1 of 11

NORFOLK & SUFFOLK LVEP

DEVELOPMENT OF DIGITAL INFRASTRUCTURE

2 of 11

WHO ARE, & WHAT IS DESTINATIONCORE?

CONNECTING RELEVANCE

A team of destination marketing experts, specialising in websites and online technology products for the industry.

A suite of products developed by the Jacob Bailey Group
20+ years’ experience in destination marketing
Designed and built destination marketing technology, and digital infrastructure for 60+ destinations.

We work exclusively with LVEPs, DMOs, BIDs, & Leisure & Retail Destinations

There are 35 accredited LVEPs in the UK. We already work with 7 of them - Peak District, York, North Yorkshire, Newcastle, Worcestershire, Cheshire, and Lancashire (we’re hoping to make the Norfolk & Suffolk LVEP the 8^th!)

In addition, we work with some of the UKs largest Leisure & Retail destinations including Lakeside, Metrocentre, Atria, Highcross, and The Victoria Centre - all five are ranked in the UKs largest 30 shopping centres.

We’ve been working in the destination marketing industry for a long time, and our team is 100% focussed on the development of the DestinationCore product suite and technology – which is continually refined to adapt to the ever-evolving needs of the industry.

The end output of what we deliver is websites, but the central technology is what we call a DCMS - Destination Content Management System – alongside that we developed tools which support the collection, creation and display of destination specific content.

3 of 11

OUR PRODUCTS

CONNECTING RELEVANCE

Websites & DCMS – DestinationCore One, Pro & Enterprise
DestinationCore Insights
DestinationCore Business Login
DestinationCore Availability Search
AccessCheck

+ The DestinationCore Module Marketplace

A quick overview of the DestinationCore product range

WEBSITES & DCMS – DESTINATIONCORE ONE, PRO & ENTERPRISE

A range of destination marketing website solutions powered by our Destination Content Management System (DCMS). Backed by tried and trusted industry specific functionality, and in-built digital marketing automation and artificial intelligence.

DESTINATIONCORE INSIGHTS

Our Insights product is included as standard with any DestinationCore website but is also available as a stand-alone product for destinations that want enhanced reporting and integration of complex data sources.

DESTINATIONCORE BUSINESS LOGIN

Our Business Login product is a password protected area where businesses can update their directory pages and submit content related to their business. All content is approved by an administrator before being pushed live.

DESTINATIONCORE AVAILABILITY SEARCH

Our Availability Search product aggregates data from several PMS (Property Management Systems) providers into a single data feed. This provides a consolidated list of live accommodation pricing and availability.

ACCESSCHECK

An innovative accessibility questionnaire product which empowers businesses to understand and improve their accessibility standards by completing tailored surveys. The accessibility surveys are devised and backed by VisitEngland.

THE DESTINATIONCORE MODULE MARKETPLACE

The DestinationCore business model is built around our Module Marketplace; a suite of pre-built, destination specific, mini products. These can be added to any of our core products at any time. This means you can scale up (or down) and continually iterate your DestinationCore technology over time to respond to evolving consumer trends and business needs.

All DestinationCore products (and mini products) communicate seamlessly.

4 of 11

THE PROJECT

CONNECTING RELEVANCE

Develop a digital infrastructure which provides a platform for the Norfolk & Suffolk LVEP to deliver on key aspects of the Destination Management Plan.

5 of 11

WHERE DESTINATIONCORE CAN HELP

CONNECTING RELEVANCE

Universal DCMS
Inclusivity & Accessibility
Sustainability & Regenerative Tourism
Audience Group Targeting
Seasonality

Cycling & Walking
Food & Drink
International Audiences
Product Packaging
B2C & B2B

I expect that everyone in this room is much more familiar with the DMP then I am.

Which means that the bullet points on this slide will be familiar to you all.

These are the aspects of the DMP where DestinationCore products can help. I’ll expand on each briefly.

