17 Jul 2019

Visit Hull July Industry Update

See a roundup of the industry news and projects from the Visit Hull team in July.

Tourism Conference 

The Tourism Team worked with colleagues at East Riding Council to deliver the annual tourism conference on the 20th June. Targeted at businesses within the visitor economy sector, the focus was tailored around ‘tomorrow’s visitor’, looking at the needs and future communication trends of Generation ‘Z’ and Millennials. The Team have only had positive feedback from the session with follow up discussions and activity planned. If you would like to download the resources from the conference you can do this here.

Travel Journalist Visits

Over the weekend of 14-16 June, The Tourism Team hosted a Dutch media visit for 8 travel writers and travel bloggers. The visit incorporated the Old Town, Museum’s Quarter and a guided walking tour. P&O provided complimentary ferry crossing, with this being the first of a number of visits lined up following the Hockney Media Event at the Van Gogh Museum held in March. Positive social media was posted throughout the visit by the journalists, with two very positive blog pieces already published.

Hosted media visit – The Tourism Team are working with Jody Mijts from Ongewoon Lekker a Dutch food, lifestyle and travel online magazine, who visited the city on the 8th/ 9th July. The visit focused on local produce and includes Taphouse, Atom Brewery, Lion & Key and Trinity Market.

Youtuber – Tom Scott

Visit Hull invited the Youtuber Tom Scott to visit the city on the 6th of June. When released this film will form part of his ‘Amazing Places’ series which focuses on locations that have an interesting and unique engineering or human interest story. Tom spent the day at the Humber Bridge and worked with local drone company Octovision Media. This film will be seen by Tom’s 1.6 million subscribers.

Groups & Travel Trade

The Visit Hull Team in partnership with Princes Quay Shopping Centre has launched a new Groups Organisers campaign focussed on growing more visits from the sector. The campaign is targeted at national Group Organisers and Coach Drivers offering a 24/7 online booking service, free limited coach parking at Princes Quay and incentives for Coach Drivers including a cinema ticket for VUE and refreshment vouchers. This follows the successful Group Organisers familiarisation visit to the City in June and the subsequent write up article which featured in Group Leisure Magazine which has also been emailed to an audience of over 25,000 key Groups Organiser and Travel Trade contacts.

Businesses Tourism

The Hull Conference Team attended The Meetings Show at Olympia, London on 26th & 27th June 2019 to promote Hull to domestic and international conference organisers.
Stand partners included Beyond Events (University of Hull), Bridlington Spa, The Deep, DoubleTree by Hilton Hull and the KCOM Stadium. Over 100 meetings took place on the stand over the 2 days with conference organisers and industry journalists, as a result two journalists visit have been arranged for July 2019.

Partnership Activity

Partnership campaign activity with TransPennine Express has gone live, focused across the route from Manchester to Hull, the campaign includes; Hull messaging on digital posters in stations and on board trains, Hull messaging via TransPennine social media channels, E-newsletter header image accompanying short blogs about Hull’s visitor attractions and summer events. The Campaign will run until October, with a view to reviewing messages for an Autumn/Winter Campaign.

The Tourism Team and Hull BID partner campaign will go live July following a successful phase 1 in April, which saw an increase in New Users to the website of 132%, phase 2 will have summer event focus. The campaign will consist of local bus branding, KCFM air time, local and sub regional newspaper advertising, Out of Home advertising located across the city and also includes hosted blogger visits.

Summer Campaign Activity

Working with the commercial teams for a number Northern based media outlets including Manchester Evening News a series of Hull features will be distributed through their online and printed channels, the messages are targeted to their readership audience and will run until the end of August. Aligned to this, a new festival season specific campaign has been launched. The campaign targets festival lovers with 5 headline events taking place across the summer in event and festival zines, event magazines, what’s on guides and festival programmes. The campaign includes editorial in magazines and digital support including the distribution of our campaign film. The campaign also includes coverage on Google Search Network / Display network and sponsored social posts.

A city centre leaflet focusing on events across the city over the summer will be delivered week commencing 8th July through a direct door drop to over 30,000 households across Beverley, Driffield, Cottingham, Skidby, Walkington and Little Weighton.

A new summer season film has been released to provide coverage for all of the major upcoming summer events. This will be used across website, digital campaigns, social media and in physical locations including the Transport Information Pod. You can view the film here

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