Wales Watersports l Marine Tourism Marketing Initiative Wales Watersports International l Tourism Marketing Initiative Inland Waterways – Joint Marketing Campaign

Introduction l agenda Introductions Background to Joint Marketing Campaign Initial Results Background to Wales Watersports Inland versus Coastal Marketing Strategy Marketing Plans

Introductions Philip Smith 15 years in marine leisure & tourism Hands on experience of developing partnerships with marine trade associations and sports governing bodies Developed projects such as Waterway Holidays UK and Sail Scotland Operate Motomo Tourism Consultancy Consultant to Waterscape.com Director of Wales Watersports International

Partnership between British Waterways and the Environment Agency Launched in July 2003 Consumer Facing Comprehensive information on Britain’s Inland Waterways Detailed mapping Detailed destination information Booking facilities for boating and waterside holidays Waterscape.com l background

Partnership between: Waterscape.com Wales Tourist Board Tourism Partnership Mid Wales Tourism Partnership North Wales Campaign objectives: To increase awareness of the waterways for boating holidays and activity breaks To encourage consumers to book boating holidays and activity breaks Budget of approx. £50K Joint Marketing Campaign l overview

Activity includes: Bespoke web section on waterscape.com/wales Online Bookability for boating and activity holidays Online Marketing Campaign E-direct mail campaigns E-Brochure Features in national inland waterways brochure Joint Marketing Campaign l overview

Campaign results to date: Online marketing campaign reached 175,000 consumers E-direct mail and E-Brochure sent to 150,000 consumers and opened by 49,219 consumers 25,000 visitors to the campaign web section £54,000 direct bookings for boating holidays and accommodation Joint Marketing Campaign l initial results

WTB Catching the Wave Strategy Tendering Process Wales Watersports International – appointed Office based in Cardiff Directors – Philip Smith, Jim Wilson, Chris Haresign, Roger Bennett Inland/Coastal Wales Watersports International l background

Not a single brand and marketing solution Need to avoid mixed messages Tailor marketing activity to suit the product and the segments Mix of well tested promotions and new media Developing relationships with our customers Developing relations with the trade Strategic industry partnerships Loyalty Membership Scheme Wales Watersports International l Marketing Strategy

Marketing Deliverables Print Quality Lifestyle Cruising Guide with destination features Quality Lifestyle Watersports Guide with destination features Welcome Ashore Facility Guide UK & Overseas Boat Shows Advertising in specialist & lifestyle publications Cross-over marketing with similar profiled projects CRM Activity E-Newsletters Press & PR Welcome Ashore & Skills Training Marketing Overview l Plans

Marketing overview l Plans Product audit, data collection & promotion Events database and promotion Website Detailed searchable product database News and Events listings Facility listings Exchange data with WTB Bookable product & packages Personalised content Media Centre Members extranet Cross promotions

Visitor Surveys through Loyalty Members Exhibition & Event Evaluation Brochure & Publication Evaluation Press & PR Evaluation Online Tracking General Online Questionnaire Targets based on evaluation and analysis Research & Evaluation l summary

Wales Watersports l Marine Tourism Marketing Initiative Questions? Wales Watersports International