our activities

5.2 product development activities

5.3 promotional development activities

5.3.1.1 children welcome.

5.3.1.2 improved marketing conversions.

5.3.1.3 co-ordinate development of database marketing

Nil activity.

5.3.1.4 e-mail database customer relationship

The use of existing trade association and independent businesses e-databases as a tool, to convey monthly newsletters, with events and offers. The adherence to data protection legislation will be a pre-requisite of this initiative.

5.3.1.5 marketing brand development

TPNW will roll out the Wales brand, as developed by the WTB, at the regional and marketing area levels, including its dissemination to the tourism industry. TPNW will appoint an agency to identify a subtle differentiated position for the region, and to ensure brand compliance across all the campaign material that TPNW funds and influences. TPNW will remain committed to the Marketing Areas and their identities as developed by WTB and their Marketing Area partners, the local authorities. TPNW will pursue the strengthening of the North Wales Borderlands identity and values.

5.3.2.1 culture themed breaks

www.breaksnorthwales.co.uk

A mix of co-ordination and enhancement of existing short break marketing campaign at regional and marketing area levels aimed at 45+ market, in marketing segments 1, 2 and 7 per 5.1.2. The activities will focus on heritage (gardens, historic house and, castles, sacred places,), cultural breaks, (events and accessible culture experiences, Welsh language), coast and countryside including country pursuits (bird watching, natural attractions). Opportunities to tie in with popular activities – eg walking, cycling and golfing will be included where appropriate. The recommendations of campaign review by consultants MPA will be introduced.

5.3.2.2 activity themed breaks

There are a number of activity niche markets, which the region cannot ignore. They include golf, walking, adventure holidays, water sports and gardening. The focus of the short break campaigns will be to address seasonality issues and develop offers that appeal to markets in shoulder and low season.

5.3.2.3 golf

www.golf-northwales.co.uk

Work with the local authorities and golf clubs in North Wales to develop a consumer led product for the regionally produced brochures and also aim to have a pan North Wales golf product via a one-stop shop booking mechanism available from 2006 onwards. Focus on the links & championship courses, which will attract low and mid season business when golf courses elsewhere are unusable due to poor course drainage. Also look to develop key golf amateur tournaments at courses in North Wales to work alongside the pan North Wales product offering.

To work with golf clusters in the region, encourage support from the industry for the Driving Change programme, encourage key clubs to regularly report in the Golf Tourism Monitor.

5.3.2.4 walking

www.walkingnorthwales.co.uk

Support the WTB in the funds being invested to develop walking holidays awareness in Wales. Walking holidays are very popular with all age groups and money is being spent by the WTB in 2005 to target this important niche market. TPNW will support this campaign with funding and will also look to work with key Team Wales partners to develop the product offering currently available and also co-ordinate the number of walking events which take place annually across North Wales.

5.3.2.5 adventure holidays

www.adventure-northwales.com

Working with Team Wales’ partner Cinnamon Adventures, who are a specialist in this important and developing market area of the UK, TPNW will launch a pan North Wales Adventure brochure and web site in 2005 with key distribution via print and web media. This will incorporate funding into the WTB to participate in their adventure campaigns and jointly working with Cinnamon at a number of key outdoor exhibitions.

5.3.2.6 cycling

To work with the national campaigns targeting Mountain biking, cycle breaks, family cycling, cycle touring opportunities will be reviewed.

5.3.2.7 fishing

To work with the national campaigns targeting UK holiday anglers, UK fishing holiday and break takers, fishing day visits, match funding overseas fishing holidays and breaks, corporate market will be reviewed.

5.3.3.1 strategic public relations contract

The object is been to generate coverage on regional TV, radio, newspapers and magazines in the North West and West Midlands. Material will also be developed for feeding through to WTB to undertake national coverage. TPNW’s proposal would be to seek tenders from agencies to deliver over a one-year period a minimum number of items – this being reviewed on a value for money basis, quarterly. Delivery will be through the appointment of a strategic PR agency, to undertake drip feed activities in the territorial market place, to complement national campaign timings.

5.3.3.2 corporate pr

There is a need to communicate strategically with the tourism industry on the activities of TPNW – a budget is included herein.

5.3.3.3 develop cultural product

This range of activities focus on support to initiatives to develop the promotion and integration of cultural tourism product and its promotion with public and private sector partners. It will include the development of an overarching Regional Cultural Tourism Partnership, which will have specific tasks to address Regional Events Network, Liverpool European Capital of Culture 2008, Arts and Festivals Marketing, Regional Visitor Sporting Events, and Media Interests.

