Marketing Strategy

Marketing Plan 2011/12 Summary

Tourism South East’s Marketing Plan for 2011/12 responds to the shift change in public funding and the increased role of commercial partners to fund activity.  In the run up to the 2012 London Olympic and Paralympic Games is a critical time to create a major uplift in the promotion of the South East.

The key opportunities arising are: 

• Building on the ‘staycation’ phenomenon in the independent and group markets that has resulted from the economic recession and the increase in costs of holidaying abroad.
• The current value of the pound against international currencies has increased people’s desire to visit South East England from both Europe and longer haul markets.
• Opportunities presented by the build up to the 2012 London Olympic and Paralympic Games and other global sporting events.

The Marketing Plan for 2011/12 brings together all these opportunities and programmes under the umbrella branding ‘The Beautiful South’ to deliver integrated, innovative and high impact marketing campaigns across the full spectrum of media – supported by online information and public relations activity.

The Plan will aim to strengthen relationships with key partners such as Visit England, London and Partners and Visit Britain in order to achieve the greatest return on investment.

The underlying core principles of the Marketing Strategy are: Sustainability, Quality, Innovation and Partnership. 

The key parts of the Plan are:

• Domestic Marketing Campaign aimed at the leisure market primarily through the NEW Escape campaign, targeting 25-35, ‘Time for Us’ and ‘Family Fun’ themes, targeting Ark Leisure segments; Primary – Cosmopolitans, Discoverers, and High Streets; Secondary - Functionals and Traditionals. Introduction of Discoverers as a primary market.  Booking forms:  Escape & Time for Us
• Domestic Group and Travel Trade activities building on the success of Tourism South East’s exhibitions programme and trade relationships.
• Overseas campaigns aimed at consumer and trade in Near Europe and Asia Pacific.
• Website and Data Management development is at the core of Tourism South East’s marketing activity.
• Public Relations- the role of PR in the marketing mix is increasingly important as the 2012 Games draw closer, both domestically and in international markets. 
• Monitoring and Evaluation will be undertaken for all campaigns, both online and offline, reflecting the activity within the campaign.