France

Visit England Gardens Campaign 2008
Markets – Germany & France

Partners
VisitEngland, Heart of England, Tourism South East, Norfolkline, SeaFrance, FlyBe and Visit Chester and Cheshire

Background
England´s world-famous gardens have long been and continue to be one of the leading motivators for Germans and French to visit the country. VisitEngland would like to carry out a marketing campaign to exploit this opportunity and to further build the awareness of the England brand in Germany and France

Campaign Strategy
The central marketing tool will be a specially designed micro site which will sit on the VisitEngland web platform and will allow for the integration of partner branding. The majority of activity will be online and will drive traffic to the microsite, from where the user can click through to further information on the VisitEngland and partner websites. A competition on the microsite, sponsored by partners, will serve to maximize traffic levels. Data capture mechanisms will be built into each activity as appropriate. In France, there will also be a Direct Mail piece or press insert.

Campaign Objectives VisitEngland

• To increase awareness of England as a touring destination in general
• To achieve an ROI of min. 30:1
• To drive 24,000 (Germany) / 50,000 (France) visitors to the gardens micro site
• To achieve a PR score of 4 out of 5 for press coverage generated
• To generate 6,000 (Germany) / 20,000 new opt-in contacts (France)

Chester and Cheshire (suggested)
• Increase awareness of Cheshire’s gardens with the history, heritage and cultural sites surrounding them, leading with Year of the Cheshire Garden 2008
• Drive 24,000 (Germany) / 50,000 (France) unique visitors to micro site, with a 5% click through rate to Cheshire sites   

Target Groups

DINKS
• Couples aged 35-50 with no children and very active lifestyle and a high interest in culture. They are mainly repeat visitors with a positive attitude towards Britain.

Top Earners
• Affluent couples aged 50+ with an interest in history, arts and culture and up-market accommodation.

Both target groups are likely to spend their main holiday touring in England.

Key Proposition
England’s gardens and gardening culture are truly unique and a fantastic reason to visit England.

Desired Consumer Take Out
Visit the micro site for more information
Sign up to VisitEngland e-newsletter
Book a gardens break in England with our partner carrier/ to our partner destinations
Go to partner websites to find out more about their gardens products/ itineraries