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Developing a VFR and local campaign in...

Developing a VFR and local campaign in. Adur & Worthing. James Turner Janice Fraser. Definitions. “. People who live within the destination and act as a key catalyst or driver in using its facilities and businesses for leisure purposes. “. Why I should care….

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Developing a VFR and local campaign in...

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  1. Developing a VFR and local campaign in... Adur & Worthing James Turner Janice Fraser

  2. Definitions “ • People who live within the destination and act as a key catalyst or driver in using its facilities and businesses for leisure purposes “

  3. Why I should care… • Worthing VFR spent £17,000,000 in 2012 • 28% of all staying visitor spend • Adur VFR spent £8,000,000 in 2012 • 64% of all staying visitor spend • That’s not including day visitors... • Local Population of c. 180,000

  4. Why I should care… • Non-seasonal • Not weather dependent • Promotes repeat visits • Creates ambassadors • Contributes to conservation and preservation • Under-utilised at present

  5. Good Luck!

  6. Nuts & Bolts… • A core campaign of the Seaconomics programme • Educate and influence local population • Joint activity to deliver it • A&W Council will coordinate and support • Planned to run from spring 2014 • Budget and resource available

  7. Goals… • Increase spend and visits from local and VFR audience • Quantifiable increase in VFR visits • Develop Industry collaboration, knowledge & assets • 40 stakeholders actively involved by end 2014

  8. Actions… • Coordination & Resourcing • A&W Council actions • Support and develop the campaign • Providing tools and framework • Industry Development • Mentoring and training opportunities • Networking & joint action

  9. Actions… • Consumer facing activity • Data Collection • Targeted Marketing • Co-ordinated open days & taster events • Structured experiences • Joint incentives and offers

  10. Actions… • What’s next?…. • Benchmarking – data collection • Working Group Meeting • Brand Development • Product Audit • Collect Offers • Familiarisation Visit Schedule

  11. Brand...

  12. Thank You www.hiddenbritainse.org.uk

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