Developing a VFR and local campaign in

James TurnerJanice Fraser

ADUR & WORTHING

Developing a VFR and local campaign in...

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…

→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

Why I should care…

→ Non-seasonal

→ Not weather dependent

→ Promotes repeat visits

→ Creates ambassadors

→ Contributes to conservation and preservation

→ Under-utilised at present

Good Luck!

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

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

Actions…

1. Coordination & Resourcing­ A&W Council actions­ Support and develop the campaign­ Providing tools and framework

2. Industry Development­ Mentoring and training opportunities­ Networking & joint action

Actions…

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

Actions…

What’s next?….

• Benchmarking – data collection• Working Group Meeting • Brand Development• Product Audit • Collect Offers• Familiarisation Visit Schedule

Brand...

www.hiddenbritainse.org.ukThank You