UK Tourism Action Plan – top ten insights

Recently the Government published their Tourism Action Plan and we’ve pulled out some to the key insights to share with you. Last year the UK tourism industry generated £22.1 billion in spending from inbound tourism to the UK and £19.6 billion from domestic tourism spend in England. However, many overseas visitors never venture beyond London, so over 50% of their spending is in the capital.

In essence, the Tourism Action Plan conveys the Government’s commitment to improve the UK’s competitive tourism offer.

uk tourism action plan

uk tourism action plan

Top UK tourism action plan insights

1. Improve transport network – international visitors can find it difficult to find the information they need, the plan aims to make it easier for visitors to explore by rail, bus and coach; for example by working to develop a new GREAT Rail offer and develop new partnerships between VisitBritain and online booking companies, like Expedia.

2. Improving quality skills – by introducing flexible apprenticeship schemes this will allows training to be completed over 16-18 months rather than 12, with breaks included; this addresses the seasonal nature of the tourism industry.

3. Common sense regulation – changing licensing to allow B&Bs to offer a welcome drink, and modifying vehicle licensing that will allow B&B owners to pick up visitors from train stations, plus the UK will make it easier for tourists to claim back VAT on eligible purchases.

4. Explore beyond London – visitor statistics are encouraging showing they venture beyond the capital, as the South East, South West, West Midlands and the North East saw international visits and spend grow at a faster rate than London in 2015.

5. Job creation – tourism is one of the UK’s most important industries with it directly responsible for 1.6 million jobs, employment in tourism growing at a faster rate than total UK employment and there is a #mytourism job campaign to encourage more young people to consider it as a career.

6. Latest visits – in the six months to June 2016, there were 17.3 million international visits to the UK and with campaigns like Defra’s Great British Food Campaign that will showcase British food and drink, UK visits looks set to increase in 2016.

7. Working together – UK tourism as a collective body aims to strengthen co-ordination and collaboration across providers by developing an overarching industrial strategy to grow tourism.

8. New funding – there’s a new £40 million Discover England fund to incentivise England’s destination organisations and businesses to join up to build world class tourism experiences and products.

9. Better informed – the roll-out of smart ticketing infrastructure and the development of route-planning apps like Rome2Rio aims to make it easier for passengers to make better decisions about their journeys.

10. Availability of information – UK tourism will improve the availability of visitor information through the UKVI website and in Visa Application Centres.

The UK Government pledges to ensure the continual growth of the industry and the Discover England fund is a good example of introducing people to new experiences such as proving the opportunity to walk a section of the new, 2,700 mile national coastal path.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support creating brand ambassadors for your business, email info@alexandrapatrick.co.uk or contact via Twitter.

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Young people online statistics – a new generation of unhappy young people

The Children’s Society has conducted a study on the happiness levels of teenagers across the UK. The charity surveyed 30,000 children and young people; they found that 14% of 10-15 year old girls are unhappy in general, with some girls spending up to three hours every night on social media.

Online pressures are said to be a huge factor in young people’s unhappiness. Indeed the mental well-being of girls has worsened since 2005. Over the last decade The Children’s Society have asked over 60,000 children how they think their lives are going. In the The Children’s Society 2014 14% children aged 7 to 16 were bullied online, yet still the vast majority of bullying takes place at school, 78%.

Earlier this year, Childwise reported a major shift in UK children’s behaviour as time online overtakes time watching TV for first time ever.

young people online

Young people online statistics – 10 facts

1. Online use – children age 5-16 now use the internet for an average of three hours a day, 15-16-year-olds spend 4.8 hours online.

2. Tablet ownership – has increased by 50% in a year, four in five children (79%) now live in a house with a tablet device in it, two in three (67%) now having their own device.

3. YouTube viewing – half children surveyed use the site every day, almost all do so on occasion.

4. YouTube viewing – the majority of children access music videos (58%), around half of users are entertained with funny content on YouTube (52%); around a third watch gaming content, vlogs/blogs, TV programmes or ‘how to’ videos.

