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P U B LIC R ELATIO N SO VER VIEW2 0 0 9 /1 0
, M ik e B u g s g a n g Am yC la r k e
a n d E d w a r d M e a d o w s
1 5 2 0 1 0M a r c h
Te a m
Mike Bugsgang – Managing Director
Amy Clarke– Account Director
Edwars Meadows– Account Director
Jo Gaukrodger– Account Director
Ag e n d a
• Bugsgang & Associates • 2009 review• Marketplace• 2010 campaign:
– objectives– strategy– programme
• Next steps• Questions
• Founded in 1992
• Leading travel & tourism specialist
• Strong domestic destination track record
• Understanding of market
• Results driven approach
• Excellent media relationships
S e r v ic e s• Media relations/press office
• Brand development
• Destination management
• Trade relations
• Sponsorship/events
• Community relations
• Internal communications
• Partnerships
• Crisis and issues management
P e d ig r e e
- VC P R
• Builds brand awareness• Enables a more detailed story• Helps to differentiate offering• Credible third-party recommendation• Makes the budget go further!
2 0 0 9 R e v ie w
H it s
• Times Travel Magazine• Sunday Mirror• Sunday Times• Telegraph Magazine• Mail on Sunday• The Times• Daily Telegraph• Sunday Express• Independent on Sunday• Daily Mail• The Guardian• Independent on Saturday • Sunday Telegraph• Prima• Now• People’s Friend• Great British Food
• Country Life• Chat• Style Bible.com• Woman and Home• BBC Homes and Antiques • travel.sky.com• The Metro• Living South• Oxford Mail• Northern Echo• Evening Standard• Southern Daily Echo• The Sussex Newspaper• Hampshire Society • Northampton Chronicle and
Echo• Gloucestershire Echo
Ac t iv it ie s
• Journalist visits
• News releases
• Feature submissions
• Competitions
• Media liaison
• Status/familiarisation meetings
E x a m p le h it s
The Times
NOW!
Sunday Mirror
Sunday Telegraph
British Heritage
Magazine
Daily Express
The Guardian
Woman and Home
R e s u lt s
‘Known’ coverage for 2009
• 26 x national articles
• 11 x regional articles
• 11 x national consumer magazine articles
• 16 x website articles (inc national newspaper sites)
N.B. + Pipeline articles from 2009 activities
E v a lu a t io n
Value of known 2009 coverage achieved:
£791,323
ROI: 33 - 1
2 0 10• Economics: - Unemployment still rising - UK debt mountain - Exchange rates - Slow recovery
• Tourism: - Outbound down - Inbound growth - Domestic (Staycations/Snacking)
2 0 10 C a m p a ig n
O b je c t iv e s
• Position Chichester as an aspirational and inspirational destination
• Boost overnight stays
• Maintain flow of day visitors
• Highlight quality, value and diversity
• Emphasise accessible location
• Increase website traffic
S t r a t e g y
Development of key themes:
• Cool and contemporary• Country chic• Excellent events• Food glorious food• Family fun• Coastal marvels• History and culture• The Arts• Classic
S o u t h D o w n s N a t io n a l P a r k
Au d ie n c e sEncouraging new audiences to visit withoutalienating existing repeat visitors
• Different purpose– Overseas visitors– Day visitors– Touring visitors– Mini breaks– Overnight visitors
• Different interests– Relaxation– Outdoors– Green travel– Family– Culinary– Sport and hobbies
Ta r g e t M e d ia
• National/regional press and broadcast
• Consumer lifestyle
• Consumer specialist
• On-line media and social media
• Bloggers
• Freelancers
• Company magazines
• TV/Radio
P R P r o g r a m m e
• Proactive/reactive press office
• Press visits
• Themed releases
• Features targeting
• Interviews
• Competitions
• Industry liaison
• Websites
• Steering Committee, Hotels and Attractions meetings
• VisitBritain/Tourism South East
/ In t e r n e t S o c ia l M e d ia
• More emphasis in 2010
• Drive placement of www.visitchichester.org to benefit whole District
• Target specialist lifestyle websites and the online versions of print publications
• Social media enables more rapid sharing of information
• Search Engine Optimization (SEO) is a key component of getting a website found - social media has proven its ability to significantly increase SEO
• Social media reaches new audiences and further audiences beyond them
E n g a g e m e n t
• PR is a two way street
• News is our life blood!
• Fast turnaround vital
• Accommodation providers – journalist visits
S u c c e s s f u lO u t c o m e
Mail on Sunday
N e x t S t e p s
• Build on the solid foundations laid
• Maximise future media opportunities
• Continuous evaluation of results
• Continue to build relationships with existing & new members
B y w o r k in g m o r e c lo s e ly t o g e t h e r
w e c a n m a k e2 0 10 a b u m p e r
y e a r f o r C h ic h e s t e r
!D is t r ic t t o u r is m
: 2 0 0 9C o p y r ig h t B u g s g a n g A s s o c ia t e s
Tel: 07515 282606Email: [email protected]
www.bugsgang.co.uk
