Sep 14, 2014
Lincoln at Christmas 2010Campaign Launch
The Christmas Marketing Team
Matt Corrigan Lincoln BIGEmma Tatlow Visit LincolnshireSheelagh CallaghanLincolnshire Echo Caroline Bingham KM Media Chris Grieg Lincs FM
Tonight’s Agenda
• Background on Lincoln marketing, consumer behaviour and the importance of Christmas
• Overview of proposed marketing activity from media partners
• Feedback and questions
Christmas in Lincoln – its crucial!
Critical time of year for retailersChristmas market one of the highest profile events of its
kind Competition is increasing – online, out of town retail Brings together all sectors of the visitor economy – events,
retail, tourism, food and drink Brings the city centre alive
Total investment in the city at Christmas by stakeholders – c.£1m
Putting Lincoln on the map this Christmas
• First ever joined up marketing campaign for the City between Lincoln BIG, Visit Lincolnshire and media partners
• Opportunities for private sector to support the campaign
• Building on previous Christmas and city marketing activity
Consumer behaviour - short breaks
• Tourism is currently worth £971m to Lincolnshire • Shopping accounts for 22% of visitor spend – the highest
category of expenditure followed by food and drink at 18%
• The Staycation is set to continue and consumers are motivated by ‘rediscovering’ and ‘enjoying’ English destinations
City Breaks Campaign
Lincoln – a cosmopolitan city rich in heritage and culture offers a complete package for a short break. From historical uphill and the world renowned cathedral to a quality retail offer from independent boutiques to high street stores, the city is an eclectic mix of old and new.
Christmas is a key part of Lincoln’s message, with a world renowned Christmas market, independent retailers and a family friendly, value for money offer
Key messages
• Quality accommodation • Year round programme of events & festivals • Rich heritage• Great shopping• Food & Drink • Small but perfectly formed• Developments – Bailgate Restored, Castle Project, Hilton Hotel etc • Christmas – unique experience• Value for money offer
Target Markets • Targets – well off older couples and families;
• Traditionals - active in the domestic holiday market; willing to pay for good personal service. More like to take a domestic holiday than an overseas one. Tend to go for destinations that are renowned for their scenery and are not too crowded with other tourists.
• Discoverers - independent minded people; like to try new places and explore an authentic destination. Affluent segment; high proportion has access to the internet. Likely to choose destinations where they can build knowledge and experience through new cultures, nature or historical attractions.
• East Midlands, East Anglia, South Yorkshire
Target markets
Predominantly wealthy area
Wealthy AchieversUrban ProsperityComfortably off
City Breaks Activity to date
• Welcome Guide Summer edition • Visitlincoln.com – launch September • City profile on visitlincolnshire.com • Shoplincoln.com • PR • Consumer e-newsletters
Christmas campaign objectives
• To increase Christmas footfall across the city • To promote a renowned Christmas Market • To get 25,000 people ice skating• To encourage more people late night shopping• To increase staying visitors• To promote the city as a fun and safe night out• To generate consumer contacts for future marketing
Consumer choice.....
Meadowhall
Victoria CentreBroadmarsh
Princes QuaySt Stephens
Freshney Place
All of these shopping centres are an hour from Lincoln... We need to givevisitors reasons to come to Lincoln and raise awarenessof the Christmas offerin the city
Lincoln at Christmas Strong brand concept created to tie all of the activity
together. To be used across all media and available to be adopted by
partners
Activity Overview – Marketing
12 page full colour supplement distributed across East Midlands with a print run of 279,299
Glossy magazine bound to Lincolnshire Life (2nd edition of the Welcome Guide)
Lincs FM radio campaign PR & Media Online activity – website and enewsletters Social Media Wider advertising – budgets allowing
Activity Overview Animation & Events
• Christmas Lights – Investing £50k to make the city sparkle this Christmas
• Christmas Trees – available for all businesses • Lincoln Ice Rink • Christmas Market • Events programme
Northcliffe Media
12 page full colour supplement inserted in: • Lincolnshire Echo• Target Series • Gainsborough Target• Retford Times • Grimsby Telegraph• Scunthorpe Telegraph• Hull Daily Mail • Nottingham Post
Total print run 279,339
Editorial focus on Lincoln at Christmas
Issued early November
Geographical spread
One advert across this area will reach 595,484 people with 597,999 OTS
49% of population are ABC1
Glossy Guide to Lincoln
• Continuation of the successful Welcome to Lincoln guide • Evolving from last year’s Xmas guide • 30,000 print run – 10,000 front mounted to the
November edition of Lincolnshire Life • Local and regional distribution; hotels, outlets, TICs etc • Editorial profile in Lincolnshire Life throughout October,
November and December
Lincs FM Radio Campaign
• Opportunities for business to get stand out commercials, top and tailed with a generic Lincoln message
• Broadcast over 5 days a week for 2 weeks
(each business to receive 20 commercials)
• Lincoln focussed radio campaign with a competition on air for kids to win prizes. Use event (ie Light switch on) as a hook
PR & Media
• Generate press coverage (print, broadcast & online) around Lincoln at Christmas
• PR activity commenced – interest already from Huddersfield Examiner & Travel Trade press
• Featuring in Lincolnshire’s Travel Trade newsletter – 2009 Christmas campaign generated:
• total circulation 2,778,049 million• total value £151,764
Online
• New! City focussed websites visitlincoln.com and shoplincoln.com (launch end September)
• Visitlincoln.com will be branded with the Christmas branding and cover key messages
• Online accommodation bookings incentivised for December (excl market dates)
• Competition for Christmas • E-newsletters to consumer database – can share messages
with businesses • Blog posts with latest news, events and must sees
Social Media
• Facebook profile – engage with fans to upload best images and experiences of Lincoln at Christmas
• Twitter to push out offers and news • Generate excitement and raise awareness through
social media channels ie You Tube video competition • Offer/added value related activity
Advertising
• Billboards – supermarkets, city centre, high footfall areas • Bus sides – ie Newark, Notts routes • Press advertising – glossy magazines • Train providers – East Coast & Midlands • Britain Planner – glossy publication
Budgets allowing
Next Steps
• Packages available for partner buy-in to the campaign offering value for money and commitment to the growth of Lincoln at Christmas
• Menu option will also be available
• Sign up tonight to demonstrate your commitment to the growth of Lincoln at Christmas
Any Questions?
Partner packages Campaign Strands
Platinum
£4500
Gold£3000
Silver £200
0
Bronze£1000
Echo newspaper supplement
Back page advert 1/2 colour 1/4 colour 1/8 colour
Lincoln at Christmas glossy guide
Full Page colour 1/2 colour 1/4 colour 1/8 colour
Lincs FM advert Plus Promo Plus Promo Advert only Advert only
Christmas trees 4 Trees 2 Trees 1 Tree 1 TreeIce rink partner and /or
board Yes Yes either n/a
PlusIce rink tickets 10 5 2 n/a
Website home page banner Yes Yes Yes Yes
PR and media Yes Yes Yes n/aInvite to Christmas
reception Yes Yes Yes Yes
Thank you
Bill Board Promotion
Bill Board Promotion
Bill Board Promotion