QA Research Presentations

Results from LBTB Campaign Research

Nick Lynch

QA Research

May 2009

The Research

• 4 main campaigns researched

• 2,712 surveys completed

• From 36,000 database

• Online & tel questionnaire

• Undertaken Jan/Feb 09

• Asked about 2008 overnight & day visits to Lancashire & Blackpool

The LBTB database of enquirers

• LBTB database of enquirers has been built over many years & is added to every year

• Important aspect of all campaigns is to nurture & convert these potential visitors

• All the campaigns ‘pull’ from this database

• Much of the communication is now online

• The results from this research give us a important information on ...

– WHO they are,

– WHAT they do and like

– HOW we can keep converting them into visitors

Who they are?

• They are older: 71% over 45 yrs old, 44% over 55 yrs old

• Have visited before: 74% – but is topped up every year with new enquirers generated from marketing activities

• Good number of first timers in 2008 (1 in 10)

• Live 99 miles away – visitors on average

• 29% came with children

They like to visit Lancashire & Blackpool!

42% visited in 2008 on an overnight trip

57%52%

46% 44%

Night Time Buzz

Short Breaks Country Escapes

Taste Lancashire

08

They also ...

Come on day visits from home:

• 4 out of 10 visited for the day in 2008

• Took nearly 5 day visits in 2008

• Just over half of all overnight visitors also came on a day visit

Planning on visiting again:

• 29% had decided to overnight visit Lancashire & Blackpool in the future

What do they do?

• Visit throughout the year; but Sept (24%) & Oct (23%) popular

• Stay in all types of accommodation:

– Large hotel - 26%

– Small hotel – 23%

– B&B – 20%

– Caravan/camping – 12%

• Over 1/3 source their accommodation from campaign material & website

• They spend: £535 on trip with £253 on

accommodation & £160 on food & drink

They like ...

• Staying in (55%) & visiting (63%) Blackpool - but every area in Lancashire featured

• Eating out (42%) and shopping (34%)

• Using vouchers & special offers (17%)

• Promotion of Lancashire food & drink (77%)

• Visiting the LBTB website (77%)

A few impact numbers ...

• 29,000 breaks taken in Lancashire & Blackpool in 2008

• Over 9,000 due to the campaigns

• £1.3m generated for accommodation listed

• The campaigns generated:

– 200,000 bednights

– £2.4m spent on accommodation

– £1.5m on food & drink

– £5m on overnight breaks

• Return on investment (ROI): £1 campaign spend generated £38 on overnight visitor spend

Lancashire Taste 08

• Major campaign in 2008

• Nearly 13,000 enquirers or receivers of info

• 44% visited on overnight & 49% on day visit

• High frequency of day visits – 15 in 2008

• 2/3 felt the campaign did influence them to visit & generated:

– 75,000 bednights

– £428,000 spent on accommodation

– £531,000 on food & drink

– £1.7m on overnight breaks

– £316,000 on day visits

• ROI: £1 campaign spend generated £29 on visitor spend

• 68% felt promotion of Lancashire food & drink would encourage them to visit in the future

So, we need to ...

• Have a strong online presence (despite the older profile)

• Feature a wide range of accommodation options

• Not ignore the family market (nearly a third came with children)

• Continue the food & drink promotion

• Strengthen offers & vouchers

• Continue effective targeted promotion of the unique Blackpool coastal offer e.g. Night Time Buzz

• No forget the day visit market – even with overnight visitors!

• Deepen the relationship with these core visitors thru CRM

Questions