Partner Update February 2012
- 1. Welcome and Introduction Sarah Stewart, Chief Executive 09 February 2012
- 2. Improving intelligence for all Ian Thomas, Research Manager
- 3. NewcastleGateshead in numbers • 1.6 million • 16.2 million • 1.5 million • £1.2 billion • 2.45 million • 17,981 • £277 million • 86% • £53.37 • 6332 people • 2.1 million visitors • 600,000 passengers • 149,000
- 4. KNOWLEDGE IS POWER SHARED KNOWLEDGE IS EVEN MORE POWERFUL
- 5. T-STATS - better data! • As of 1 February moved to new data collection tool: T-Stats. • Holistic approach to measuring performance of the destination. • Immediate benchmarking for participating businesses. • Ability to understand true impact of events. • Co-designed by businesses. • Available free to partners.
- 14. Benefits to you • Ability to benchmark your business. • Understand what is influencing performance. • Historic data repository. • Instant access to data. • 100% secure. • Exportable for use in business reports. See you at the bar!
- 15. London 2012 Games in the North East Emily Till, Marketing for the London 2012 Games
- 16. It’s not all about London... or even sport • Torch Relay. Football: • Football at St. James’ Park. Newcastle is one of only nine places outside London that • Business opportunities. you can see Olympic sport. • Get Set. Torch: • Cultural Olympiad. The Torch is visiting every • Inspire Mark. local authority in the region.
- 17. Business • Over £100m worth of contracts. • Aquatics Centre = Geordie-est. • They think it’s all over… • CompeteFor. • Team Tomorrow.
- 18. Torch Relay • Visiting 62 cities, towns, villages. • Street route not published yet. • Go and cheer it on. • Be prepared for it passing by. • www.Tourism2012Games.org
- 19. Newcastle ambassadors • Newcastle City Council and Newcastle Volunteer Centre. • Looking for people who are enthusiastic about the Games and the city. • During the football and probably other Games time activities (Torch etc). • www.volunteercentrenewcastle.org.uk/ volunteer/olympics.php
- 20. Local leaders • A way of celebrating the Games. • For individuals or companies. • Get ideas and tools. • Line the streets, social activities. • Doesn’t allow access to the brand. • www.London2012.com
- 21. Other opportunities • Get Set - for 3 to 19 year olds. • www.getset.london2012.com • Cultural Olympiad. • Football tickets back on sale in April. • www.tickets.london2012.com • Healthier lifestyle schemes.
- 22. On your marks... • Follow us on Twitter: @NE2012Games. • Like us on Facebook: North East for 2012 Games. • www.NorthEastfor2012Games.com - coming soon. • Sign up for e-bulletins - One North East or via the website. • Send us your events.
- 23. Festivals & events Carol Bell, Head of Culture and Major Events
- 25. EAT! NewcastleGateshead (13 - 29 July) Cake Britain 2012: • Opening weekend of Eat! (13 - 14 July). • 2012 cakes that represent the best of Britain. • Saltwell Park. • Local engagement / National profile.
- 26. Eat! Big weekend • 27 - 29 July. • One of the biggest outdoor markets. • Increased footfall in Town Centre. • Links with retail - Fenwick, Eldon Square. • Encourage visitors who come for football to say longer.
- 27. Bridges Festival (4 - 5 August) • Celebration of Newcastle as an Olympic Host City. • Encourage visitors who come for football to say longer. • Creating a festival feel & sense of pride across NewcastleGateshead. • Great opportunities for businesses to benefit by getting involved.
- 28. Juice Festival (24 Oct - 4 Nov) • Celebration of NewcastleGateshead. • Opportunities to attract VFR Market. • Creating a real festival feel in the city. • Celebration of the creativity of young people. • Making the most of our cultural assets.
