David Jackson Head of Marketing, Bath Tourism Plus 2013 – Our Year Ahead Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Our Year Ahead Building on 2012 – maintaining momentum Sharper focus on our core target audience Brand positioning Continued investment in PR and digital Major campaigns timed to add greatest value ‘Always On’ activity to maintain constant noise Partnership Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Our Target Audience Arkenford - Psycho-metric Value Based Approach Cosmopolitans Confident, active, stylish Seek new experiences – physical and intellectual High spenders Large market Style Hounds Brand and fashion conscious Early adopters High spenders Motivated by fun and excitement Discoverers Independent and inwardly directed

Our Target Audience Staying/short break market London & South East M4 Corridor, South West, West Midlands v BATH

Our Target Audience Premium Regional Shoppers min drive time Affluent ABC1 households

Positioning the Bath Brand Our Brand Essence: Pleasure & Wellbeing Living Heritage Style, Beauty & Elegance

PR Our legacy from 2012 Increased resources Major investment in systems Proactive media relations Reactive – quick, efficient, on-brand Greater integration with digital channels Pride & Prejudice, Festivals, No.1 Editorial calendar Leveraging ad spend Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton We need your help!

Digital CONTENT HUB visitbath.co.uk Foreign languages Campaign websites Campaign sites Business Travel Trade Mobile Widget Social Media CRM

visitbath Upgrade – Phase 1 Spring 2013 Improved content, UX Greater engagement and SM integration Focus on conversion Enhanced member opportunities Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

visitbath widget Visitbath on your site Comprehensive searches for: Accommodation Things to Do Eating & Drinking Events Fully integrated and co-branded Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Digital Social Media Building on momentum through facebook and twitter Extending reach across multiple platforms Harvesting UGC Building advocacy Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Digital CRM 300,000+ contacts Monthly newsletters Themed and special interest Triggered s Solus opportunities Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath

Mobile The Official Bath App Partnership between BTP and the BID A great start – 12,000+ downloads in first 4 months Free listings for all BTP members and BID levy payers Premium package opportunities Special Offers Push Notifications Phase 2 – Spring 2013 Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Print 2013 Bath Visitor Guide New format 80,000 distribution Proven conversion Pre-Arrival New seasonal post- arrival guide – Spring/Summer Visitor Map Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Overseas and Trade PR - Building on 2012 Lead partner with Visit Britain and VisitEngland N America BA Campaign Fam visits, MaMa Agent programmes International Business Continued focus on core markets of N.America, N&C Europe Longer term strategy for BRIC British Heritage Cities consortium WTM, BOBI, IMEX Bristol Airport Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Business Tourism Focus on our core markets Adding value bathconference.co.uk Venues Directory CONFEX Showcase PR International opportunities Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Partnerships Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Campaigns Partnership between BTP and Bath BID Working together to pool budgets, extend reach and ensure a joined-up message to our target audience VisitEngland ‘RGF’ funding £1m Min. of 3 major campaigns each year Additional national campaigns Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Campaigns

Jan – Mar Romantic Heritage Cities / Love Bath £2m+ media partnerships with the Guardian, Daily Mail and Classic FM Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Guardian.co.uk/travel/england

visitengland.com/moreromantic visitbath.co.uk/lovebath

Campaigns Spring Campaign March - May £70,000+ media spend – split between National and Regional audience OOH, Press, Digital Bath in Fashion, Shopping Spring breaks, Festival season Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Campaigns Autumn Campaign September - October £120,000 Great Bath Feast Shopping and Autumn Breaks Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton

Campaigns Christmas Campaign November - December £100,000 Bath at Christmas Christmas Market Shopping Events Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton Bath Tourism Plus Members’ Forum Tuesday 22 nd January 2013 Bath Hilton