Foyle Maritime Festival Marketing & Communications Plan 2015-16

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2. Introduction

Following its successful participation in the 2011-12 Clipper Round the World Yacht Race and subsequent

homecoming festival, Derry City and Strabane District Council committed to participation in the 2013-14 and

2015-16 races as a race sponsor and host port once more.

The Clipper Race 2013-14 visited 16 ports on six continents over the course of eleven months and offered Council

the opportunity to further develop the city’s international profile and market the city’s business,

tourism and cultural assets. The road show was also used to promote the homecoming festival for the Clipper

Race fleet in Derry, the LegenDerry Maritime Festival and the extended tourism offer of the North West region to

the Irish Diaspora in each major city visited.

In 2015 – 2016, the Festival has been rebranded to reflect the changes following local government reform, and

will now be known as the Foyle Maritime Festival. Once again the festival will be held in association with the

Clipper Round the World Yacht Race 2015/2016.

The Clipper Race Starts in August 2015 featuring eight legs, sixteen races and covering over 40,000 nautical miles.

As one of the designated ports for the Clipper race, the city and district will be transformed into an international

marina to host the twelve Clipper Race yachts and race teams. The 2015/2016 Clipper Race fleet includes the

Derry~Londonderry~Doire entry skippered by Daniel Smith and accompanied by his LegenDerry crew who will act

as ambassadors for the region during their gruelling trip around the world.

For the final year of Council’s partnership with the Clipper Race, six bursary winners were given the chance to

complete Clipper Race training, with five progressing on to take part in a leg of the famous ocean race. 2

2. Introduction (continued)

As well as welcoming the fleet of the world’s longest ocean race, the festival attracts marine enthusiasts and

visitors alike to enjoy a range of activities. All of the seafaring action will be set against a backdrop of live music,

street performances, concerts, food and celebratory events each and every day

The 2015-2016 festival will take place from 9th – 17th July 2016 with the city centre and riverfront was awash with

colour and activity from early morning until late at night. Visiting yachts, RNLI Life Boat, canoes and dinghies have

all become regular visitors to the Festival over the last three years.

The overall objective of the Marketing and Communications strategy that follows is to utilise the 2015-2016

Derry-Londonderry-Doire Clipper Race team and Foyle Maritime Festival to help secure the city and

district’s status as a world class destination for investors and visitors alike.

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3. Current Situation Analysis

There are a number of macro-environmental factors that will impact on the delivery of this plan and its ability to

attract tourist visitors and investors to the region.

1. Age of Austerity

Continuing fiscal austerity in both the UK and Ireland has impacted negatively on investment in large scale events

and also on the leisure expenditure that citizens have available to spend on visiting festivals and events. In the UK,

the Local Government Association has identified rising costs in transport and falling incomes as an

emerging barrier to tourism and leisure visitors.

“Domestic overnight spending has increased on average by 3.7 per cent year on year since 2007 whilst spending on

Transport by visitors has averaged 5.8 per cent over the same period. This suggests that rising transport costs may

be limiting the amount that visitors have to spend once they reach their destination. Worse still given the times

of austerity some families may decide they cannot afford to travel as far for trips and instead visit places closer to

home, or in some cases not make a trip at all. “

Whilst a recent Financial Times report on the impacts of austerity in the Republic of Ireland found that

“The average deductions from salary have risen from 25 per cent to 36 per cent between 2009 and 2014, Mr

McDonnell says. Taxes have also been levied through charging for services that were once free. For example, the

average Irish family will have to pay €240 a year for its water supply (though public protests could result in a

lower figure).Taking tax rises and spending cuts into account, the cumulative fiscal adjustment between 2008 and

2014 amounts to about €30bn. That is equivalent to a fifth of Ireland’s nominal gross domestic product, which

stood at €164bn in 2013.One sign of how cuts have affected the public is the growth of the welfare bill, which has

swelled from 27 per cent of total spending to 37 per cent since 2007. Yet Ireland remains a relatively rich country.

The nominal amount of public spending in 2013, €54.5bn, is roughly twice the level of 2000.”

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3. Current Situation Analysis (continued)

2. Value Added Tax Differential with Republic of Ireland

Tourism in Northern Ireland is worth over £720 million to the local economy and is responsible for 43,000 jobs. Tourism based

Businesses in Northern Ireland currently pay 20% VAT – the third highest rate in Europe – compared to the 9% paid by firms in

the Republic of Ireland.

Thirteen EU member states, including the Republic, have reduced their VAT rate in a bid to boost their tourism sector and create

jobs. This has a direct impact on the entire regions ability to attract tourist and leisure visitors. Northern Ireland shares a land

border with the rest of the island, where the VAT rate is 9%.

A recent NI Assembly debate reported that “A reduction of the rate to 5% in the North would create 3,300 jobs and contribute

to achieving the target for tourism set out in the Programme for Government and the economic strategy. Using HM Treasury's

economic model, a VAT cut would have massive benefits, driving the economy by bringing £4 billion in new revenue into the UK.

