We can’t mention December without Christmas and New Year, and what an atmosphere we had in Cheltenham! Christmas craft markets, twinkling lights, retail delights and of course plenty of mulled wine typified our Christmas, and our £25,000 digital, print and outdoor marketing campaign also made this one of the best Decembers for footfall and digital traffic. Here’s an overview of what we got up to…
- Running a £25,000 digital, print and advertising campaign to promote Cheltenham as a shopping and visit Destination, with a core focus on people within a one hour drive time. Bus sides, outdoor advertising and print media went live in November across the local region and South Wales, meanwhile the same region was targeted digitally through promoted posts and adverts across social media platforms. Full results for the campaigns are currently being tallied and are due for publication in early February, however an on-street poll of visitors highlighted a 47% recall rate for the advertising, with 19% of these being from out of town. We are extremely pleased that our advertising had this level of cut through, particularly in such a crowded market place, so watch this space for the full results…
- In October, we added the major Festive Events to our Facebook page, which achieved massive viral reach. In November & December, we supported these with a promotional budget and total reach achieved was:
- Cheltenham Christmas Markets which reached 269,460 people organically and secured 12,100 event responses of which 80% were from outside of Cheltenham. £50 advertising accounted for a further reach of 10,832 and 485 responses.
- Late Night Shopping dates in Cheltenham which reached 59,041 people organically and had 2,100 responses. 70% of respondents were from outside Cheltenham. Promotional spend of £100 was spread across November & December, accounting for a further 11,467 reach and 126 event responses.
- Arts & Crafts market dates in Cheltenham which has reached 49,531 people organically and had 2,200 responses. 67% of respondents were from outside of Cheltenham. Promotional spend of £80 generated a further 9,795 reach and 145 event responses.
- Implemented and tested a new Facebook Messenger feature for a Christmas competition which began in November. The feature is designed to automatically engage competition entrants and promote key events and things to do in the town over the Christmas period. The campaign secured a total 1,763 subscribers with 250 requesting more information on specific festive events.
- Secured and promoted 24 prizes in our Advent Calendar prize draw, with a daily entry post running from 1st December to 24th December. The prize draw reached 64,034 people, secured 1,032 entries and generated 5,931 engagements on the posts. Big thanks must go to our prize contributors: Everyman Theatre, Malmison, Brewerism, The Bicycle Hub, House of Fraser, Sudeley Castle, Lumiere, Dunkertons Cider, MGallery by Sofitel Queen’s Hotel, House of Fraser, The Cosy Club, Margaret Dabbs, The Bacon Theatre, Neal’s Yard Remedies, Jury’s Inn, Gloucester Old Spot, Monrose Vintage, Atelier 19, Circle2Success and Cheltenham Town Football Club, The Old Courthouse and Hatherley Manor.
- Commissioned the next developments for the VisitCheltenham website which are set to enhance the booking process and online availability, the way content is displayed and the overall performance. The developments are now in build and we expect the first updates to be released in early February.
- Fulfilled image and information requests from 9 journalists ahead of their 2019 article publications.
- Secured published press coverage of Cheltenham in December which reached 209,529 people nationally.
- Hosted our expert Food group meeting to help develop the profile of Food & Drink in the town. In December, Harden’s recognised Cheltenham as the 16th top food Destination in the UK, competing with cities including Manchester and Bristol.
- Grew the content on the website, with stats for December as follows:
- over 38,562 unique users for the month – a whopping uplift of 53.18% or 13,388 visitors to the site when compared with 2017
- 94,322 page views, up 69.24% since last year when there were 55,732 page views
- Continued to build the Visit Cheltenham social media channels (which were revamped in April), including:
- 15 pieces of content curated and distributed via the Visit Cheltenham blog
- reaching 64,100 people via Twitter
- reaching 124,848 people organically and a further 74,702 via advertising on Facebook, gaining a whopping 12,945 individual engagements on our posts (not including the events listed above)
- reaching 42,788 people via Instagram
In the coming weeks, a full review of our achievements for 2018 will be completed and published on the site, so watch this space…
In the meantime, why not take a look at our Visit Cheltenham inspiration video, which is being used to encourage visitors to the town in 2019: