Shropshire Tourism AGM 2014 Simon McCloy Chief Executive

Why are We Here? i) To promote Shropshire as a visitor destination worthy of consideration by our target markets ii) To present Shropshire’s drivers, products and themes as a compelling visitor ‘offer’ (experience) to our target markets, using a distinctive style and tone in all communications iii) To provide potential visitors with easy and clear routes to find further information about Shropshire and ultimately ‘purchase’ the product

Fine Words - but what do they mean? We are here to promote your business as part of Shropshire’s tourism product. We are here to help you reach Shropshire’s visitors markets We are here to help you grow your business. So what are we actually doing?

What do we do with it? Supported by a targeted distribution campaign in our core domestic staying market areas. Promoted in Response Media (on and off line) Used to Service direct requests Support Press PR activity So what’s it Worth? The Shropshire & Welsh Borders Brochure 2013 brought in over £2.4 million worth of business to Shropshire. An ROI of over £16o to every £1 spent on its production and distribution.

Christmas Priority Brochure Request Campaign s Sent: 8,182 s Read: 2,148 Read Rate: 26.25% Brochure Requests: 759 This campaign generated an estimated £136,000 worth of business. Giving an ROI of £1,511 to each £1.00 of cost The new 2014 Shropshire & Welsh Borders brochure is stuffed fuller than a Christmas Turkey!

2014 Shropshire Days Out Package Print run of 90,000 copies QR code with interactive links direct to advertisers own website Bespoke attractions website, Special offers and visitor vouchers in the guide and online Supported by a targeted distribution area within a 1 ½ to 2 hours drive time of Shropshire as well as key locations in county. This brought in over £4.98 million pounds worth of business to Shropshire ROI £ to £1.00

The Shropshire Tourism Web site generates over 600,000 Visitors of which over 75% are first time visits. Brochures requested via the web convert at 56% to business

Another Great Year for Press Coverage We generated over £29.6 Million worth of Advertising Equivalent Coverage for the county in 2013/14

Shropshire Assessment Scheme 137 businesses now assessed by us 50/50 split between serviced and self catering 30 Cyclist, Walker & Pet Friendly Awards 8 New Gold Award Businesses Our scheme works to national standards but our assessors also provide business support and advice, signpost grants schemes, and marketing services and all have detailed local knowledge

Brochures and Leaflets As well as the Shropshire & Welsh Borders brochure and Shropshire Days Out, we also produced... Shropshire Hills & Ludlow Brochure Bridgnorth, Much Wenlock & Severn Valley Visitor Guide Shrewsbury Brochure Shrewsbury Town Map Bridgnorth Town Trail Market Drayton Town Trail Shropshire Hills Discovery Map A number of other leaflets

Town & District Websites Just want to thank Shropshire Tourism for all their hard work on providing us with a fabulous new website. I presented it to the Mortimer Country members at our AGM, and everyone was very impressed. Explore Mortimer Country

Bespoke Website Design A very big thank you for all your help & patience in setting up the website I am really pleased with it and thinks it looks fab… It has been great working with you on this, your approachable manner and knowledge has made the whole experience much easier than I ever imagined.“ Sambrook Manor Holiday Cottages

Shropshire Niche Websites

So what Else do We Do? We lobby on your behalf, locally and nationally, on issues that affect the tourism industry in Shropshire We provide bespoke one to one marketing support We provide bespoke one to one business advice We deliver bespoke training courses We provide a range of other support services And like any business – we have to balance our books so we are active in seeking new business opportunities and ways to make our support services more relevant for you. Having been involved in other travel industry associations I have to say that I have found the Shropshire Tourism team to be the most accessible and helpful group….The advice on many subjects from the whole team and the speed of their responses has been excellent. Thank you.“ Ragleth House B&B, Church Stretton, Shropshire

So where next? More of the same – make your pounds go further! No magic pot of ‘public’ money. Even more changes afoot ? No doubt! The board wish to build even closer links with the tourism associations and other groups. Explore new income generating activities through DTS and Marketing Shropshire.