Tourism delivery and marketing plan for Somerset
The county of Somerset is a destination with potential to capture a greater share of the tourism market for South West England, provided that the there is strong co-ordination of effort and resources across the county to improve the impact of marketing and strengthen product quality. The Tourism Company was asked to prepare a new co-ordinated action plan to achieve this. Following extensive consultation, including a survey of enterprises and a series of workshops in all parts of Somerset, we presented a prioritised set of actions and developed options for a new co-ordinated delivery structure.
At a later stage we were asked back to prepare a new tactical marketing plan for Somerset, covering destination and thematic promotions, a web-strategy, brochure fulfilment, above the line advertising, media planning, press and PR and CRM. We also related this to a sizeable, on-going e-marketing project for the county.