derry & strabane hallowe’en evaluation november...
TRANSCRIPT
Derry & Strabane
Hallowe’en Hallowe’en
Evaluation
November 2016
Derry & Strabane
Hallowe’en Hallowe’en
Evaluation
November 2016
1
Background InformationThe Hallowe’en Marketing Campaign started in July with a Highlights flyer distributed in the City at the Foyle Maritime Festival
We invested a marketing budget of £28,000We invested a marketing budget of £28,000
A detailed marketing campaign mixing online and offline strategies, working with key partners to deliver objectives.
Background InformationThe Hallowe’en Marketing Campaign started in July with a Highlights flyer distributed in
A detailed marketing campaign mixing online and offline strategies, working with key
2
Objectivesffirm the city’s and district’s position and reputation of hosting an unparalleled Hallowe’en carnival throughout Ireland
2. Attract approximately 53,500 to the city to experience the Hallowe’en carnival (increase of over 7% from 2015 attendance figures) It is hoped more visitors will come from ROI, UK and Rest of World based on 30hoped more visitors will come from ROI, UK and Rest of World based on 30
• Target of 40% local, 30% NI, 20% ROI and 10% Other
• Aggressively promoting for short breaks (2, 3, 4 & 5 bed nights)
• Raise awareness in targeted markets
romote Derry and Strabane activities as a joint programme urging people to travel to all events
4. Market the festival as being the #1 ‘Best Halloween Destination’ through the USA Today Readers Poll to national and international me
5. Maintain/Improve upon high occupancy levels from 2015 : Occupancy 2015 the 7days average occupancy rates will be above 80% in both Derry and Strabane
6. Increased visitor spend to be measured through on-street surveys.
Objectivesand reputation of hosting an unparalleled Hallowe’en carnival throughout Ireland
to the city to experience the Hallowe’en carnival (increase of over 7% from 2015 attendance figures) It is hoped more visitors will come from ROI, UK and Rest of World based on 30th Anniversary and ‘Best Halloween Destination’hoped more visitors will come from ROI, UK and Rest of World based on 30 Anniversary and ‘Best Halloween Destination’
Aggressively promoting for short breaks (2, 3, 4 & 5 bed nights)
Derry and Strabane activities as a joint programme urging people to travel to all events
the festival as being the #1 ‘Best Halloween Destination’ through the USA Today Readers Poll to national and international media
upon high occupancy levels from 2015 : Occupancy 2015 – 70%- 30th Oct, 99% 31st Oct, 40% 1st Nov) It is hoped over the 7days average occupancy rates will be above 80% in both Derry and Strabane
3
7. Increase profile of new events in national and international media. on £139,606.68 AVE 2015) Achieve campaign (Over 10% increase)
. Increase unique pageviews / website traffic by 25%
. Increase Facebook likes 25% (currently at 14, 868) along with maintaining a level of engagement on par with previous campaigns of 10% . Increase Facebook likes 25% (currently at 14, 868) along with maintaining a level of engagement on par with previous campaigns of 10%
10. Capture good video footage for social media channels using new techniques such as Facebook live videos
Promote key messages:
AnniversaryCity and District as Europe’s (and the World!) premier Hallowe’en destination –Showcasing key landmarks City as a short break destination ideal for familiesCity of Culture Legacy Derry Strabane Joint Programme
Record event experience and feedback of participants in Derry and Strabane
7. Increase profile of new events in national and international media. on £139,606.68 AVE 2015) Achieve an AVE value of £150,000 over duration of
Facebook likes 25% (currently at 14, 868) along with maintaining a level of engagement on par with previous campaigns of 10% or moreFacebook likes 25% (currently at 14, 868) along with maintaining a level of engagement on par with previous campaigns of 10% or more
good video footage for social media channels using new techniques such as Facebook live videos.
