We were appointed by Cheltenham Borough Council to deliver proof of concept for Visit Cheltenham. Marketing Cheltenham, which still continues to this day, was launched as the refreshed Destination Marketing Organisation (DMO) for the town. As part of our proof of concept, we handled:
- Development and delivery of the marketing & content plan for the destination
- Management and copywriting of content across all channels
- Membership development to include creation of the membership structure, recruitment, communication and benefits
- Database management for trade and consumer contacts
- Email communications to both trade and consumer databases
- Management and delivery on calls for content; liaising with members to gain their stories, events, offers and experiences and promoting members as widely as possible.
- Regular stakeholder engagement with member businesses, Cheltenham BID, Cheltenham Trust, Cheltenham Festivals and Cheltenham Borough Council.
- Social media management across Facebook, Twitter and Instagram for Visit Cheltenham and Twitter for business channel Marketing Cheltenham
- Development of the image library including creative briefs and management of the photographer that has been commissioned
- Creation of marketing plans for Cheltenham BID activity
- Media strategy and buying to promote Cheltenham as a place to visit and drive footfall
- PR opportunities including familiarisation visits, competitions, reader offers and press releases.
- Management of filming opportunities for the town
Key results
In the first 12 months we:
- Supported more than 190 journalists, bloggers, influencers, and tour operators with information, images & visits. Secured coverage in The Times, The Independent on Sunday, The Mail Online, i, Land Love and Period Living to name a few.
- 228 blogs written & read 43,421 times
- Campaign specific activity for Light Up Cheltenham, Cheltenham Beauty Week, Cheltenham Cocktail Week and Christmas
- 21% increase in website visits to visitcheltenham.com
- Curated six new promotional videos for the town (Food & Drink, Shopping, Cycling, Summer inspiration, Christmas and staycation inspiration)
- Reached more than 2.2 million people via social media, 95% of which was organic
- Christmas campaign: 1.3 million people saw the campaign a total of 3.38 million times reaching 81% of the population in each target region. 35% increase in website visits in November & December. 378,032 people reached on social media for Christmas related events.
Want to learn how strategic marketing and strong stakeholder management can amplify your impact? Let’s talk.
