partner update meeting 26.02.2015
TRANSCRIPT
• National and international leisure marketing – Kathie Wilcox.
• Business tourism – Paul Szomoru.
• Festivals and events – Vikki Leaney.
• Inward investment – Catherine Walker.
• Research – Ian Thomas.
• NGI Solutions – Sarah Stewart.
• Destination Management Plan – Cath Hindle.
On the agenda
• National and international leisure marketing – Kathie Wilcox.
• Business tourism – Paul Szomoru.
• Festivals and events – Vikki Leaney.
• Inward investment – Catherine Walker.
• Research – Ian Thomas.
• NGI Solutions – Sarah Stewart.
• Destination Management Plan – Cath Hindle.
• United Airlines US air route – Graeme Mason, Newcastle International Airport.
On the agenda
• Short updates from us highlighting opportunities to
get involved.
• United Airlines US air route – Graeme Mason.
• Group discussion on the route – chaired by Paul
Callaghan, chair of NewcastleGateshead Initiative.
• Networking.
Format for the morning
• 15 years of public-private partnership.
• Underpins everything
NewcastleGateshead Initiative achieves.
• New logo to recognise the support of our
170 partners.
• Developed in partnership with Unwritten
Creative.
Celebrating 15 years
Using the logo• Available to download at
www.NewcastleGateshead.com/proud.
• JPEG, EPS and PNG versions.
• Use it on your websites (with a link to
our corporate website), email
signatures, welcome banners in your
office reception etc.
• The Tyne is now.
• Spring campaign: Apr – Jun.
• Autumn campaign: mid-Oct – mid-Nov.
• Campaigns in Scotland around visiting
for Rugby World Cup 2015.
National city breaks campaigns
Couples or groups of friends who are:
• Aged between 25 and 35 years.
• In full-time employment and with a relatively high
disposable income.
• Live in (or near) cities within a 2-3 hour travel time.
• Not travelling with children.
• Keen to make the most of their time away from work.
Target audience
• National media partnership/s.
• 30” commercial on TV and video on
demand.
• Partnerships with rail companies.
• Increased engagement with bloggers
and online platforms e.g. Rough Guide
and TripAdvisor.
Campaign activity and developments
• Bespoke offline / online packages from £2k.
• Website advertising – 150,000+ unique
visitors per month.
• Reader offers – prizes needed for city
breaks competitions.
• Host and support media visits.
#TheTyneisNow
Partner opportunities
Continue to build on activity in existing target
markets – based on connectivity and successful
commercial partnerships:
• Holland and Germany (DFDS & VisitEngland).
• Ireland (Aer Lingus).
• And support major new opportunities: US
route.
International marketing
• £10m fund announced by DPM to promote the North
of England overseas in 2015-16.
• Collaborative approach – led by VisitEngland.
• Focus on key markets and distinct work streams.
• £20m total programme expenditure – cash and in-
kind match-funding required.
• Must deliver: step change, ROI and legacy.
Northern Futures Tourism Fund
To maintain NewcastleGateshead’s
position as a leading UK business tourism
destination.
2015/16 priorities
• The No.1 sales tool.
• The only guide of its kind in the region.
• Prices held at 2010 rates.
• Launching March 2016 at International Confex.
• Two-year lifecycle.
• 6,000 printed copies.
• £34 per month (13p per guide).
• Excellent packages to include Confex AND Meetings Show.
We need you in it!
