November 2018

Splashes of vibrant colour accompanied crashes and bangs as November kicked off with major firework events, before the month took a more sombre and reflective tone with lots of Remembrance events across the town. The two most memorable were of course the Remembrance March where all 1,290 Cheltenham Casualties of WW1 were represented by individuals wearing picture lanyards on a march through town, and the epic film projection onto the Municipal Buildings on Remembrance Sunday. Despite being fantastic for the Town, these events were just the tip of the iceberg for our work, and here’s an overview of what we got up to in November…

  • Developed International Relationships for Cheltenham including hosting Hugh from VisitBritain China office, and supporting international tour operators as part of the Discover England Fund Fam Trips.
  • Organised itineraries for and hosted journalists and influencers from 11 publications ahead of a push to make Cheltenham a 2019 short break and Staycation destination.
  • Progressed an upgrade to the online booking system for the website and a host of new website features. Both are designed to improve the user experience for those on our site, as well as increasing the member benefit through enhanced exposure and referrals. These developments are in stage one and are due for completion and roll-out in early 2019.
  • Implemented and tested a new Facebook Messenger feature for a Christmas competition. 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 experiment will run until the competition closes on 20th December when we decide whether this will be a core part of our offering, but by the end of November there were 1,763 subscribers with 250 requesting more information on specific festive events.
  • Rolled out the first half of our Festive advertising campaign with bus sides and print adverts, as well as the initial digital adverts across social media channels. The campaign will spend £25,000 by its completion date at the end of December when full results will be revealed.
  • Held meetings with major regional transport providers and hubs, including Bristol Airport, National Express and GWR. The ambition is to improve communication and exposure for Cheltenham via these channels to help drive visitors into the town.
  • In October, we added the major Festive Events to our Facebook page, which achieved massive viral reach. In November, we supported these with a promotional budget and total reach was driven to:
    • Cheltenham Christmas Markets which has reached 268,200 people so far and has had over 12,000 people register their interest. Advertising accounted for 11,093 reach and 485 responses.
    • Christmas Light Switch On which has reached 124,200 people and had 4,900 people register their interest. Advertising accounted for a reach of 13,118 people and 433 event responses.
    • Late Night Shopping dates in Cheltenham which has reached 56,300 people and had 2,000 responses. Some promotional spend was assigned in November, accounting for 7,985 reach and 78 event responses, with more spend due in December.
    • Arts & Crafts market dates in Cheltenham which has reached 40,800 people so far and had 2,000 responses. These stats are totally organic, and promotion of this event will start in December.
  • Grew the content on the website, with stats for November as follows:
    • over 43,000 unique users for the month
    • a whopping increase of uplift of 55.7% or 15,432 visitors to the site when compared with 2017
    • 115,190 page views, up 65.33% since last year when there were 69,674 page views
  • Continued to build the Visit Cheltenham social media channels (which were revamped in April), including:
    • 12 pieces of content curated and distributed via the Visit Cheltenham blog
    • reaching 42,700 people via Twitter
    • reaching 238,002 people organically and a further 58,653 via advertising on Facebook, gaining a whopping 40,940 individual engagements on our posts (not including the events listed above)
    • reaching 30,000 people via Instagram
  • Securing press coverage of Cheltenham via our support of journalists which reached 393,299 people nationally in September as well as over 400,000 through international titles including China News Weekly and FT China.
  • Welcomed our new members on board including Jaguar Landrover Experience,, Beards Jewellers and Dunkertons Cider.

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