories

VisitEnglandAccess

Campaign

Literature Festival

Spring Campaign

Museums Campaign

Bath in Fashion

Culture

Easter

Festival Season

Cycling

Roman Baths by Torchligh

t

Autumn Campaign

Jane Austen Festival

The Great Bath Feast

Museums Campaign

Children’s Lit Fest

Bath at Christmas

Christmas Events & Tactical ActivitySummer

in Bath

Detox – Jan to Feb


• Jan – Feb Tactical campaign

• Partnership with 10 of Bath’s major hotels and Thermae Bath Spa

• £25,000 of bookings to date

VisitEngland Campaigns – Feb to Apr


Romance• National campaign – London ES & Independent• Roman Baths, No.1 Royal Crescent • Bath – the UK’s most beautiful city

Hair Raising Histories• National campaign – family audience• Roman Baths lead partner• Discover the world of the RomansAccess• National campaign – Daily Express• No.1 RC, Heritage Services, Bath Parade Guides, Hol Inn Express

Spring – Mar to May


Spring Breaks• National Campaign – Media Partnership• Discover why we’re the UK’s favourite city• Using Bath’s fantastic range of Festivals and Events as hooks

Regional Spring Campaign inc Bath in Fashion• Driving high spending, premium regional shoppers into Bath• 60-90 min drive time• Bath in Fashion 3 – 10 May 2014

May - Festival Season• Opportunity for coordinated activity across Bath’s cultural programme

• Music Festival – Party in the City• Museums at Night• Bath Fringe and Arts Fringe• Classics on the Crescent

Museums – Mar to Jun


• Bath Museums Partnership

• Arts Council England supported

• Holburne Museum; No.1 RC; American Museum

• 300 years of Georgian England – behind the doors of Georgian Bath

Autumn & GBF – Aug to Oct


• Bath – England’s perfect autumn break

• National media partnership

• London Underground

• 2014 Great Bath Feast – month of October

Bath at Christmas – Nov to Dec


• Christmas Shopping made special

• Bath Christmas Market – the most beautiful Christmas Market in the UK

• Seasonal Events and tactical promotions

Business Tourism


• Bath Venues Directory• Bathconference.co.uk• Database• National and International buyer fam visits• National and International Exhibitions• Bath Showcase• Press Coverage• GroupMax• Weddings

Overseas & Trade


• Partnership with Bristol Airport• bmi regional (Germany)• SAS (Sweden)• easyjet

• VisitBritain and VisitEngland• UKInbound• England’s Heritage Cities group

Always On


• Proactive public relations activity• Print – Official Visitor Guide to Bath & Beyond• CRM – regularly communicating with 300,000+

contacts• Mobile – targeted messaging• Social Media – harnessing advocacy through our

social community• Over 35,000 and growing

• Visitbath….


visitbath.co.uk

Where we were• The most successful destination

website in the country• Over 4.5 million visits in 2013• £1.2m accommodation bookings• Highly optimised for search• 500+ members benefitting from

tens of thousands of views of their business

But…

• Design, format and functionality outdated

• Bookings slowing• Opportunities missed


visitbath.co.uk

What we wanted• Protect and build on strengths• Fresh thinking as well as design• More intuitive and therefore effective

user experience • Improved search, discovery, comparison

and ultimately booking journey• Improved conversion• More engaging content and editorial,

incl a blog• Increased use of Rich Media• Integrated Social Media• Increased member opportunities• Data – Intelligence• Device agnostic – responsive design


visitbath.co.ukKey Features• New design – a look and feel that

better reflects Bath’s brand • Inspiration - bigger images throughout• Cascading content – multiple layers• New editorial approach – lists, blog• Surfacing content earlier• New search results and ability to refine

and filter• New product detail – doing you justice• Improved booking process• Member opportunities – make it work

harder for you

2013 Review


visitbath.co.uk

Richard VealManaging Director, New Mind | Tell Us


visitbath.co.uk

Thank You

Any Questions?

Documents

Marketing Bath ANNUAL MEMBERS FORUM 2014 Marketing Bath & beyond in 2014 David Jackson Head of Marketing, Bath Tourism Plus