One NorthEast Stella House Goldcrest Way Newburn Riverside Newcastle upon Tyne NE15 8NY

Tourism Marketing Team UK Activity International Activity Group & Educational Activity Kelly Walton Helen McLoughlin Denise Wigham 0191 229 6302 0191 229 6322 0191 229 6845

E tourism.marketing@onenortheast.co.uk W www.tourismnortheast.co.uk

Tourism Marketing Plan for

Overseas Marketing
A combination of ENC and VB marketing activity supported and complemented by dedicated North East England marketing activity, driven by the Regional Tourism Marketing Team and in partnership with the Regional Tourism Network, will enable the region to make a significantly increased impact in key target markets. Key to the success of international campaigns will be:
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Business Tourism
The North East's product for the conference, meetings and events market is strong. Destinations and individual operators will continue to promote themselves. The Regional Tourism Team will work with the emerging Area Tourism Partnerships to develop regional business tourism activity. A report will be developed to identify how the Regional Tourism Team will add value to the work already being undertaken in the region.

Group, Travel Trade and Educational Marketing
We will refresh the existing groups product in the region by developing new itineraries to attract existing operators back to the region and encourage repeat business. In addition to this we will proactively target the high value/luxury segment of the group market.

Area Tourism Partnerships (ATPs)
The structure of tourism in the region will develop over the next few years. ATPs will be set up for each sub-region and will have responsibility for:
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2005 2008

Delivering sub-regional marketing activity that supports regional marketing campaigns Delivering sub-regional campaigns where it is identified, that there is a strong product unique to that area

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Attractions and Regional Tourism Information
There is a need for a comprehensive set of

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Providing sub-regional input to regional tourism marketing working groups Undertaking marketing within their geographic area to visitors who are in region Maximising movement of visitors around the region Working with other ATPs to identify cross boundary opportunities

Working with sub-regional tourism organisations and destinations to profile the region's diverse product and ensure consistency of messages in line with market demand A regional tourism ICT system (a redeveloped Destin-e) will provide North East England with the capability to manage and distribute its tourism product instantly and drive our web and ebusiness activity. The new regional tourism website visitnortheastengland.co.uk will provide visitors with all the information and tools required to research, choose and

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Website and Emarketing

regional tourism literature, websites and information that will support the short break and longer holiday advertising. The following suite of marketing literature will be produced by the Regional Tourism Marketing Team:
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Frequent communication between the region, ENC and VB. The Regional Tourism Team will work with these organisations to identify products that have strong regional focus and develop campaign themes and activity

Experience North East England - Holiday and Short Breaks Guide Quarterly Events Programme/Listing 'Time out' style pocket guide publication Walking Guide Gardens Guide Education Guide
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Measurement and Research
Measurement and evaluation of marketing campaigns and tactical activity will be of paramount importance. Key promotional initiatives will be researched in terms of the impact they have had on the marketing objectives set and the results achieved. Results will be regularly reported to industry partners.

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Development of packages aimed at both groups and the independent traveller

Cycling Guide Group Travel Guide

After extensive market assessment the following countries have been identified as priority markets: Germany Italy North America Netherlands Ireland Norway Sweden

Tourism PR
PR exposure is an essential component of raising awareness and interest in the region. We will work with regional tourism businesses and partners to maximise opportunities.

Action Planning
Detailed annual marketing action plans will be produced for each target market. These will be regularly communicated to tourism partners.

book their visit to the region.

Summary

Introduction

Marketing Plan

Background
The increased investment in tourism marketing between 2005-2008 including;
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Target Markets
In the development of this plan we considered all

Unique Selling Points
The core themes of Countryside & Coast, History & Heritage and City Culture as identified in the Regional Tourism and Regional Image Strategies will be central within all tourism marketing. The unique selling points for tourism in North East

North East England - Brand Personality and Architecture
All marketing campaigns and promotional literature will feature a strong brand personality. The aim will be to ensure that materials and campaigns produced by the Tourism Marketing Team are instantly recognisable and that through this, the profile of North East England is significantly increased. The diverse beauty of our countryside and coast, history and heritage, and our fantastic city culture and iconic architecture will be reflected in all tourism marketing campaigns. All campaigns will feature a new style of inspirational photography showing the potential visitor enjoying the fantastic assets of the region. Copy will be strong and emotive and help bring to life what it is like to experience a break in North East England.

