partner update february 2012
DESCRIPTION
Slides from the NewcastleGateshead Initiative Partner Update February 2012TRANSCRIPT
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Welcome and Introduction
Sarah Stewart, Chief Executive
12 April 2023
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Improving intelligence for all
Ian Thomas, Research Manager
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NewcastleGateshead in numbers
• 1.6 million
• 16.2 million
• £1.2 billion
• 17,981
• 86%
• £53.37
• 2.1 million visitors
• 149,000
• 1.5 million
• 2.45 million
• £277 million
• 6332 people
• 600,000 passengers
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KNOWLEDGE IS POWERSHARED
KNOWLEDGE IS EVEN MORE POWERFUL
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T-STATS - better data!
• As of 1 February moved to new data collection tool:T-Stats.
• Holistic approach to measuring performance of the destination.
• Immediate benchmarking for participating businesses.
• Ability to understand true impact of events.
• Co-designed by businesses.
• Available free to partners.
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Benefits to you
• Ability to benchmark your business.
• Understand what is influencing performance.
• Historic data repository.
• Instant access to data.
• 100% secure.
• Exportable for use in business reports.
See you at the bar!
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London 2012 Games in the North East
Emily Till, Marketing for the London 2012 Games
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It’s not all about London... or even sport
• Torch Relay.
• Football at St. James’ Park.
• Business opportunities.
• Get Set.
• Cultural Olympiad.
• Inspire Mark.
Football:
Newcastle is one of only nine places outside London that you can see Olympic sport.
Torch:
The Torch is visiting every local authority in the region.
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Business
• Over £100m worth of contracts.
• Aquatics Centre = Geordie-est.
• They think it’s all over…
• CompeteFor.
• Team Tomorrow.
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Torch Relay
• Visiting 62 cities, towns, villages.
• Street route not published yet.
• Go and cheer it on.
• Be prepared for it passing by.
• www.Tourism2012Games.org
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Newcastle ambassadors
• Newcastle City Council and Newcastle Volunteer Centre.
• Looking for people who are enthusiastic about the Games and the city.
• During the football and probably other Games time activities (Torch etc).
• www.volunteercentrenewcastle.org.uk/ volunteer/olympics.php
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Local leaders
• A way of celebrating the Games.
• For individuals or companies.
• Get ideas and tools.
• Line the streets, social activities.
• Doesn’t allow access to the brand.
• www.London2012.com
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Other opportunities
• Get Set - for 3 to 19 year olds.
• www.getset.london2012.com
• Cultural Olympiad.
• Football tickets back on sale in April.
• www.tickets.london2012.com
• Healthier lifestyle schemes.
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On your marks...
• Follow us on Twitter: @NE2012Games.
• Like us on Facebook: North East for 2012 Games.
• www.NorthEastfor2012Games.com - coming soon.
• Sign up for e-bulletins - One North East or via the website.
• Send us your events.
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Festivals & events
Carol Bell, Head of Culture and Major Events
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Cake Britain 2012:
• Opening weekend of Eat! (13 - 14 July).
• 2012 cakes that represent the best of Britain.
• Saltwell Park.
• Local engagement / National profile.
EAT! NewcastleGateshead (13 - 29 July)
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Eat! Big weekend
• 27 - 29 July.
• One of the biggest outdoor markets.
• Increased footfall in Town Centre.
• Links with retail - Fenwick, Eldon Square.
• Encourage visitors who come for football to say longer.
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Bridges Festival (4 - 5 August)
• Celebration of Newcastle as an Olympic Host City.
• Encourage visitors who come for football to say longer.
• Creating a festival feel & sense of pride across NewcastleGateshead.
• Great opportunities for businesses to benefit by getting involved.
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Juice Festival (24 Oct - 4 Nov)
• Celebration of NewcastleGateshead.
• Opportunities to attract VFR Market.
• Creating a real festival feel in the city.
• Celebration of the creativity of young people.
• Making the most of our cultural assets.
