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Cheshire’s Gardens of Distinction

Best Practice Case Study

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CONTENTS

Introduction ………………………… 3

Aims & Objectives ………………………… 4 Headline facts ………………………… 4

Understanding the brand ………………………… 5

Effective Marketing ………………………… 6 Marketing Campaigns ………………………… 10

Events & Exhibitions ………………………… 10

Research & Evaluation ………………………… 18 The Budget ………………………… 22

The Legacy ………………………… 23

Summary ………………………… 25

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Introduction

Cheshire’s Gardens of Distinction (CGoD) project celebrates the richness and diversity of Cheshire’s horticultural heritage and green spaces. The project has been delivered by Marketing Cheshire which has built on the success of Cheshire’s Year of Gardens’ 08. The CGoD project continued to achieve significant impact for the regional tourism industry from local, national and international markets. Through funding from the European Regional Development Fund (ERDF), part of the Regional Marketing Cultural and Heritage Project worked with over 30 gardens under the banner of ‘Cheshire’s Gardens of Distinction’ to actively promote the group as the ‘Home of England’s Finest Gardens’. This report sets out the best practice study of CGoD, specifically looking at the economic, social and environmental impacts the 3 year programme achieved.

Background MORI research commissioned by the North West Regional Development Agency (NWDA) in 2006 provided evidence to suggest that visitors choose destinations or themed activities before they choose precise products or services. The CGoD project seeks to support this by encouraging gardens to collectively market themselves under a single destination brand framework ‘Cheshire’s Gardens of Distinction’, allowing gardens to undertake marketing activity more effectively and efficiently.

Regional Marketing Culture & Heritage Project

The regional-level intervention from ERDF was aimed at increasing visitor spend in North West England by promoting ‘Cheshire’s Gardens of Distinction’ by Marketing Cheshire, ‘AdCap’ by Cumbria Tourism and ‘Modern History’ by Marketing Manchester.

The three campaigns that were combined into a single ERDF project were based on the scope for exchange at the project design and delivery stages to improve efficiency. It was intended there would be identifiable benefits at regional economy level but to be achieved via the ‘process synergy’ deriving from more effective visitor destination marketing within each thematic.

The Regional Marketing Cultural and Heritage Project was led by Cumbria Tourism, the accountable body. In total £2.4m ERDF funds were awarded to the project, split evenly between the three campaigns (£800,000 each) with the activity commencing in September 2009. Match funding of £2.4m was to be secured from private/ public sources, equating to a total of £4.8m expenditure over the project delivery period.

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Aim Increase visitor spend in the region from national and international markets by promoting the richness and diversity of Cheshire’s horticultural assets and building on the legacy of Cheshire’s Year of Gardens (CYOG’ 08).

Objectives Increase visitor numbers by 240,000 by March 2012 Achieve an average ROI of higher than 24:1 on all marketing activities by 2012. Target the most appropriate audience to increase the levels of day visitor spend generating an

economic impact figure of up to £14.2m by 2012 Ensure that Cheshire’s gardens are recognised as a key contributor and driver for the cultural

and visitor economy of Cheshire and the North West Raise awareness of Cheshire’s product overseas and attract a key international, horticultural

conference to the sub-region by 2012.

Headline Facts

Attracted over 366,000 additional visitors - 208,000 day visitors - 158,000 overnight visitors

Generated £22million visitor spend Media campaigns had a reach of over 25 million Over £2.5 million PR generated Campaign website generated over 52,000 unique visitors Hosted an International Garden Conference Gardens of Distinction awarded Best in Show and Gold medals at each RHS Flower Show at

Tatton Park Award winning TV presenter & garden designer Chris Beardshaw endorsed the campaign Created a legacy post - ERDF funding

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Understanding the brand

Brand Vista carried out qualitative and quantitative research to ascertain the general landscape of ‘gardening’ and CGoD’s brand imagery.

