Unique Sense of Place
Increase awareness of Unique Sense of Place of North Wales. Facilitate advisory visits. To improve knowledge of sense of place and the economic benefits that Sense of Place provides.
Marketing Brand Development
Tourism Partnership North Wales will amplify Brand Wales, built on the values “human, Real, Magical”, but with the regional differentiation “Dramatic”. The proposition will be North Wales – The Great Outdoors”. Tourism Partnership North Wales will roll out the brand at the regional and marketing area levels, including its dissemination to the tourism industry through “Boosting Tourism in your region” guide. Tourism Partnership North Wales will pursue the strengthening of the North Wales Borderlands identity and values.
Short Breaks North Wales
A fully online campaign for the booking of all types of accommodation across North wales. Aimed at the 25+ market and also supports the golf, giants and walking campaign with online booking of accommodation. 60% of advertisers offer live booking availability and consumer book direct, paying no booking fee or commission.
Giants North Wales
This range of activities focus the promotion and integration of cultural & heritage tourism products and its promotion with public and private sector partners. It works closely with the Regional Cultural Tourism Partnership TANT, which brings together stakeholders from public sector bodies involved in this sector.
Movie Map North Wales
A joint partnership with the North Wales Film Commission who fund the erection of film location plaques which are then marketed with a printed movie map and bespoke website. This now features 60+ film and TV locations across North Wales.
Walled Towns Campaign
A joint collaboration with Chester City Council, Cadw and four North Wales’ local authorities, with funding support from Tourism Partnership North Wales, 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 £11,000 being used to drive forward an online campaign which will be working very closely with the giantsnorthwales.co.uk development.
Conferences North Wales
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. 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, on the understanding that each individual authority’s stake holding generates adequate returns for their area’s business and conference hotels. The campaign will predominantly raise the profile of the region as a business destination at The National Venues Show and Confex and the group will work with Visit Wales at a number of business to business events for this sector.
Group and Coach Marketing
Support will be considered for enhancing Regional Marketing based campaigns to this market and securing greater impact at travel trade shows such as Best of Britain and Ireland, Travel Trade Britain and Great Days Out. The Giants North Wales theme on culture and heritage will have greater prominence in future campaigns.
Cruise North Wales To support the development of Cruise North Wales cruise ship market activity through the port of entry Holyhead, to the snowdonia Mountains and Coast and local routes and maintain a watching brief on what opportunities may arise out of cruise ship business in the port of Liverpool.
Integrated Quality Management Initiatives
Roll out Integrated Quality Management Toolkit, on a bid basis, to tourism growth areas and other tourism communities.
Product Development Support
Administrative Officer progressing compliance with Tourism Strategy North Wales and Welsh Assembly Government Plans. Rural Development Plans, Convergence Competitiveness Programme Funds.
Golf North Wales
Partnership with Golf Wales, Ryder Cup Wales 2010, Golf Union Wales, Golf Development Wales, local authorities, golf clusters, BRS Systems and 24 key golf clubs across North Wales to promote the uniqueness of playing golf in North Wales – “quality golf at affordable prices”. Focuses on developing IT and online tee booking in clubs which is then promoted via a pan regional brochure and website. Tourism Partnership North Wales funds a one-stop shop booking line and brochure/DVD request service operated by North Wales Tourism and attends key golf shows. Joint funding drives a joint marketing campaign including advertising, e-blasts to a bespoke database and brochure distribution in the Midlands & North West of England. Tourism Partnership North Wales also encourages support from the golf industry for the Visit Wales Driving Change programme and encourages key clubs to regularly report to the Golf Tourism Monitor.
Walking North Wales
Working with both public and private sector partners to encourage more walking holiday operators and promote all types of walking via one website and brochure. Support a one-stop shop booking line for walking packages and media visits. Support the Visit Wales in the funds being invested to develop walking holidays awareness in Wales. Supports walking events across North Wales plus the Walkers Are Welcome initiative – a UK wide programme to encourage towns and communities to work together to welcome walkers.
Adventure North Wales
Focuses on the dabbler and corporate adventure markets and supports a one-stop shop booking line, brochure and website which brings stag & hen groups and city slicker type adventurers who wish to try a number of activities over one weekend. Works with North Wales accommodation providers including bunk house type accommodation and offers an activity only programme which is distributed in partnership with accommodation providers in North Wales.
Tourism Strategy North Wales 2009/14
Progress on the implementation of Tourism Strategy North Wales 2009/14 Action Plans. The Board of Directors will review this twice yearly. The Strategy will inform the North West and North East Spatial Plans.
There is a need to communicate strategically with the tourism industry on the activities of Tourism Partnership North Wales. This as through monthly e-Croeso and open general meetings and fora.
e-mail Database Customer Relationship
The use of existing trade associations and independent businesses e-databases as a tool, to convey monthly electronic newsletters, with events and offers. The adherence to data protection legislation will be a pre-requisite of this initiative.
Improve book ability
It is proposed to continue to retain a regional central reservations facility, so as to offer good bookability to customers.
Events North Wales
Funds an agency to populate a pan regional events website to promote primary events and weekly markets across the region. It works in conjunction with attractions North Wales and short breaks North Wales to ensure all three brands are cross promoted to any one visiting these sites. Offers advice and information to potential event organisers who may wish to organise an event in North Wales. .
Attractions North Wales
Organise regular meetings of attractions consortia representatives with the aim of reducing leaflet print and encouraging more focus on websites for the future. A pan regional website has been developed featuring over 180 North Wales attractions which is free to any attraction and allows them to update their own information at any time. Includes Attractions of Snowdonia; Anglesey Attractions, Llandudno Attractions, North Wales Borderlands Attractions, Great Days Out, Cadw North Wales and National Trust North Wales.
Joint initiatives with TTFW
Tourism Partnership North Wales will with Tourism Training for Wales (TTfW) run People Development Forum.
Funding for the development of benchmarking schemes for different sectors of the tourism industry. Projects include Attractions Learning Journey.
IT Networking and e-Learning Initiative
e-training modules for tourism businesses include web4u and info4u online booking.
Marketing Area Partnerships
- Isle of Anglesey: www.islandofchoice.com/tourism.asp
- Snowdonia Mountains & Coast: www.visitsnowdonia.info
- NW Coastal Resorts - West: www.visitconwy.org.uk
- NW Coastal Resorts - East: www.rhyl-prestatyn.co.uk
- The North Wales Borderlands: http://www.borderlands.co.uk
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 Tourism Growth Area 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.
To secure a regional plan and exhibition programme for North Wales, that addresses target markets and make financial contribution to consumer and trade fairs and exhibitions such as Travel Trade Britain and Best of Britain. Works with attractions Consortia and accommodation providers in levering increased participation at such shows.
Funding a service to respond to travel trade and journalist’s leads, and make arrangements for familiarisation visits.
Partnership Funding STEAM
Contribution to core funding of North Wales Regional STEAM model as undertaken by Wrexham County Borough Council, whilst securing a wider dissemination of Marketing Area STEAM results to participant businesses. To work towards a single national STEAM contract for 2007/08.
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 continues partnership work between the six regional Local Authorities and Visit Wales with multi lingual media used to serve the needs of primary European markets.