5. Location online – children are going online more in their bedrooms, three in four children (73%) can now access the internet in their room, up from two in three (63%) last year.

6. Popular vlogger – Zoella was the top vlogger, especially among girls with 15% naming her as their favourite, her appeal is highest among 11-12 year olds.

7. Mobile phones – 63% of children own their own mobile phone with an average monthly spend of £12, it’s the most common way of accessing the internet.

8. TV viewing – in 2016 children and young people and watch TV for 2.1 hours each day – down from 3 hours in 2000; 60% watch TV via a phone, tablet or laptop.

9. TV services – Netflix emerged as the most popular choice – overtaking all the conventional channels.

10. Online channels – apart from YouTube, other popular online destinations are Snapchat, Instagram, Minecraft and Facebook.

The 2016 CHILDWISE Monitor is an annual report looking at five to 16-year-olds media consumption, purchasing and social and behavioural habits. More than 2000 children in schools across the United Kingdom completed in-depth online surveys for the report.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, marketing consultancy and location/destination marketing.

If you’d like to find out more about how we could support your local business needs, email info@alexandrapatrick.co.uk or contact via Twitter.

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LinkedIn has over 20 million in UK – top ten insights to help your business

If you are a member of LinkedIn you’ll know it gives a wealth of opportunities to connect and communicate globally. And with over 450 million users on LinkedIn and over 20 million members in the UK alone, it’s attracting more than two new members per second.

LinkedIn

LinkedIn

Here are our top ten insights about LinkedIn

1. Total users – there are 450 million users in 200 countries, 13% of members use it once a day and LinkedIn have a goal to reach 3 billion.

2. New members – LinkedIn is adding two members per second with on average 97 million unique visitors a month and the average monthly time spent by a user is 17 minutes.

3. What happens – influential users build their business and professional contacts into an secure online network and by adding a photo to your profile makes you 36 times more likely to receive a message.

4. Invite only – it has a ‘gated access approach’ where you need an existing connection to link to another user, once joined members will receive status updates and access to their contact details; LinkedIn members had 45 billion page views in Q1 2016.

5. Company pages – there are 4 million company pages and 81% of B2B marketers use LinkedIn for their new product launches, you can list your range of products and services (via Showcase Pages) and share promotions, news and content too.

6. Content growth – 100 million users access the site on a monthly basis and more than 1 million members have published content on LinkedIn.

7. User engagement – the best day and time to post on LinkedIn for engagement is Tuesday between 10 and 11am and the best time to post for shares is between 10am and 2pm and LinkedIn will be integrating with Yahoo mail.

8. LinkedIn Pulse – LinkedIn Today highlights the most popular updates on specific topics, you can keep informed and find content to share with your network,
also available as a mobile app.

9. Groups on LinkedIn – there are separate community discussion areas created to discuss and share information around topics relevant to your business interests.

10. Profile page – this is your home page where they can summarise career and information; there are ‘public’ and ‘private settings’; 56% of LinkedIn users are male.

LinkedIn can be great traffic driver for your business and you can continually refine and update your personal and company profiles to encourage more click throughs.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, marketing consultancy and location/destination marketing.

If you’d like to find out more about how we could support your local business needs, email info@alexandrapatrick.co.uk or contact via Twitter.

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What are the key facts and figures for tourism economy in the UK?

The UK summer seems to have at a last arrived. But how successful will the tourism industry be judged in the UK? It’s predicted tourism visits in the UK will reach 36.7 million for 2016. And since 2010, tourism has been the fastest growing sector in the UK in terms of creating and retaining jobs. And as a country, the UK enjoys excellent global connectivity, with well over 100 countries having direct air connections.

It’s worth unpacking some of the headline tourism facts and figures.

uk tourism

uk tourism

Top tourism facts and figures in the UK

1. Total value – tourism is predicted to continue grow, Britain is forecast to have a tourism industry worth over £257 billion by 2025 and visitors who travel by air tend to spend more per visit than those using other means of transport.

