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This is your 2015 VisitWiltshire marketing roundup.
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2015

Last year was a very busy one for the VisitWiltshire team, who pulled out all the stops to promote Wiltshire as the ideal location for day visits, short breaks and longer trips alike. Read on to find out more about what we've been up to…

Website 

• Our website received 1.2 million unique visits, an increase of 25% on 2014
• We were nominated for - and have now won! - the 2015 Best Tourist Board Website in the TravelMole UK Web Awards 
• Our website was refreshed and is now fully responsive across all devices
• 60% of website traffic came via a tablet or mobile device
• A new channel site for Salisbury was set up

 

Apps, Videos, Newsletters & Blogs

•    Over 13,500 downloads of the Wiltshire and Salisbury Apps were received – an increase of 28% in the year
•    Our three timeless-themed videos received over 98,000 views on YouTube, Facebook and Pre-roll
•    Plus additional views of our video from the 1.3 million people who went to Stonehenge visitor centre last year
•    20 consumer e-newsletters were sent out
•    Our consumer database rose to over 56,000 names – an increase of 44% in the year
•    32 blogs were written and added to the website

Advertising Campaigns

•    We ran three campaigns linked to our timeless branding: Heritage Cities, Press Pause, and Made of England.
•    Each campaign featured a range of media, including fold-out leaflets distributed with regional and national print, radio advertising, digital advertising, Facebook activity, train panels, PR, social media and e-newsletters, plus a dedicated web page
•    We also ran a Christmas in Salisbury campaign in conjunction with Salisbury BID and Salisbury City Council.
 

Press Pause

Lifetime campaign results were as follows: 9,600 web views; 92,000 video views; 3,000 competition entries; e-newsletter to 56,000 consumers; 251,919 impressions and 2,045 click throughs for online display advertising. The percentage of new visitors was 94%.

Christmas in Salisbury 

195,587 impressions and 2,378 click throughs for online display advertising.

Plus almost 10 million additional impressions in the first week of November. 


Other activity included:
Bus advertising and 6-sheet posters at railway stations.






 

Travel Trade

•    Total group website page views from January to December 2015 were 3,671
•    3 new bookable itinerary packages were developed
•    Regular e-newsletters went out to over 3,000 trade contacts
•    A new Group Visits & Travel Trade guide was produced and distributed to over 6,000 named organisations
•    5 exhibitions, plus additional events, were attended and meetings held with over 400 trade contacts
•    6+ familiarisation visits were organised

Marketing Evaluation

•    An evaluation of our 2014 marketing activity, undertaken in 2015, showed that VisitWiltshire
Influenced £12.5 million visitor spend in the county
•    Generated £34.26 for each £1 invested in marketing


 

Photography & Video 

• 3 new timeless-themed videos were completed: Time for Wiltshire; Press Pause and Make Time for Wiltshire; Wiltshire, the England you Love in One County
• A new online photo library was set up using Flickr, and now has more than 150 albums containing over 1,500 photos
• Photo shoots were undertaken in late winter, spring and early summer to generate new 'timeless' images for our publications and website
• A successful photo competition was run in conjunction with the Salisbury Journal

Social Media

• We were voted number 1 in the 2015 English Tourism Social Media Index, beating all other English destinations 
• Our followers on Twitter rose to 16,600 – an increase of around 28% in the year
• Our likes on Facebook rose to 8,600 – an increase of around 23% in the year
• Our followers on Instagram rose to 2,100 – an increase of 218% in the year
• 2 Instameets - at Bowood and Stonehenge - were organised in conjunction with IgersWiltshire

PR

• Our Advertising Value Equivalent (AVE) for the year exceeded £2.3 million 
• We achieved a reach of over 200 million people in the year
• 18 press familiarisation visits were organised
• 50 journalists from 19 overseas countries were welcomed to the county as a result of VisitWiltshire activity
• 30 consumer press releases were issued
• We received 120 items of press coverage in print
• And 170 items of TV/internet coverage
 

 

Heritage Cities

Lifetime campaign results were as follows: 
1,502 pre-roll advertising views;
2,080 clicks through to our VisitWiltshire app from in-app advertising;
3,167,662 impressions and 85,770 click throughs for our online display advertising.
The percentage of new visitors to our website was 91%.






 

Made of England

Lifetime campaign results were: 8,186 pre-roll advertising views; 132,000 Facebook video views; 239,449 impressions and 1,766 click throughs for online display advertising; the percentage of new visitors to our website was 93%.
 

Core Advertising

Paid search: 1,104,210 impressions and 29,194 click throughs
App extensions: 125,053 impressions and 2,526 click throughs
Digital display advertising: 1,506,921 impressions and 59,198 clicks
In-app advertising: 2,234,026 impressions and 4,324 clicks
Pre-roll advertising: 245,732 impressions and 37,057 clicks
Engagement video ads: 3,326 activations / views
Facebook video: 100,160 video plays

Publications

• 3 main publications were produced: Stay, Discover, Explore, Great Days Out, and Group Visits & Travel Trade
• Of which 258,000 copies were printed and distributed in total
• We also produced our annual Familiarisation Passport... worked with the Churches Conservation Trust to produce a Saints and Sinners Trail leaflet... and collaborated with other destinations to produce a Magna Carta Trail leaflet

 

Branding

Following a comprehensive branding exercise, VisitWiltshire formally adopted the new Timeless brand positioning, incorporating the themes of Timeless Wonders, Timeless Places, Timeless Pleasures and Timeless Nature throughout our activity, including our website, printed publications, PR, advertising and more.

Other Activity

• A new Wiltshire Association of Visitor Attractions group was set up and held its inaugural meeting in October

• Our Time for Wiltshire Tourism Conference took place at two partner venues in Salisbury and was attended by 220 delegates

• The Time for Wiltshire Exhibition which ran alongside the Conference attracted 58 exhibitors – up from 31 in 2014


 
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