Showcasing Newquay’s magic… 20/05/2015
Using our Excess Energy to showcase Newquay 2014-15 BID PR Brief: To continue to highlight the brilliance, the beauty, the experience and the excellence of Newquay amongst target markets (both geographically and demographically). Do this by securing on-going positive national, regional and local media coverage through the showcasing of Newquay’s BID members and the best of the town. We achieve this by: • Running targeted press trips for national and regional journalists and the up- cycling of Seven Magazine as a compelling press pack rather than the time and financial expense of creating a traditional teaser pack. - Supporting local and regional BID PR efforts and helping drive relationships and coverage - Providing on-going proactive responses to reactive media enquiries 20/05/2015
Newquay Showcase Press Trips 2014- 15 Continuing to promote Newquay as a top holiday destination (and chase away any possible outdated negative perceptions). 2014-15 targeted press trips have concentrated on : • Populations within a 3 hour max drive or travel radius; i.e. Exeter, Bristol, Birmingham, Scotland etc. • Newquay as a family friendly destination • Newquay as a coastal-chic, sporty destination • Newquay as a relaxing spa break holiday destination 20/05/2015
How we do this Bespoke invitations and press releases issued to honed media target lists: • Over 100 top key regional media features editors and writers • Over 50 top national glossy lifestyle, women’s and sports magazines and newspapers • Ongoing responsiveness to media requests for destination and event info requests 20/05/2015
How we do this – press trip proformas 20/05/2015
Constant liaison and follow-up • Building ongoing relationships with local businesses • Ensuring all parties involved receive the full itinerary of journalist activity • Providing 24 hour support during the journalist’s stay • Ensuring businesses involved receive the coverage as soon as it is released 20/05/2015
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A taste of what has been achieved this year…. 20/05/2015
Liverpool Echo “ Fistral Beach, with its golden unspoiled “We wish we could sands, rock pools and have spent longer surfers, is situated in its enjoying Newquay’s own cove. ” – charms” – Christopher Beesley, The Christopher Beesley, The Liverpool Echo Liverpool Echo “ The Esplanade staff were always on hand to make the stay special for the children. ” – Christopher Beesley, The Liverpool Echo 16.08.14 - Liverpool Echo Readership: 349,200 AVE: £11,500, PRV: £34,500 20/05/2015
The Plymouth Herald “ For people who like • “ The staff at the doing things – Headland Hotel were Newquay is a fantastic place, full of activities fantastic” and opportunities to Sian Davies – Plymouth Herald have fun.” – Sian Davies – Plymouth Herald 21.09.14 - The Plymouth Herald Readership: 78,339 AVE: £3,261 PRV: £9,783 20/05/2015
Chat Magazine “I’d heard of Newquay “On Wednesday we went being Cornwall’s favourite to Lewinnick Lodge for resort and by the time we lunch on its magical left, it was ours too!” – location on the seafront” – Gemma Pavey – Chat Magazine Gemma Pavey – Chat Magazine “The Headland Hotel is simply stunning” – Gemma Pavey – Chat Magazine 20.11.14 Chat Magazine. Readership: 1,130, 815.4 AVE: £10,774 PRV: £32,322 20/05/2015
“ It’s mesmerising: The Bristol Post watching the surfers; watching the breakers roll in off the Atlantic.”– Kate Edser, The Bristol Post “ The Fish House didn’t disappoint ”– Kate Edser, The Bristol Post 10.04.15 The Bristol Post. Readership: 127,148. AVE: £4,896 PRV: £14,688 20/05/2015
Stour and Avon Magazine “Newquay is more “W ell worth a visit is than a surfer’s Newquay Zoo where paradise.” you pay once and can visit every day for a Marilyn Barber, The Stour week! ” and Avon Magazine Marilyn Barber, The Stour and Avon Magazine “ The staff at the Atlantic couldn't do too much for us and the waiters were very knowledgeable when “ The golden age of it came to wine !” piracy comes to life at Pirate's Quest. ” Marilyn Barber, The Stour and Avon Magazine Marilyn Barber, The Stour and Avon Magazine 20/05/2015