Northern Ireland loses many tourists to more competitive rates south of the border. We must do something to encourage more

people to cross the border. That does not apply just to tourism; it applies to social occasions and weddings. When young people,

and, indeed, not so young people, are thinking about their big day, they look at the competitive rates just a few miles down the

road. Add to that the current currency fluctuations, and that can mean quite a bit in savings for many.”

3. Exchange Rate

Whilst exchange rates fluctuate, the current exchange rate between sterling and Euro is driving visitors from the UK to the

Republic of Ireland and other Euro Zone countries where greater value for money can be found via the currency fluctuations.

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3. Research and Intelligence

Following the 2014 Legenderry Maritime Festival, independent research was carried out by Cogent Millward Brown to determine

audiences attending the event. :

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3. Research and Intelligence

Following the 2014 Legenderry Maritime Festival, independent research was carried out by Cogent Millward Brown to determine

audiences attending the event. Key audiences identified as part of that research were:

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3. Research and Intelligence

Within these geographic groups there were a number of specific audience groups identified as our core audience groups.

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Family Fun

(Families travelling with children, seeking packed

schedule to occupy children.)

Great Escapers

(Typically in 30’s with young children in need of time out of

busy lives and careers)

Culturally Curious

(Generally over 45 with more than 25% over 65. Travel as a couple or on their own. Seek to broaden mind and expand

experiences)

Maritime Enthusiasts

(Willing to travel to experience their passion. May be

interested in budget options to allow for longer dwell time.)

Family and Friends of Clipper Race Crew

Local Community

(Willing to try out any local event on their doorstep.

Includes families, schools, youth groups etc..)

3. Research and Intelligence

Research has also identified the media consumption habits of some of our key target audiences over time, with representative samples

of attendees at the 2012 and 2014 festival events asked to outline how they heard about the event.

As the chart below shows, audiences have moved online, with significant drops in awareness of TV adverts, Radio adverts and

newspaper adverts. Awareness of editorial pieces significantly increased as did word of mouth referrals and those made aware of the

event via the brochure. In 2014, media consumption is fragmented with newspapers, word of mouth referrals and digital channels

making up the lions share of media consumption.

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3. Research and Intelligence

Attendees of the 2012 and 2014 event were also asked how they travelled to the Maritime Festival. The significant changes in 2014 are

the number of people who left their car at home and walked to the festival from their destination. This is a function of the increase in

visitors from outside of the region who were perhaps staying close by the festival zone in tourist accommodation and also of visitor

experiences in 2012 when there were traffic delays.

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4. Brand Position

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The brand has been redeveloped to retain

brand equity achieved via Legenderry

Maritime Festival (iconic Blue and Yellow colours)

whilst reflecting new Council region and emerging

Council brand.

The Clipper Race team entry remains Derry-

Londonderry-Doire with key colours from the

2014 race whilst the festival element has been re-

branded the Foyle Maritime Festival.

Brand reflects ambitions and motivations

of key audiences fresh and vibrant colour

palette and family friendly typography.

Generally, research has shown high levels

of customer satisfaction with the event,

which is relatively steady across age and

geographic segments. With a reduced budget in

2015-2016, the challenge will be to continue to

engage with key target audiences and retain their

interest.

4. Brand Position

Consumer Satisfaction was measured in both 2012 and 2014 with results below suggesting very high levels of satisfaction and a

willingness to recommend the event to other people.

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4. Brand Position

Consumer Satisfaction was measured in both 2012 and 2014 with results below suggesting very high levels of satisfaction and a

willingness to recommend the event to other people.

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3. Brand Position

Consumer Satisfaction was measured in both 2012 and 2014 with results below suggesting very high levels of satisfaction and a

willingness to recommend the event to other people.

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4. Brand Position

Consumer Satisfaction was measured in both 2012 and 2014 with results below suggesting very high levels of satisfaction and a

willingness to recommend the event to other people. Looking at specific age groups the event was most popular with 55+ and

performed less well with 16-34 year old (although satisfaction was still high at 77% in 2012 and 87% in 2014).

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4. Brand Position

Consumer Satisfaction was measured in both 2012 and 2014 with results below suggesting very high levels of satisfaction and a

willingness to recommend the event to other people. Looking at specific age groups the event was most popular with 55+ and

performed less well with 16-34 year old (although satisfaction was still high at 77% in 2012 and 87% in 2014).

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4. Brand Position

Consumer Satisfaction was measured in both 2012 and 2014 with results below suggesting very high levels of satisfaction and a

willingness to recommend the event to other people. Looking at specific age groups the event was most popular with 55+ and

performed less well with 16-34 year old (although satisfaction was still high at 77% in 2012 and 87% in 2014).