– ‘Best Halloween Destination in the World’
Record event experience and feedback of participants in Derry and Strabane
4
Key Events
• This years festival ran over 4 days in Derry and 3 days in Strabane District
Derry ~ Londonderry
Awakening of the WallsAwakening of the Walls
Haunted Harvest Market
SPARK
Return of Saurus
Guildhall & Tower Museum Little Horrors
Out of this World Street Carnival Parade & Fireworks
Key Events
This years festival ran over 4 days in Derry and 3 days in Strabane District
Derry ~ Londonderry
28th – 30th October28th – 30th October
28th – 31st October
29th – 31st October
30th – 31st October
27th – 31st October
Out of this World Street Carnival Parade & Fireworks 31st October
5
Key Events
Strabane
Castlederg Apple Fair 28thCastlederg Apple Fair 28
Halloween Kids Workshops 29th
All Hail the Saurus 29th
Spook House Panto 27th
Trick or Treat Tours 31st
Family Fun Area 31st
Fireworks Finale 31st
Key Events
Strabane
OctoberOctober
& 31st October
October
– 29th October
October
October
October
6
• Target Markets
Local Northern ROI
Ireland
Target 40% 30% 20% Target 40% 30% 20%
Breakdown
Target Areas Derry Belfast Donegal
Strabane Galway
Coleraine Cavan
Limavady
Target Markets
Local Northern ROI Other
Target 40% 30% 20% 10%Target 40% 30% 20% 10%
Target Areas Derry Belfast Donegal Aberdeen, Belfast, Dublin,
Strabane Galway Edinburgh, Glasgow,
Coleraine Cavan Inverness, Letterkenny
Sligo Liverpool, London,
Dublin Manchester, Preston, Sheffield, (CODA Destinations, Key Web Traffic)
7
Press Activity
Belfast Telegraph Full page Halloween Feature plus
editorial
Daily Mirror Front page strip in the Daily
Marketing Activity Overview
Daily Mirror Front page strip in the Daily
Mirror a strip in the Sunday
Mirror
News 1/4c page ad and editorial
Derry Journal Half Page ad
Londonderry Sentinel Half Page ad
The Big List 1/4c page ad and editorial
Strabane Post 1/2 page ad & editorial
Ulster Rally Programme Full Page
Press Activity
Choral Festival Programme 1/2 page ad & editorial
Primary Times 1/4 page ad & editorialPrimary Times 1/4 page ad & editorial
Strabane Chronicle/Ulster
Herald/ Fermanagh Herald/
Donegal News/ Sligo Weekender
1/2 page ad & editorial in each
paper
Strabane Weekly News 1/4 page ad & editorial
Derry News 1/2 page ad & editorial
Inish Times 1/2 page ad & editorial
Strabane Herald Full page ad plus editorial8
TV Activity
TV3 National Events Guide ( 20 x 10 sec for 7 days)
UTV Pre Roll ad (30 secs) Cold Feet, X Factor, etc
Outdoor Activity
Supersides 10 Derry, 20 Belfast
Billboards & Adshells 1 billboard, 5 adshells, Coleraine,
Limavady, Derry, Strabane
Airporter Buses 3 Airport Buses
Festival Office Vinyls 6 x Window Vinyls
Banners 5 x Clipper Festival (10x3)
5 x Halloween (10 x3)
5 x Strabane (8 x 4)
Waterloo Place Screen Halloween Ad shown 2 – 3 weeks before
Radio Activity
I Radio 43 x 20 secs
Highland Radio
Highland Radio Outside Broadcast – Castlederg Apple
Fair 15 x 20 Seconds (ran the 3 days prior to the Fair 15 x 20 Seconds (ran the 3 days prior to the
broadcast)
Stings 10 Seconds (aired during Outside Broadcast)
Downtown Radio – Derry - Outside Broadcast 31st
October– 18 mentions week of Halloween
BBC Radio Foyle - Compared by Mark Patterson,
interviews, mentions, live videos
9
Digital Activity
Facebook Halloween Derry & Strabane, What’s On Derry & Strabane
Posts & Sponsored Stories
Twitter Halloween Derry & Strabane, What’s on Derry & Strabane
Whats on NI Events Listing, E – Zines, AdsWhats on NI Events Listing, E – Zines, Ads
Donegal Daily Ad & PR
Daily Mirror Front page - target 30,000 page impressions
Irish News Leader board and MPU
