Consumer
focus group research analyses and reports
6.
Partner
e-newsletters (1,000 bi-monthly)
Offline:
1.
2.5m
8-page This Week newspaper magazines
2.
2.5m
8-page Insight supplements
3.
100%
pick-up rate 100% in UK supermarkets and Wales TICs
4.
40m
pages total
5.
Print
/ distribition cost per newspaper magazine and supplement: £0.109
6.
Print
/ distribition cost per page: £0.0068
7.
Visitor
survey analysis and report
Campaign
Outputs
General:
According
to the 1999/2000 This Week Reader Survey, each distributed copy
influences:
1.
10.9
bednight bookings;
2.
1.7
day visits made;
3.
£316.91
of staying vistor expenditure;
4.
£27.01
day visit expenditure;
5.
the
generation / safeguarding of 0.013 jobs, and
6.
visitors
propensity to make a scenic rail trip / visit an attraction
by bus or train.
Public
Transport:
According
to the Sustainable Transport for Tourism Wales; Campaign Report
Phase 2 1998—2001:
1.
over
18,000 Freedom of Wales Flexi Pass tickets were sold from 1999—2001;
2.
42%
of customers would not have visited Wales in the absence of
Flexi Pass;
3.
Flexi
Pass products have led to the attaction of £300,000 of tourism
revenue;
4.
campaign
activity was responsible for 20,000 additional visitor trips
and more than £575,000 of additional revenue, and
5.
the
campaign was responsible for the creation of between 22 and
31 full-time job equivalents.
The
new campaign will aim to restore these outputs post-FMD and
to increase them in year s 2 & 3.
Full
Campaign Details
Newspaper Magazine Distribution
Issue
1:
September
2003
250,000
copies
Issue 2:
October
2003
250,000
copies
Issue 3:
November
2003
250,000
copies
Issue 4:
December
2003
250,000
copies
Issue 5:
January
2004
250,000
copies
Issue 6:
February
2004
250,000
copies
Issue 7:
March
2004
250,000
copies
Issue 8:
April
2004
250,000
copies
Issue 9:
May
2004
250,000
copies
Issue 10:
June
2004
250,000
copies
Distributed through Rural Wales Wales Tourist Information Centres
and free-to-shoppers at Asda,
Sainsbury’s
and Tesco stores
in Greater Manchester and Cheshire.
Click
on the logos below for list of Wales Tourist Information Centres and
Shopper Profiles of supermarket brands in all UK regions.
The
2003/4 edition will carry a special 8-page ’Insight’ supplement on
RuralWales focusing on:
1. Outdoor Activities
2. Food and Drink
3. Arts and Crafts
4. Festivals and Events
5. Public Transport
6. The Environment
7. Books, Maps and Guides
8. Heritage and Culture
Consumer Opt-in Emailing
Personalised, bi-monthly email bursts highlighting special offers
will be made direct to 50,000 UK consumers from the Wales Tourist
Board s UK Domestic Market Database and users that have registered
with ThisWeek.co.uk.
Search Engine Optimisation
This
Week and Google search engine optimisation will channel sales and
booking enquiries direct to Partners via websites and microsites linked
to the ThisWeek.co.uk network
and WalesCalendar.com. No
commission will be payable on bookings achieved.
Events
Calendar
Interactive
calendar of over 700 events at www.WalesCalendar.com
with information on the venues, linked to places to stay, places to
eat and other attractions in the neighbourhood.
Press
Releases
Quarterly
press releases providing Staying in Wales and Dining Out in Wales
news and updates to a media list of over 93 email recipients in the
UK.
Consumer
Focus Group Research Analyses and Reports
Analyses
and reports on responses to four changing questions posed quarterly
to an online panel of over 2,000 consumers drawn from ThisWeek.co.uk
registered users and the Wales Tourist Board’s UK Domestic Marketing
Database. The aim is to fine tune all Staying in Wales / Aros yng
Nghymru and Dining Out in Wales / Ciniawa yng Nghymru promotions.
The results will also contribute to the Visitor Survey (see below).
Partner
E-newsletters
Monthly
brief to Partners providing updates on the Campaign s progress and
other relevant information.
Visitor
Survey Analysis and Report
Results
from a new Visitor Survey run in conjunction with the enhanced Rural
Wales campaign. The survey will help determine the pattern of holiday-making
and short-break taking in Rural Wales and will be run in conjunction
with the Consumer Focus Group.
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