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The Tourism Marketing Strategy for Yorkshire & Humber 2006 2010 Friday 12 May 2006

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In-depth tourism marketing strategy for Yorkshire & Humber prepared by YTB in consultation with the tourism industry and key stakeholders. The strategy is designed to have a significant impact on the regions economy and will deliver measurable increases in tourism-generated revenue. The strategy illustrates how tourism will contribute towards building a sustainable future for the regions economy, community and environment.

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Increase the value of tourism earnings in Yorkshire by 5% per annum from 4.2b in 2003 to 5.9b by 2010 Leisure Tourism Business Tourism Identifying Target Markets Delivering a World Class Experience Developing Brand Strength Inspiring and Securing Visits

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Target is aspirational Based on current performance we are only forecast to increase the value of tourism to 4.9m by 2010 1 billion gap

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Identifying Target Markets: Value over volume.. Attract a greater proportion of business tourism and international visitors, while seeking to grow the return from the core domestic market by focusing on high value visitors.

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Delivering a World Class Experience: Develop a world-class experience for visitors, which will consistently exceed all expectations.

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Developing Brand Strength: Position the Yorkshire brand as a destination of choice for priority target markets with respect to key competitors and achieve measurable increases in awareness of key, sub-regional destination brands.

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Inspiring and Securing Visits: Implement a customer-focused communications programme to convert awareness and understanding to visits.

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Origin Age Trip behaviour Life stage Spend potential Motivation

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Based on two components: the values that will influence the style and type of experience people prefer the aspects of a service or product people value

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COSMOPOLITANS Strong, active, confident Style & brand important, but as an expression of their self made identity. High spenders especially on innovation and technology Looking for new challenges, new experiences, Globetrotters DISCOVERERS Independent in mind and action Little influenced by style or brand but interested in new options Buy on function and value to them Looking for new and educational experiences TRADITIONALS Self reliant internally referenced Slow to adopt new options Orientation towards traditional values Value individual attention & service FUNCTIONALS Self reliant, Price drive Value function over style Traditional values, interest in new experiences, not risk adverse STYLE HOUNDS Young Free Single, impulsive Fashion counts Brand counts Looking for fun with friends Most not seriously sporty HIGH STREET Main stream early adopters Followers of high street fashion Care what others think Happy to buy packaged options FOLLOWERS Strongly influenced by what others will think Dont want to be seen as old fashioned Less active Slow to adopt Avoid risk HABITUALS Largely inactive, low spending group Very traditional, strongly resistant to change Risk adverse Value relaxation, peace and quiet

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Staying visitors ABC1 short-break takers from London, Southeast and Midlands, aged 45+, Cosmopolitans, Traditionals and Discoverers ABC1 short-break takers from London, Southeast and Midlands, aged 25-44, Cosmopolitans, Traditionals and Discoverers ABC1 short-break takers from within the region, Cosmopolitans, Traditionals, and Discoverers Special interest markets - wherever there is potential to generate a high return on investment. Day visitors

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Short-break takers 1-3 days from European markets, specifically Germany, Italy, Spain, Irish Republic, Netherlands, Belgium and Scandinavia. Short holidays 4-7 days predominantly short haul, from European and Nordic markets, specifically Netherlands, Belgium, Germany, Spain and Italy. Longer staying visitors from USA, Canada and Australasia. Emerging markets such as Asia, India and Eastern Europe will also be assessed.

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National associations Corporate meeting sector Conference and meeting intermediaries International association conferences

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Britains Biggest Break 2.8 million budget 18 month campaign Starting January 2005

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Increase understanding and appeal of Yorkshire as a short break destination Increase market penetration in core target markets Increase awareness of Yorkshire as a short break destination amongst the ABC1, 25-34 age group

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Raise awareness Increase intention to travel Generate 300,000 responses Achieve 50% increase in visits to yorkshirevisitor.com 25 m tourism expenditure

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Primary ABC1 - Affluent empty nesters South East, London, Midlands Secondary Affluent younger professional couples South East, London, Midlands Motivations Outdoors, history, heritage, culture, sightseeing, eating out, city break

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To build on all the positives of the previous campaigns by dramatising the variety and contrast Yorkshire offers But Make it engaging and personal thus fitting with Yorkshires brand values and making a longer lasting emotional connection with the audience

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Make Yorkshire Yours Personal and engaging Emotive and experiential Ownable Plus, a call to action

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Deliver a cost-effective method of achieving 300,000 responses Build on previous campaign success, utilising lowest CPR media Provide cut-through and stand out in a cluttered environment

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