1. Christmas Campaign

2. Objectives
Drive visitors to visitmanchester.com/christmas to plan a visit – target 300,000 visits
Highlight the Christmas offering and events in Manchester
Motivate planning and booking of overnight stays/ short breaks
Increase visitor numbers by attracting new visitors to the city, driving repeat visitors and increase the frequency of repeat visits
Extend the length of stay of visitors by converting day trips to overnight stays
Increase contact database by 5000
Increase hotel occupancy by 1% through the promotion of Manchester as a short breaks destination.

3. Target Audiences
ABC1 families and couples interested in short breaks and day visits
LGBT couples and individuals interested in short breaks and day visits
Same sex friend groups interested in short breaks and day visits
International couples and families interested in short breaks in Europe.

4. Geographical split
Regionally – wealthy areas including Lancashire, Cheshire and Chester and towards Liverpool
Nationally – London & South East, Birmingham, Yorkshire & Humberside and North East
Internationally – Germany, Spain, Ireland and Russia.

5. Timings Mid October – End December
Majority of activity will happen in November
The media plan will be weighted 20% October, 60% November and 20% December.

6. Creative & Key Messages
Building on the success of the Christmas characters used in 2012
Creative developed to feature more Manchester content (for a less aware audience outside the region)
Strong messaging, positioning Manchester as an exciting place, with a unique Christmas offering, on a scale that cannot be seen anywhere else in the UK
Focussing on the events, shopping, culture and nightlife – a vibrant city to visit for a short break
Call to action - visitmanchester.com/christmas

7. Media Channels TV Radio OOH
Focussed on Granada and Central West regions
30 second ads (extended from 2012)
2 weeks in each region, starting 18th November
Radio
Yorkshire and across the North West
Promotional activity also being considered
OOH
Transport hubs incl. rail stations and regional airports
Shopping malls
Local 48 sheets, 6 sheets and digital

8. Media Channels Press Advertising Print distribution
Local, regional and national (incl. Weekend supplements, lifestyle & travel magazines)
Print distribution
500,000 leaflets
Different format to previous years
Distributed via press inserts in key publications, solus door drops (affluent post codes), leaflet racks across the North West.

9. Digital Marketing Visitmanchester.com/christmas
Paid search advertising on Google and Facebook
E-newsletters to our database of 80,000 national contacts and 90,000 international
marketing to rented external list of 200,000 new contacts
Tweets (40,500 followers) Facebook posts (12,200 likes), blog mentions (4,000 readers)
Facebook app to get people to submit images of Manchester at Christmas.

10. International Activity
Working in partnership with Manchester Airport, airlines and originating destination airports
Marketing campaigns will include digital, outdoor, PR and travel trade activity
Priority countries: Spain, Germany, Ireland and Russia
marketing to 4,350 international Travel Trade contacts.

11. PR Targeting couples, LGBT and family sector with the media
Travel and feature editors from our target regions will be invited to the city on press trips
Scheduled 15 press trip itineraries for campaign partners, 1st week of Christmas Markets
Partner inclusions in monthly ‘What’s On’ e-newsletter to 500 contacts across the UK.

12. Questions?