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LOCAL PARTNERSHIPS THE KEY TO GENERATING INCOME INTO THE TOURISM SERVICE

LOCAL PARTNERSHIPS THE KEY TO GENERATING INCOME INTO THE TOURISM SERVICE. Sarah Osborne (Consultant) Julia White (Visitor & Marketing Manager, Royal Borough of Windsor & Maidenhead). TMI Conference 2004. It takes at least 5 years…. Introducing new marketing methods

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LOCAL PARTNERSHIPS THE KEY TO GENERATING INCOME INTO THE TOURISM SERVICE

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  1. LOCAL PARTNERSHIPSTHE KEY TO GENERATING INCOME INTO THE TOURISM SERVICE Sarah Osborne (Consultant) Julia White (Visitor & Marketing Manager, Royal Borough of Windsor & Maidenhead) TMI Conference 2004

  2. It takes at least 5 years…. • Introducing new marketing methods • Treating the accommodation bureau as a business • Turning a publications loss into profit • Building robust partnerships • Injecting new momentum continuously • Results • Income Generation: £50,000 to £200,000 • True Partnership: 50/50 decision-making

  3. Introducing new marketing methods Circulation Growth (5yrs):150,000 to 1.5MBudget: £20K (excl. staff)Remains constant In the early days we reached around 150,000 people through our publications, exhibitions and advertising……then we started a PR campaign …….

  4. Introducing New Marketing Methods …..and then a training course…….

  5. Introducing New Marketing Methods …..and then we launched a website

  6. Treating the accommodation bureau as a businessTurnover: £250,000 to £850,000 • Separate out • Find the right manager • Liase with the industry

  7. Treating the accommodation bureau as a businessTurnover: £250,000 to £850,000 • Set targets • Monitor trends • Implement action according to trends data

  8. Turning a publications loss into profitBudget: £15,000subsidy to £24,000 profit(inc. commission agent, excl. borough staff time) • Analyse real costs including staff time • Do the sums – advertising revenue vs production costs & setting commercial rate card • Re-design to accommodate • Find the right sales consultant • Liase with the industry • Review annually

  9. Building robust (and paying) partnershipsVolume: 5 major and 40 minor to 40 major and 150 minor • TRIO • VMS Steering Group & the VMF • Attractions • Hotel Sales Managers • Transport operators • Town centre management – highways, retailers, police, waste management, env. health • B&Bs • Students

  10. Injecting new momentum continuouslyNew year = new major initiatives • New Visitor Guide Features • Sustainable Tourism – public transport and energy saving • Legoland Information Point • New PR targets

  11. Injecting new momentum continuouslyNew year = new major initiatives • Town Trails • Legoland Marketing Campaign • Advantage Card Weekend • Windsor Welcomes • Market Research/Annual Tourism Seminar

  12. Injecting new momentum continuouslyNew year = new major initiatives • Single Destination Exhibition Area, then single destination stand • Free Map & Trail Tear-Off Pad • Annual Student Conference • Focus on New Markets – VFR, Group Leisure, domestic market • Monthly e-what’s on

  13. Results! Income (cash) Generation: £50,000 to >£200,000 Circulation (who received our messages): 150,000 to >1.5M True (local) Partnerships: 50/50 decision-making

  14. LOCAL PARTNERSHIPSTHE KEY TO GENERATING INCOME INTO THE TOURISM SERVICE Sarah Osborne sarah2108@msn.com 07717 742333 Julia White julia.white@rbwm.gov.uk 01753 743918 TMI Conference 2004

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