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5. Marketing & Communication Resources

The total Marketing & Communications Budget for the Foyle Maritime Festival 2016 is £83,000 which has been

allocated as follows:

April 2015 – March 2016: £41,500

April 2016 – March 2017: £41,500

This represents a 54% reduction in marketing investment from 2014 and presents a challenging marketing

environment. In 2014, the marketing effort was supported by the appointment of external design and PR resources.

To deliver efficiencies required, all marketing and communication activities will be delivered by the project team

below, with support from Clipper Ventures.

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Marketing & Communications

• Jacqueline Whoriskey / Anne-Marie Gallagher

• Jennie Peoples

• Adele McCourt

• Joanne McCarroll

Digital

• Paul Irwin

• Ciaran McKane

Design

• John McCandless

• Kieran Harrigan

6. Objectives and Goals

The overall objective of the Marketing and Communications strategy that follows is to utilise the 2015-2016

Derry-Londonderry-Doire Clipper Race team and Foyle Maritime Festival to help secure the city and

district’s status as a world class destination for investors and visitors alike with the following specific marketing

objectives.

• Attract Clipper Race Crew, Family and Friends

- Increase accommodation bookings by 25% on 2014

• Increase Spectator Numbers

– Increase unique spectator numbers by 45% (from 78,278 in 2014)

– Increase overall spectator numbers by 20% (from 144,241 in 2014)

• Increase rest of NI and out of state visitors whilst retaining local audiences

– Target of • 40% local visitors

• 30% rest of NI visitors

• 30% of visitors from outside of NI

• Position Foyle Maritime Festival as premier Maritime event in UK and Ireland.

• Secure £2.5 million of positive PR value for Foyle Maritime Festival

• Secure £10 million of positive PR value for Derry-Londonderry-Doire Clipper Race team

• Achieve 90% hotel occupancy rate during key festival weekend (14th-17th July 2016)

• Ticket Sales Targets (to be confirmed)

• Increase of 50% on digital interaction (social media, web and email) on 2014.

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7. The Media Plan (April 15 – Mar 16)

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Foyle Maritime Festival

Media & Communications Plan 2015-2016

Event Date(s): April 2015 - March 2016

2015

Item Size Qty Total Discounted Cost Ex Vat

CLIPPER RACE PROGRESS

Design & Printed Materials

A5 Highlights Flyer & Distribution A5 x 4 pages 20,000 £1,000.00

Flags 900 x 3600mm 20 £1,295.00

Mesh Banners 10 x 3 10 £560.00

Media Wall 4 x 3 panels 1 £790.00

Press & Print Advertising

Tall Ships Full Page 1 £1,500

Yachting Magazine Full Page 1 £1,500

Spirit of Ireland DPS 1 £1,000

360 Magazine DPS 1 £0

Contingency Press and Print Budget To be confirmed £1,300

Stakeholder Engagement

Schools Competition 1 £1,000

Business Engagement Competition 1 £1,000

Community Engagement Competition 1 £1,000

Yacht / Sailing Club Roadshow 1 £4,000

Postage 1 £200

Radio Advertising £3,000.00

Outdoor Advertising £4,000.00

TV Advertising £4,000.00

Video £3,000.00

Ezine £1,000.00

PR & Photography including evaluation £2,000.00

Digital £6,300.00

Contingency £2,055.00

Total Cost ex VAT £41,500.00

Budget: £41,500

Deficit / Surplus £0

7. The Media Plan (Mar 16 – June 16)

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Foyle Maritime Festival

Media & Communications Plan 2016

Event Date(s): April 2016 - July 2016

Item Size Qty Total Discounted Cost Ex Vat

CLIPPER RACE PROGRESS

Design & Printed Materials

A5 Highlights Flyer A5 x 12 pages 20,000 £2,000.00

Flags 900 x 3600mm 20 £1,295.00

Mesh Banners 10 x 3 10 £560.00

Contingency Design and Printed Items £2,000.00

Press & Print Advertising £4,000

Stakeholder Engagement £1,000

Radio Advertising £4,000.00

Outdoor Advertising £7,000.00

TV Advertising £5,000.00

Video £4,000.00

Ezine £1,000.00

PR & Photography including evaluation £3,000.00

Digital £5,000.00

Contingency £1,645.00

Total Cost ex VAT £41,500.00

Budget: £41,500

Deficit / Surplus £0

8. Evaluation

Working with Tourism NI a full evaluation of the event will be done in a similar format to

evaluations carried out in 2012 and 2014 to allow comparison over time.

All elements of the marketing, communications and media plan will be full tracked and

evaluated including

- Media Monitoring of PR activity

- Efficiency and Reach of Media Plan

- Digital Interaction and Reach

- Box Office Receipts

- Occupancy Rates

- Brand Awareness measurement

- Visitor Number counts and measurement of geographical segments

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Derry City and Strabane District Council 028 71 253 253

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