Tourism Forum 12 th October 2015

Robin Tjolle, Gemma Goddon & Tanya Aspinwall Shakespeare’s England

Update since last forum New partners International shows Press and PR update Marketing activity and upcoming activity Destination Management Plan What we have achieved

New partners King Edward School Holy Bush pub Stratford Riverside Lodge The Fleece Inn Ettington Chase Orchestra of the Swan

VisitBritain – Destination Britain North America – Fam trips Japan, North America, South Africa – Upcoming missions to Japan and Korea VIBE International focussed events

5 press releases during the last 3 months: - – Enjoy an Autumnal break in Shakespeare’s England – Plenty on offer in SE during October half term & Halloween – Enjoy a magical Christmas in SE – Discover SE during the RWC – Celebrate CB 300 th anniversary with a visit to the gardens of SE – Blog “Retail therapy in Royal Leamington Spa”! – Reader competition in That’s Life magazine PR Activity – Press releases

– Made in Essex (regional newspaper) on 12 & 13 Aug – Claudia Beatriz (USA blogger) on 15 Aug – 2 Japanese media (RWC) on 18 Aug – Westjet magazine (Canadian inflight magazine) on 7 & 8 Sept – Stourbridge News on 12 Sept – SABC Sport TV filming on 27 Sept in Stratford – Japanese media press fam on 25 Sept at Warwick Castle (RWC) – De Zondag (Belgium newspaper) on 30 Sept & 1 Oct PR Activity – Press Visits

Some key examples: – Going to Places (July) “Spend a sizzling summer in SE” - £1.5K – That’s Life (Aug) “Win a break at Warwick Castle” - £10K – Leisure Opportunities (Aug) “No holds bard” - £2.5K – Birmingham Mail (Aug) “15 things to do this bank holiday” - £3.8K – Group Leisure (Sept) “SE has Christmas all wrapped up” - £150 – Timeless Travels (Sept) “Carrick's Folly” - £12K – Express & Star (Sept) “Take a break as you like it” - £7K – Destination UK (Sept) “Enjoy an autumnal break in SE” - £45 – Travel GBI (Sept) “SE counts down to key Bard anniversary” - £650 PR Activity – Press Coverage

Press coverage generated: – July EAV £14K – Aug EAV £18K – Sept EAV £49K TOTAL EAV TODATE £1,791,000 Readership 184 million Circulation 460 million PR Activity – Press Coverage

Chiltern Railways promotion The Times advertising feature Digital activity Shakespeare 2016 Marketing & Communications Update

- Joint promotional day - RSC, SBT, Bicester Village, Warwick Castle and Ardencote Manor - Showcasing what’s on offer to commuters and families at London Marylebone - Competition and leaflet distribution Chiltern Railways promotion

Weekend Travel Supplement Readership figures – 393.8k Circulation / reach – 962k Partners featured – Kenilworth Castle and The Cross – Mallory Court Hotel, Wroxall Abbey Hotel and Ardencote Manor – Warwick Castle and Compton Verney – Royal Shakespeare Company and Shakespeare Birthplace Trust – Stratford-upon-Avon, Warwick, Leamington Spa and Kenilworth The Times advertisement

Website -Blog - Significant growth in traffic over the summer E-newsletter - Autumn breaks and partner Social media Facebook – 17,500 likes (3500 more since the last forum) Twitter – 3500 followers PLEASE Digital marketing

International marketing - VisitBritain Culture campaign - VisitBritain GREAT campaign - Birmingham Airport Domestic marketing - London Underground advertising - Digital – including bespoke content hub - #Shakespeare What’s on and events leaflet - National media partnership Shakespeare 2016 update

Second DMP group meeting held and chaired by Birmingham Airport Actions already coming out of the activity T-Stats Skills Transport Remember - It is everyone’s plan and not just Shakespeare’s England Destination Management Plan

International promotions Recognised by VisitEngland and VisitBritain Launched the destination management plan Co-ordinating tourism across the area – Joint brand Bringing together public and private Press campaigns Joined up marketing campaigns Drawing down additional funding Lean and light organisation With your support

Thank you Any questions