Full details of the activity involved in each of these campaigns can be found in the full Marketing Plan which is available on our website www.tourismnortheast.co.uk

Our Ambition
The Regional Marketing Plan will directly contribute to a number of the Regional Tourism Strategy objectives through the delivery of high quality, dynamic marketing activity:
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tourism markets available to the region and identified the following market segments as offering the best potential return on investment for the region:
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£1.75m per annum funding from One NorthEast (2005/08) Funding from the Northern Way Growth Strategy (2006/08)

Main UK Marketing Activity
Our primary aim will be to ensure a regular high impact market presence for North East England. Activity will include:
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Domestic leisure tourism Overseas leisure tourism Discretionary business tourism Day visitors Visiting friends & relatives/staying with friends & relatives

England have been identified through market analysis and visitor research as follows:
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supported by the Regional Image Campaign, heralds a new era in tourism marketing for North East England. In addition, the restructuring of the Regional Tourism Team, Tourism Marketing Team and the emerging Area Tourism Partnerships, brings new opportunities for renewed vigour. It is envisaged that this plan will stimulate a renewed and more robust approach to attracting visitors to the region. We operate in a highly competitive market place where competing regions' budgets are increasing. Therefore it is increasingly important that the region works together to identify North East England's key strengths and works smarter to promote them. A tighter, more targeted focus will enable the region to achieve a greater return on investment in both domestic and international markets, avoid duplication of effort and maximise economies of scale.

Attracting more domestic and overseas visitors into the region Increasing visitors' average spend Increasing visits throughout the year, not solely in the main holiday season Growing the distribution of tourism across the region

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Undiscovered and dramatic landscapes Unique history and heritage - including the region's Maritime, Christian, Roman, Railway and Industrial heritage

Main UK campaign activity - this will focus on raising the region’s profile as a destination for short break and longer holiday opportunities

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Short turnaround tactical activity - this will support the main UK campaign at times of the year when evidence shows that visitors are most likely to make their purchasing decisions - January, March, June and September

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In segmenting tourism markets for North East England we have used various segmentation models, including those used by VisitBritain and identified those targets with a best fit for the regional tourism product. They are:

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Vibrant cityscapes/urban culture Renowned North East welcome

Working in Partnership
There are a number of organisations who share a strategic responsibility for the promotion and development of tourism within the UK. It is recognised that it will be critical for the region to work with these partners in order to maximise the potential of the North East England brand. These organisations include:
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Regional marketing campaigns will focus on elements of the regional product that have the strength to create interest amongst the target market and build brand and product awareness. This will complement the local marketing activity, which communicates to the visitor the wealth of attractions and experiences on offer across the region. The culture10 programme, delivering world-class events throughout the region, and other high profile regional events, will be built into all marketing campaigns and activity.

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Special interest/themed marketing activity - these campaigns will complement the main UK and tactical activities, focussing on product areas in which the regional offer is strong and provides the best return on investment

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Cosmopolitans - very active in all holiday markets and look for new experiences. They are high spenders and are prepared to pay a premium for what they want

Outline of Marketing Plan
The Marketing Plan has been divided into the following sections:
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Discoverers - independent in mind and action and are less likely to be looking for relaxation on holiday. They buy on function and value and are interested in new options

The following themes and activities have been identified as either a priority or product development area: Priority Walking Cycling Gardens Development Gourmet Golfing Adventure Tourism Cruise Market

VisitBritain (VB) - responsible for marketing Britain to the leisure and business tourism market overseas
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Main UK marketing campaigns - including themed/special interest campaigns Overseas marketing activity Business tourism activity Website and emarketing activity Group, travel trade and educational marketing

High Streets - they are cost focused and often respond to special deals. They care what other people think and are happy to buy packaged options

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Enjoy England Marketing Team is an arm of VisitBritain with responsibility for marketing England domestically and in France, Germany, Ireland and the Netherlands

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England's North Country (ENC) - markets the North of England (North East, Yorkshire and North West) to overseas markets

Together these groups represent 50% of the English population, and research shows that these segments are repeated in key international markets.