South East spends £1 million in Drive to Increase Visitors
21 March 06: A new cutting edge approach to marketing the South East of England is being implemented as a result of some breakthrough tourism research spearheaded by Tourism South East (TSE).
TSE and its partners* have undertaken the largest ever regional research project in the UK to help the South East and its tourism industry understand its visitors better - who comes, what brings them here, where they go and what they buy. This leading edge research enables tourism businesses to gain a profound knowledge of customer motivation and has helped the tourism industry to take a closely targeted and substantially more effective approach to selling the region and their products.
Information on the research, its findings and how TSE plan to deliver this new marketing approach were presented on 15 March at TSE's Members' Conference held at the Brands Hatch Thistle Hotel in Kent. The conference brought together a high powered collection of marketing specialists, from innovative thinkers to practical deliverers, to share their experience and knowledge. Over 200 members from the tourism industry attended this free* event. Delegates also attended workshops on Viral Marketing, Film Tourism and Exhibition Work.
Kent Tourism Alliance (KTA) and VisitBrighton support this research and have started to implement new marketing campaigns based on the findings. Both Sandra Mathews-Marsh of KTA and Melanie Sensicle from VisitBrighton presented case studies at the conference to demonstrate to delegates how the research can be used to make informed decisions about cost effective ways of reaching new customers and generating more visitor income.
To endorse the marketing initiative SEEDA (the South East Regional Development Agency) has provided for the first time £400k towards a £1 million matched funded campaign to promote the region.
Christine Melia, Director of Commercial Services at TSE said, "The results of this research are a combination of several different innovative studies carried out over the last two years. The work has been undertaken to support the industry and the region in its drive for an increase in visitors, an improvement in market share and a strong impact in profitability. Success depends upon identifying the right type of customer, finding the most effective means of communications with them then packaging a desirable 'bundle' of destinations, accommodation and activities to stimulate and purchase. There will be three different domestic campaigns aimed at the segments identified in the study - 'Cosmopolitans/Discoverers', 'Functionals/Traditionals' and 'High Streets/Functional Families'. European and 'long haul' promotions are also planned"
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For further information contact Jodie Hodge TSE Corporate Communications Officer on 023 8062 5502 or jhodge@tourismse.com or visit http://www.industry.visitsoutheastengland.com/brands/index.aspx
Notes of Editor
Tourism South East is the strategic tourism body for Kent, Sussex, Hampshire, the Isle of Wight, Surrey, Berkshire, Buckinghamshire and Oxfordshire.
Tourism Council and Members' Conference speakers and presentations:
Richard Tibbott from Locum Consulting - 'Marketing & the Tourism Industry in a period of transition'
Amanda Shepherd, President of the Tourism Management Institute - 'Domestic Leisure Tourism Futures'
Christine Melia, Commercial Services Director of TSE - 'Who's buying the South East?'
Ben Moxon from Arkenford Ltd - 'Who are your customers?'
Karen Roebuck, Head of Marketing at TSE - 'A new £1 million approach to marketing the South East'
Two case studies on how the new research is being implemented
Sandra Matthews-Marsh from Kent Tourism Alliance
Melanie Sensicle from VisitBrighton
All presentations are available to download from www.industry.visitsoutheastengland.com/brands
* TSE's partners involved in the research are Locum Consulting and Ark Leisure.
* Free to members of TSE - for more information on TSE Membership call 023 8062 5449