5.3.3.4 north wales film trail

www.moviemapnorthwales.co.uk

North Wales Film Commission are erecting 30 film location plaques during 2004/05, 2005/06 and 2006/07, and to take advantage a marketing campaign targeting visits from film fans will be undertaken, principally through movie map inserts in film magazines.

5.3.3.5 walled towns campaign

www.walledtowns.co.uk

A joint collaboration with Chester City Council, Cadw and 4 North Wales’ local authorities, with funding support from TPNW, to promote the walled towns of Chester, Beaumaris, Caernarfon, Conwy and Denbigh. The campaign is being driven by Chester CC with a total budget of £26,000 being used to drive forward a print and online campaign over a two year period starting in 2005.

5.3.4.1 business and conference marketing

www.northwalesconferences.co.uk

The objective will be to improve business and conference tourism activities and identify opportunities to enhance and add value by expanding the existing promotional campaigns, of North Wales Conferences, targeting - UK National Associations, UK Public Sector Meetings, UK Corporate Meetings, meetings generated within Wales, International Associations, Management Development/Training, incentive travel. and partner tourism – ie for partners at conferences. The objective will to be seek buy in by all local authorities into a single regional conference desk, on the understanding that each individual authority’s stake holding generates adequate returns for their area’s business and conference hotels. It is noted that Wrexham County Borough Council support an independent business and conference desk and may benefit from opportunities to work with Chester City Council and Chester, North Wales and Ellesmere Port Chamber of Commerce.

To work with British Association of Conference Destinations to enhance regional activity programmes and new sectoral initiatives, to support Ambassador programmes, and Welcome Business Host training.

5.3.4.2 travel trade

Funding a service to respond to travel trade and journalist’s leads, and make arrangements for familiarization visits.

5.3.4.3 group and coach marketing

The objective will be to apply the recommendations of the WTB’s Group and Coach Travel research (12/2001). Support will be considered for enhancing Regional Marketing based campaigns to this market and securing greater impact at travel trade shows such as WTM and BTTF.

To support the development of cruise ship market activity through the port of Holyhead, and maintain a watching brief on what opportunities may arise out of cruise sheep business in the port of Liverpool.

5.3.5.1 primary overseas markets

To develop North Wales interests in the North West and West Midlands communities, and secure new opportunities for developing inbound services and visitors via low cost air services through Liverpool, Manchester and Birmingham airports. To support journalists and travel trade familiarisation visits, and generate on a proactive basis stories - topical product theme or quirky - for distribution by WTB to international media.

5.3.5.2 contribution to tramor

Contribute to existing North Wales element of the Tramor overseas marketing initiative, subject to retaining a single North Wales identity. Funding support will be for a tip-on CD to the high quality 4 foreign languages print editions to serve the needs of primary European markets.

5.3.6.1 day visitors markets - exhibitions and shows

To secure a regional plan and exhibition programme for North Wales, that addresses target markets and make financial contribution in particular to to North West and West Midlands travel fairs, retail outlet promotions. It is intended to work with Attraction Consortia and major attractions in levering increased participation numbers within travel fairs eg Great Days Out, G-Mex, and retail outlets, supermarkets, shopping precincts such as Cheshire Oaks, Trafford Centre. It is planned to work with existing exhibitors and add to the impact of their activities. Opportunities exist for cross-regional working with Mid Wales in the marketplace.

5.3.6.2 day visitors markets - distribution cell in north west england

www.attractionsnorthwales.co.uk

To review the attractions consortia leaflet distribution cell within the North West, and West Midlands and explore new models of attracting day visitor market to the region – in particular explore visitor loyalty scheme. The key consortia being Isle of Anglesey Attractions, Attractions of Snowdonia, Ten Top Attractions, Llandudno Attractions, Rhyl and Prestatyn Funtime, National Trust, possibly CADW and other attractions that may wish to be included. in investigating a number of opportunities.

5.3.7.1 expand short breaks programme, 5.3.7.2 develop new package deals activity, 5.3.7.3 develop new package deals culture

Establish relationships with all accommodation and attraction providers across North Wales which will drive an ongoing development culture towards new markets, e-business growth and acceptance of wider distribution channel opportunities. As the North Wales market shrinks from annual long holidays to more frequent short breaks, the focus needs to be towards meeting and exceeding these consumer needs in the growing competitiveness of the UK and overseas market place.

5.3.7.4 improve bookability

It is proposed to continue to retain a regional central reservations facility, so as to offer good bookability to customers.