A correlation between love of gardening and visiting gardens cannot be assumed. There is a perception of gardens as a genre, which restricts its appeal to the wider market. The term ‘gardens’ was found to have a number of different definitions to the potential target

markets for CGoD – grounds, parkland, woodland, arboretum, garden centres. The term ‘Distinction’ denoted to be elitist.

According to Brand Vista’s research commissioned by VCC in September 2009, the general landscape of the leisure market during the project was being driven by the economic climate, changing opportunities for retirees, essential ease of travel, food choice, family and non-family needs. The insight into the general landscape made it essential to refresh CGoD’s proposition to help shape the marketing strategy for CGoD . As a result, the new project messaging was developed:

Development of the ‘garden + concept’ (Food & Drink, Flora & Fauna, Arts & Culture, Kids & Family).

New proposition – ‘Cheshire’s Gardens, Different Every Day’ New creative concept

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Effective Marketing

The CGoD delivered refreshed marketing strategy each year throughout the programme. The strategy was based on yearly marketing evaluations providing a strategic insight into creating a sound formula to deliver the correct and focused marketing mix.

The marketing channels utilised, consisted of print, website, public art engagement, photography, events and exhibitions and key seasonal campaigns.

Print

Cheshire’s Gardens of Distinction Directory Post arrival-print, directory profiling all Cheshire’s Gardens of Distinction, key events and map

280,000 guides produced over 3 years 100 outlets distributed across Cheshire and surrounding borders 1,000 data capture generated

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Cheshire’s Gardens of Distinction Magazine 2009/10

Pre-Arrival Magazine 60,000 copies produced and distributed Profiling 25 gardens across Cheshire including RHS Flower Shows and overnight stay features.

Public art

Rhinomania 2010

Public art event in Chester connecting CGoD with the main city CGoD commissioned a local artist to depict the individual CGoD The Rhino was called “Blossom”

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Photography

New photography was commissioned to capture the seasons. The imagery supported the marketing activity throughout the programme.

Website re-brand

Visitchester.com/gardens

In line with the marketing strategy the website reflected the ‘garden+’ concept.

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Getting Here

The ‘Getting Here’ website was launched in May 2010 for the top 10 Cheshire’s gardens. It was a live travel website detailing the ‘green travel’ options to the gardens with live bus and

train timetables, walking and cycling routes. The information provided was to encourage consumers to think about their travel methods. Unfortunately, despite a positive marketing push via marketing campaigns the website stats

had a disappointing result. An example of Tatton Park’s ‘Getting Here’ website:

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Marketing Campaigns

Eventful Escapes 2010

Concept

Integrated marketing campaign promoting CGoD to an audience principally located in the Midlands/ Yorkshire

Targeting the traditional and family markets Linking in with Marketing Cheshire’s short break campaign, Eventful Escapes and RHS Tatton

Park marketing activity Tactics

The aim was to ‘sow the seeds to harvest action’ throughout May - September. The campaign utilised the following marketing channels:

Radio advertising via Classic FM in North and Midland bands, total reach 2.4million Inserts in weekend magazines of 10 National newspapers (regional editions) and two gardens

magazines. Total reach 2million Campaign emails sent to 735,000 new customers ‘short break takers’ Banner advertising on sites such as the Telegraph, BBC Good Food, Radio Times Campaign website to highlight all destination deals and offers www.visitchester.com/gardens Targeted PR Plan Link in to NWDA regional marketing campaign in London Pay per click / SEO activity

http://www.visitchester.com/gardens

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Results Inserts:

A5 4 page inserts running in the Central & Yorkshire regions Saturday Times Magazine, Sunday Times Magazine, Saturday Telegraph Magazine, Stella

Magazine & BBC Gardeners World. Total volume of 1,006,000

Radio:

6 weeks on Classic FM 20 seconds spots in the Midlands & North Macro’s Total reach of 1,780,000

Online:

Two bursts within the Telegraph.co.uk Culture newsletter running nationally. Newsletter was deployed to 17,254 subscribers per burst (34,508 in total) Total number of emails viewed: 18,733

PR:

62 million reach £630,000 PR editorial value Total campaign reach: 2,804,733

Explore, Experience, Treasure 2012

Concept With the strap line of ‘Explore, Experience, Treasure’, this is was an integrated national

campaign that tapped into the “feel good” mood created by the London Olympics and Diamond Jubilee.

The concept centred around developing a range of new partnerships, some outside of typical tourism structures, to reach potential visitors from all over the UK.

Working with local corporate partners, tourism members, VisitEngland, travel trade and major events organisers, sharing contacts and intelligence to market CGoD through advertising, on-line marketing, direct/e marketing and events.

CGoD worked in partnership with Marketing Cheshire events programme for a combined approach.

The concept took on a very different form where we used the power of our members’ own networks and channels with on-line viral techniques.

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Tactics Marketing toolkit

A suite of tools enabled the gardens to drive traffic to the website, increasing the visibility of the gardens through combining the efforts and ensured consistent messaging and visual communications through use of the same toolkit.

There were items to inspire visitors before they came, items to engage them once in the destination and a ‘Come back soon’ device that rewarded people who visited Cheshire.

The toolkit consisted of:

- Explore, Experience, Treasure (the strapline we’ve asked the gardens to adopt) - The Widget – this was an accommodation and event widget which sat on our gardens and

members websites - Online Banners - E-Graphics - Adverts - Posters - 'Come Back Soon' Leaflet - Video Animations - a gardens animation was created and viewable on YouTube and embedded

on the individual garden websites - 3D Point of Sale – 30 were produced and displayed across the gardens

Results

Campaign live on 25 partner websites / eshots Accommodation booking widget on 10 gardens websites

http://www.whycheshire.com/aboutus/2012-toolkit/explore-experience-treasurehttp://www.whycheshire.com/aboutus/2012-toolkit/the-widgethttp://www.whycheshire.com/aboutus/2012-toolkit/online-bannershttp://www.whycheshire.com/aboutus/2012-toolkit/e-graphicshttp://www.whycheshire.com/aboutus/2012-toolkit/advertshttp://www.whycheshire.com/aboutus/2012-toolkit/postershttp://www.whycheshire.com/aboutus/2012-toolkit/come-back-soon-leaflethttp://www.whycheshire.com/aboutus/2012-toolkit/animationshttp://www.whycheshire.com/aboutus/2012-toolkit/3d-point-of-sale

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500 competitions registrations Over 6,000 views on the youtube gardens animation 29 Gardens displaying the 3D point of sale graphic Total reach with combined channels of 495,000

Seasonal campaigns

Spring – Flower Fairies 2011

The concept

Flower fairies & princes go free! this bluebell season when accompanied by two paying adults at selected CGoD

Target market

Kids & families within the North West

Tactics

6 sheets in 22 locations across Cheshire and surrounding borders Radio advertising on Signal and Real radio Banner ads on netmums.com, daysoutwiththkids.com, mumsnet.com Press adverts in Primary Times PR campaign focused on flower fairies & princes Posters at 31 CGoD Dedicated landing page visitcheshire.com/gardens/flowerfairies

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Results

Garden results – all visitor numbers in participating gardens were up. Capesthorne Hall was the most successful with over 100 flower fairies

Website - 2,665 unique visitors Radio – Signal ½ million impact with 7.72 OTH. Real Radio 3.3million impact with 7.7OTH,

competition generated over 300 opt in contacts Outdoor – 22 locations, ran for 2 weeks at key supermarkets Sainsbury’s, Tesco, Morrison’s &

Waitrose in Cheshire and surrounding borders PR - 43.8m reach and over £100k PR editorial value generated Primary Times April front cover and ¼ page reach of 130k Banner adverts

- mumsnet.com ¼ million impressions, met industry standard CTR % and generated 115 clicks.