“ The Squarehouse is a Dorset Echo mahoosive six-bedroom, beautifully decorated and furnished behemoth right in the centre of town.” Nick Horton, The Dorset Echo “ Now, if the idea of launching yourself off “ It was a the top of a 150ft cliff truly hanging by a rope memorable attached to a wire floats experience ” your boat, you’re in the right place at Lusty Nick Horton, The Glaze. ” Dorset Echo Nick Horton, The Dorset Echo Dorset Echo Readership: 46,565 AVE: £3,714 PRV: £11,142 20/05/2015
Exeter Express and Echo “ Surrounded by the raw beauty of the Cornish “ From the outside The coast on three sides, the views are simply Headland might look imposing perched on its breathtaking .” own wave-lashed Sue Kemp, The Exeter Express promontory, walk and Echo through the revolving doors and inside it is warm and welcoming.” Sue Kemp, The Exeter Express and Echo 10.04.15 Exeter Express and Echo. Readership: 49,741 AVE: £2,574 PRV: £7,722 20/05/2015
Total press trip coverage since May 2014 £36,719 AVE and £110,157 PRV Pending Coverage: • Coast • Tabler Magazine • Magazine • Cornwall Life • Birmingham Post • Herald and Times • Health and Fitness • The Sun • Daily Star • Gloucestershire Citizen & Echo • Daily Record 20/05/2015
Showcasing all manner of local BID members locally, regionally and nationally 20/05/2015
Showcasing Newquay locally • Supporting BID’s in -house PR team • Driving constant local media coverage and relationships with key newspapers to ensure BID members and the community are aware of the ongoing hard work and results driven by the BID team 20/05/2015
Showcasing Newquay locally • Promoting all the events organised or supported by the BID, like Smart Parking Night Surf, The Festive Festival and Newquay Fish Festival through regional and broadcast media 20/05/2015
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Showcasing Newquay locally • Providing inspiration and management for eye-catching photocalls • Relationship building with local journalists offering immediate information, insight, comment and reaction • Face-to-face journalist briefings across all key local and regional media 20/05/2015
PR and the Newquay brand attributing to where we are now • A new cool and all-encompassing brand and image • A fantastic family and couples-orientated destination and footfall, bookings and on-the-street and beaches experience showing this • Increased awareness and interaction between key businesses and the BID 20/05/2015
• Constantly media highlighting of several new and exciting independent businesses which have been set-up • Media pieces highlighting local business growth and confidence post-recession • Ongoing support for key local events and initiatives • National media awareness of Newquay as a compelling lifestyle destination 20/05/2015
Coverage Summary AVE PRV 2014 – 2015 so far £164,431 £495,184 2013 – 2014 £62,169 £186,509 2012 – 2013 £50,925 £152,811 2011 – 2012 £206,425 £617,966 TOTAL (in excess of) £483,950 £1,452,470 20/05/2015
This week’s Smart Parking Newquay Night Surf coverage 20/05/2015
Where we are now “ Newquay might have had tough times but the fact is the town is the first or second most visited place in Cornwall. It’s all very well saying it is this, that, or the other, but Newquay is phenomenally popular and we want a slice of that action.” – Rick Stein 20/05/2015
Where we are now “ We are delighted to be opening our new office in the centre of Newquay. It’s an ideal hub from which we can look after our guests, owners and their properties along the North coast. We are keen to be at the forefront of the regeneration in Newquay and see it as an up and coming area with lots to offer our guests.” - Aspects Commercial Director, Mandy Stinchcombe 20/05/2015
Next steps • Finalisation of 2014/15 press trips and tracking of all coverage • Extensive support of new and vital events – Newquay Biathalon, Newquay Fish Festival, Smart Parking Night Surf, Carnival and Beach Cricket • Future opportunities to target international journalists from key markets (Germany etc) • Focussed strategic communications to address the issue of the town’s vacant units including Newquay Investment Pack creation with Newquay BID team 20/05/2015
Showcasing you? We’re super keen to ensure all great businesses and happenings are in the right limelight: • Share your good news stories with us • Offer to host journalists in return for press coverage • Promote your news stories through the BID networks Please get in touch on 01637 852130 or email Claire@excess-energy.co.uk Sarah@excess-energy.co.uk 20/05/2015
Thank you 20/05/2015
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