Derry Journal/Sentinel MPU – target 5000 impressions
Zine 3 x Ezines
Website Dedicated Web Pages www.derrystrabane.com/halloween
Derry & Strabane, What’s On Derry & Strabane
Halloween Derry & Strabane, What’s on Derry & Strabane
Zines, AdsZines, Ads
30,000 page impressions
target 5000 impressions
Website Dedicated Web Pages www.derrystrabane.com/halloween
10
Print Activity
A5 Highlight Flyers Clipper Festival (5000) Visit Derry Fam Trip & General Distribution (6000)
48 pg Events Programme 25,000 copies
A4 Trifold Leaflet Strabane Events x 5000 copies
Trail Map 10,000 copies
A5 Carnival Care Leaflets 500 copies
A3 Posters 50
Other Activity
Photography Key events covered in Derry &
Strabane
Video & Drone Key events covered in Derry &
Strabane
Research Surveys in Strabane & Derry
Fam Trip & General Distribution (6000)
Fam Trip
Ballybofey, Letterkenny, Omagh
St Georges Market (Visit Derry)
11
12
13
14
Results Achieved
Objective 2015 2016
To affirm the city’s position and
reputation of hosting an unparalleled
Hallowe’en carnival throughout Ireland
Won No 1 Halloween
Destination in the World
USA Today Readers Poll
Halloween festival extended to four days in Derry (
Fri- Mon) and extended in Strabane and District over
three days (Friday, Saturday, Monday).
Attract approximately 53,500 to the
city to experience the Hallowe’en
carnival (7% increase on 2015)
approximately 3000 to Strabane
50, 000 + (Derry)
2908 Strabane
70, 000 + (Derry)
Key events: Awakening the Walls 30,000 over three
days. Guildhall – 16,133 ( 28
Public Ghost Tours – 600 (27
4386 (Strabane, does not include
Newtownstewart events)
Key Events: Spook House: 926,
events: 400, Fireworks: 2500
3. To actively promote Derry and
Strabane activities as a joint programme
urging people to travel to all events
25,000 copies of joint Halloween programme,
advertising and PR made references to events in all
areas
4. To actively promote the festival as
being the #1 ‘Best Halloween
Destination’ through the USA Today
Readers Poll to national and
international media
Our accolade was on all marketing materials and PR
resulting in fantastic occupancy rates and spectator
numbers
Results Achieved
Comments
festival extended to four days in Derry (
Mon) and extended in Strabane and District over
three days (Friday, Saturday, Monday).
Positive press, feedback and spectator numbers confirm the
city's reputation for their Halloween celebrations
Key events: Awakening the Walls 30,000 over three
16,133 ( 28th – 31st), Tower Museum
600 (27th – 31st)
(Strabane, does not include Castlederg,
Key Events: Spook House: 926, Saurus and Town
events: 400, Fireworks: 2500
40% increase – Biggest ever turnout.
15000 Friday
18000 Saturday
18000 Sunday
30000 Halloween Night
46% increase (figures are higher than this as does not take
into account Castlederg, Newtownstewart)
25,000 copies of joint Halloween programme, All
advertising and PR made references to events in all
Geographic distribution of promotional materials
was on all marketing materials and PR
resulting in fantastic occupancy rates and spectator
Featured on Belgian TV and Radio, as well as numerous PR
stories and attracted journalists both this year and next. AVE
Results 15
Objective 2015
5. Maintain/Improve upon high occupancy levels from 2015 :
Occupancy 2015 – 70%- 30th Oct, 99% 31st Oct, 40% 1st Nov)
It is hoped over the 7days average occupancy rates will be
above 80% in both Derry and Strabane
Friday 30th – 70%
Saturday 31st – 99%
Sunday 1st Nov – 40%
Average 80%
Results Achieved
above 80% in both Derry and Strabane Average 80%
Increased visitor spend to be measured through on-street
surveys.
