2. Are tourists a worthwhile target market for museums?
Britains unique culture and heritage attracts 4.5bn worth of
spending by inbound visitors annually
UK is fourth best out of 50 for its culture in the Nation
Brands Index
57% of respondents from 20 countries agreed that history and
culture arestrong influences on their choice of holiday destination
(only 15%disagreed)
3. Hampshire & IoW rank well nationally
Hampshire is the 6 thmost visited county nationally
2.40bn is spent by tourists annually in the county
Day visitors are the key market
4. The Hampshire destination brands North Wessex Downs
Hampshire Winchester Test Valley South Downs New Forest Southampton
Portsmouth The Solent Hayling Island
5. Traditional Push marketing
Take your product to the customer
Brochures
Direct mail
E-newsletters
6. Destination marketing
Creating a holistic visitor experience
Inspiring people to visit through video, imagery and
stories
Social media engagement & word of mouth
Working in partnership with other tourism providers
Meaningful product packaging
7. What does your museum mean to you?
Collections?
Archives?
Local history?
Display boards?
Education programme?
Events programme?
8. What are visitors looking for?
Memories
Experiences with friends and family
Variety
Choice
Quality
Value for money
Peace of mind
A treat
9. Drivers for visiting museums
Social e.g. nice place to spend time with friends and family,
or to visit the shop/caf
Intellectual e.g. to improve my own knowledge
Emotional e.g. to see beautiful things in an attractive
setting
Spiritual e.g. for peaceful contemplation
10. Thematic approach to destination marketing
Literary heritage
Countryside
Food and drink
Arts & entertainment
Military heritage
Shopping
Families
11. Visit Hampshire
Linked to national database
Partnership working with local authorities
Thematic campaigns
Itinerary builder
Event promotion
www.visit-hampshire.co.uk
12. Destination marketing in Hampshire
The New Forest Tourism Association
Winchester & Heart of Hampshire DMO
Portsmouth
Southampton
Hamble Valley
Test Valley
Gosport
Havant
13. Online marketing examples
Website editorial & database entry
Event promotion
Itineraries
Thematic campaigns
Reciprocal links
Video
Social media
14. Off-line marketing examples
PR & press trips
Publications e.g. visitor guides
Signage
Photography
Tourist Information Centres
Tourism networking groups
Collaborative working and promotion
15. Joining up the cultural offer
What other complementary tourist product is located near your
museum?
How are you networking with these businesses?
Are you selling your museums product or promoting the visitor
experience in your literature and on your website?
How integrated is your marketing with your local destination
website?