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11 April 2023
Partner update
WelcomeSarah Stewart, Chief Executive
WelcomeDr. Joanna Berry, Newcastle University Business School
IntroductionSarah Stewart, Chief Executive
Welcome to our new partners
Ian Thomas - Research
Kathie Wilcox - Visitor information
Paul Szomoru - Business tourism
Becky Madeley and Jason Yip - Marketing and communications
Sharon McKee - Place brand
Catherine Walker - Inward investment
Carol Bell - Festivals and events
Agenda
ResearchIan Thomas, Research Manager
Who are our visitors?Learning more together
• Average hotel room occupancy stands at 70%.
• Weekend room occupancy 83%.
• Revpar £40.81; regional average £41.38.
• 2.3 million visitors to attractions in NewcastleGateshead.
• 1.88 million visits to free attractions (+3%).
• 500,000 to paid attractions (+13%).
• Helped by major events but also own events and exhibitions.
2012 performance
• 300,000 visitors to the Visitor Information Centre.
• Three million international visitors through Newcastle Airport.
- Holland +9%.
- Ireland +11%.
• 12,561 City Cruise passengers on DFDS.
• 830,000 passengers using Quaylink in the city (+3%).
2012 performance
• Online performance monitoring tool.
• Gives detailed insight into the destination.
• Allows you to benchmark your organisation.
• Puts your data into context.
Knowing more – T-Stats
• Previous study carried out in 2007.
• 25% increase in bed stock in NewcastleGateshead over last two years.
• Interviews with general managers and developers.
• Audit of current stock and demand projections.
• Recommendations for the destination.
• Co-operation with study by hoteliers is key.
Knowing more – hotel study
• Previous surveys carried out 2006, 2008 and 2010.
• Changes in technology and the economy just two factors changing visitor profiles.
• Online survey throughout 2013.
• Gather data on motivations, demographics, activities, satisfaction and expenditure.
Knowing more – visitor survey
• Help us to distribute links to the survey.
• Sponsor questions – opportunities for partners to have their own questions on the survey.
• Tailored reports.
Visitor survey getting involved
Visitor informationKathie Wilcox, Head of Development
www.shopNewcastleGateshead.com
• Launched December 2012.
• Great range of locally produced gifts, cards and walking tours.
• Products can be purchased locally, nationally and internationally.
• Exploring new products, including travel tickets.
NewcastleGateshead online shop
• Corporate gifts and bulk orders - exclusive partner discount.
• Recommend to colleagues, friends or visitors.
• Talk to us about any ideas for joint working - products that might be a good fit.
Online shop – partner opportunities
• Great progress – thanks for your support with the audit.
• Welcome to NewcastleGateshead training – partner rates.
• Gateways – first major project underway with Central Station to improve visitor welcome, information and signage.
Information partners
• Gateshead Stadium, 11am-1pm.
• Region’s biggest annual exchange event for tourism businesses.
• Share promotional material and news – and find out what’s happening in 2013.
• Networking opportunities.
• Be there or miss out!
Distribution 2013: Wednesday 27 March
Business tourismPaul Szomoru, Senior Business Development Manager
• British Accounting & Finance Association April 280
• Osseo Integration June 500
• International Colour Association July 600
• Nutrition Society Summer Meeting July 400
Major events 2013
• Behaviour 2013 August 750
• AUGIS September 600
• Royal Statistical Society September 400
• EACD October 800
Major events 2013
Tell us about unique experiences you can offer delegates.
• Something unique to the region.
• Include images of delegates doing the activity.
Get involved...Campaign continues throughout 2013.
• More content on NewcastleGateshead.com/meet.
• PR campaign.
International Confex & Meetings Show UK
• Generate new business leads.
• Relationship manage existing South-based contacts.
• See what everyone else is up to. Research the competition, get new ideas and stay ahead of market trends.
• Help us attract and convert business tourism enquiries.
Come with us...Confex19 – 21, March
Excel London
Meetings Show9 – 11, July
Olympia London
Meetings & Events Guide 2014-16• Gold award for Best Brochure at 2012
Meetings Industry Marketing Awards.
• Most comprehensive conferencing publication in North East England.
• Invaluable tool for buyers and agents.
• 8,000 guides produced for distribution to database, at tradeshows and with enquiries.
Marketing and communicationsBecky Madeley, Marketing Manager
National campaign update YEAR 1(2012-13)
YEAR 2 (2013-14)
YEAR 3(2014-15)
TOTAL
NGI £104,166 £124,165 £122,500 £350,831
RGF £166 ,667 £268,833 £64,500 £500,000
TOTAL £270,833 £392,998 £187,000 £850,831
• A three-year campaign.
• Match funded by Regional Growth Fund.
• Two campaigns per year (spring and autumn).
• Campaign covers Scotland, Yorkshire, North West and London.
Spring / summer 2013• Campaign runs until 30 June.
• £200,000 media spend – including press inserts, outdoor posters, radio promotion and online advertising.
• Focus on shopping, nightlife, eating out and events.
• High-profile national media visits.
Still time to get involved!• Thanks to all partners who have already signed
up for our spring campaign.
• There’s still time to be part of it.
• NEW special offers section for accommodation providers.
• Opportunity to host media visits.
• Competition prizes.
International - Ireland• On a snowy February weekend we hosted
seven Irish journalists from The Sunday Business Post, The Irish Times, Irish Country Women’s Magazine, Daily Star, Food and Wine Magazine, Daily Mail and The Irish Independent.
• Huge ‘thank you’ to everyone who supported their visit.
International – Holland • Joint-funded campaign with DFDS Seaways.
• Football packages are selling well – 10,000 tickets sold this season.
• Cinema promotion delivered 1,800 new bookings to NewcastleGateshead.