Over 50 % spent £11 -£20 per
person
25% spent £21 – 30pp
Increase profile of new events in national and international
media. on £139,606.68 AVE 2015) Achieve an AVE value of
£150,000 over duration of campaign (Over 10% increase)
Broadcast
Online
£139,606.68
2016 Comments
Fri 28th – 71%
Sat 29th – 98%
Sun 30th – 84%
Mon 31st – 97%
Average – 88%
Extra night due to programming on 2015.
Excellent accommodation rates with 8%
increase on 2015
Results Achieved
Mon 31 – 97%
Average – 88%
£20 per 33% spent £11 -£20 pp
11% spent £21 -£30pp
58 surveys were completed in Derry 2015
93 surveys were completed in Derry in 2016.
Results show decrease in spending from these
respondents
£178,984
£42,143
£100,741
28% increase on Press AVE
No previous figures for Broadcast and Online
AVE
16
Objective 2015
Increase unique page views / website traffic by 25% 80,433
9. Increase Facebook likes 25% (currently at 14, 868) along
with maintaining a level of engagement on par with previous
15,128 likes
9% Engagement (Nov with maintaining a level of engagement on par with previous
campaigns of 10% or more
9% Engagement (Nov
2015) 14, 868 ( Aug 2016)
10.Twitter – set in 2015 154 followers
19k impressions
11 Capture event images and video for use as future marketing
Record event experience and feedback of participants in
Derry and Strabane
58 Derry
30 Strabane
2016 Comments
98,277 22% increase on 2015
16,250 9% increase. The number of likes fell 2%
between Nov 2015 and Aug 2016 due tobetween Nov 2015 and Aug 2016 due to
lack of activity on page. The page should be
kept active all year round to maintain
engagement or use What’s on page instead..
259 followers
27.6K impressions
Increase in followers but again this page
should be kept active all year around to
maintain engagement
Good range of images took both in
Strabane and Derry that can be used in
future years/campaigns
Vital toll to promote the City and District’s
events profile
93 Derry
12 Strabane
Surveys carried out on Sat 29th, Sun 30
Mon 31st (Derry). Due to staffing levels
surveys carried out in Strabane on Monday
31st October 17
• Overview – Performance of Digital Channels
Channel
Website: www.derrystrabane.com/halloween
Social MediaSocial Media
Ezines
Display Advertising
Performance of Digital Channels
Overview
98,277 page views / 76,565 unique
Facebook – Halloweenderrystrabane. Facebook – Halloweenderrystrabane.