- 29. Winter Festival (24 Nov - 31 Dec) • Promotion of NewcastleGateshead’s seasonal offer. • Creation of unique events: – Enchanted Parks (Saltwell Park). – New Year’s Eve Carnival Parade. • Both attracted record numbers.
- 32. Opportunities • Join-in to ensure your business benefits from increased visitors. • Promote these activities through your own marketing networks. • Sponsor events. • Encourage staff to volunteering. • Tell your colleagues friends and family. • Access to and use of the NewcastleGateshead Cultural Planning Calendar.
- 34. Business Tourism Adrian Evans, Senior Business Tourism Manager
- 35. Current position: 2011-2012 • Enquiry value circa £4m. Profile increased: • Accommodation bookings Record participation in new up by over 15% vs. 2010. Conference Guide. • CB of the Year nomination. Record partners: • Identified gaps for 2012/13. Confex 2012 sees best ever participation. • Confident of short lead time business.
- 36. Opportunities • IMEX 2012, Frankfurt. • EIBTM 2012, Barcelona. • Trade magazine supplement. • Discover NewcastleGateshead. • 2 x Creative Conferencing mailing. • Ambassador events.
- 37. Moving forward in partnership • Currently we have 169 Future concerns: active partners. 2012 -2013 will be a • Estimated nearly 250 sales challenging year. and events staff. Opportunities: • Innovation rather than With shorter lead times there budget. is still time to attract the right • Increasingly competitive business. market place nationally.
- 38. “Partners in success” • Presuming we know best. • Additional expertise. • Rejuvenate the events we do. • Think about our target market. • Nurture existing contacts. • Entrepreneurial approach. • Raise destination profile.
- 39. NewcastleGateshead 2.0 Steven Gibson, Senior Marketing & Communications Manager
- 41. Progress so far… Website: Social networks: • Unique visitors per month up 144%. • Facebook: 2,100 likes. (Jan 2010: 32k / Jan 2012: 78k). • Twitter: 2,300 followers. • LinkedIn: 800+ members. • Total site visits per month up 100%. (Jan 2010: 47k / Jan 2012: 94k). Data management: • New CRM in place to deliver dynamic & SEO / PPC: tailored e-comms. • Ranked 1st for host of key terms. • Google trusted site. E-comms: • PPC campaign integrated with SEO. • Total email subscriptions up 108%. (Jan 2010: 48k / Jan 2012: 100k).
- 42. Opportunities for you: 1. Help us promote you effectively: • Product records. • Imagery and video. • Events. 2. Engage with our digital platforms: • Our Blog. • Monthly emails. • Social networks. 3. Be proactive & think of us: • Banner advertising. • Hotel bookings. • Restaurant bookings.
- 43. Help us promote you effectively Product records: • Check and update your information regularly. • Business tourism records are separate. Imagery and video: • Provide us with good quality images. • We can embed video onto our site. • You can access FREE images in our Media section. Event promotion: • Send us your event details and imagery. • Our listings feed directly on to other sites.
- 44. Engage with our digital platforms Blog: • Develop ideas for content . • Give previews & behind the scenes tours. E-comms: • Offer competition prizes. • Put forward special offers & deals. Social networks: • We are active on: – Facebook (NewcastleGateshead). – Twitter (@altweet_pet). • Join our LinkedIn group: Connected: NewcastleGateshead.
- 45. Be proactive & think of us Banner advertising: • Now get 500k impressions across our site: – Gold partners: £428 – Silver partners: £465 – Bronze partners: £500 Hotel bookings: • Any commission is reinvested in the destination. • Widgets available for integration with large events & relevant websites. Restaurant bookings: • Online table bookings using ‘Toptable’ & ‘GoingOutUK’.
- 46. Discover deals & special offers
- 47. Changes to Discover Pass Back to basics: • Add value to the visitor experience. • Generate additional income for partner organisations. • Educate as many people as possible to do new things in the area. • Collect consumer data. Our aim: To create the online hub for special offers in NewcastleGateshead.
