James Maxwell Award

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James Maxwell Award
Presentation by James Fryer Design a PR
campaign that will persuade more British citizens
to holiday in the UK 24 March, 2004
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1.Understanding of the market
The UK Travel Market Today
Sources KeyNote / UKTS / staruk.org.uk
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1.Understanding of the market

• Target audiences
• Everyone
• Segmentation by age, social grade holiday type
• UK Tourism Industry

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1.Understanding of the market

• Current Perceptions
• Poor quality poor value
• Wrong climate
• Better cheaper abroad
• Little aspiration in relation to the UK
• BUT Positive Reflection

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1.Understanding of the market

• Desired behavioural change
• Desire to discover
• A sense of national pride
• Realisation what the UK has to offer
• Cultural experience something different
• .Increased volume value

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1.Understanding of the market

• Communications issues
• Conflict of interest between UK regions
• Travel journalists reflect public perceptions
• Promotion of cheap flights outside the UK
• Unforeseen events

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1.Understanding of the market

• Communications opportunities
• Rapid uptake of the Internet other technologies
• Small community of travel journalists
• Short breaks the saviour of UK tourism?
• Activity based holidays
• Increased affluence
• Industry confidence

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1.Understanding of the market

• Most effective media
• Travel Lifestyle - Discussion
• Newspapers
• Magazines
• Television
• Radio
• Internet Communities

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2. PR Strategy

• So
• Quality holidays available
• Media penetration in existence
• Peer-groups influence holidaymakers
• Growing use of the Internet

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2. PR Strategy

• Strategic theme plan
• UltimateUK www.UltimateUK.org
• Publicly owned forum for discussion
• Celebrity endorsement
• Effective media targeting through subdivisions
• Research led PR

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2. PR Strategy

• Launch Timing
• Initial Christmas launch for January bookings
• Seasonal pushes throughout the year

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2. PR Strategy

• Sustaining the campaign
• UltimateUK subdivisions
• PR tactics

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2. PR Strategy
How the elements fit together
Push Message Encourage Thought
Pull from Resource Encourage Behaviour
Tailored Press Releases Product Samples Media
Coverage Online
Seek information Real experiences Post
Reviews Trust
UltimateUK.org
Trends
More UK Holidays
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2. PR Strategy

• Key messages
• Place your trust in real reviews
• The UK offers a quality product on your doorstep
• The UK has something on offer for everyone

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3. Creative tactical ideas

• PR ideas tactics
• Campaign Launch

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3. Creative tactical ideas

• PR ideas tactics
• Relationship building
• Product samples
• Hooks calendar
• Taxi-drivers hairdressers

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4. Evaluation

• Evaluation
• UKTS Statistics
• However cause effect?
• Advertising value key word analysis
• Focus groups
• Omnibus surveys
• Website hits
• Industry feedback

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• Conclusions
• Harmonious with existing efforts
• A long-term effort is required
• Overwhelming challenge for PR
• Recommendations from peer-groups
• Meeting the set challenge
• (Dont worry the www.ultimateuk.org domain name
  is safe!)

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• www.UltimateUK.org
• Spread the Word
• Thank you for listening
• QA