Whatsonderrystrabane
Twitter – Halloweends, whatsonds
3 dedicated E – Zines sent out from
Whatsonderrystrabane/Visit Derry/ Tourism
NI/WhatsonNI
UTV Player, WhatsonNI, Donegal Daily, Irish News, Daily
Mirror, Derry Journal, Londonderry Sentinel
18
Key Web Stats
Page
halloween/Homehalloween/Home
/Derry~Londonderry-Strabane-Events/Derry~Londonderry-Events
/Fireworks
Derry~Londonderry-Strabane-Events
An-Awakening-The-Walls-Event
/ City-of-Bones-Street-Carnival-Parade
/Monster-Fun-Fair
/Family-Ghost-Tours-at-the-Tower-Museum
/Strabane-Events
/Haunted-Harvest-Market
Key Web Stats – Page Views
Page Views Unique Page Views
98277 76,565
Pageviews Unique Pageviews
56449 4290456449 42904
Events 6128 2812
5419 4786
4000 3091
3666 3303
2538 2282
2293 2083
1800 1564
1500 878
1415 133119
Page Country
/Subsites/halloween/Home United Kingdom
Key Web Stats – Country of Origin
/Subsites/halloween/Home United Kingdom
/Subsites/halloween/Home Ireland
/Subsites/halloween/Derry~Londonderry-Strabane-
Events/Derry~Londonderry-Events United Kingdom
/Subsites/halloween/Fireworks United Kingdom
/Subsites/halloween/Derry~Londonderry-Strabane-Events United Kingdom
/Subsites/halloween/Derry~Londonderry-Strabane-
Events/Derry~Londonderry-Events/An-Awakening-The-Walls-Event United Kingdom
/Subsites/halloween/Derry~Londonderry-Strabane-
Events/Derry~Londonderry-Events/City-of-Bones-Street-Carnival-
Parade United Kingdom
/Subsites/halloween/Derry~Londonderry-Strabane-
Events/Derry~Londonderry-Events/Monster-Fun-Fair United Kingdom
/Subsites/halloween/Fireworks Ireland
/Subsites/halloween/Derry~Londonderry-Strabane-
Events/Derry~Londonderry-Events/Family-Ghost-Tours-at-the-Tower-
Museum United Kingdom
Country Pageviews Unique Pageviews
United Kingdom 40913 31003
Country of Origin
United Kingdom 40913 31003
Ireland 11190 8373
United Kingdom 4811 2206
United Kingdom 3803 3357
United Kingdom 3099 2388
United Kingdom 2815 2533
United Kingdom 1891 1703
United Kingdom 1849 1670
Ireland 1428 1266
United Kingdom 1348 1171
98277 76565
20
259 Followers Hween31
Out of this World and Far Beyond. Hallowe'en Amazing!
29,000 impression since
1st September 2016
1063 Total Engagements
since 1st September
116 Link Clicks
Out of this World and Far Beyond. Hallowe'en Amazing!
Hween Derry Strabane @HalloweenDS Oct
Out of this World and Far Beyond. Hallowe'en 2016 -Amazing!pic.twitter.com/PwxCZu6pm8Out of this World and Far Beyond. Hallowe'en 2016 -Amazing!pic.twitter.com/PwxCZu6pm8
21
Facebook• 16,250 Likes
• 542,310 Reach
• 25K Reactions• 25K Reactions
• 1000 Post Shares
128, 012 People Talking about us
• 80 Reviews 4.9 *****
128, 012 People Talking about us
22
23
What's On Derry Strabane E
3 Dedicated Emails Sent Out:October
th October
th October
Sent out to 2944 each time
What's On Derry Strabane E-Zine
Results:
Overall Total Opened: 2771
Overall Click Through: 1433
Click Through Rate Average: 3.1%
24
Display Advertising Display Advertising
40,000 Page Impressions
Features
weeks on the home page featured panel,
x featured articles in What’s On NI weekly newsletter,
Regular Social Media mentions
Event listings highlighted,
Email Marketing
x Dedicated Email
Results: Results:
Display Advertising
Impressions: 71080
Ad Clicks: 179
Ad Server CTR: 0.25%
E-Mail Campaign:
Delivered to: 7,565
No Opened: 1,144
Total Clicks: 4225
•The Irish News
• Start date: 30.09.16
• End date: 06.10.16
Opps to see: 84,795• Opps to see: 84,795
• Clicks: 71
• C:Rate: 0.08%
The Irish News
26
Donegal Daily
Start Date: 16th October
End Date: 31st October
TV3 Events Guide
10 sec ad – 1 week campaign
Viewed: 990,200 Times
Ad Impressions: 323,399
Ad Clicks: 155
Placement Start Date End Date Impressions Booked
SKY 120x60001/10/2016 07/10/2016 30,000
MPU 300x250
TOTAL
TV3 Events Guide
1 week campaign
Viewed: 990,200 Times
Impressions Booked Impressions delivered Clicks CTR
658 1 0.15%
30,049 59 0.20%
30,707 60 0.20%
30,707 60 0.20%
27
UTV Player
Campaign ran month of October
Shown on UTV on Demand before key ITV Shown on UTV on Demand before key ITV programmes
Good Result with higher click through rates than most other campaigns (most of on demand is watched on TV so can’t click through.