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Winter Festival (24 Nov - 31 Dec)
• Promotion of NewcastleGateshead’s seasonal offer.
• Creation of unique events:
– Enchanted Parks (Saltwell Park).
– New Year’s Eve Carnival Parade.
• Both attracted record numbers.
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Opportunities
• Join-in to ensure your business benefits from increased visitors.
• Promote these activities through your own marketing networks.
• Sponsor events.
• Encourage staff to volunteering.
• Tell your colleagues friends and family.
• Access to and use of the NewcastleGateshead Cultural Planning Calendar.
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Business Tourism
Adrian Evans, Senior Business Tourism Manager
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Current position: 2011-2012
• Enquiry value circa £4m.
• Accommodation bookings up by over 15% vs. 2010.
• CB of the Year nomination.
• Identified gaps for 2012/13.
• Confident of short lead time business.
Profile increased:Record participation in new Conference Guide.
Record partners:Confex 2012 sees best ever participation.
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Opportunities
• IMEX 2012, Frankfurt.
• EIBTM 2012, Barcelona.
• Trade magazine supplement.
• Discover NewcastleGateshead.
• 2 x Creative Conferencing mailing.
• Ambassador events.
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Moving forward in partnership
• Currently we have 169 active partners.
• Estimated nearly 250 sales and events staff.
• Innovation rather than budget.
• Increasingly competitive market place nationally.
Future concerns:2012 -2013 will be a challenging year.
Opportunities:With shorter lead times there is still time to attract the right business.
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• Presuming we know best.
• Additional expertise.
• Rejuvenate the events we do.
• Think about our target market.
• Nurture existing contacts.
• Entrepreneurial approach.
• Raise destination profile.
“Partners in success”
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NewcastleGateshead 2.0
Steven Gibson, Senior Marketing & Communications Manager
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Progress so far…
Website:• Unique visitors per month up 144%.
(Jan 2010: 32k / Jan 2012: 78k).
• Total site visits per month up 100%.(Jan 2010: 47k / Jan 2012: 94k).
SEO / PPC:• Ranked 1st for host of key terms. • Google trusted site.• PPC campaign integrated with SEO.
Social networks:• Facebook: 2,100 likes.• Twitter: 2,300 followers.• LinkedIn: 800+ members.
Data management:• New CRM in place to deliver dynamic &
tailored e-comms.
E-comms:• Total email subscriptions up 108%.
(Jan 2010: 48k / Jan 2012: 100k).
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Opportunities for you:
1. Help us promote you effectively:•Product records.•Imagery and video.•Events.
2. Engage with our digital platforms:•Our Blog.•Monthly emails.•Social networks.
3. Be proactive & think of us:•Banner advertising.•Hotel bookings.•Restaurant bookings.
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Help us promote you effectively
Product records:•Check and update your information regularly.•Business tourism records are separate.
Imagery and video:•Provide us with good quality images.•We can embed video onto our site.•You can access FREE images in our Media section.
Event promotion:•Send us your event details and imagery.•Our listings feed directly on to other sites.
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Engage with our digital platforms
Blog:•Develop ideas for content .
• Give previews & behind the scenes tours.
E-comms:•Offer competition prizes.•Put forward special offers & deals.
Social networks:•We are active on:
–Facebook (NewcastleGateshead).–Twitter (@altweet_pet).
• Join our LinkedIn group:Connected: NewcastleGateshead.
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Be proactive & think of us
Banner advertising:•Now get 500k impressions across our site:
– Gold partners: £428– Silver partners: £465– Bronze partners: £500
Hotel bookings:• Any commission is reinvested in the destination.• Widgets available for integration with large events
& relevant websites.
Restaurant bookings:• Online table bookings using ‘Toptable’ &
‘GoingOutUK’.
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Discover deals & special offers
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Changes to Discover Pass
Back to basics:• Add value to the visitor experience.
• Generate additional income for partner organisations.
• Educate as many people as possible to do new things in the area.
• Collect consumer data.
Our aim:
To create the online hub for special offers in NewcastleGateshead.