2. Total jobs – by 2015 Deloitte research predicted tourism will be supporting 3.8 million jobs which will be concentrated where there are more visits, so for example, in 2015 there were 18.6 million visits to London, spending £11.9 billion; this represents 54% of all inbound visitor spending, with 40% of visitor nights spent in the capital.

3. Inbound tourism – is considered to continue to be the fastest growing tourism sector, in 2015 36.1 million overseas visitors who came to the UK spent £22.1 billion; in England alone.

4. Total GDP – it’s thought that by 2025 the tourism industry will contribute just fewer than 10% of UK GDP; the top visitor attractions tend to be visitor/heritage centres, farms and wildlife attractions/zoos.

5. Visits to the UK – a survey run by the Office for National Statistics (ONS) in the last recorded 12 months, April 2015 to March 2016 found visits to the UK was 4% higher than the previous 12 months at 36.51 million visits.

6. Average spend per visit – May 2016 had seen the highest value of spending so far in 2016; however, we are still down on May last year – 8% lower at £1.86 billion (ONS); international visitors spend their money on activities such as visiting castles, museums or to explore the countryside or coast.

7. Visits by journey – in the last rolling year (June 2015 to May 2016) visits by journey are broadly split by holiday visits (37%); visits to friends and family (30%); business visits (25%) and miscellaneous visits which can include short term study, shopping, sports events and more (8%) – (ONS).

8. Visits by region – EU15 (member countries by European Union) in the last rolling year was (56%); Other EU (12%); Rest of Europe (6%), North America (11%) and the Rest of the World (15%); the largest uplift in visits by region was from Other EU.

9. Visitor nights – Visit Britain reported the number of visitor nights spent in the UK increased by 3% in 2015 to 273 million nights, with the average number of nights per visit being 7.6.

10. Average spend – in 2015 the average spend per visit in total was £611 and the top three visitor markets are France, USA (the fastest growing market too) and Germany; all valuable sources of income for the UK.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, marketing consultancy and location/destination marketing.

If you’d like to find out more about how we could support your local business needs, email info@alexandrapatrick.co.uk or contact via Twitter.

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What are the top tourism trends for the next decade in the UK?

Tourism visits in the UK are forecast to reach 36.7 million for 2016 and it will have had a welcome boost from Andy Murray’s recent Wimbledon champion win for the second time.

2016 has already been significant for arts with a number of Britain’s literary legends celebrating anniversaries and milestones, including the 400th anniversary of Shakespeare’s death and the 100th anniversary of Roald Dahl’s birth.

The range of tourism trends in the UK include increased importance of mobile technology, empowering consumers and allowing them to make last minute decisions on a wide range of leisure activities. More recent developments are FOMO, the ‘fear of missing out’ and the rise of the ‘individualocracy’ the demand for control and simplicity are important too.

tourism trends

tourism trends

Top tourism trends in the UK

1. VFR (visiting friends or relatives) – constrained budgets and more life events and greater perception of time pressure will see people maximising their leisure time on VFR trips, aiming to gain a richer experience with their family, creating a new type of holiday in the UK.

2. Active tourism – the desire to be active and healthy is driving an increase in active leisure trips. People do seem to have more active lives in both leisure and holidays; there’s an assumption that we should be active and generation of health conscious older people. People also feel they can ‘de-stress’ through adventure experiences.

3. Skills tourism – this is driven by both cultural capital and desire to acquire new skills. More than half of consumers in England (56%) say that ‘trying new things’ is important to them, and two-thirds (67%) say that art or culture is important to them.

4. Health tourism – health consciousness is driven by increased pressures at work and home, as well as sustained societal focus on wellbeing; the countryside will benefit from health and active tourism; a further point of difference is the perception that modern lifestyles are ‘too easy’ or sedentary so there’s a drive for consumers to push themselves.

