Agency simulation brief

Isle of Wight Tourism

fivebyfivedigital.com@fbfdigital

Strategic Marketing brief to Solent University2 March 2010

Hello

Nicholas GillHead of Planning

[email protected]@nicholasrgill

bluurb.wordpress.comfacebook.com/nicholas.gilllinkedin.com/in/nicholasgillslideshare.net/bluurb

Paul ArcherDeputy Creative Director

[email protected]

facebook.com/lordarcherlinkedin.com/in/lpaularchiearcher

Dave RoseCopywriter

[email protected]

Jessye, Anette & Lauren

Kofi & Team Linn & Catherine

Objectives

Develop a strategic, brand awareness led campaign thatgenerates significant media coverage, raising awareness

of the Island as a high quality tourist destination.

Measurement

QualitativeRecognition of IoW as a quality visitor destination inkey customer groupsRecognition of IoW’s brand values within key customer groupsConsideration of ioW as a holiday destination over otherSouth Coast alternatives

QuantitativeBrochure requestsDigital activity (site visit, engagement, requests etc.)Advertising interactions

Deliverables

Development of brand awareness activity for 2010, 2011 and 2012.

Effectively manage annual exposure Vs tourism peaks(Easter, Summer)

Generate 170,000 brochure requests in 2010

Drive high quality visitors to the IoW site with actionableAssume site traffic target 85,000 visits per month

A clear use of social media and social networking to reach keycustomer groups and a broader audience, building Island awarenessand driving engagement with the IoW brand.

How much cash?

Assume £500,000 for the full year

Includes EVERYTHING

What we want to see

The UK Tourism industry & how IoW is positioned

Competitor analysis of other comparable UK Tourist destinations

Target audience understanding (motivations, behaviours) & actionable insight

Communications strategy

Media plan (cross-channel)

Creative to bring the strategy to life (cross-channel)

Communications plan (cross-channel)

Results

Here’s some stuff you need to know

Brand

BeautifulStimulatingResourcefulConnected

2009 activity

Audience

• Traditionally London, South East & Midlands• East & West Midlands fared particularly badly in the

downturn• Reduced pensions are affecting value decisions for silver-

visitors• Negative equity is a real threat to consumer confidence• Nation has moved from ‘earn & spend’ to ‘earn & save’• Coping with difficult and uncertain times fuels increased

needs for reward and value• The IoW is now attractive to a wider audience

Looking for a holiday destination with experiences that exceed expectations,a getaway with different things to do and value for money.

Oh & there’s a recession

• Stretching the family budget• More considered decision making• The ‘staycation’ has become fashionable• Expanding audience fuelled by changing needs• Shorter booking time as a result of economic uncertainty• The weak pound has attracted Eurovisitors• Social media has gone mainstream• Website experience is benchmarked on the global stage

When?

• Catching up with your FbF people is up to you• Report hand in 4 May• Present to us 12 May (between 1 & 5)

• And yes, it is a competition ;-)

Thanks

fivebyfivedigital.com@fbfdigital