Tourism Marketing Update - 04.07.05

4th July 2005

Walking Campaign

The first walking guide has been very successful and we have received over 9,000 requests for the introductory walking guide to date.  We are now working towards the launch of the second guide.

We are at the final stages of the production of the second guide and have selected the 23 walks that will be featured.  The final few routes are being tested and images selected.  We are now evaluating tenders for the second phase of the media campaign and are having discussions about how to launch the second guide.

National Advertising Campaign

The objective of this campaign is to raise awareness of North East England as a destination for short breaks and longer holidays.

Spring activity has been very successful and new figures show that we have received over 19,000 requests for the Holiday and Short Breaks Guide.

We have now agreed the media schedule for the next phase of the national advertising campaign that will take place during the summer months.  It consists of a variety of display and classified advertising in the national press and specialist magazines; brochure panels in specialist magazines and 1.5 million 4 page inserts in the national media and consumer press.  It will feature those publications that were most successful during the Spring including the Telegraph and a number of new publications to test.  This activity will be supported by an online campaign.

Regional Media Campaign

We have awarded the contract for the Regional Media campaign to Bradley O'Mahoney.  The aim of the campaign is to encourage local people to move around the region visiting local attractions and attending local events during the Summer months. This campaign will work with the region's media and will include supplements and ideas for great days out.  There will be opportunities for attractions and accommodation providers to feature in a special offers section.  You will be getting a letter very soon offering you the chance to take part in this campaign.

Award Winning Attractions Campaign

We will be running a regional and national campaign over the summer months to promote the regions award winning attractions as part of Passionate People, Passionate Places.  Look out for the launch which is coming soon.

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