5. Rural tourism – the rural destinations is quintessentially English –it’s a unique offer for UK tourism. However, there’s also an apparent divergence in age structures of different regions and geographies, a key trend here is the rapid ageing of rural areas, whereas cities remain relatively youthful.

6. Seaside tourism – some resorts have been unable to compete with a pure beach offer and the more reliable summer weather that some overseas locations can offer has been a threat; yet many resorts have been able to successfully adapt and to re-invent to attract new audiences.

7. Urban tourism – regeneration in many cities and an increase in the number of attractions has propelled the growth of urban tourism; this is crucial for the younger market; time poor and cash strapped younger consumers will look to maximise their leisure spend.

8. Leisure tourism – this has been impacted on the changing shape of the family, the rising number of older people and grandparents’ increasing involvement in childcare, and also in the diverse structures and types of family; the older generation will be generally more affluent and far more leisure focused than previous generations of older people

9. Consumer tourism – England is developing an incredible diversity of product – food, wine, different activities – it will continue to be attractive, and people are taking pride in this – but consumers expect discounts despite the recent economic recovery.

10. Green tourism – is a driver but you have to be selling the experience and the attraction, this is also affected by wider trends such as ever changing work-life balance or time pressure.

In summary, a social trend to watch is that, in three decades time, there will be more than 9 million over 75s in England (twice as many as there are in 2016). Accommodation and travel options that can cater for people with reduced mobility will be in great demand; they’re still keen to go on holiday but potentially reluctant (or unable) to travel far.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support creating brand marketing for your business, email info@alexandrapatrick.co.uk or contact via Twitter.

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What is a place brand strategy and how can it help communicate the brand identity of a place?

A place brand strategy is about the promotion of what the area wants to be well known for in terms of its offer, experience and reputation. Each city or place needs to plan for its growth so a consistent, coherent message will help encourage people to live, work and visit to secure its future prosperity.

A place brand strategy helps shape a location’s future positive image increasing visibility and recognition. The strategy is not just about the logo and a catchy strapline, it’s about what the brand is focused on achieving; clear goals to attract visitors, residents, companies whatever the object may be.

place brand strategy

place brand strategy

Place brand strategy top ten tips

1. Positioning – the place needs to be promoted with distinct messages and images to segmented targeted audiences, you’ll require an adapted message to domestic and international audiences, media and investors.

2. Differentiation – means the place needs to have distinct characteristics that set it apart from competitor locations or places, it needs to have genuinely interesting things to see and do.

3. Building relationships – with designated stakeholders such as local governments, business support agencies, property investors and developers will help strengthen the place proposition.

4. Place personality – captures what are the strong emotional connections of the place; so is enterprise limping or thriving, is lifestyle calm or chaotic, is heritage ancient or contemporary, is infrastructure outdated or innovative?

5. Support business growth – a successful place brand will aim to help grow existing businesses in the area and retain and attract new businesses and jobs developing long term engagement through a connected business community.

6. Attract talent – a targeted place brand strategy will appeal and attract talented, skilled people especially from the Millennials age group; they in turn will want to live, work and contribute to economic prosperity.

7. Storytelling – social media can facilitate a real-time engagement sharing local stories about the place in a natural emotive way, this can be the best form of positive word of mouth referrals and testimonials.

8. Support stakeholders – a grounded identity will resonate with the stakeholders so encourage them to support and adopt the identity and engender collaborative thinking and become place brand advocates.

9. Digital marketing – an important channel of the brand strategy delivery will be its web and social media presence, however this must be carefully controlled and
nurtured.

10. Connected research – ensure the place brand is has well researched evidence about the physical infrastructure, quality of life, economic regeneration and its visitor attractions and links to the surrounding areas, this will help shape the overall story.

A place can have complex attributes. Adopting an experience led place band strategy will help define your offer and deliver an integrated brand and marketing strategy.

alexandrapatrick provides original, cost-effective strategic marketing services in Kent, UK. alexandrapatrick has particular experience and expertise in digital marketing, copywriting, public relations, location/destination marketing, healthcare marketing and marketing consultancy.

