2019 Destination Marketing Activities

The English Riviera BID Company has budgeted over £450,000 on behalf of Levy Payers to promote the English Riviera for 2019. All projects can be viewed by downloading this budget summary with a number of the individual projects detailed below.

2019 expenditure will include two new exciting initiatives: London advertising at Waterloo Station (as shown in the video below) and the launch of a new Events Development Fund to support key events that so many ERBID businesses rely on.

The new Autumn Adventures campaign is also being promoted on the English Riviera website on a designated landing page where you can view all the mini films created to promote the area.

Advertising at Waterloo Station in London

NATIONAL MARKETING PROJECTS

NEW – LONDON ADVERTISING

£50,000 TO BE INVESTED IN ADVERTISING ON LARGE DIGITAL SCREENS AT WATERLOO STATION

• Sunrise to Sunset English Riviera Video to be shown at Waterloo Station from 29th April for two weeks
• Video will be shown over 4,173,576 times

NEW – EVENT DEVELOPMENT FUND

£25,000 TO BE INVESTED IN SUPPORTING KEY DESTINATION EVENTS

• £10,000 allocated to support 2019 Torbay Air Show
• £5,000 allocated to support BMAD 2019

£46,710 TO BE INVESTED ON ITV – (of which £43,000 has been allocated from the 2018 budget)

• Over 50’s advert to be shown on ITV Central targeting the Midlands adult audience – March 2019
• Total Adult Reach on ITV is forecast to be 6,844,000 people

£119,250 TO BE INVESTED IN PROMOTING THE 2019 ENGLISH RIVIERA DESTINATION GUIDE

• 90,000 copies of the 2019 Destination Guide will be printed and promoted nationally
• Total cost of the Destination Guide has been offset by an increased advertising income totalling £87,000

£75,000 TO BE INVESTED IN DIGITAL & SOCIAL MEDIA DESTINATION MARKETING

• NEW 2019 FAMILY FUN – 12-week digital marketing campaign starting January 2019
• NEW 2019 AUTUMN BREAKS digital marketing campaign planned
• Increased promotion on YouTube and TripAdvisor

£40,000 TO BE INVESTED IN PROMOTING www.englishriviera.co.uk

Designed to inspire visitors to make the English Riviera their destination of choice, the official English Riviera website provides the following functionality to help ERBID businesses:

• FREE full-page advert to drive traffic to individual businesses websites
• Online accommodation booking platform for businesses to ‘hook up’ live availability
• FREE advertising for events

£5,000 TO BE INVESTED IN CONTINUED GROUP PROMOTION

• Staging of second Groups FAM Visit 26th – 28th March 2019

REGIONAL MARKETING PROJECTS

£15,000 TO BE INVESTED IN SUPPORTING FOOD & DRINK SECTOR

• Second Seafood FEAST to be held: 20th September – 6th October 2019
• NEW Cafés and Restaurants Visitor Guide to be introduced Spring 2019
• Increased Food and Drink digital campaigns to be delivered targeting local and regional visitors

OTHER PROJECTS

£59,000 TO BE INVESTED IN THE OPERATION OF THE ENGLISH RIVIERA VISITOR INFORMATION CENTRE

Welcoming over 50,000 visitors a year the English Riviera Visitor Information Centre provides:

• A year-round counter, telephone, email and social media Visitor Information Service
• Ticket booking service for National Express, Boat Trips, Theatres, Accommodation, Parking Passes
• Maintenance of the English Riviera What’s on Calendar

£26,000 TO BE INVESTED IN INTERNATIONAL MARKETING – SEAFOOD COAST PROJECT

New national Seafood COAST Trail targeting German, Dutch and French markets

£20,000 TO BE INVESTED IN NEW VIDEOS & PHOTOGRAPHY

• NEW ERBID national TV advert being considered for 2020

£10,000 TO BE INVESTED IN MARKET RESEARCH

Vital research that allows us to monitor and benchmark our performance as a leading UK resort. Research activity includes:

• Monthly How’s Business Survey, Annual Value and Volume Statistics
• NEW – T Stats ERBID Monitoring and Evaluation platform

£5,000 TO BE INVESTED ON PRESS & PR

• Invitations to leading journalists and bloggers to maximise national
  media coverage

£5,000 TO BE INVESTED IN BUSINESS TOURISM

The £5,000 support from the ERBID Company will pay for the English Riviera Conference Bureau to attend the 2019 Meetings Show and Organiser Forum to promote Torquay as a year-round Conference Venue.