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Published byMelvin Banks Modified over 9 years ago
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James Turner Janice Fraser Developing a VFR and local campaign in...
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Definitions People who live within the destination and act as a key catalyst or driver in using its facilities and businesses for leisure purposes “ “
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Why I should care… →Worthing VFR spent £17,000,000 in 2012 → 28% of all staying visitor spend → Adur VFR spent £8,000,000 in 2012 → 64% of all staying visitor spend → That’s not including day visitors... → Local Population of c. 180,000
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Why I should care… → Non-seasonal → Not weather dependent → Promotes repeat visits → Creates ambassadors → Contributes to conservation and preservation → Under-utilised at present
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Good Luck!
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Nuts & Bolts… → A core campaign of the Seaconomics programme → Educate and influence local population → Joint activity to deliver it → A&W Council will coordinate and support →Planned to run from spring 2014 → Budget and resource available
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Goals… → Increase spend and visits from local and VFR audience Quantifiable increase in VFR visits → Develop Industry collaboration, knowledge & assets 40 stakeholders actively involved by end 2014
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Actions… 1. Coordination & Resourcing A&W Council actions Support and develop the campaign Providing tools and framework 2. Industry Development Mentoring and training opportunities Networking & joint action
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Actions… 3. Consumer facing activity Data Collection Targeted Marketing Co-ordinated open days & taster events Structured experiences Joint incentives and offers
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Actions… What’s next?…. Benchmarking – data collection Working Group Meeting Brand Development Product Audit Collect Offers Familiarisation Visit Schedule
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Brand...
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www.hiddenbritainse.org.uk Thank You
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