5.3.7.5 marketing area partnership schemes / tourism growth areas

Invite bids from Marketing Area Partnerships for promotional projects that satisfy the Marketing Area based Action Plans per Tourism Strategy North Wales. This budget is also to be eligible for TGA based bids. The budget will enhance tourism initiatives such as those undertaken by Leader Plus groups. Bids will require to be submitted to deadlines, and illustrate impacts in terms of Tourism Revenue Generated. Evaluation and Monitoring criteria will require to be met.

5.3.8.1 central contact centre for tourist information centres

Invitation for bids to manage a phone contact point for TICs within the region, on a regional / marketing area basis.

5.3.8.2 support for core tourist information centres

To review the provision of funding for Core Tourist Information Centres (TIC’s) of Llanfairpwll, Caernarfon, Porthmadog, Llandudno, Rhyl and Llangollen; this will be subject to improvement to the facilities in a number of those locations. The funding is subject to maintaining the current levels of opening, in terms of hours of opening daily, and number of days open in season and off season, plus compliance with TIC Charter Network requirements. Additional criteria may be identified as a result of the review.

To enable / co-ordinate Marketing Area displays on quarterly basis, featuring short break/ event opportunities.

To support TIC staff visits attractions familiarisation visits so as to strengthen product knowledge available for informing visitors.

5.3.8.3, 5.3.8.4

Nil activity.

5.3.8.5 marketing area partnership schemes 2004/05

Commitments Carried Forward

5.3.9 people development activity

The principle adopted will be to enable human resource development, ie to secure recruitment, retention and up skilling to match resources to the priority areas of development within the business plan and will be led by the People Development Panel, to meet 3 times pa.

5.3.9.1 joint Initiatives with welsh assembly government education and lifelong learning department and tourism training forum for wales

TPNW will with Tourism Training Forum for Wales (TTFW) fund the appointment of a People Development Manager, to service the aforementioned Panel. There is also a commitment to delivery of Theme 3 “Skills and Learning” of NWEF’s new Development Strategy.

5.3.9.2 training on flexible, tactical pricing policy by the tourism industry.

5.3.9.3 funding for the development of benchmarking schemes for different sectors of the tourism industry.

5.3.9.4 e-training modules for tourism businesses.

5.3.9.5 i.t. network initiatives for tourism including working with visit wales

5.3.10 evaluation and monitoring

5.3.10.1 partnership funding s.t.e.a.m.

Contribution to core funding of North Wales Regional STEAM model as undertaken by Wrexham CBC, whilst securing a wider dissemination of Marketing Area STEAM results to participant businesses. To work towards a single national STEAM contract for 2007/08.

5.3.10.2 bespoke evaluation contracts

Evaluation of the aggregate results and outputs from the Regional Action Plan.

5.3.10.3 tourism strategy north wales

Progress on the implementation of Tourism Strategy North Wales Action Plans - the Strategy Panel reviews this twice yearly.

The Strategy is three years old; there has the been the development of WAG Spatial Plan as “the only game in town”; there is the NWEF Strategy

that is part suspended as a result thereof – all these make compelling reasons as to why there should be Strategy Interim Review. The

Review may open wider discussion on cross regional and sub regional co-operation and delivery. This will also give opportunity to focus of

fewer priorities over the next 2 – 3 years.

5.3.10.4 customer surveys

Contribution towards discrete customer surveys in specific territorial/niche activity areas. The proposal is to support survey work to be co-ordinated by Wrexham CBC, which will involve customer surveys across the region, in all the marketing and county areas. The key return will be a feedback and learning loop, through the dissemination of the information on customer needs and perceptions back to the tourism industry, so as to continuously improve the product on offer, and exceed the customers’ expectations in future years.

5.3.11 administration costs

Administration costs are to be kept within 20% of TPNW’s Annual Regional Development Fund allocation.

5.3.11.1 staff costs

Staff costs include the appointment of Regional Strategy Director, Partnership Development Manager, Partnership Executive: Marketing and Events, Partnership Secretary, and Partnership Administrator. Staff costs also include the appointment and reimbursement of a S4 Administrative Assistant for WTB. This budget also includes remuneration of Chairperson at the rate of £2000pa and Trade Directors at £250pa, payable in March annually.

5.3.11.2 accommodation costs

Accommodation costs include rent on 150m sq office at 25 StAsaph Business Park, and reimbursement by WTB for accommodation for S4 Senior Investment Analyst and S4 Administrative Assistant. There may be changes to the latter, present arrangements post merger that will have an impact on income stream that will lead to financial adjustments.