UNIVERSAL DCMS

One centralised destination content management system – essentially a master database of tourism content for the region.

INCLUSIVITY & ACCESSIBILITY

I mentioned our AccessCheck tool previously. Through this tool we can send digital surveys to tourism businesses in the region. Their responses to the survey will dynamically create a set of accessibility features associated to their business and populate those features onto the website. Meaning a website visitor can filter content (businesses, events) on the website to match their specific needs.

Businesses can also upload AccessAble Guide data to their business profile so visitors with acute accessibility needs can easily find the information they need. The surveys have been designed by VisitEngland to ‘normalize’ accessibility data across the UK.

SUSTAINABILITY & REGERATIVE TOURISM

A businesses sustainability initiatives can be added to their business profile, and a website visitor can filter content down to match specific sustainability requirements and needs.

In offering and we’ve introduced Pete & Holly to a technology partner of ours who can assist further with some specific ‘Regenerative Tourism Initiatives’ that visitors to the region can participate in.

AUDIENCE GROUP TARGETING

The content categorisation features within DestinationCore means that specific audience groups can be targeted - think Seaside Fun, Fuss Free Value and Deep History or Dark Skies from the DMP.

The intuitive filtering and content discovery tools also help website visitors easily personalise content to their specific needs, which drives up visitor conversion.

SEASONALITY

The grouping of content into seasonal guides will improve visibility of what to do in the region during the shoulder seasons and help to spread tourism spend across the calendar year.

WALKING & CYCLING

Outdoor enthusiasts have been identified as a key target visitor. The DestinationCore trails functionality will help displays the wealth of cycling and walking opportunities in the region, as well as highlight which businesses to frequent along the suggested routes.

FOOD & DRINK

The regions strong food and beverage offering is a key driver of tourist to the region. Thematic grouping of all the food and beverage content will make it easy for website visitors to browse the entirety of the regions offering and help to drive up tourism spend within this audience group.

INTERNATIONAL AUDIENCES

The addition of a Travel Trade focused website to the digital infrastructure will provide a hub to drive more international visits, and the inclusion of translation tools on the site will make it easy for international visitors to view content in their preferred language.

PRODUCT PACKAGING

Using the DestinationCore itineraries functionality the LVEP content team can package tourism products into suggested itineraries for visitors - this can help drive up visitor spend and encourage increased overnight stays and visitor dwell time.

INDUSTRY & CONSUMER FOCUS

There will be five websites which form the new digital infrastructure. Three focused on the consumer market, and two on the business market. More clearly defined hubs then the current infrastructure, improving the experience and value for both stakeholders and visitors.

6 of 11

DIGITAL INFRASTRUCTURE DELIVERABLES

CONNECTING RELEVANCE

Output of this project = x5 new websites.

Visit East of England (visitor focused)
Visit Norfolk (visitor focused)
Visit Suffolk (visitor focused)
Industry (tourism business focused)
Travel Trade (travel trade focused).

The output of this project will be five new websites.

VISIT EAST OF ENGLAND

A consumer facing site containing tourism product across Norfolk, Suffolk, Cambridgeshire & Essex. This site will be the home of region-wide thematic content. Targeting potential visitors in the planning phase of their visit.

We’ll be helping visitors to understand the geography of the area and the wealth of things to do and experience in the East of England.

We’ll be looking to inspire and then signpost visitors to the Norfolk & Suffolk websites which will be more conversion focused.

VISIT NORFOLK

A consumer facing site, which will contain paid for listings. The focus of this site will be on converting potential visitors into actual visitors. There will be an emphasis on specific cities, towns and villages in the region and how visitors can make the most of their visit.

This website will be a tool for visitors in both the final planning stages, and while they are in destination – with several mobile specific features and functionality assisting visitors during their visit.

VISIT SUFFOLK

The third consumer facing site – which will play the same role as the Visit Norfolk site, but for Suffolk.

INDUSTRY

A website specifically for those working in the tourism industry. This will be a hub of information, data and resources to help tourism business extract maximum possible value from their relationship with the Norfolk & Suffolk LVEP.

