26 February 2015

Partner Update Meeting

Welcome

Sarah Stewart, Chief Executive

Welcome

Terri Harper, The Biscuit Factory

• National and international leisure marketing – Kathie Wilcox.

• Business tourism – Paul Szomoru.

• Festivals and events – Vikki Leaney.

• Inward investment – Catherine Walker.

• Research – Ian Thomas.

• NGI Solutions – Sarah Stewart.

• Destination Management Plan – Cath Hindle.

On the agenda

• National and international leisure marketing – Kathie Wilcox.

• Business tourism – Paul Szomoru.

• Festivals and events – Vikki Leaney.

• Inward investment – Catherine Walker.

• Research – Ian Thomas.

• NGI Solutions – Sarah Stewart.

• Destination Management Plan – Cath Hindle.

• United Airlines US air route – Graeme Mason, Newcastle International Airport.

On the agenda

• Short updates from us highlighting opportunities to

get involved.

• United Airlines US air route – Graeme Mason.

• Group discussion on the route – chaired by Paul

Callaghan, chair of NewcastleGateshead Initiative.

• Networking.

Format for the morning

Opening remarks

Sarah Stewart, Chief Executive

New partners since our AGM

New partners signing up now

• 15 years of public-private partnership.

• Underpins everything

NewcastleGateshead Initiative achieves.

• New logo to recognise the support of our

170 partners.

• Developed in partnership with Unwritten

Creative.

Celebrating 15 years

Celebrating 15 years

Using the logo• Available to download at

www.NewcastleGateshead.com/proud.

• JPEG, EPS and PNG versions.

• Use it on your websites (with a link to

our corporate website), email

signatures, welcome banners in your

office reception etc.

Unwritten Creative website

Marketing and communications

Kathie Wilcox, Head of Marketing and Communications

• The Tyne is now.

• Spring campaign: Apr – Jun.

• Autumn campaign: mid-Oct – mid-Nov.

• Campaigns in Scotland around visiting

for Rugby World Cup 2015.

National city breaks campaigns

Couples or groups of friends who are:

• Aged between 25 and 35 years.

• In full-time employment and with a relatively high

disposable income.

• Live in (or near) cities within a 2-3 hour travel time.

• Not travelling with children.

• Keen to make the most of their time away from work.

Target audience

• National media partnership/s.

• 30” commercial on TV and video on

demand.

• Partnerships with rail companies.

• Increased engagement with bloggers

and online platforms e.g. Rough Guide

and TripAdvisor.

Campaign activity and developments

• Bespoke offline / online packages from £2k.

• Website advertising – 150,000+ unique

visitors per month.

• Reader offers – prizes needed for city

breaks competitions.

• Host and support media visits.

#TheTyneisNow

Partner opportunities

Continue to build on activity in existing target

markets – based on connectivity and successful

commercial partnerships:

• Holland and Germany (DFDS & VisitEngland).

• Ireland (Aer Lingus).

• And support major new opportunities: US

route.

International marketing

• £10m fund announced by DPM to promote the North

of England overseas in 2015-16.

• Collaborative approach – led by VisitEngland.

• Focus on key markets and distinct work streams.

• £20m total programme expenditure – cash and in-

kind match-funding required.

• Must deliver: step change, ROI and legacy.

Northern Futures Tourism Fund

Alreet?Whey Aye!

Business tourism

Paul Szomoru, Head of Business Tourism

To maintain NewcastleGateshead’s

position as a leading UK business tourism

destination.

2015/16 priorities

To win £1m of new business for

NewcastleGateshead and North East

England.

2015/16 KPI

Award-winning team and activity

Trade show success

ABPCO familiarisation trip

ABPCO familiarisation trip

Ambassador Programme development

Alreet?Whey Aye!

Continuing with our current market positioning activity

New conference guide

• The No.1 sales tool.

• The only guide of its kind in the region.

• Prices held at 2010 rates.

• Launching March 2016 at International Confex.

• Two-year lifecycle.

• 6,000 printed copies.

• £34 per month (13p per guide).

• Excellent packages to include Confex AND Meetings Show.

We need you in it!

Festivals and events

Vikki Leaney, Programme Development Manager

Coming up in spring…

The Late Shows 2014 Artist Ginny Reed, photo via @TheLateShows

Coming up in summer…

¡Vamos! Festival Photo via VamosFestival.com

Coming up in autumn…

Rugby World Cup 2015 sign unveiled, New Year’s Eve Winter Carnival 2014 Photo Richard Kenworthy

Juice Festival Launch 2014 Photo Richard Kenworthy

Coming up in winter…

Enchanted Parks 2014 Celestial Dreaming And Now by Mandy Dike

and Ben RigbyPhoto Richard Kenworthy

Enchanted Parks 2014 The Alien Angel by Davy and Kristin McGuirePhoto Richard Kenworthy

Inward investment

Catherine Walker, Inward Investment Director

Inward investment

Inward investment

Latest key research

Ian Thomas, Research Manager

Volume and value of tourism (STEAM)

1.9m

overnight

4.4m

nights

17.5m total

trips £168.27

average

overnight

visitor

£418m

total

overnight

visitor£1.37bn

total visitor

spend

Business tourism 2013

1.4m

delegate

days

14,700

conferences

+14%Impact of

£104m

GVA

£77m

1,680 FTE

jobs

3,300

Total939,000

delegates

+23%

National performance 2014 v 2013

Domestic trips

-8%

Holiday trips

-9%

Business trips

-8%

International

spend +3%

International

visits +6%

2014 performance – hotel occupancy

0

10

20

30

40

50

60

70

80

90

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

2013 (72%) 2014 (76%)

