Marketing Cheshire Annual Review 2018

BUZZING FOR THE WEEKEND
‘Buzzing’ is our £275,000 Discover England Fund
project running from summer 2018 until March 2019,
for which Warrington & Co. is the accountable
body and Marketing Cheshire are providing the
project management.
Overview
This is a partnership project between Marketing
Cheshire, Marketing Lancashire, Marketing Liverpool
and Warrington & Co. named Buzzing for the Weekend.
The project aims to develop the appeal of Liverpool,
Blackpool and Chester to millennial travellers with a
goal to increase millennial and generation Z travellers
from Spain & Portugal.
Liverpool has some of the best nightlife Europe has to
offer, with a rich history in Music, Culture and Sport.
This will provide the main pull for the target market.
Visitors will be encouraged to visit Chester, Blackpool
and Warrington for added extra value. With a
collection of budget hotels, unique heritage, adventure
activities and nightlife spots, there is a great scope to
develop an attractive product for the younger
Spanish visitor.
An essential part of the project will be securing
carrier partnerships with Easyjet & Ryan Air and a
student programme with the International Student
Identity Card.
The project will cover the following;
- Concept research with the target market and
testing of branding and product itineraries. We
aim to establish end user benefits, motivators to
travel, booking logistics, barriers and the
visitor’s budget.
- Development of destination films, that capture
essence of the project and appeal to the target
market. Each destination will use this footage for
further usage, which will be fantastic for social
media and will help generate interest.
- Travel trade activity and distribution channels –
attendance at several travel trade conferences in
Europe with the aim to build partnerships with the
online travel trade and booking platforms.
- Influencer activity - we will be working with up to
three influencers over the course of the project.
Working within our target market and using the
concept research, we have identified that this is
the marketing approach.
- Business education & student programmes – we
will work with restaurants, bars and attractions
in each destination to educate them on young
international tourists. We will also be working
with student programmes to provide discounted
goods and/or services for our visitors to enjoy.
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