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What are the benefits?
• Offers are FREE to download.
• Meets a change in consumer habits.
• Increases exposure of your offer.
• Online vouchers are measurable.
• More flexible around offer dates.
• Integrates with VisitEngland’s 2012 campaign.
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We need your offers
Suggestions:• Buy one get one free / Children go free.
• Free entry.
• 20.12% or better discount.
• Deals (e.g. two for one or three for two).
What to do next:1. Complete our sign up form.
2. Send it back to us before close of play tomorrow (FAO Roisin Cook).
3. Email us a relevant image and company logo (to [email protected]).
SIGNUP
NOW!
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National marketing & Pocket Guide
Tina Snowball, Director of Marketing & Communications
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National campaign:
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Campaign proposals - Pocket Guide
• Showcase the very best of our destination.
• Inform visitors of the range of things to see and do.
• An informative and practical guide.• Encourage visitors and local residents to
make the most of destination.• Generate business for the advertisers
and businesses listed in the guide.
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Activity in hand - international:
• Holland. • Ireland.• Norway.
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Media activity and visits
Imagery area:
23.6cm wide x 9cm high
Kathie Wilcox, Senior Marketing & Communications Manager
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Making headlines
• Media relations.
• Pitching the story.
• Bringing the destination to life.
• Making it easy: media packs, images, footage, events listings, itineraries, etc.
• Working with partners; cross-promoting stories and news.
“Hipster capital of the North East”
Toon breaks into Expedia Top Ten destinations
Turner Prize pulls in record crowds
Sizzling summer of celebrations
20.12 is GREAT
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Media visits
What works:
• Fast and flexible response.
• Exclusive access, tours and experiences.
• Meeting real people - not just ‘suits’.
• Seamless service - from enquiry, to visit, to coverage.
“We’ve built a strong and mutually beneficial relationship which can only come from actually seeing a place and meeting the personalities behind the press releases.”
Janet Watson, freelance travel writer.
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Get involved
• Ask for help with your media visit ideas and opportunities.
• Put forward hosts and ambassadors.
• Highlight foreign language speakers or ‘experts’.
• Update on your news and stories.
• Give us ‘stuff’! Free rooms, free meals, free tickets...
• Make the most of a visiting journalist and make sure they remember your business.
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Visitor information & partnership
Cath Hindle, Head of Development
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Visitor information
Information partners:
• Based in areas of high visitor footfall.
• Additional profile and customers.
• Flexible offer.
• Digital information as well as face to face.
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Partner updates
• Thursday, 21 June (8.30am - 10.00am).
• Thursday, 18 October(8.30am - 10.00am).
Venues TBC.
Open to all partners.
Imagery area:
1 image at 7.86cm wide x 10cm high
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Business leaders’ briefing
• Wednesday, 18 April(9am - 10.30am)@ Marriott Metrocentre.
• Wednesday, 12 September(9am - 10.30am)@ Copthorne Newcastle.
Open to Gold and Silver level partners.
Imagery area:
1 image at 7.86cm wide x 10cm high
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Welcome to NewcastleGateshead
Induction evenings:
• Tuesday, 13 March (6.00pm – 8.00pm).
• Tuesday, 9 October(6.00pm – 8.00pm).
A warm welcome to NewcastleGateshead and the work of our partnership.
Open to all partners.
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Distribution 2012
• The biggest B2B tourism showcase in the North East.
• Your last chance to find out what’s happening in 2012 and to shout about what you are doing.
• Friday, 16 March(11.00am - 1.00pm) @ Newcastle Centre for Sport.
Celebrating
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Leap into local produce for 2012
• Tuesday, 29 February (11am - 5pm) @ Marriott Metrocentre.
Discover quality local producers and create a showcase for regional food in your business in 2012.
Imagery area:
1 image at 7.86cm wide x 10cm high
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Partnership 2012
• Partnership pack.
• 5% prompt payment discount.
• Key contacts.
• Get involved!
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Thank you