The Marketing Group works very closely with the Tourism Marketing Manager, Kirsty Burn, and her team to explore new avenues to promoting the area as a whole, from advertising in magazines, on the radio and on TV to using social media.
The Marketing Group firmly believes in the bigger picture, and that collective marketing of the destination Greater Yarmouth as a whole is critical. We need to reassure visitors that the area has everything they could want or need on holiday, from seaside to countryside, Broads and beaches and tourist attractions from theme parks to water sport activities as well as shops, restaurants, café and pubs as well as a good range of evening entertainment and lots of accommodation to choose from.
In addition to raising awareness of the whole borough as a fantastic holiday and day trip destination, to attract visitors and inject new cash into the local economy by running marketing campaigns outside the area, where appropriate, we will also encourage local people to use local services.
Greater Yarmouth Brand
Great Yarmouth has a strong core product, strong brand and the strongest external image within Norfolk as evidenced by recent research carried out by VisitNorfolk. Further to extensive research benchmarking the borough for both tourism and business purposes, the GYTABIA Marketing Group developed and regularly updates the Greater Yarmouth Brand Essence Wheel, a brand model which is used as the basis for our campaigns so that at all times we present a consistent message via the chosen media.
We promote Greater Yarmouth as being the premier holiday resort on the Norfolk coast, a traditional but modern, upbeat beach holiday resort surrounded by Broads and countryside.
Our marketing campaigns will always aim at attracting our traditional C1C2DE empty nesters and the C1C2DE family school holiday market, the cornerstone of the borough’s customer base and tourism spend but we are also looking for opportunities to increase visitor numbers, type and spend by focussing on new target markets, capitalising on the fun, easy going, relaxed nature of the borough, creating a vibrant destination where people of all ages enjoy taking holidays and short breaks.
Due to schools getting stricter and stricter about allowing children out in term time, growth in new markets must be targeted outside of the July and August school summer holiday peak.
To achieve this, businesses in Greater Yarmouth must work together to develop our overall product and ensure it is attractive to a different audience and that the holiday experience exceeds our visitor’s expectations. Complacency is likely to result in a continual slow decline of the tourism sector.
We plan to target alternative, sustainable and more affluent visitors in off peak and shoulder periods, in particular May, June and early July as well as late September and October using new events and promotions focusing on food and drink, heritage, broads and countryside. The long-term aim is for year-round tourism spend, generating higher tourism spend in the accommodation, attractions, retail and dining sectors.