Partner update 05.03.2013 final no notes

11 April 2023

Partner update

WelcomeSarah Stewart, Chief Executive

WelcomeDr. Joanna Berry, Newcastle University Business School

IntroductionSarah Stewart, Chief Executive

Welcome to our new partners

Ian Thomas - Research

Kathie Wilcox - Visitor information

Paul Szomoru - Business tourism

Becky Madeley and Jason Yip - Marketing and communications

Sharon McKee - Place brand

Catherine Walker - Inward investment

Carol Bell - Festivals and events

Agenda

ResearchIan Thomas, Research Manager

Who are our visitors?Learning more together

• Average hotel room occupancy stands at 70%.

• Weekend room occupancy 83%.

• Revpar £40.81; regional average £41.38.

• 2.3 million visitors to attractions in NewcastleGateshead.

• 1.88 million visits to free attractions (+3%).

• 500,000 to paid attractions (+13%).

• Helped by major events but also own events and exhibitions.

2012 performance

• 300,000 visitors to the Visitor Information Centre.

• Three million international visitors through Newcastle Airport.

- Holland +9%.

- Ireland +11%.

• 12,561 City Cruise passengers on DFDS.

• 830,000 passengers using Quaylink in the city (+3%).

2012 performance

• Online performance monitoring tool.

• Gives detailed insight into the destination.

• Allows you to benchmark your organisation.

• Puts your data into context.

Knowing more – T-Stats

• Previous study carried out in 2007.

• 25% increase in bed stock in NewcastleGateshead over last two years.

• Interviews with general managers and developers.

• Audit of current stock and demand projections.

• Recommendations for the destination.

• Co-operation with study by hoteliers is key.

Knowing more – hotel study

• Previous surveys carried out 2006, 2008 and 2010.

• Changes in technology and the economy just two factors changing visitor profiles.

• Online survey throughout 2013.

• Gather data on motivations, demographics, activities, satisfaction and expenditure.

Knowing more – visitor survey

• Help us to distribute links to the survey.

• Sponsor questions – opportunities for partners to have their own questions on the survey.

• Tailored reports.

Visitor survey getting involved

Visitor informationKathie Wilcox, Head of Development

www.shopNewcastleGateshead.com

• Launched December 2012.

• Great range of locally produced gifts, cards and walking tours.

• Products can be purchased locally, nationally and internationally.

• Exploring new products, including travel tickets.

NewcastleGateshead online shop

• Corporate gifts and bulk orders - exclusive partner discount.

• Recommend to colleagues, friends or visitors.

• Talk to us about any ideas for joint working - products that might be a good fit.

Online shop – partner opportunities

• Great progress – thanks for your support with the audit.

• Welcome to NewcastleGateshead training – partner rates.

• Gateways – first major project underway with Central Station to improve visitor welcome, information and signage.

Information partners

• Gateshead Stadium, 11am-1pm.

• Region’s biggest annual exchange event for tourism businesses.

• Share promotional material and news – and find out what’s happening in 2013.

• Networking opportunities.

• Be there or miss out!

Distribution 2013: Wednesday 27 March

Business tourismPaul Szomoru, Senior Business Development Manager

• British Accounting & Finance Association April 280

• Osseo Integration June 500

• International Colour Association July 600

• Nutrition Society Summer Meeting July 400

Major events 2013

• Behaviour 2013 August 750

• AUGIS September 600

• Royal Statistical Society September 400

• EACD October 800

Major events 2013

Tell us about unique experiences you can offer delegates.

• Something unique to the region.

• Include images of delegates doing the activity.

Get involved...Campaign continues throughout 2013.

• More content on NewcastleGateshead.com/meet.

• PR campaign.

International Confex & Meetings Show UK

• Generate new business leads.

• Relationship manage existing South-based contacts.

• See what everyone else is up to. Research the competition, get new ideas and stay ahead of market trends.

• Help us attract and convert business tourism enquiries.

Come with us...Confex19 – 21, March

Excel London

Meetings Show9 – 11, July

Olympia London

Meetings & Events Guide 2014-16• Gold award for Best Brochure at 2012

Meetings Industry Marketing Awards.

• Most comprehensive conferencing publication in North East England.

• Invaluable tool for buyers and agents.

• 8,000 guides produced for distribution to database, at tradeshows and with enquiries.

Marketing and communicationsBecky Madeley, Marketing Manager

National campaign update YEAR 1(2012-13)

YEAR 2 (2013-14)

YEAR 3(2014-15)

TOTAL

NGI £104,166 £124,165 £122,500 £350,831

RGF £166 ,667 £268,833 £64,500 £500,000

TOTAL £270,833 £392,998 £187,000 £850,831

• A three-year campaign.

• Match funded by Regional Growth Fund.

• Two campaigns per year (spring and autumn).

• Campaign covers Scotland, Yorkshire, North West and London.

Spring / summer 2013• Campaign runs until 30 June.

• £200,000 media spend – including press inserts, outdoor posters, radio promotion and online advertising.

• Focus on shopping, nightlife, eating out and events.

• High-profile national media visits.

Still time to get involved!• Thanks to all partners who have already signed

up for our spring campaign.

• There’s still time to be part of it.

• NEW special offers section for accommodation providers.

• Opportunity to host media visits.

• Competition prizes.

International - Ireland• On a snowy February weekend we hosted

seven Irish journalists from The Sunday Business Post, The Irish Times, Irish Country Women’s Magazine, Daily Star, Food and Wine Magazine, Daily Mail and The Irish Independent.

• Huge ‘thank you’ to everyone who supported their visit.

International – Holland • Joint-funded campaign with DFDS Seaways.

• Football packages are selling well – 10,000 tickets sold this season.

• Cinema promotion delivered 1,800 new bookings to NewcastleGateshead.