UTV Player
28
Advertiser Campaign Web Page Ad Slot Start Date End Date
Derry City Council OCT 2016 ROS Video 01/10/16 30/10/16
UTV Results
Derry City Council OCT 2016 ROS Video 01/10/16 30/10/16
Top programmes
The X Factor
Emmerdale
Coronation Street
Cold Feet
Family Guy
Jeremy Kyle
The Real Housewives of Cheshire
End Date Target Impressions Impressions Served Clicks CTR
30/10/16 41 006 41 000 376 0.93
UTV Results
30/10/16 41 006 41 000 376 0.93%
Top programmes
The X Factor
Emmerdale
Coronation Street
TOWIE
Cold Feet
Victoria
Family Guy
Paranoid
Jeremy Kyle
The Real Housewives of Cheshire
Jamie Oliver Food TubeJamie Oliver Food Tube
• Tourism Ireland via Visit Derry • Tourism Ireland via Visit Derry
brought Jamie Oliver’s Food Tube
Team over to film Kerry Dunlop
bake a Halloween Barn brack loaf in
the Craft Village
• The film was aired on Food Tube on
14th October
• 35,740 views highlighting the City,
30th Anniversary and Halloween
Celebrations 30
Bloggers/Journalists14 International Travel Writers, Bloggers &
Instagrammers from Great Britain, USA, Germany, Instagrammers from Great Britain, USA, Germany,
France, Austria, United Arab Emirates
9 Representatives Brought to the City for a GB
Business Fam Trip
Japanese Clients are Planned for 2017
31
32
The Guardian Halloween Instagram Story
• Video showing highlights of our Halloween Celebrations
• Shown on Guardian Instagram Page for 24 hours
• Target: 21k – Highest 21k views of anything the G
• has put on Instrgram stories
• Result: 19,000 views with a rate of completion.
Excellent completion result
The Guardian Halloween Instagram Story
Video showing highlights of our Halloween Celebrations
Shown on Guardian Instagram Page for 24 hours
of anything the Guardian
Result: 19,000 views with a rate of completion.
33
TV CoverageFeatured on:
• Belgian French RTBF TV + Belgian
French radio VivacitéFrench radio VivacitéResults:
Radio 130,106 listeners
Web: estimated impression/day: 18,000
TV: 46,613 viewers
• TV3 Ireland AM
• Pamela Ballentine UTV Life
• UTV & BBC News34
Survey Results
Face to Face Surveys carried out in City Centre and
StrabaneStrabane
93 completed in Derry ~Londonderry
12 completed in Strabane
Survey Results
Face to Face Surveys carried out in City Centre and
93 completed in Derry ~Londonderry
35
36
37
38
39
40
41
42
43
44
45
46
Survey Results – Strabane
Reasons for Being in the Area
8
0
1
2
3
4
5
6
7
Attending the Halloween FestivalWorking at the Halloween Festival
Strabane
Working at the Halloween FestivalFrom the Media/Trade Visitng Strabane/Derry Other
47
What events have you/do you hope to attend?
3
3.5
0
0.5
1
1.5
2
2.5
Spook House Diwali Halloween Pool
Disco
Trick or Treat
Tours
Childrens
Activities
Story Telling
What events have you/do you hope to attend?
Story Telling Fireworks Saurus Castlederg
Apple festival
Hoolie on the
Hill
48
Please Rate the Following Elements of the Halloween Festival
Quality of Event
Overall Event
0 0.5 1 1.5
Variety of events
Value for Money
Marketing
Atmosphere
Very Poor Poor Average Good
Please Rate the Following Elements of the Halloween Festival
2 2.5 3 3.5
Good Very Good
49
Where did you hear about the Festival?
