REPORT FROM THE CABINET MEMBER FOR THE ISLAND ECONOMY, REGENERATION, TOURISM & LEISURE

TO THE MEETING OF FULL COUNCIL

ON 19TH APRIL 2006

 

 

 

TOURISM & LEISURE

 

  1. Advertising Campaign

 

Some Additions to the Schedule

 

Display Ads in Mail on Sunday (26th March), Independent on Saturday (25th March), Telegraph (25, 26, 29th March)

D. Mirror UK Travel Supplement 28th March

Tourism South East Campaign – Kids Country/Family Fun. 16 page feature in Sunday Times on 14th May

 

Responses and Enquiries

 

       2006 Accommodation Guide Brochure Responses at 7th April – 70,000 (slightly below last year, which was a record year)

       2006 Website visits – at 31st March – 158,362 (+ 37%)

 

  1. Supplements

 

       Times feature 22nd April – Editorial being compiled by Times writers - visits to island completed, Ad Sales completed

       MOS 7th May – Editorial drafts being finalised, ad sales completed

       Radio Times early Sept. – drafts being considered

       Tourism South East – ½ page in Sunday Times Supplement 14th May –    draft ideas submitted

 

  1. Overseas Campaign

 

Agent commissioned – activity committed to date:-

 

·          Distribution on Consumer Show in Utrecht (142,000 visitors)

·          Distribution on Consumer Salon des Vacances Brussels (98,000 visitors)

·          Distribution British Travel Market Leiden ( 5000 visitors)

·          Distribution  British Car & Lifestyle show in Rosmalen (10,000 visitors)

·          On-line available on Dutch web-site promoting trips to Isle of Wight

·          Press trip planned 21-24 April with 5/6 journalists from special interest

Magazines with themed packages, including Jazz/Outdoor activities.

·          Holiday show in Utrecht September 2006 (last year 89,000 visitors)

 

  1. Exhibitions Programme – completed to date

 

    1. International Group & Leisure Show Sept 2005
    2. Kortweg Belgium Oct 2005
    3. Vakantibeurs Jan 2006
    4. Holiday & Travel Show Manchester Jan 2006
    5. Destinations Earls Court Feb 2006
    6. Interhol Bournemouth Feb 2006
    7. Interhol Cheltenham Feb 2006
    8. BTTF NEC March 2006
    9. BTL & Markets Holland March 2006
    10. Outdoor Leisure Show NEC March 2006

 

Plus support for Adventure Wight Group to attend Outdoor Adventure Show at Olympia Jan 2006 and Outdoor Leisure Show

 

IWEP/UKSA – Southampton Boat Show, London Boat Show

 

  1. PR - £400k of coverage received in press during January – March 2006

 

Some Key Activities:

 

o        Supplements - IWT arranged visits for 6 journalists who covered Island pubs, Island-produced food, water sports, Royal connections, family fun as well as accommodation, eating our establishments and attractions.

o        Press trip for 5 journalists visiting for the IW Jazz Festival (7-9 April): 2x regional newspapers, 1x women’ magazine, 1x BBC2/Radio Five Live).   Sold-in to BBC South Today who visited 6 April – screening on 7 April.

o        Other key visits included Meridian TV (Countrywide films), Woman & Home Magazine, and BBC Homes & Antiques magazine.

o        TV – Ian Wright’s Fitter Kids to be filmed on the Island over Easter.

o        Local PR achieved – Prima magazine staying over during Nokia Isle of Wight Festival, Daily Express visiting Savoy at Yarmouth in June.

o        PR activity at the British Travel Trade Fair in March included raising awareness of the Island music events with jazz on the stand, competitions to win tickets to Nokia and a weekend break. Exhibitions newspaper.  

 

Equivalent advertising costs:

 

January                              £  99,029

February                         £120,005

March                                  £173,609

                                                                  £392,643

 

The amount of publicity achieved in March is up by almost £65,000 compared to last year. In the month, we received coverage in several publications including the Telegraph and the Times. This included quite a bit of coverage for the Music Festival, Extreme Sports and the Walking Festival.

 

Recent Press Releases

 

Easter, Music Festivals, February half term, Walking Festival, Valentine’s, Mother’s Day, Father’s Day, Exhibitions, Awards.  Editorial pitches included Active magazine and the Woman magazine Spring Special.

 

Some Examples of Forthcoming Activity:

 

·         Dutch press trip.  Bringing 6 journalists to the Island, theme jazz and outdoor activities, major attractions, accommodation, eating out.

·         Cycling Festival – Tourism liaising with Culture & Leisure Services regarding a celebrity cycle photo shoot at the Riverside Centre in April (possibly Tom O’Connor).

·         BBC South is now interested in filming the next “speed-dating walk”, which is in May. Following considerable publicity for the recent walk in the Telegraph, over 100 people have already enquired about this event, which is designed to attract pre-publicity for the Walking Festival, also in May (6-21). Interestingly, some of the participants are busy professionals from London and the South East who have never visited the Island before and are staying for a long weekend.

 

2. ECONOMIC DEVELOPMENT

 

Isle of Wight Economic Partnership Review

 

A review has been completed of IWEP and demonstrates that achievements to date have been very satisfactory. We will be building on our successful relationship with the Economic Partnership and are in discussions with them regarding the formation of a Local Delivery Vehicle and the Economic Strategy for the Island for the next five years, which will be produced, following consultation with partners, in June.

 

 

TIM HUNTER-HENDERSON