If you’d like to find out more about how we could support creating a place brand strategy for your business, email info@alexandrapatrick.co.uk or contact via Twitter.

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Brand ambassadors – what are they and how can they benefit your business?

Brand ambassadors can be invaluable for your business. A brand ambassador is a person who talks about your business in a positive way, they don’t have to be a celebrity or YouTuber . They will be selected by a business or organisation to embody the brand, to provide a credible, trustworthy visibility to help increase brand awareness and achieve a return a return on investement.

If you’re a start-up, brand ambassadors can help your business grow by building recognition to a much broader reach. Brand ambassadors represent an ideal opportunity for businesses to leverage an existing online following. However, they must be a natural affinity in the brand relationship with transparent like-minded values and interests.

brand ambassadors

brand ambassadors

Top ten ways brand ambassadors can benefit your business

1. Right skill-set – create a wish list of the audiences you want to reach, then choose the right ambassador with the right skills to reach them; often they will be good-will ambassadors so respect their commitments and understand their motivations too.

2. Research a best-fit – the perfect brand ambassador will be a ‘thought leader’ or ‘community or social  influencer’ who is consistently well informed about your brand to build growing positive engagement.

3. Humanise your brand – the ambassador will humanise your product, they should embody an authentic brand identity in appearance, demeanour, values and ethics, ideally your business brand values should be an intuitive part of their character.

4. Knowledgeable – whoever you choose, they must have a genuine interest in the brand, it’s critical that they understand the role they are playing and that they know the brand offer and have the credibility to influence large audiences.

5. Passion – the brand ambassador must have an instinctive passion for the brand and an engaging personality to be able to genuinely connect with customers and develop relationships on a personal level over time.

6. Connected – a brand ambassador should be someone who lives and experiences your brand, someone your customers can connect and engage with and who has a well-connected network, YouTube is preferred platform for influencer- lead initatives.

7. Millennials – ideally find a brand ambassador who appeals to millennials, this segment is more likely to show their purchases to their friends and write online reviews, so select an ambassador that will stir up a conversation.

8. Social media – if you choose the correct brand ambassador you can capitalise on their well-known social presence and gain wider exposure to their loyal fan base, they can ripple a positive word-of-mouth through their social networks; their circles already trust the messenger.

9. Stay on message – brand ambassadors can orchestrate key messages to showcase what the brand stands for and what its design and innovations are about, if well informed brand ambassadors will stimulate more positive comments, reviews and referrals that are on message.

10. Listen – to the feedback you gain from your customers and followers, endeavour to create meaningful engagement through brand ambassadors who customers can truly identify with; this will engender stronger customer loyalty.

Brand ambassadors can become part of the business to encourage more long-term customers and increased lifetime revenue and improve your online and offline reputation. If you’d like to find out more about how we could support creating brand ambassadors for your business, email info@alexandrapatrick.co.uk or contact via Twitter.

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What is a brand style guide and what goes in it – top 10 tips

Your brand needs protecting and so a Brand Style Guide sets out the fundamental rules of the use of the brand and its business principles.

A Brand Style Guide keeps everything about your brand identity consistent and is something tangible to refer back to. Broadly, there are two types of information that make up a Brands Style Guide – Brand Identity and Corporate Guidelines.

Depending on the size of your business, you may have some or all of these elements documented in different formats. If you are a start-up, this type of information may only live in the brains of the founder and the person who does your design work – as the business grows this becomes increasingly unwise.

The more people your company employs and the more you want people to ‘live’ the brand, the more formally this information needs to be held and distributed. So before you start creating a Brand Style Guide, consider who will be using it, what they will gain from using them, where and how it will be accessed and why they being produced?

brand style guide

brand style guide

Key elements of a Brand Style Guide

Brand Identity

1. Logo – guidance for size, use of colour, incorrect use and proper placement; the brand logo must be visually consistent.