Local Press Programme Word of Mouth
Where did you hear about the Festival?
Word of Mouth Outdoor Advertising Website
50
Would you attend in Future Years?
Defintely Very Likely Quite Likely Not Sure
Would you attend in Future Years?
Not Sure Quite Unlikely Very Unlikely Definelty Not
51
6
7
8
Who did you attend the festival with?
0
1
2
3
4
5
6
Family Friends
Who did you attend the festival with?
Partner On My Own52
6
7
How much did you spend per person in your party?
0
1
2
3
4
5
Under £10 £10 - £20
How much did you spend per person in your party?
£21 - £30
53
17%
0%0%
Strabane Town Strabane Rural Derry Rural Derry City
Where do you live?
42%
0%0%
Derry City ROI Rest of Northern Ireland Outside Ireland
Where do you live?
41%
54
Summary of 2016 Key StatsAttendance Figures:
Derry: 70,000 + (28th – 31st Oct)Awakening the Walls 30,000 over three days.
Guildhall – 16,133 ( 28th – 31st), Tower Museum Public Ghost Tours – 600 (27th – 31st)
40% increase on 201540% increase on 2015
Strabane: 4386 (28th,29th & 31st) *does not includes Newtownstewart and CastledergSpook House: 926
Saurus and Town events: 400Fireworks: 2500
46% increase on 2015
Occupancy Rates:
• Fri 28th – 71%
• Sat 29th – 98%
• Sun 30th – 84%
• Mon 31st – 97%
• Average – 88%
• 8% Increase on 2015
Summary of 2016 Key Stats• AVE Figures
• Press – £178,984
• Broadcast – £42,143
• Online - £100,741• Online - £100,741
• 28% increase on 2015
• Digital
• Website : Unique Page Views: 98,277 – 22% increase on 2015
• Fantastic Digital PR campaign through DCSDC online assets, Visit Derry, The Guardian, The Irish News, The Mirror, Donegal Daily, What's On NI, Derry Journal, BBC Radio Foyle and International Media
55
Conclusion & Recommendations• The above results show a very successful campaign with key
objectives being met and exceeded
• Recommend that the budget is increased to increase marketing • Recommend that the budget is increased to increase marketing activity and assist with audience development in DCSDC and beyond
• Continue to improve social media engagement, review existing pages and introduce new social media channels for 2017 i.e. Instagram and SnapChat
• Online page views grew by 22%. Recommend for 2017 to use key templates on website to make web pages easier to navigate
Conclusion & RecommendationsThe above results show a very successful campaign with key objectives being met and exceeded
Recommend that the budget is increased to increase marketing Recommend that the budget is increased to increase marketing activity and assist with audience development in DCSDC and beyond
Continue to improve social media engagement, review existing pages and introduce new social media channels for 2017 i.e. Instagram and
Online page views grew by 22%. Recommend for 2017 to use key templates on website to make web pages easier to navigate
56
Conclusion & Recommendations• There was no live stream for 2016 due to budget constraints and time;
this to be considered early in 2017 in order to develop international audiences audiences
• Continue to review marketing opportunities to promote 2017 Derry/Strabane events
• Excellent PR campaign in 2016 to celebrate the 30international coverage and visitors, resulting in excellent AVE figures and occupancy rates
• Fantastic digital support and figures from Visit Derry, linking our event to local, national and international visitors
Conclusion & RecommendationsThere was no live stream for 2016 due to budget constraints and time; this to be considered early in 2017 in order to develop international
marketing opportunities to promote 2017
Excellent PR campaign in 2016 to celebrate the 30th Anniversary with international coverage and visitors, resulting in excellent AVE figures and
Fantastic digital support and figures from Visit Derry, linking our event to local, national and international visitors 57