commercial members meeting #brumlibrary 17.07.13
TRANSCRIPT
Commercial Members Meeting17th July 2013
marketingbirmingham.com
WelcomeNeil Rami
Chief Executive
marketingbirmingham.com
Agenda
1. Welcome - Neil Rami, Marketing Birmingham
2. Brian Gambles, Project Director, Library of Birmingham
3. Stuart Rogers, Executive Director, Birmingham Repertory Theatre
4. Emma Gray, Director of Marketing Services, Marketing Birmingham
5. Questions & answers
6. Meeting concludes
Library of BirminghamBrian Gambles
marketingbirmingham.com
Library of Birmingham
Brian Gambles
Marketing Birmingham Breakfast
FUTURE CITY FUTURE LIBRARY
The Library Experience
The Knowledge Hub
Community Engagement
Thank you for listening
Opens 3rd September 2013
Birmingham Repertory TheatreStuart Rogers
Executive Director
marketingbirmingham.com
Digital UpdateEmma Gray
Director of Marketing Services
marketingbirmingham.com
Document Sub-headline
Document Headline
Volume & ValueRevPAR
Strategic challengesConnectivity and route developmentProduct for new audiences + visitors
Product packaging Route to market
Thematic campaigns International partnerships
Trade focus
International partnershipsPipeline building & conversions
Sector led focus
Maximising the digital environment
Providing inspirationVisitors are increasingly demanding authentic experiences and are going the extra mile to find value for money; user generated web content underpins this trend.
Connect with multiplier sources Official and facilitator websites are used for planning and booking. Social media used for inspiration and confirmation around decision making. Seeing is believing – photos, films, clips
Understanding the marketAdopting the approach by market – adapting tactics and channels according to the geo target
81% of visitors intending to book a destination will engaging with online user generated content
Gaining global reach – conversion
Leading online travel agents (OTA’s)
Accommodation providers - Hoteliers, service apartments
Leading consumer websites- Microsoft: forecast, maps, - Google: Frommers, ITA, maps - Apple: maps + travel
Official sources - Destination marketing organisations
Facilitators – comparison sites
WOW – - social media-consumer comments and reviews-- influencer opinions
Visitbirmingham.com – the official tourism site
Insert key stats ---------------------
Profiling your business
Business profile
Direct link
Itinerary option
Catergories
MPU’s + banner advert London Midland’s MPU campaign generated over 770,000 impressions over a 12 month period
Email – monthly and solusDatabase of 36,000
Incentivising visitors
Inspiring visitors – e-itineraries
Themed activity days
Geographical tours
Time suggestions, inspiration and the logistics
Easy to share
Visitor orientation
Accommodation
E-itineraries
Social media
Campaign integration – season, themed activity across owned, earned and paid.
Bespoke campaigns – Big up Birmingham, Love UK, 101 app and theme-led activity.
Supporting business – Profiling members and raising awareness of events, activity, venues that will inspire and attract visitors.
Customer service – visitor questions, endorsements, views and complaints.
Reputation management – out of hours monitoring, media and stakeholder
Resources Images Video Case studies
BrandNarrativeFacts Stats
@visitengland
@visitbritain
http://www.visitbritain.tv/
National tourism campaign Summer 2013 LIVE June – September - profiling Birmingham’s culinary offer to drive overnight leisure visitors during summer season.
Eat Buy See Do Primary attract brand – food
Canals Secondary attract products
Parks Cycle Day
inspiration
Visitor
Overnight conversation
Summer 2013 – digital focus
Web portal
content rich
Smart phone app
Digital advertising
Social and e-dm campaign
Smart phone app Foodie trails
Food heroes Weekly profiles
Document HeadlineDocument Sub-headline
Christmas 2012 resultsGroup travel - increased by 35.9% coaches and 37.3% visitors
Hotel occupancy - +80%, peaking at 85% in mid December (4% increase)
Hotel revenues - up by 11% on 2011 to more than £7.7 million
Digital - increased database by 250%, email click through rates up by 50% and competition entries increased three-fold.
Christmas 2013 and New Year National domestic tourism campaign – working with Visit England from end September onwards to profile Birmingham’s festive offer and drive overnight leisure visitors
Partnership opportunities – hotels, restaurants, bars, markets, producers and festivals
Seasonal web
portal
E-Festive filmsDigital
advertising and social seeding
Incentives - offers
Digital trails
Competitions
Get involved
Follow us:Social media- - Twitter- - Facebook
-- Pintrest
Talk about Birmingham:Use the toolkit – images, films, facts and stats
Drive business: - Competitions- Offers- Campaign partner
Enhance your profile:- MPU’s- Banners- Solus emails
Develop you trade links:-- Sales missions-- Exhibitions-- Digital
Share your news:EventsMenus Deals Corporate PR
Questions