2. Colour – specific primary and secondary colours and combinations of the colour palette; consider the emotional connection that will communicate a distinct personality; break this down for online and digital.

3. Font / typography and imagery – what typestyles to use, and detail the font family and when they’re appropriate and differ for both online and offline communications;
show image style and photographs that work with the brand..

4. Template toolkit – positioning of logo, address information on letterhead, business cards, press release, e-signature, PowerPoint presentations, signage and if applicable livery.

5. Digital – positioning, use of logo and its assets in style sheets, banner advertising collateral and social media tools and usage.

6. Tone of voice / editorial style – the tone/personality of your brand, if formal, friendly, casual, approachable, technical? How you may capitalise (or not) product names and think about the attributes and themes you wish to convey – include examples.

Corporate Guidelines

7. Core purpose – the brands history, mission statement and key values need to be communicated clearly, understood and adhered to.

8. Brand messaging – its positioning in the market, key characteristics / iconic imagery, its essence or promise, differentiators from competitor brands, and expression to target audiences.

9. Brand filters – this may outline the types of businesses with whom you do and do not business; your pricing policy, if you discount? Describe ‘Who We Are / Who We’re Not’.

10. Target audience – unpack the key components of customer information so you may develop fictional personas to personalise product/service offers appropriately.

If you’d like to find out more about how we could support creating a Brand Style Guide for you, email info@alexandrapatrick.co.uk or contact via Twitter.

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Planning a charity marketing campaign – 10 tips for fundraising

It’s that time of year when charity marketing seems to pick up a momentum whether it’s a national campaign such as the ‘Race for Life’ or a humble local community fayre, so many charities are competing for their share of audience and donations.

All are worthy and need support to raise much needed funds for their good causes. However, for organisers there is the temptation to jump in first without considering a carefully thought through charity marketing campaign. They should consider how they can increase their brand presence to reach wider audiences, to generate maximum funds.

charity marketing campaign

charity marketing campaign

Here’s our 10 top tips for a charity marketing campaign

1. Background – set the scene with your current position, consider what you have achieved to date in relation to what you want to achieve.

2. Overall aim – summarise ‘the ask’ succinctly, what you need to do by when, stating your ultimate charity goal.

3. Key objectives – whether it’s to raise funds, attract new donors or launch an appeal; make sure objectives are Specific, Measurable, Achievable, Realistic and Timely (SMART).

4. Set a marketing strategy – outline why you need the funds, who will benefit and what difference it will make to them and anchor this to content marketing, this could include videos, images, blogs, and stories.

5. Target audience – be clear about the audiences you’re trying to reach and what you expect them to do, this needs to be supported by the right content and tailoring messaging to get these audiences to believe in your cause.

6. Agree a budget – how much do you plan to spend in line with how much you want to raise in total, you need to determine a projected break-even point; no matter how limited your budget may be don’t let this hinder your unlimited creativity to raise funds.

7. Project plan – set out your actions and timetables, this will be critical to stay on track and on budget outlining your marketing channels, such as social media alongside mobile technology, SEO or email marketing.

8. Who does what – be clear about roles and responsibilities, who does what throughout the campaign, this may not always be easy if co-ordinating non-paid volunteers.

9. Shopping list – state how specific amounts will make a difference to your goal, e.g. £5 will pay for 50 test tubes, £500 us to etc. this all helps raise your charity’s brand awareness.

10. Outcome – monitor and evaluate your progress and share this with your donors and fundraising team, this strengthens engagement and brand loyalty.

The success of your campaign is very much dependent on creative content to inspire, educate and convince your audiences of the donations you require; more so than ever social media has enabled new simple ways to directly engage.

Remember, once the event or campaign is completed, continue to track and share your achievements to thank donors and encourage momentum for the next campaign!

If you’d like to find out more about how we could support your charity marketing campaign, email info@alexandrapatrick.co.uk.

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