• Media coverage in Girlscene.nl and The Telegraf.
• New campaign with easyJet in spring.
International – RGF Round 4• Two-year international marketing campaign.
• To promote five regional gateways (North East, North West, Yorkshire, South West and Midlands).
• Relies on existing routes and transport providers to support campaign.
• Bid submission Wednesday 20 March – if successful campaign will begin in Q3 2013 running until spring 2015.
Marketing and communicationsJason Yip, Digital Marketing Manager
NewcastleGateshead.com• Over 1,000,000 annual unique visitors.• 130,000 monthly unique visitors.• 4,500 daily unique visitors.• Blue Reef Aquarium page viewed 21,182 times.
What are the opportunities?1. Improve your record / page.2. Supply us with your events and offers.
We feed Sky Tyne and Wear and NCC your events. 3. Advertising.
- Banner adverts and sponsorship.
Website
Monthly ‘What’s On’ newsletter / CRM • 90,000+ leisure contacts.• 35,000 local.• 55,000 out of region.• 70,000 with profiles / interests.
What are the opportunities?1. Profile your events, openings etc.2. Banner advertising.3. Use our mailing list - solus email.
e-Comms and CRM
Our social media channels• Facebook 12,303 likes.• Twitter 6,000 followers.• LinkedIn 1,581 members.
What are the opportunities?1. Re-Tweet and re-post offers / news.2. Profile competitions.3. Promotion.
Social media
Website WidgetsLet your website visitors search for:1. 700+ local events, attractions, hotels etc.2. Save time administrating content on your site.3. Quick to set up.
NewcastleGateshead Events Printout• Provide your customers with a personalised A4
double-sided printout of events.• Choose by date, type or venue.• Promotes our FREE mobile apps.
New digital partnership opportunities
NewcastleGateshead Social Media Map
Place brandSharon McKee, Head of Marketing & Communications
Yes!
• Many stories, many voices.
• Outdated perceptions.
• What do we stand for?
• Story is undertold and undersold.
Does our reputation need managing?
Place branding
“Urban branding is evocative storytelling aimed at educating recipients to see
the place in a certain way.”Jensen 2007
The NewcastleGateshead storyWhat do I want to become? The natural home for the modern economy.
What are the values that make me different? Inventive spirit – positivity – collaboration – enterprising – enriching.
If I was a person who would I be? Bobby Robson.
What is at the heart of everything I do? Innovative spirit – genuine – rewarding.
How will people ultimately see me? A place that is always proud of its future.
• Online toolkit.
• An inspiring brand film.
• Frontline staff film.
• Ambassador programme.
Helping people tell our story• Inspire Me app.
• Z card.
• Meetings with key decision makers.
• Engaging community.
• Tell the story of NewcastleGateshead - add your own flavour.
- Can it be built into your current work?
- Can you use it to guide decision making?
- How can we help cascade it through your organisation?
- How might we help you bring it to life?
What we’d like people to do
Inward InvestmentCatherine Walker, Inward Investment Director
• Offshore and marine.
• Digital and creative media.
• Sciences and health.
• Corporate functions of R&D, professional and business services and advanced manufacturing are at the heart of all our propositions.
• React to all project enquiries across all sectors.
Priority sectors
• Six-month, high-impact campaign.
• Two events.
• NOF Energy Conference.
• Eastern Airways supplement.
• Advertorials in key trade publications.
• Online advertising.
• Overseas business development / attendance at overseas exhibitions.
• Cluster development activity.
Offshore and marine sector campaignOffice-based functions
Design and project teams, professional and business services.
Engineering functions
High-value engineering, installations, special logistics.
Target markets
UK, USA, Canada, Scandinavia.
Pipeline overviewIndicator Volume
Number of live projects 44
Potential associated jobs 2,100
Successful projects YTD 2
High probability projects 5
Overseas projects (FDI) 25 (57%)
• Soft landing programme for overseas investors.
• Hosted in-visits and delegations.
• Add value through account management.
- Ask about growth plans or issues.
- Identify links to associations.
- Follow us on Twitter / LinkedIn.
- Promote key sectors, sites and news
(wins, assets, stats etc.)
How to get involved
Festivals and eventsCarol Bell, Head of Culture & Major Events
• Through our work continue to put NewcastleGateshead on the national map.
• Attract visitors to NewcastleGateshead for day visits and overnight stays.
• Build capacity and local engagement.
• Enhance the quality of life of local people and build local pride.
Priority areas of work for 2013
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EAT!, Juice, Winter Festival
• Join in to ensure your business benefits from increased visitors.
• Promote these activities through your own marketing networks.
• Encourage staff to volunteer.
• Tell your colleagues, friends and family.
• Use the NewcastleGateshead Cultural Planning Calendar.
• Sponsor events.
How to get involved
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SummarySarah Stewart, Chief Executive
• In its second year – a week-long celebration of the vibrancy and value of the industry.
• Discover Deals – partners invited to provide exclusive one-week partner offers.
English Tourism Week- Newcastle United – £10 for two-course Sunday lunch and stadium tour.
- Hotel Indigo – ‘Two for one’ on afternoon tea.
- Tyneside Cinema – ‘Two for one’ cinema tickets (in the Classic Circle).
- The Sage Gateshead – ‘Two for one’ tickets for Serious Cabaret: Leaving Berlin (Sunday 24 March only).
Thank you
Partner Update Meetings
• Thursday 20 June 2013.
• Thursday 17 October 2013.
Partner potential venue hosts – thank you to all those who have already offered to host.
Partner meetings 2013Business Leaders’ Briefings
• Wednesday 17 April 2013, Electric East.
• Wednesday 11 September 2013.
AGM
Thursday 5 December 2013.
11 April 2023
Partner update