Tourism Marketing Update - 17.03.2006
Welcome to your fortnightly update from the North East England regional marketing team designed to keep you informed about our activity in the target markets.
a. International Activity
Penultimate exhibition - ITB Berlin
The last but one exhibition - ITB Berlin, took place in Germany between 8-12th March - attracting over 160,000 visitors. Over the five day show, representatives from the North East England tourism team and NewcastleGateshead Initiative promoted the region to trade, press and consumers from all over the world, highlighting the North East's strong walking and cycling product, history and heritage, countryside, golf, gardens and city culture. A number of entries were made into the 'Win a luxury break in North East England' competition, in addition to further information requests from trade and press, which will be followed up by the tourism team in the forthcoming weeks.
Meet the media - Germany and Netherlands
During ITB Berlin a press event, held by VisitBritain, allowed the Tourism Team to meet 70 top media from around Germany - all of whom were very positive about North East England as a holiday and touring destination. Many contacts made during the event are keen to promote the North East within the German media, taking advantage of low cost routes into the region.
Prior to ITB, North East England were represented at 'Meet the Dutch Media', held by VisitBritain in the Netherlands. The event was well attended by up to 60 media, many of which have visited the region before and are keen to visit again.
The tourism team are now in the process of arranging familiarisation trips to the region, allowing the Dutch and German media to experience North East England first-hand.
Regional love affair prompts book
A Dutch journalist with a passion for North East England has launched a comprehensive travel guide for touring in Northern England, some 25 years after first visiting the region. The book - 'Mihn Reisgids Noor-Engeland' (My Travel Tips to Northern England) was produced following a meeting with England's North Country at a 'Meet the Belgian Press' event, organised by VisitBritain. Now available in the Netherlands and Belgium, the travel guide features 100 top tips for travellers coming to the North East, and covers 99 top places across Yorkshire, Cumbria and North East England. It is hoped this book will inspire many more visitors from overseas.
Enjoy England campaign update
The region's participation in the Enjoy England campaigns continues in the Dutch and German market. Campaign activity to date has included viral marketing, direct mail, press and a dedicated website. Click here to see examples. You can also view the websites for yourself by visiting www.enjoyengland.com/nl_nl and www.enjoyengland.com/de_de/. An evaluation of campaign activity will be included in the June edition of e-bulletin.
Visitors to the Dutch website this month can win a break to North East England. Prizes were kindly donated by Slaley Hall Hotel and Alnwick Castle. The competition is advertised via a banner link, providing us with a prominent position on the website.
b. UK Activity
Experience North East England campaign
The Experience North East England campaign has to date received over 35,000 individual requests for the 2006 holiday guide and over 45,000 hits to www.visitnortheastengland.co.uk. A further 1.6 million inserts are booked to run at the end of March/ beginning of April as a follow up to the success of the region's TV campaign and these will feature in various quality nationals including: Mail on Sunday; Guardian Weekend; Saturday Telegraph; Sunday Telegraph; Saturday Times and the Radio Times.
Walking Phase 3
Phase 3 of the walking campaign which aims to acquire new interest for the walking guide has already attracted over 1200 new individual enquiries. Discussions are ongoing to develop plans for phase 4.
Cycling
The new cycling guide featuring 10 routes highlighting day rides, traffic free trails and forest trails will be launched at The Outdoors Show this weekend. The guide also highlights the national cycle network routes that are in region as well as provide a whole range of useful information including: contact details; cycle hire; a directory of attractions that are cross-referenced against the routes featured; a list of TICs and where to get more detailed information about the routes. For further information about the Guide please contact: Katherine.hodgson@onenortheast.co.uk
c. Travel Trade
Great Days Out
Following the success of British Travel Trade Fair, the travel trade team exhibited at Great Days Out where again many new enquiries and contacts were made. Over 300 pieces of print promoting North East England were distributed by the regional travel trade team. Other exhibitors from the region included: Beamish, The North of England Open Air Museum, Hadrian's Wall Country, Hartlepool Maritime Experience, NewcastleGateshead, South Tyneside, Steve Reed Tourism, River Escapes and Wear Valley.
Evaluation
A full evaluation of the travel trade activity for 2005/2006 to date will be undertaken, supported by independent research. The aim of this process is to review the travel trade team's activity and to look to strengthen the region's presence in this competitive market for 2006/2007.
Recommend a Friend
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