• Media coverage in Girlscene.nl and The Telegraf.

• New campaign with easyJet in spring.

International – RGF Round 4• Two-year international marketing campaign.

• To promote five regional gateways (North East, North West, Yorkshire, South West and Midlands).

• Relies on existing routes and transport providers to support campaign.

• Bid submission Wednesday 20 March – if successful campaign will begin in Q3 2013 running until spring 2015.

Marketing and communicationsJason Yip, Digital Marketing Manager

NewcastleGateshead.com• Over 1,000,000 annual unique visitors.• 130,000 monthly unique visitors.• 4,500 daily unique visitors.• Blue Reef Aquarium page viewed 21,182 times.

What are the opportunities?1. Improve your record / page.2. Supply us with your events and offers.

We feed Sky Tyne and Wear and NCC your events. 3. Advertising.

- Banner adverts and sponsorship.

Website

Monthly ‘What’s On’ newsletter / CRM • 90,000+ leisure contacts.• 35,000 local.• 55,000 out of region.• 70,000 with profiles / interests.

What are the opportunities?1. Profile your events, openings etc.2. Banner advertising.3. Use our mailing list - solus email.

e-Comms and CRM

Our social media channels• Facebook 12,303 likes.• Twitter 6,000 followers.• LinkedIn 1,581 members.

What are the opportunities?1. Re-Tweet and re-post offers / news.2. Profile competitions.3. Promotion.

Social media

Website WidgetsLet your website visitors search for:1. 700+ local events, attractions, hotels etc.2. Save time administrating content on your site.3. Quick to set up.

NewcastleGateshead Events Printout• Provide your customers with a personalised A4

double-sided printout of events.• Choose by date, type or venue.• Promotes our FREE mobile apps.

New digital partnership opportunities

NewcastleGateshead Social Media Map

Place brandSharon McKee, Head of Marketing & Communications

Yes!

• Many stories, many voices.

• Outdated perceptions.

• What do we stand for?

• Story is undertold and undersold.

Does our reputation need managing?

Place branding

“Urban branding is evocative storytelling aimed at educating recipients to see

the place in a certain way.”Jensen 2007

The NewcastleGateshead storyWhat do I want to become? The natural home for the modern economy.

What are the values that make me different? Inventive spirit – positivity – collaboration – enterprising – enriching.

If I was a person who would I be? Bobby Robson.

What is at the heart of everything I do? Innovative spirit – genuine – rewarding.

How will people ultimately see me? A place that is always proud of its future.

• Online toolkit.

• An inspiring brand film.

• Frontline staff film.

• Ambassador programme.

Helping people tell our story• Inspire Me app.

• Z card.

• Meetings with key decision makers.

• Engaging community.

• Tell the story of NewcastleGateshead - add your own flavour.

- Can it be built into your current work?

- Can you use it to guide decision making?

- How can we help cascade it through your organisation?

- How might we help you bring it to life?

What we’d like people to do

Inward InvestmentCatherine Walker, Inward Investment Director

• Offshore and marine.

• Digital and creative media.

• Sciences and health.

• Corporate functions of R&D, professional and business services and advanced manufacturing are at the heart of all our propositions.

• React to all project enquiries across all sectors.

Priority sectors

• Six-month, high-impact campaign.

• Two events.

• NOF Energy Conference.

• Eastern Airways supplement.

• Advertorials in key trade publications.

• Online advertising.

• Overseas business development / attendance at overseas exhibitions.

• Cluster development activity.

Offshore and marine sector campaignOffice-based functions

Design and project teams, professional and business services.

Engineering functions

High-value engineering, installations, special logistics.

Target markets

UK, USA, Canada, Scandinavia.

Pipeline overviewIndicator Volume

Number of live projects 44

Potential associated jobs 2,100

Successful projects YTD 2

High probability projects 5

Overseas projects (FDI) 25 (57%)

• Soft landing programme for overseas investors.

• Hosted in-visits and delegations.

• Add value through account management.

- Ask about growth plans or issues.

- Identify links to associations.

- Follow us on Twitter / LinkedIn.

- Promote key sectors, sites and news

(wins, assets, stats etc.)

How to get involved

Festivals and eventsCarol Bell, Head of Culture & Major Events

• Through our work continue to put NewcastleGateshead on the national map.

• Attract visitors to NewcastleGateshead for day visits and overnight stays.

• Build capacity and local engagement.

• Enhance the quality of life of local people and build local pride.

Priority areas of work for 2013

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EAT!, Juice, Winter Festival

• Join in to ensure your business benefits from increased visitors.

• Promote these activities through your own marketing networks.

• Encourage staff to volunteer.

• Tell your colleagues, friends and family.

• Use the NewcastleGateshead Cultural Planning Calendar.

• Sponsor events.

How to get involved

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SummarySarah Stewart, Chief Executive

• In its second year – a week-long celebration of the vibrancy and value of the industry.

• Discover Deals – partners invited to provide exclusive one-week partner offers.

English Tourism Week- Newcastle United – £10 for two-course Sunday lunch and stadium tour.

- Hotel Indigo – ‘Two for one’ on afternoon tea.

- Tyneside Cinema – ‘Two for one’ cinema tickets (in the Classic Circle).

- The Sage Gateshead – ‘Two for one’ tickets for Serious Cabaret: Leaving Berlin (Sunday 24 March only).

Thank you

Partner Update Meetings

• Thursday 20 June 2013.

• Thursday 17 October 2013.

Partner potential venue hosts – thank you to all those who have already offered to host.

Partner meetings 2013Business Leaders’ Briefings

• Wednesday 17 April 2013, Electric East.

• Wednesday 11 September 2013.

AGM

Thursday 5 December 2013.

11 April 2023

Partner update