Coming up in autumn…
Rugby World Cup 2015 sign unveiled, New Year’s Eve Winter Carnival 2014 Photo Richard Kenworthy
Juice Festival Launch 2014 Photo Richard Kenworthy
Coming up in winter…
Enchanted Parks 2014 Celestial Dreaming And Now by Mandy Dike
and Ben RigbyPhoto Richard Kenworthy
Enchanted Parks 2014 The Alien Angel by Davy and Kristin McGuirePhoto Richard Kenworthy
Volume and value of tourism (STEAM)
1.9m
overnight
4.4m
nights
17.5m total
trips £168.27
average
overnight
visitor
£418m
total
overnight
visitor£1.37bn
total visitor
spend
Business tourism 2013
1.4m
delegate
days
14,700
conferences
+14%Impact of
£104m
GVA
£77m
1,680 FTE
jobs
3,300
Total939,000
delegates
+23%
National performance 2014 v 2013
Domestic trips
-8%
Holiday trips
-9%
Business trips
-8%
International
spend +3%
International
visits +6%
2014 performance – hotel occupancy
0
10
20
30
40
50
60
70
80
90
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 (72%) 2014 (76%)
2014 performance – hotel RevPar
0
10
20
30
40
50
60
70
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2013 (£45.33) 2014 (£48.19)
66
68
70
72
74
76
78
2007 2009 2010 2011 2012 2013 2014
74
70
76
77
71
72
76
1,091,372 1,270,547
963,245
Occupancy trends
0
100,000
200,000
300,000
400,000
500,000
600,000
BALTIC BessieSurtees
Discovery GNM Hatton Laing Shipley Side Gallery
2013 (1,669,949) 2014 (1,764,698)
Free attractions
0
50,000
100,000
150,000
200,000
250,000
300,000
Castle Keep Gibside Life Seven Stories
2013 (542,490) 2014 (618,505)
Paid attractions
46,124
366,639
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Dutch air routes
0
10
20
30
40
50
60
70
29th May 30th May 31st May 2nd Oct 3rd Oct 4th Oct 8th Oct 9th Oct 10th Oct
57
67
45 4348
30
40
5052
Magic Weekend
South Africa v Scotland
New Zealand v Tonga
Samoa v Scotland
Rugby impact
Name ValueNumber of
roomsExpected
opening date
Premier Inn £17,000,000 184 Dec-15
Hampton by
Hilton No Value info 160 May-15
Motel One £12,000,000 222 Mar-15
Crowne Plaza £55,000,000 251 Jul-15
Total £92,300,000 921
Investment – accommodation
Our portfolio: research and insight
Tyne Tunnel 2
Online and face-to-face survey,
customer experience and
journey analysis
The Alnwick Garden
Online survey, customer
experience, Mosaic
analysis and event
profiling
The National newspaper
(Scotland)
On-street readership
survey, perception analysis
and competitor
benchmarking
Sunderland City Council
Economic impact study:
Tall Ships Race 2018
The Clouston Group
(Crowne Plaza)
Feasibility and economic impact
studies
Saddle Skeddadle
Demographic and Mosaic profiling
of customer base to deliver insight
for future marketing activity
Our portfolio: marketing, PR and digitalRugby World Cup 2015
Integrated marcomms strategy, design and
build of a dedicated digital microsite, liaising
with tournament organising committee and
delivery of high-profile visits
British Transplant Games
Launch event, plus dedicated programme of PR and
communications activity to support nationwide 2015
event that is being held in Gateshead
Newcastle College
Copywriting, design and
production of Lifestyle Academy
brochure
Hadrian’s Wall digital project
Ongoing content management for full website, allied to
the development and build of additional sections to
enhance quality and browser experience
Our portfolio: wider consultancy projects
Hands Across the Border
Feasibility and delivery of event to tie in
with Scottish referendum debate
supported by Rory Stewart MP
Beijing Government
(via Northumbria
University)
Delivery of the cultural
regeneration story to
representatives of the Beijing
Government
Bespoke publications
Events, festivals and sector specific
(e.g. conference guide)
Digital advertising
Website, e-shots
What we would like from you
• Open doors.
• Advocate and recommend us where relevant.
• Flag opportunities.
• Talk to us about your projects and requirements – we’d be
happy to help!
What and why?• Strategy to inform, plan and prioritise NewcastleGateshead’s
development over the next five years.
• The foundation of an important, well-regarded destination.
• NewcastleGateshead Initiative as custodian (and deliverer in some
parts) of the plan.
Baseline Target
GVA £626m £660m
Creating jobs 19,038 20,000
Indicators of success
Increased staying visitors 1.9m 2m
Increased value of tourism £1.37bn £1.43bn
Increased economic impact of business tourism £104m £110m
Increased international visitors 201,000 300,000
Targets
Challenges
and
successes
Differentiation
Perceptions
Infrastructure
Business
tourism
Visitor
experience
Partnerships
Events
Product
Inspiring international and national
visits
Developing a leading
destination for business
visitors
Developing our product and events
Improving the
infrastructure and visitor experience
Delivering productive
partnerships
Priorities
Next steps• Consultation and feedback.
• What role will your organisation play in meeting these targets and
priorities?
• Talk to me – [email protected]
New YorkNonstop flights between May
and September 2015 connect
the North East with The City
That Never Sleeps
Explore the USTake advantage of the United Airlines
network and travel onward to over
300 destinations across the Americas
Boston, Cancun, Chicago, Las Vegas, Los
Angeles, Miami, New Orleans, San Francisco,
Seattle, Toronto and more!
Destinations include…