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Heritage Revealed
1. Lancashire and Blackpool Tourist Board 2009/10 Heritage Revealed Short Breaks Campaign Sally Jastrzebski-Lloyd
2. Embark on a journey... Heritage Revealed Short breaks campaign Aug – Sept 09 / Jan – June 2010 Theme Champions; Lancaster & Pennine Lancashire
3. Who is the target market? ‘Cosmopolitans’ & ‘discoverers’ 40+ couples Actively looking to take UK short breaks 2 hour drive time Strong, active and confident High-spending market – value new experiences Life is full & active, yet peace and relaxation is valued An appreciation of art and culture Want to do their own thing and expand their knowledge
4. Alison & John Aged 52 Professional couple Adult children / empty nesters Holiday Habits; Take one long haul holiday a year Take 2-3 UK short breaks which they research and book on-line Holiday wants; Quality Individual attention Home comforts essential Special interest tours Avoids typically family destinations/ school holidays, Likes to visit villages and market towns with the purpose of visiting a teashop or cafe
5. August - September 2009 Promoted Heritage Open Days, Lancaster Unlocked and other heritage events Targeting day and short break visitors Adverts in Life magazine titles and Lancashire magazine Bookmarks and posters produced On-line at visitlancashire.com Social media programme of blogging, twittering & Facebook
6. January - June 2010 Two treasure hunts to be created and produced Posted out via a direct mail to 30,000+ people and available as a download Heritage brochure produced – 10,000 copies Campaign website E-newsletters sent to 18,000+ contacts Social media programme of activity And more.... including competitions, press visits, on-line advertising
7. Opportunities for businesses Three packages available; Bronze - Basic entry in brochure and entry on website Silver - Quarter page advert in brochure Entry on website On-line special offer Blog spot Gold - Inclusion in treasure trail Half page advert in brochure Entry on campaign website Highlighted on campaign homepage On-line special offer Blog spot Opportunity to feature a video on-line Opportunity to provide a prize or host press visit
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10. Return on investment of £1 of marketing spend generating £37.55 worth of overnight visitor spend. And......... You’ll be promoting your business to an audience of 30,000+ new and existing visitors (together with the 60,000+ visitors who use visitlancashire.com every month)
11. For more information contact Sally Jastrzebski-Lloyd Marketing Executive sj-lloyd@lbtbltd.com 01257 226616
