Wight BID Marketing Advisory Panel Meeting Notes

Below is a summary of notes from the Wight BID Marketing Advisory Panel.

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January 2018

January 2018

  • The Visit Isle Of Wight (VIOW) team presented updates on the 2018 marketing campaigns with particular details about the Walker Books partnership. The Twixmas promotion reached 750,000 households in target areas and the continued theme of ‘175 years of family adventures on the Isle of Wight’ will reflect across the pre-Easter campaigns and early summer promotions.
  • Promotional opportunities within the ‘Bear Hunt’ brand were discussed and VIOW will develop these for BID businesses to use by mid-March.
  • The Google/DMO opportunity was discussed and progress will be discussed at the next meeting.
  • Martin Bullock from Inns of Distinction introduced a debate as to how the large Island pubs sector could benefit best from the work the BID is delivering. The shoulder periods were the most challenging and points raised included improvements to the main Visit Isle of Wight website, co-ordination of heritage & cultural trails linking to pubs, develop the ‘pubs with rooms’ concept, affinity marketing with local hotels and self-catering businesses. Martin will lead on holding a pubs sector forum to discuss this in more detail and then feedback to the panel for action.
  • The panel were updated as to the creation of a Wight BID accessibility panel to be chaired by Neil Chapman of Hovertravel. Visit Isle Of Wight is partnering with Tourism For All.

The panel held its first marketing strategy discussion group with the following topics addressed:-

  • What new packages and product combinations should be established?
  • Our PR strategy – recommendations for the future
  • Attracting Groups: What emphasis should we place on group business in the future?

The results of these discussions will be prioritised by a marketing panel meeting later in the year and will help steer 2019 marketing campaigns, following further levy payer consultation.