Marketing Past, Present and Future Danielle Sorsby Campaigns Marketing Campaigns Manager
This time last year... #UniqueDistrict DEF Projects One year into Gateway the website Partnerships Social Media
Tonight... #UniqueDistrict International Update Projects Social Media& Future Web Campaigns
Unique District Update • 4 phases; Trendsetters, Groups, Empty Nesters and Camping and Caravanning NEW user sees UniqueDistrict entry picture User uploads pictures on their This user is own Social influenced to Media to a new visit the region audience User takes User books & pictures whilst in visits region for the region a short break
Unique District - Thank you! • • Marian French Accessible Derbyshire • New Bath Hotel and Spa • Bakewell Bakery • Peak Ales • Bolsover Castle • Peak District National Park Cycle Hire • Camping & Caravanning • Peak Venues Club • Seth & Martha Hunt • Chatsworth Estate Farm • Silver & Stone Shop • The George Hotel • Chatsworth • Thornbridge Outdoors • Crich Tramway Village • Tom Hodgson & Family • Ellen & Peter Outram • Treak Cliff Cavern • Hassop Station and Monsal Trail Cycle Hire • Heights of Abraham
Uniq ique Dis istrict – Dog Friendly Next Phases Romantic Breaks Food and Drink
• Videos viewed over 70k times • 50 #UniqueDistrict posts a day • 1k #UniqueDistrict engagement a day • 4% web link click increase on Facebook • 67% web link click increase on Twitter • 468% web link click increase on Instagram • Total of 12% web link Unique District Stats click increase across all Social Media
In International Proje jects England's Heartlands England’s Great Walking Trails National Parks Experience Collection Manchester as a Northern Gateway Gourmet Garden Trails The Explorer’s Road
England's Heartlands • Marketing Birmingham, Birmingham Airport and Shakespeare's England • Targetting US Millennials • Press & Influencer Trips Hosted
England's Heartlands • Marketing Birmingham, Birmingham Airport and Shakespeare's England • Targetting US Millennials • Press & Influencer Trips Hosted
Walking Trails • Visited the Netherlands and Germany for Trade and Consumer shows • Attended WTM in London to talk to the trade • Recruited several project partners including Stay in a Pub and Camping and Caravanning Club • Developed walking itineraries to take to market • Produced photography and videos for each of the trails • Recruited a creative agency and PR agency to launch the Marketing campaign • Developed, designed and populated a website launching in January
Discover England’s Great Walking Trails
Epic Trails TV “I must admit I may have held a slight prejudice in thinking that UK wouldn't quite compare to the exotic beauty of other locations, but man was I wrong. I was constantly surprised at the amount of natural beauty and stunning views to be found along the Pennine Way. Setting off from the Old Nags Head in Edale, and every step along the way to Scotland, the trail had plenty of adventure. I think the US audience will be surprised by the episode. The Peak District & Derbyshire offers so much more than just great hiking. Friendly locals, great local fare, and the opportunity to climb at Stanage was fantastic. I firmly believe this episode will deliver a well-rounded and exciting episode that will have people exclaiming, ‘I had no idea that was in England!’”
Peak District and Derbyshire Benefits • Making most of marketing opportunities • Raising profile nationally and internationally • Itineraries in Edale/Hope Valley • UK Walking Holidays promoted Internationally
National Parks Experience Collection • Bookable unique experiences in the Peak District National Park • Promoting to a German and Australian market • Delivering completely unique experiences that celebrate the people and the places within the park • Developed 8 experiences within the Peak District National Park working with around 14 businesses • 8 Accommodation providers on board with 3 as back up accommodation
National Parks – Experience Example Experience Blue John Experience Agenda Spend a day at Treak Cliff Cavern Tour Go on consumer tour of the show caves Get suited up, ready to mine with a real Blue John Mining miner Head down into the caves and pick a piece of Blue Caves John Workshop Head into the workshop and polish your stone Make a decoration and/or a piece of jewellery to Create take home with you
Experiences Developed National Park Experience Collection
Manchester • US Market • Northern Gateway • 3 one day excursions • 1 overnight excursion • Chatsworth excursion already on sale with Great Days
Gourmet Garden • Pilot year: Gardens and Gourmet Pass • Dutch and German market • Itinerary development within each destination • Videos and photography done • 60 businesses engaged • 10 itineraries produced
Explorer’s Road East of England Touring Route Led by Newcastle Gateshead Touring route of the A1 Stopping at destinations in the East of England Will benefit our North East Derbyshire and Bolsover product
DEF Im Impact Trade Raising New markets relationships awareness Relationships Product International with other development Trade Shows DMOs Accessing New Measure New Learnings Collateral growth
International Stats Percentage increase on web sessions 2017 v 2018 Top 10 1.US – 26.25% International visitors 2. Australia – 18.69% 3. Netherlands – 20.73% 4. Germany – 29.27% 24% Increase on 5. Canada – 28.30% 24% New Users Increase 6. France – 29.39% on Web Sessions 7. Ireland – 15.35% 8. Belgium – 56.87% 9. Spain – 20.89% 10. Italy – 63.33% 93,268 International Web Sessions in 2018
Social Media and Web
Web stats 1.06 Million Users 1.4 Million Sessions Page Views 11.71% 25% of users are Users 25-34 year olds 18.79% Web Sessions 20.99% 83% Organic Search 50% Mobile 10% Direct 4.4% Referral 32% Desktop 60% users 2% Social Media are female 18% Tablet
Social Media Facebook Instagram Twitter 34,974 likes 26,153 followers 35,001 followers 96,128 Social 4.4 Million annual Media Following 45,275 avg monthly reach/impressions 136,832 avg 185,889 avg monthly reach monthly reach impressions 15,576 avg monthly 31,245 avg monthly 5,110 avg monthly engagement engagement engagement
Next 12 Marketing Campaigns months
Food and Drink • 29% of people think Britain has an attractive food and drink offering • That ranks us in joint 5 th place behind Italy, France, Spain and the US • 60% said that British food products are good quality • 56% said that Britain is a good place to try local speciality
• Food & Drink falls under Experiential Tourism • Derbyshire product is unique and story- telling • Food & Drink could and should become its own branch of tourism in the area Food and Drink
Food and Drink Campaign Delivery • Business Support for Food and Drink businesses • Networking Events to meet the MPDD team • Focus group with local ambassadors • Onboarding of Food and Drink businesses • Improving existing content
Food and Drink Campaign • A5 Food and Drink Magazine • An inspiring video • Instagram account • Advertising and PR
Corporate Bookings • Relaunching 'Conference Derbyshire' concept • Rebrand & launch of microsite • Business Visits • Conferences • Team Building Days • Weddings • More midweek bednights!
• Branding • Onboarding Corporate • Content Gathering Campaign • Website launch Spring 2019 • Conference and Hospitality Trade Shows
STEAM data Spend Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total 2009 80 78 97 148 160 151 172 216 150 130 75 73 1530 2017 140 133 138 190 204 193 247 271 191 180 132 119 2138 75% 70% 42% 28% 27% 27% 43% 25% 27% 38% 76% 63% 40% £2.15 Billion 40.45 Million 28,630 6% Increase 1.3% Increase 2.5% Increase
Thank You Danielle Sorsby danielle.sorsby@marketingpdd.com
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