TRAVEL TRADE

Aimed directly at the travel trade industry. This site will provide travel trade users with the resources they need to promote Norfolk & Suffolk as a destination to visit to this valuable market segment.

7 of 11

DIGITAL INFRASTRUCTURE�OVERVIEW OF IMPROVEMENTS

CONNECTING RELEVANCE

The new digital infrastructure will provide.

Clearly defined visitor journey across the LVEP website portfolio
Ability for businesses to self-serve
Increased commercial opportunities
Structured & consistent collection of accessibility data
Increased visibility in search engines
Improved data & insight on audiences

I’ve already mentioned the features that visitors to the websites will benefit from.

The new digital infrastructure is not just about nice shinny new websites, there are several back-office and efficiency improvements that will be delivered as part of this project too.

There will be a more clearly structured visitor journey across the website portfolio – with each website having a specific role to play. The three current websites are playing a mix of roles making it confusing for the audience.
Businesses with paid for listings will have the ability to self-serve – updating their own directory profiles, and submitting events, offers and experiences for inclusion on the website through a password protected portal – added value to the businesses, and freeing up time for the LVEP team to focus on delivery of the DMP strategy.
There will be increased commercial opportunities for the LVEP, meaning an increase in revenue, and therefore more budget for delivery of the DMP.
Through our AccessCheck tool the LVEP will be able to easily collect accessibility data from business – another time saving for the LVEP team, but more importantly a vastly improved experience for visitors with accessibility needs, making for a more inclusive destination.
We’ll be working with the LVEP team on an ongoing basis to improve the visibility of the Norfolk and Suffolk as a destination for tourists in Google and other search engines – the place where almost every potential visitors starts planning their trip.
Our Insights reporting dashboard will provide a wealth of data on the visitors to the website – helping the LVEP build a richer picture of audience wants and needs, and a deeper understanding of who is visiting and why.

8 of 11

DIGITAL INFRASTRUCTURE�COST OF PROJECT

CONNECTING RELEVANCE

ONE-OFF DEVELOPMENT COST

£70,910

ANNUAL RECURRING LICENCE

£21,015

9 of 11

OPTIONAL DIGITAL INFRASTRUCTURE OPT-IN

CONNECTING RELEVANCE

DMOs, and other destinations, within the LVEP area have the option to become part of the digital infrastructure eco-system.

Centralised database of tourism content for the region
Share in functionality developed as part of the digital infrastructure project
Maintain own unique identity
Provide increased visibility for the businesses you represent
Opportunity to capture increased share of visitor economy
Help improve the user experience, and increase visitor conversation
Benefit from on-going support from the DestinationCore team of destination marketing experts.

Finally, this approach can also benefit partners and stakeholders of the LVEP.

Part of the new digital infrastructure will be what we call a multi-site DCMS – essentially several different websites controlled from one centralised content management platform.

Meaning other DMOs, BIDs or destinations within the LVEP region have the option of adding their websites to the multi-site DCMS. The benefits of doing this are listed on this slide.

Should any LVEP partner destination wish to do this it would be a step towards a more holistic approach to tourism in the region through the creation of a centralised database of tourism products as well as the sharing a features and functionality which will be delivered as part of this project.

I think it’s important to mention that this does not mean a loss of identity for any destination wishing to adopt this approach. Each destination would be treated as an individual client but benefit from being part of the LVEP eco-system.

There are a range of options to suit individual budgets. New destination websites can be added to the eco-system at any time, for example when current contract periods expire, and can benefit from significant cost efficiencies.

10 of 11

A FEW EXAMPLES

CONNECTING RELEVANCE

https://visitpeakdistrict.com/

https://visitworcestershire.org/

https://visitharrogate.co.uk/

https://destinationnortheastengland.co.uk/

11 of 11

WILL WRIGHT - WILL@DESTINATIONCORE.COM - 07811 405 289