- Days out with the kids generated 410 clicks - Netmums.com ¼ million impressions, exceed industry standard CTR % and generated 164

clicks

Autumn – Fall in Love with Cheshire’s Gardens 2011

The concept

‘Today I will… fall in love’. The creative plays on the word ‘fall’ and the emotion of falling in love, the romance of walking through the crisp leaves and enjoying the warmth the gardens offer in autumn

To encourage consumers to ‘Fall in Love’ with Cheshire’s gardens those properties which are open throughout October and November are offering 2 for 1 entry

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A children’s activity book has also been developed which is free to download off the CGoD website

19 gardens part of the campaign

Tactics

Online - Dedicated ‘Fall in Love’ landing page set up on CGoD website - Banner adverts on all CGoD websites and partner websites - Eshots deployed to CGoD, Marketing Cheshire and Favourite Days Out databases Social media - facebook/twitter messages via Marketing Cheshire’s channels

Posters - 200 posters circulated via the participating gardens, VIC’s, Crewe Train Station, Libraries with QR

codes Exhibition and Events - Attended the North West Food Lovers Festival in November at Tatton Park

Results

Over 15,000 reach achieving over £90k PR editorial value Distributed over 1,500 branded CGoD bags with the children’s activity packs and 2 for 1

vouchers throughout the weekend Over 300 2 for 1 vouchers used Most popular gardens was Trentham Gardens, Norton Priory, Abbeywood Gardens, Tatton Park Unique visitors more than doubled throughout October and November Over 5,000 unique visits (82% new visitors to the site) Average time on site was 2mins 20 seconds

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Celebrity Ambassador

Chris Beardshaw has actively endorsed CGoD programme providing strategic support and positive PR.

Partnerships

Manchester Airport

Manchester Airport selected schools, predominantly from areas affected by the operations of the airport and many from underprivileged areas to visit gardens across Cheshire.

Working with a community artist, children from 24 schools produced unique art depicting key features of CGoD.

The artwork produced by the school children is now on display in Terminal 3 baggage reclaim hall.

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Events & Exhibitions CGoD had presence at key events and exhibitions throughout the programme to promote the brand, reach new audiences and grow the CGoD database. Key events attended:

RHS Flower Show Tatton Park Arley Garden Festival Cheshire Show Southport Flower Show Celebrate Cheshire North West Food Lovers Show Chester & Cheshire Food and Drink Festival Foodie Festival World Travel Market Best of Britain and Ireland Celebrate Cheshire Horticulture Wales Conference Cholmondeley Pageant of Power Visit Britain Meet the Media event Amsterdam Visit Britain International Business Exchange Gardens without Limits Conference, Metz France

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Research and Evaluation The CGoD campaign exceeded expectations in relation to overall visitor spend and visitor numbers.

Garden visits were typically creating additionality for Cheshire and Warrington. They were also typically

the main reason for visitors to go to the area (near the garden) that day. The Garden was also typically

key in a visitor’s decision to make their trip or break.

A relatively significant proportion of garden visitors had seen CGoD material and were aware of the term

‘Cheshire’s Gardens of Distinction’.

The facts:

CGoD audience

Reach Over 1.5m visit a year to CGoD

Age 45 – 65 (primary audience – Traditionals)

35 – 50 (secondary audience - Families)

35 – 55 (Tertiary audience – Cosmopolitans)

Status ABC1 / BC1C2

Geographic reach 2 hour drive time.

Yorkshire, Midlands, North West and North Wales

Lifestyle Traditionals – Functionality more important than style. Value good service.

Unlikely to justify spending on expensive alternatives. Tend to visit heritage

attractions including National Trust properties, churches, and cathedrals.

Families - Children under 18 years. Broadly idealistic. Engage in the physical

world rather than in cultural or aesthetic leisure activities.

Cosmopolitans - Individuality more important than fashion. High spenders,

Likely to try new things. Interested in heritage attractions and undertaking art /

cultural activities.

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Visitor Research Findings

Additional Day

Visitors

Year 1 – 76,384

Year 2 – 78,582

Year 3 – 53, 484

Total 208,450

Additional

Overnights

Year 1 – 29,687

Year 2 – 30,542

Year 3 – 98,314

Total 158,543

Additional Visitor

Spend

Year 1 – £4,997,931

Year 2 – £5,141,565

Year 3 – £13,192,885

Total : £23,332,381

Overall assessment of the rationale for the ERDF intervention

Concluded that there was a sound rationale behind the project

To focus principally on generating value, and co-ordination and information failures in the

regional visitor economy business base

Why did CGoD engage with campaign?