5.3.11.3 operational costs

Operational costs include for servicing staff and accommodation.

5.2.12 tourism growth areas

Wrexham TGA – del.roberts-jones@wrexham.gov.uk

Caernarfon TGA – aledprysdavies@gwynedd.gov.uk

Llandudno / Deganwy / Conwy TGA – janet.johnson@conwy.gov.uk

Betws Y Coed TGA – anwen.davies@conwy.gov.uk

Llangollen / Dee Valley – carolyn.brindle@sirddinbych.gov.uk

TPNW will undertake its role, within the region’s now five Tourism Growth Areas ie - Strategic TGA Llandudno, Conwy and Deganwy; Regional TGA Wrexham, Regional TGA Llangollen, and Dee Valley; Regional TGA Caernarfon and Rural TGA Betws-y-Coed. This will include attending TGA meetings; co-ordinating project officers and holding TGA project officers meetings on a quarterly basis, to share best practice and provide quarterly progress reports to WTB. Opportunities to integrate activities in TGA’s, with those of co-terminus or overlapping special status areas – such as WDA Small Towns and Villages Initiatives or Leader Plus will be pursued, so as to optimize the impact of TPNW’s resources. Strategic and Regional and Rural Tourism Growth Areas are to be featured in all regional and marketing area campaigns, and are able to bid for resources within Activity Line 5.3.7.5.

A review of TGA’s by WTB is anticipated in 2006/07, to take stock of funds available. Indications have been received that WTB’s TGA Project Co-ordination budget will end, and a provision for core funding, but of a lower order from TPNW’s core fund is included.

Development of Integrated Quality Management is a key objective to each TGA. Wrexham TGA has undertaken pilot work that is capable of being rolled out, by means of an IQM Toolkit. in other TGA’s. IQM progress w ill therefore be prioritised after 4 years of development work in each TGA. The wider vision is for IQM to be rolled out on a wider platform than TGA’s across the entire region.

5.3.13 events mentoring scheme

5.3.14 regional events support scheme

www.eventsnorthwales.co.uk

The Regional Events Support Scheme will offer financial assistance to regional schemes outside the scope of the Hallmark and National Events Grant Aid under the WTB Events Strategy and its budget of £500k. The principal criteria are to support events that have a regional impact, and there through extend the season and also create bed space demand. Bids will therefore be for existing event enhancement, or new events that are off-season, and are accommodation demand generators. Locally focused events – with a predominantly local appeal and without proposals to market outside of the region will be outside the scope of the scheme. The budget is set at £50k and bids are to be considered on a rolling basis. Assistance levels will be between £5k and £10k per event and support between 5 and 10 events annually. An apportionment of £15k will go to North West Wales Events Commission, as TPNW’s stake holding with 4 local authorities, and the WDA.

There is a need to develop a better customer survey and evaluation of the outputs from events, and work with others to this effect.

To explore the development of more joint marketing of events – either in clusters or through the setting up of an events consortium – this to be done independently or jointly with attractions consortia.

To review and improve the effectiveness of the regional events web site.

To contribute to working groups taking forward WAG’s Event Study / Events Strategy under the Department for Culture, Sport and the Welsh Language.

5.3.15 marketing area brochure distribution scheme

This is to cover marketing area brochure distribution costs generated by WTB Main and Co-ordinated campaigns for Isle of Anglesey, Snowdonia Mountains and Coast, Llandudno and Colwyn Bay, Rhyl and Prestatyn, and The North Wales Borderlands. Again for 2006/07 this fund is under review by WTB. This will require to be considered in context with 5.3.17 below. Snowdonia Mountains and Coast Marketing Area covers two regions 2/3 in North Wales1/3 mid Wales, so a 1/3 is discounted against the costs of the mid Wales element.

5.3.16 events commission objective 1 bid

www.eventscommission.com

TPNW will continue to act as the Bid Facilitator and Fund Manager. TPNW would be responsible to WEFO, and Gwynedd Council would be a critical partner in making sure that this project moves ahead. Under the proposals put forward above, Gwynedd Council would not be underwriting the scheme but providing the Management and Implementation resource to facilitate payroll, manage and claim financial grant through the auspices of TPNW.

5.3.17 customer relationship management regional pilot scheme

www.info4-u.com

To contribute to the development of a pan-Wales Customer Relationship Management campaign building on the pilot work undertaken in North Wales during 2005/06. A provisional budget is set here – subject to more detail on proposals and its integration with 5.3.15 above.