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Focus Groups

Summer 2023

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Introduction

  • Latest Market Trends

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  • English Riviera Statistics

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  • External Forces

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  • Research & DATA

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  • ERBID2 Business Plan

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  • Destination Marketing

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Marketing Overview

Number of potential visitor impressions

Newsletters

Instagram

Facebook

Twitter

TikTok

English Riviera Walking Festival social media

England's Seafood Feast social media

Paid Digital Campaigns

OOH Campaigns

TOTAL

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Number of website users

Number of English Riviera website users

English Riviera Walking Festival website users

TOTAL

TOTAL

148,724

223,556

2,086,080

42,974

28,366

125,020

19,749

8,718,126

10,652,301

22,044,896

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403,953

12,235

416,188

The ERBID2 Business Plan aims to invest £376,300* PA for 5 years in Destination Marketing Projects

(excluding Events).

From January - May 2023, the English Riviera brand was in front of potential visitors 22 million times through a variety of Digital and Out Of Home marketing activity.

January - May 2023

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For 2023 this was delivered as a new “Ready for the Riviera” OOH Poster Campaign to boost Summer Bookings at cost of £85k.

The campaign started on the 27th February across 34 sites in 5 locations (Birmingham, Coventry, Nottingham, Leeds and Cardiff).

An estimated 10 million (10,652,301) people saw these adverts.

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Out Of Home (OOH) National Advertising Campaigns

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Working with agencies, we invest in highly targeted paid digital campaigns across a range of platforms including:

  • Facebook
  • Instagram
  • TikTok
  • Pinterest
  • Google Search
  • Google Display
  • YouTube

We have 7 campaigns for this year.

From January - May, these campaigns have achieved just under 9 million impressions.

ERBID Paid Digital Campaigns

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Aim

Start date

End date

1) Spring Walking Festival

Raise awareness of walking on the ER and the ERWF

1st Feb

30th April

2) Ready for the Riviera

Increase summer bookings for families

1st March

30th April

3) Web Boost

Increase website users

17th April

30th Sept

4) Couples

Increase bookings for couples, predominantly in shoulder seasons

5th May

16th July

5) Last-minute holidays

Increase last minute holidays for this summer

16th June

21st July

6) Autumn Walking Festival

Raise awareness of walking on the ER and the ERWF

6th July

23rd Sept

7) England’s Seafood FEAST

Awareness of ESF and Seafood on the ER

6th July

28th Sept

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English Riviera Website

Benefits to your Business:

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  • Personalised Product Page/s
  • Additional Google Traffic
  • Free Events Promotion
  • Online Booking Functionality
  • Website Banner Advertising
  • Re-launched 2021 @ cost of £75k
  • 1 million users per year
  • Professionally optimised and managed
  • 4000 pages of content
  • New Special Offers Platform
  • Bookable Experiences

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Cross Network Profile Performance from January 2023

  • Audience: 81,628
  • Impressions: 4,654,729
  • Engagement Rate: 5.6%
  • #englishriviera - please all use

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Facebook remains our most influential channel

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ERBID Social Media

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Professional photography commissioned by the ERBID company and available to all levy payers

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UGC Gallery on

the website

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  • ERBID Photo Library: 2500 copyright free images and videos in ERBID photo library for businesses to use free of charge
  • User-Generated Content: Over 1000 approved UGC images collected to populate the My Riviera image galleries and to use on Social Media posts via #englishriviera

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Photography & Videography

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Events

INCREASED BUDGET FOR YEAR ROUND EVENTS - £100k PA

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NEW PARTNERSHIP WITH TORBAY COUNCIL

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  • English Riviera Airshow (2024?)
  • Spring & Autumn Walking Festivals
  • Agatha Christie Festival
  • England’s Seafood FEAST
  • Bay of Lights

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  • Open year-round - 7 days a week throughout the summer
  • 70k visits in a ‘normal’ year, 200+ a day at the moment
  • Free maps, leaflets for visitors and businesses with use of QR Codes
  • Retail sales: OS maps, books, official Agatha Christie merchandise
  • Promotion of local events / ‘what’s on’
  • Advertising opportunities - A4 in windows, A1 A-boards and poster sites
  • Cruise Ship meet and greet service - Zuiderdam this year
  • Silver Award Winner in last year’s Devon Tourism Awards
  • www.englishriviera.co.uk critical important resource

Businesses very welcome to drop by or contact us to request FREE supplies of information for your own visitors or to Volunteer at the Visitor Centre.

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ERBID Visitor Information Centre

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FREE to ERBID partners and to visitors

  • English Riviera maps
  • Accommodation Directory
  • Food & Drink Directory
  • Things to Do Directory
  • Agatha Christie Mile… and More

ERBID Visitor Guides

englishriviera.co.uk - ‘Online Visitor Guides’�or from the Visitor Information Centre

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  • English Riviera Group Operators Directory
  • National Exhibitions:
    • British Tourism & Travel Show (March - Birmingham)
    • Group Leisure & Travel Show (Oct - Milton Keynes)
  • Group Publications adverts e.g. Group Travel Today, Coach Tours UK
  • Partnering with DATA, Visit Devon, Meet Devon, ERA
  • Showcases, FAM visits
  • Image Library
  • Operators looking for new things

Groups Marketing

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  • englishrivierabid.co.uk - the website for ERBID businesses
    • All about the ERBID
    • Archive of board meeting and AGM minutes,�ERBID accounts, newsletters
    • Destination Marketing activities
    • Research results�
  • Email communications
    • Monthly email newsletter
    • How’s Business survey
    • By email we share local updates, schemes, event information, offers, research requests
    • RIVIERA CONNECT - new business event on 3rd October 2023

ERBID Business Comms

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  • What would you like to see us repeat?

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  • What would you like to see us change?

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  • What new ideas would you like to share on marketing the English Riviera?

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Planning for 2024

THANK YOU!