Key events

2014 performance – hotel RevPar

0

10

20

30

40

50

60

70

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

2013 (£45.33) 2014 (£48.19)

66

68

70

72

74

76

78

2007 2009 2010 2011 2012 2013 2014

74

70

76

77

71

72

76

Occupancy trends

66

68

70

72

74

76

78

2007 2009 2010 2011 2012 2013 2014

74

70

76

77

71

72

76

1,091,372 1,270,547

963,245

Occupancy trends

Visits to attractions

0

100,000

200,000

300,000

400,000

500,000

600,000

BALTIC BessieSurtees

Discovery GNM Hatton Laing Shipley Side Gallery

2013 (1,669,949) 2014 (1,764,698)

Free attractions

0

50,000

100,000

150,000

200,000

250,000

300,000

Castle Keep Gibside Life Seven Stories

2013 (542,490) 2014 (618,505)

Paid attractions

46,124

366,639

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Dutch air routes

Investment

2015 key indicators

0

10

20

30

40

50

60

70

29th May 30th May 31st May 2nd Oct 3rd Oct 4th Oct 8th Oct 9th Oct 10th Oct

57

67

45 4348

30

40

5052

Magic Weekend

South Africa v Scotland

New Zealand v Tonga

Samoa v Scotland

Rugby impact

Name ValueNumber of

roomsExpected

opening date

Premier Inn £17,000,000 184 Dec-15

Hampton by

Hilton No Value info 160 May-15

Motel One £12,000,000 222 Mar-15

Crowne Plaza £55,000,000 251 Jul-15

Total £92,300,000 921

Investment – accommodation

NGI Solutions

Sarah Stewart, Chief Executive

NGI Solutions

The journey so far… and the journey ahead

What type of work can we deliver?

Our portfolio: research and insight

Tyne Tunnel 2

Online and face-to-face survey,

customer experience and

journey analysis

The Alnwick Garden

Online survey, customer

experience, Mosaic

analysis and event

profiling

The National newspaper

(Scotland)

On-street readership

survey, perception analysis

and competitor

benchmarking

Sunderland City Council

Economic impact study:

Tall Ships Race 2018

The Clouston Group

(Crowne Plaza)

Feasibility and economic impact

studies

Saddle Skeddadle

Demographic and Mosaic profiling

of customer base to deliver insight

for future marketing activity

Our portfolio: marketing, PR and digitalRugby World Cup 2015

Integrated marcomms strategy, design and

build of a dedicated digital microsite, liaising

with tournament organising committee and

delivery of high-profile visits

British Transplant Games

Launch event, plus dedicated programme of PR and

communications activity to support nationwide 2015

event that is being held in Gateshead

Newcastle College

Copywriting, design and

production of Lifestyle Academy

brochure

Hadrian’s Wall digital project

Ongoing content management for full website, allied to

the development and build of additional sections to

enhance quality and browser experience

Our portfolio: wider consultancy projects

Hands Across the Border

Feasibility and delivery of event to tie in

with Scottish referendum debate

supported by Rory Stewart MP

Beijing Government

(via Northumbria

University)

Delivery of the cultural

regeneration story to

representatives of the Beijing

Government

Bespoke publications

Events, festivals and sector specific

(e.g. conference guide)

Digital advertising

Website, e-shots

What we would like from you

• Open doors.

• Advocate and recommend us where relevant.

• Flag opportunities.

• Talk to us about your projects and requirements – we’d be

happy to help!

NewcastleGateshead Destination

Management Plan 2015-2020Cath Hindle, Head of Operations & Tourism

What and why?• Strategy to inform, plan and prioritise NewcastleGateshead’s

development over the next five years.

• The foundation of an important, well-regarded destination.

• NewcastleGateshead Initiative as custodian (and deliverer in some

parts) of the plan.

Baseline Target

GVA £626m £660m

Creating jobs 19,038 20,000

Indicators of success

Increased staying visitors 1.9m 2m

Increased value of tourism £1.37bn £1.43bn

Increased economic impact of business tourism £104m £110m

Increased international visitors 201,000 300,000

Targets

Challenges

and

successes

Differentiation

Perceptions

Infrastructure

Business

tourism

Visitor

experience

Partnerships

Events

Product

Inspiring international and national

visits

Developing a leading

destination for business

visitors

Developing our product and events

Improving the

infrastructure and visitor experience

Delivering productive

partnerships

Priorities

Next steps• Consultation and feedback.

• What role will your organisation play in meeting these targets and

priorities?

• Talk to me – cath.hindle@ngi.org.uk

Graeme Mason

Newcastle International Airport

New YorkNonstop flights between May

and September 2015 connect

the North East with The City

That Never Sleeps

Explore the USTake advantage of the United Airlines

network and travel onward to over

300 destinations across the Americas

Boston, Cancun, Chicago, Las Vegas, Los

Angeles, Miami, New Orleans, San Francisco,

Seattle, Toronto and more!

Destinations include…

Advertising

Flight guide

Sales blitz

Heart Radio

United cab

#IHeartNE

Thank you

26 February 2015

Partner Update Meeting