Tourism Marketing Update - 20.02.2006
North East England’s first ever TV campaign
Passions for North East England reached new heights on February 14th as the first ever television advert was launched, reaching 7.4 million homes across the country. The ad promotes North East England, its spectacular coast and countryside, vibrant cities, rich history and passionate people.
The commercial follows the journey of a couple through the region as they discover our spirited people, breathtaking landscapes, modern cities and iconic landmarks. It features Bamburgh, Durham Cathedral, the Farne Islands, Guisborough Priory, Hadrian’s Wall, High Force, NewcastleGateshead Quayside, Penshaw Monument, Roseberry Topping and Seahouses.
Directed by acclaimed international director, Adrian Moat, born in North Shields. There will be 1,000 opportunities to see the ad on ITV, Channel 4, Five and a variety of satellite channels, including E4 and More4, during February and March. This is an exciting step forward in promoting North East England as a tourist destination.
Click on the link to view the ad:
http://www.northeastengland.co.uk/page/video.cfm
International Market Update
Storbritannia – North East England feature
Norwegian’s buying the new VisitBritain Guide to England will be able to find out more about what they can experience here in North East England. The magazine’s spring edition includes a four-page feature promoting the region’s excellent potential as a touring destination including, icon’s, attractions, restaurants, shopping, theatre and other things to see and do. It is accompanied by North East England advertising which drives the visitor to log on to the website and request a new 2006 Holiday and Short Break Guide.
Fiets en Wandelbeurs Exhibition
This weekend the International Tourism Team will attend The Walking and Cycling Tourism Fair in Amsterdam. Accompanied by partners including Tynedale Council - Hadrian’s Wall Country, Northumberland National Park and Sunderland Council, the team will be on hand to give visitors all the information they need to enjoy a walking or cycling holiday here in the region. Copies of the walking guide will be available and those interested in cycling will receive a copy of the new cycling guide in March.
Seatrade Cruise Convention, Miami 13-16th March
This year North East England will be represented at the upcoming Seatrade Exhibition in Miami. Considered to be the most influential event in the calendar and located on the doorstep of many of the worlds largest cruise operators, the event presents the region with a unique opportunity to profile the very best of what North East England has to offer cruise operators from across the world.
In 2005, 19 ships and an estimated 25,000 passengers visited the Port of Tyne. In 2006, this will increase to 22 cruise ships through operators including Thomson, Page and Moy, Travelscope and Classic Cruises.
The region will be represented at the exhibition under the banner of ‘Cruise North East England’ which is a partnership including One NorthEast and the Ports of Tyne, Hartlepool, Tees, Blyth, Sunderland and Berwick.
It’s Essential!
Copies of the new Essential Guide to North East England have proved extremely popular with visitors at the international travel shows and nearly 2,000 have been requested to date. The guides are now winging their way to VisitBritain offices across the world and will soon be available on-board both FjordLine and DFDS ferries into our region. This will give the visitor a chance to plan their visit to the region and provide them with ideas for future holidays.
The team have also supplied local tour operators Padraig’s Northern England Tours with the guide for use at a series of exhibition in North America. The guide is translated into German, Swedish, Italian, Norwegian and Dutch. To request copies of the guide for use overseas please contact Phil Marshall on 0191 229 6925.
Find out more…
To find out more about the work of the International Tourism Team and how you can get involved visit www.tourismnortheast.co.uk.
Contacts:
Helen McLoughlin Senior Brand Manager – International
Helen.mcloughlin@onenortheast.co.uk 0191 229 6322
Helen Moderate – International Brand Advisor
Helen.moderate@onenortheast.co.uk 0191 229 6921
Phil Marshall – Tourism Marketing Assistant
Philip.marshall@onenortheast.co.uk 0191 229 6925
Groups & Education Update
British Travel Trade Fair
With only a couple of weeks to go until the UK’s premier travel trade exhibition at the Birmingham NEC, the finishing touches are being put to the North East England stand for the show. For the first time ever, North East England and some of our major tourism partners will be exhibiting from a specially designed regional stand.
Alongside the One NorthEast travel trade team will be representatives from, some of the regions top group attractions and destinations, including -Alnwick Castle, The Alnwick Garden, Hadrian’s Wall Country, NewcastleGateshead, South Tyneside, River Escapes, Sunderland, County Durham, Beamish and Tees Valley.
By visiting the stand Group Travel Organisers, Coach and Tour Operators from the UK and overseas will be able to source all the information they need to help them plan tours to the region.
Two new group incentives will also be launched at the show; Tailored To Suit is a selection of themed tour itinerary suggestions; and Hidden Benefits, contains discounted offers for groups from a selection of the regions attractions, destinations, meal stops and hotels. Both of these new incentives along with offers from our stand partners will help us to attract group business to the region.
The show takes place on the 1st and 2nd March; for literature distribution opportunities please contact Denise Wigham on 0191 229 6845 or email: denise.wigham@onenortheast.co.uk
UK Marketing Update
Award-Winning Attractions Campaign (Feb 2006 – April 2006)
This week sees the launch of the award-winning attractions media campaign. This campaign is aimed at raising the profile of the wealth of attractions we have in the region. There will be a 4 page A4 colour insert into national titles, regional press ads, pr activity as well as a promotional link up with Century Radio. In the lead up to regional press activity Century Radio will send a presenter out on the road to visit attractions across the region…without any money!
The presenter will rely on the goodwill and passion people of the region to help him reach his destinations. Throughout the campaign there will be chances to win a number of prizes including a luxury weekend break at the Macdonald Linden Hall Golf and Country Club. Further information can be found at:
http://www.tourismnortheast.co.uk/index.cfm?fuseaction=content.detail&contentid=173§ionid=91
Experience North East England Campaign (Dec 2005 – March 2006)
Through this fully integrated media campaign to promote North East England as a holiday and short break destination we have already received over 30,000 requests for the new 2006 Holiday and Short Breaks Guide in the last 6 weeks!
The campaign will reach 18 million readers through brochure panels, inserts, adverts, direct mail and e-mailers. Further reinforcement will be provided throughout the TV campaign as well. The media schedule and creatives can be downloaded at:
http://www.tourismnortheast.co.uk/index.cfm?fuseaction=content.detail&contentid=172§ionid=91
Cycling Guide
The development of the new North East England Cycling Guide in association with Sustrans continues. Plans are being formulated for the launch of the guide at The Outdoors Show in March where the region will have its first purpose built stand displaying the new North East England brand.
This will be supported by a media campaign. If you wish to know more about the Cycling Guide or The Outdoors Show please contact Katherine Hodgson on Katherine.hodgson@onenortheast.co.uk
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