Visit Isle of Wight Marketing Panel
THE MARKETING PANEL IS CURRENTLY UNDER REVIEW
The Visit Isle of Wight Marketing Panel is made up of levy payers representing the various sectors of the visitor economy on the Island. Membership is open to any Wight BID levy payer organisation.
Members do not receive any remuneration, and are expected to contribute ideas and expertise for the benefit of the Island as a whole.In addition to levy payer membership, the CEO of Visit Isle of Wight has the authority to “co-opt” additional members to the panel for set periods of time. Typically these co-opted members will join the panel during a particular project and bring additional expertise, sometimes from outside the visitor economy. For example: a digital marketing exec from the banking sector may join the panel to help develop a specific campaign about CRM (customer relationship marketing) because of their extensive expertise in the subject.
The purpose of the Marketing Panel:
a) Assist the VIOW operational team in creating a compelling and effective marketing plan that will lead to increased visitor numbers, especially from first time visitors, improve visitor spending and increase longer stays. This is achieved through reviewing proposed marketing plans, fine tuning actions and strategic thinking, and identifying new opportunities (channels, themes and promotions).
b) Spread the news about opportunities for engagement and collaboration to the rest of the Island’s tourism industry. Strong advocates for the “attract and disperse” marketing strategy and the “Pure Island Happiness” destination brand.
c) Review the marketing targets within the Destination management plan and regularly reported KPI’s to ensure that the marketing function of VIOW remains on track, focusing on the essential outputs demanded by the plan.
d) Operate as the “watch-dog” for the roll out of the Destination brand (across VIOW work, but also it’s use by partners, affiliates, and other visitor economy businesses). Oversee the annual evaluation of the brand and recommend improvements as required.
e) Function as an evaluation panel to consider new opportunities, events and other projects that will attract new visitors to the Island in the future.
f) Recommend marketing partnerships that could bring added value to the destination’s marketing activities in the future.
Putting yourself forward for a seat on the Marketing Panel
Whilst levy payers can, in theory, join the panel for a 12 month stint at any time of year, the nature of the timetable is such that much of the development work is carried out in the first third of the year, monitored and evaluated in the summer, and then new ideas and extensions are considered in the final third of the year. This timetable is driven by the annual planning cycle inherent in the tourism industry, and the demands of our consumers.