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Tourist board brings in £77 for every £1 spent
A £1m series of marketing campaigns run by Cumbria Tourist Board to counter Foot and Mouth resulted in a £77 million boost to the region’s economy.
The success of the campaigns came at the most important time for the tourist industry in Cumbria as it sought to start the recovery from Foot and Mouth. The high level of return in the board’s investment was described as “excellent news for the industry” by chief executive Chris Collier.
She said: “To bring in £77 into the region’s economy for every £1 we spent during 2001 is an excellent result showing just how effective our marketing campaigns have been. To have achieved that against all the negative publicity of Foot and Mouth make it all the more remarkable.”
The tourist board carried out in depth research into its marketing campaigns to measure their effectiveness. As well as measuring the number of people who replied to adverts, further work is being done to find out how many actually visit Cumbria as a direct result of the board marketing work.
Most of the campaigns had a conversion rate of between 30% and 40 % – the proportion of people replying to the adverts who then came on Holiday. And of those who didn’t visit during 2001 – three quarters said they were planning to visit in the next two years.
“We ran a wide range of marketing campaigns but it was the integrated nature of the work, linking advertising with direct mail, public relations and the internet which has paid dividends for the tourism industry in Cumbria,” said Ms Collier.
Currently the board is working on a wider range of campaigns which include promotion of activity breaks, gardens, culture and heritage and Cumbrian food as well as new internet sites, promotions to visitors at the Manchester Commonwealth Games supported by a range of new publications.
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