Cardiff Metropolitan University | Cardiff School of Management | Lecture

Source | Flickr | kitskel

The Changing Face of Destination Marketing

Jon Munro | Visit Wales

First, of all a little bit about me

So, a little bit about me

@ flyjon

Destination Marketing

Fashion and Online Retail

Plant Hire

Charity and More … …

Source | Flickr | lucyparry1

A hugely changing marketing environment Our customers and the customer journey Delivering integrated marketing activity What is the big opportunity for destinations? So, what about small tourism businesses?

The Visit Wales Story

Where shall we go?

Source | Flickr | lucyparry1

A hugely changing marketing environment

Change You know this stuff!

71% of travellers use search as part of the planning and booking process Source : Google (2010)

82% prefer consumer reviews over a hotel’s description of itself Source : Forrester (2006)

One quarter of US 18-34 year olds use mobile and tablets when booking air tickets Source : Amadeus (2011)

Social

Mobile

Search

People of the screen The “and” economy

Conversation culture over information culture

Learning to live within the earned media space

Convergent lifestyles and hyper collaboration

Source | Flickr | DeusXFlorida Reference | www.mediafuturist.com

Enter the Tourist Board Land of contrasts Something for everyone Fun for all the family Whatever you’re looking for Inspirational scenery Coastal splendour Majestic mountains Best-kept secret Why not? A unique blend

Content changes existing business models

The content a brand creates is everything A world where

the content a brand creates is everything

Targets, Objectives and Strategy Influencing £150 million in additional value Big focus is improving reputation Awareness, consideration and advocacy

“Those people who have not yet considered Wales”

Source | Flickr | lucyparry1

Our customers and the customer journey

The ubiquitous marketing funnel

Source | Forrester (2007)

Complexity and off site engagement

Source | Forrester (2007)

Right content Right person Right device Right time Right action

Source | Flickr | Discover Carmarthenshire

Sea

rch

Soc

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PR

Web

site

Pai

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Data

Strategy

Content

Adapted | Brilliant Noise (2012)

Who are our customers?

Source | Visit Wales (Digital)

Source | Visit Wales | Tracked search terms and volume (Log10)

We watch search like a hawk

Source | Flickr | lucyparry1

Delivering integrated marketing activity

Owned, paid and earned media

Source | Forrester (2007)

Destinations have embraced social

Brilliant ideas are so important!

Develop themes and tell a story

Thinking beyond paid media

Source | iCrossing | Slideshare

52% of our traffic comes from search

Paid

13% 87% Natural

34% Referral | 13% Direct | 1% Campaigns

Identify where the opportunities lie

Source: PIRE , Google Adwords , iCrossing competitive framework – Data May 2010

Little presence either directly or indirectly

Useful and engaging content on our site

Getting our engaged users involved

Develop creative and credible content

Reach out, place content and widgets

Find suitable partners and engage them

Maintain momentum

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Positions 1-1:

Positions 2-5:

Positions 6-10:

Long Tail Analysis and Optimisation Adjustments

Romantic Break Section Live

Widget creation and placements started

Improving search visibility

Increasing share of relevant traffic

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Romantic Break Related Organic Traffic

Google UK Search Term Interest for 'Romantic Breaks'

Comparing Wales and non-Wales traffic

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Brand

Rinse and Repeat “Useful, engaging and sharable (sometimes community created) content placed in the environments where people were already discussing holidays and breaks. Linked back to pages on the Visit Wales website – providing more in depth information but also supporting natural search visibility”

Three distinct phases

Note | Planned (for illustration) rather than delivered (actuals)

The “invite” phase

Note | Planned (for illustration) rather than delivered (actuals)

Supporting the “visit” phase

Note | Planned (for illustration) rather than delivered (actuals)

The “legacy” stage – autumn

Note | Planned (for illustration) rather than delivered (actuals)

The communications plan

Note | Planned (for illustration) rather than delivered (actuals)

So what happened? 70%+ saw the campaign

100k got involved

196 video invites 19,000 facebook followers 128,000 requested views of content 11,500 subscribers, 37,000 brochures 34m UK Adults Reached Contribution to over £100 million of additional visitor spend during 2011

Five things we learnt along the way

 Develop themes in line with the brand story you are trying to tell. It will help you innovate, deliver more than the sum of the parts and support consistency across your communications.

 1

Five things we learnt along the way

 Deliver those themes across multiple channels. Develop conversations and buzz in the short term that help support the longer term and associated strategy. Search visibility is a good example.

 Use paid media to amplify your efforts …

 2

Five things we learnt along the way

 Leverage existing content assets and repurpose the assets you develop for delivery across multiple channels.

 Create once. Publish everywhere. COPE!

 3

Five things we learnt along the way

 Commit budget with clear objectives behind it. Leave a bit aside for experimentation.

 Test and learn. Take calculated risks.

 4

Five things we learnt along the way

 Success in digital is often about the sum total of many small parts. It requires a close working relationship between your internal team, agency teams and anyone else you work with.

 Create an environment for that to work!

 5

Source | Flickr | lucyparry1

What’s the big opportunity for destinations?

Think great editorial content and authoritative sources

Piloting an approach on Flickr

#sharewales

A platform for curating and distributing great destination content

Alongside bookable tourism products

But one where we invest in adding content value

And businesses can get involved …

http://www.sharewales.com/index.php/share-content/

Check out our three explainer videos J

So, what about tourism businesses?

Social and search are really important. So is mobile Be found on things like TripAdvisor and Google Places Facebook too. Then think about your own site or blog There is a wealth of research available. Keep listening Develop content around key themes. Get it out there Be useful but add a little bit of shameless self promotion Be visible for those long tail pre-purchase search phrases Make sure you are bookable. Visit Wales and beyond Test, Learn, Improve

Contact | jon.munro@wales.gsi.gov.uk Call | 0300 061 6124 Connect | http://www.linkedin.com/in/jonmunro Follow | @flyjon | www.slideshare.net/flyjon

Thanks J

The Changing Face of Destination Marketing