Enhanced the overall profile of gardens

Increased visitors numbers

Allowed access to information and knowledge about the visitor economy activities and

attractions

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Outputs and Benefits

Enhanced profile for gardens Increased visitor numbers (one participant in CGoD noted the campaign increased visitors by

25%) Improved knowledge of local tourism offer Willingness to share destination marketing activity with other gardens 57% thought the campaign was than better or in line with expectations Additionality benefits were high Wider benefits included increased group bookings, awareness and staff knowledge

Strategic Added Value

Generating insight and learning on a sectorial approach to destination marketing Securing a legacy and leveraging in funding for ongoing gardens-focused marketing activity Strengthening the partnership working and collaboration between gardens across Cheshire

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The Budget

Marketing £ 582,000.00

Research & Consultancy £ 14,000.00

Monitoring & Evaluation £ 50,000.00

Audit fee £ 1,000.00

Salaries & Travel £ 153,000.00

Total £ 800,000.00

Match Funders

Marketing Cheshire

£800,000

Cholmondeley Pageant of Power

Tatton Park

Royal Horticultural Society

Ness Botanic Gardens

Arley Hall & Gardens

Tatton Park Biennial

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The Legacy

Cheshire’s Gardens of Distinction legacy

The ERDF funding came to an end in March 2012 but work on the legacy project was initiated required

in 2011 whilst momentum was high.

A legacy meeting was held, attended by property owners and key decision-makers from the gardens. It

was agreed the gardens would commit financially (£600 per garden) to ensure the continuation of the

brand post-ERDF and a development of a steering group would be formed to drive the project forward

for 2012.

Membership

26 CGoD signed up for the legacy approach

2012 Budget

£

Income from CGoD 13,000

DSPs (Chester Zoo, Tatton Park, Arley Hall & Gardens, Ness Botanic Gardens) 7,000

Total 20,000

Basic marketing activities delivered in 2012

2012 CGoD DL Guide (creative fees, print, distribution)

Continuation of the gardens website

Monthly Eshots

PR – three bursts throughout the year

Attendance at 3 key events (RHS Flower Show, Arley Garden Festival and North West Food

Lovers Festival)

Marketing Cheshire membership

Marketing Cheshire Project Management Fee

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Sponsorship proposition

CGoD is actively seeking sponsors for the whole Cheshire’s Gardens of Distinction programme,

concentrating efforts on corporate sponsors in relation to their CSR budgets, and commercial sponsors

such as garden centres.

Steering Group

The steering group members are a mixture of private gardens, public and various gardening

organisations including the RHS– full list below. The group will meet every 3 months.

There is a small committee which has been formed to deliver the activity, which will only report into the

steering group at the meetings.

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Summary

The overall performance of the Gardens of Distinction campaign was particularly strong – essentially all of its objectives were met. For an ERDF investment of £1.6m across the programme covered, the performance was strong.

However, whilst the specific objectives have largely been met, the extent to which the underlying rationale for intervention has been addressed is open to question. Although, the initial stated rationale was about co-ordination failures, the objectives were focused more on responding to a growth/opportunity rationale based on maximising the opportunity for creating value for the region. This helped in delivering results, and enabled the campaign to remain focused on the delivery even whilst the strategic, institutional and funding landscape was changing quite markedly around it. But, the campaign was essentially about marketing, not wider business development and effecting direct behavioural change, although this focus did emerge more in the final year of activity, particularly with a focus on the legacy.

As such, the conclusion of the project was positive and constructive: whilst, arguably, more could have been done to work with businesses, and major opportunities were missed in maximising the potential synergies between the Gardens of Distinction and Modern History campaigns, albeit both delivered strongly in a challenging environment. Testament to the work, is that the campaign has continued post-ERDF, securing a legacy for the investment that will deliver ongoing benefits to the region over the longer term.