- 48. What are the benefits? • Offers are FREE to download. • Meets a change in consumer habits. • Increases exposure of your offer. • Online vouchers are measurable. • More flexible around offer dates. • Integrates with VisitEngland’s 2012 campaign.
- 51. We need your offers Suggestions: • Buy one get one free / Children go free. • Free entry. • 20.12% or better discount. • Deals (e.g. two for one or three for two). What to do next: 1. Complete our sign up form. 2. Send it back to us before close of play tomorrow (FAO Roisin Cook). 3. Email us a relevant image and company logo (to [email protected]).
- 52. National marketing & Pocket Guide Tina Snowball, Director of Marketing & Communications
- 54. Campaign proposals - Pocket Guide • Showcase the very best of our destination. • Inform visitors of the range of things to see and do. • An informative and practical guide. • Encourage visitors and local residents to make the most of destination. • Generate business for the advertisers and businesses listed in the guide.
- 55. Activity in hand - international: • Holland. • Ireland. • Norway.
- 56. Media activity and visits Kathie Wilcox, Senior Marketing & Communications Manager Imagery area: 23.6cm wide x 9cm high
- 57. Making headlines • Media relations. “Hipster capital of the • Pitching the story. North East” Toon breaks into Expedia • Bringing the destination to life. Top Ten destinations • Making it easy: media Turner Prize pulls in packs, images, footage, events record crowds listings, itineraries, etc. Sizzling summer of celebrations • Working with partners; cross- 20.12 is GREAT promoting stories and news.
- 58. Media visits What works: • Fast and flexible response. “We’ve built a strong and mutually beneficial • Exclusive access, tours and relationship which can only experiences. come from actually seeing a place and meeting the • Meeting real people - not just personalities behind the ‘suits’. press releases.” • Seamless service - from Janet Watson, enquiry, to visit, to coverage. freelance travel writer.
- 59. Get involved • Ask for help with your media visit ideas and opportunities. • Put forward hosts and ambassadors. • Highlight foreign language speakers or ‘experts’. • Update on your news and stories. • Give us ‘stuff’! Free rooms, free meals, free tickets... • Make the most of a visiting journalist and make sure they remember your business.
- 60. Visitor information & partnership Cath Hindle, Head of Development
- 61. Visitor information Information partners: • Based in areas of high visitor footfall. • Additional profile and customers. • Flexible offer. • Digital information as well as face to face.
- 62. Partner updates • Thursday, 21 June (8.30am - 10.00am). Imagery area: • Thursday, 18 October 1 image at 7.86cm wide x (8.30am - 10.00am). 10cm high Venues TBC. Open to all partners.
- 63. Business leaders’ briefing • Wednesday, 18 April (9am - 10.30am) @ Marriott Metrocentre. Imagery area: 1 image at 7.86cm wide x • Wednesday, 12 September 10cm high (9am - 10.30am) @ Copthorne Newcastle. Open to Gold and Silver level partners.
- 64. Welcome to NewcastleGateshead Induction evenings: • Tuesday, 13 March (6.00pm – 8.00pm). • Tuesday, 9 October (6.00pm – 8.00pm). A warm welcome to NewcastleGateshead and the work of our partnership. Open to all partners.
- 65. Distribution 2012 • The biggest B2B tourism showcase in the North East. • Your last chance to find out what’s happening in 2012 and to shout about what you are doing. • Friday, 16 March (11.00am - 1.00pm) @ Newcastle Centre for Sport. Celebrating
- 66. Leap into local produce for 2012 • Tuesday, 29 February (11am - 5pm) @ Marriott Metrocentre. Imagery area: 1 image at 7.86cm wide x Discover quality local producers and 10cm high create a showcase for regional food in your business in 2012.
- 67. Partnership 2012 • Partnership pack. • 5% prompt payment discount. • Key contacts. • Get involved!
- 68. Thank you