Tourism Marketing Update - 10.06.05
10th June 2005
Walking campaign
To date we have received over 8,800 requests for the first walking guide, which is well above what we had anticipated for the first stage of the campaign. We are currently developing the second walking guide, which will contain 23 walks and will encourage visitors to build in other activities as part of their day out.
The tender is now out for the second phase of the media campaign. This will be a £100k campaign targeting visitors interested in walking. We will also be working with BGB, our PR agency, on the PR programme to support the second guide.
Working with Tyne Tees Television and their 'Britain on the Move' campaign we will be promoting walking to the local audience to encourage people to move around the region. The second guide will be launched mid-late July 2005
All accommodation providers and attractions will automatically receive a copy of the second guide.
Spring campaign
We have received 19,000 requests for the Holiday and Short Breaks Guide as a result of the Spring campaign which targeted the national media and specialist publications.
Summer campaign
Pearsons Advertising have been selected to deliver the next stage of national advertising in partnership with the tourism team. We are currently finalising the media schedules and creative executions and will be hitting the national press in a couple of weeks. This will be supported with an online campaign to drive traffic to www.visitnorthumbria.com. More details of the campaign will be available in the next bulletin.
Regional Media Tender
We will be awarding the contract next week to an agency to take forward a regional campaign during the summer months to encourage local people to visit regional attractions and attend local events. The successful agency will work closely with the regional media to encourage a partnership approach.
Award Winning Attractions Campaign
We will be running a regional and national campaign over the summer months to promote the regions award winning attractions. Watch this space
Tourism Marketing Strategy & Action Plan
This will be circulated to the NETA Board members w/c 13th June for comment and will be published in late June.
Other Activity
The Tourism Marketing Team will be meeting with representatives from VisitBritain Norway and FjordLine to begin discussions on a 2006 North East England car touring campaign.
We are also in the process of commissioning new tourism imagery at key locations across the region which will then be used in future tourism marketing campaigns. This new photography will be available to view in a future e-bulletin.
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