Decision details

Supporting Gloucestershire as a more tourist friendly destination in partnership with Visit Gloucestershire and GFirst LEP

Decision Maker: Executive Director of Corporate Resources

Decision status: Recommendations Approved

Is Key decision?: No

Is subject to call in?: No

Purpose:

DECISION

To financially support a tourism strategy and it’s associated campaigns to promote Gloucestershire as a more tourist friendly destination during the national staycation policy.

 

Visit Gloucestershire will provide the following deliverables:

 

Gloucestershire Autumn & Winter 2021 And Summer 2022 Campaigns

The development and delivery of an initial national campaign to promote Gloucestershire as an excellent tourist destination for Autumn, Winter and Summer 2022. 

 

Undertake various steps to push the area further and wider, to capture audiences that would otherwise take winter sun holidays – staycating in the UK instead this year, focussing on Northern England and London (SE), as initial target audiences.

 

A video for Gloucestershire shall be prepared that can be cut-up into smaller bite size chunks as part of the initial activity and that activity will be aligned and in conjunction with other existing Destination Marketing Organisations working in the county.

 

Initial work has been carried out by organisations in the county engaged in similar activity and Visit Gloucestershire will pick up on that work and support the marketing of these itineraries that will provide visitors with access to information for longer visits.

 

Visit Gloucestershire will work with county colleagues to develop initiatives around connectivity, climate, transport, health & wellbeing - working with district and private sector partners to develop solutions and contribute to activity during Autumn/Winter.

 

Given the sectors crisis with employment, Visit Gloucestershire will put in place various measures to develop visitor economy related activity that will work with youth engagement, career development in the sector, partner engagement and support, training and development services and projects.

 

A total amount of £250,000 (in advance and in three quarterly instalments as set out below.

 

Invoice 1. £85,000 ( August 2021)  for  Autumn & Winter 2021

Invoice 2. £85,000  (October 2021) for Spring 2022

Invoice 3. £80,000  (January 2022) for Summer 2022

 

Decision:

DECISION

To financially support a tourism strategy and it’s associated campaigns to promote Gloucestershire as a more tourist friendly destination during the national staycation policy.

 

Visit Gloucestershire will provide the following deliverables:

 

Gloucestershire Autumn & Winter 2021 And Summer 2022 Campaigns

The development and delivery of an initial national campaign to promote Gloucestershire as an excellent tourist destination for Autumn, Winter and Summer 2022. 

 

Undertake various steps to push the area further and wider, to capture audiences that would otherwise take winter sun holidays – staycating in the UK instead this year, focussing on Northern England and London (SE), as initial target audiences.

 

A video for Gloucestershire shall be prepared that can be cut-up into smaller bite size chunks as part of the initial activity and that activity will be aligned and in conjunction with other existing Destination Marketing Organisations working in the county.

 

Initial work has been carried out by organisations in the county engaged in similar activity and Visit Gloucestershire will pick up on that work and support the marketing of these itineraries that will provide visitors with access to information for longer visits.

 

Visit Gloucestershire will work with county colleagues to develop initiatives around connectivity, climate, transport, health & wellbeing - working with district and private sector partners to develop solutions and contribute to activity during Autumn/Winter.

 

Given the sectors crisis with employment, Visit Gloucestershire will put in place various measures to develop visitor economy related activity that will work with youth engagement, career development in the sector, partner engagement and support, training and development services and projects.

 

A total amount of £250,000 (in advance and in three quarterly instalments as set out below.

 

Invoice 1. £85,000 ( August 2021)  for  Autumn & Winter 2021

Invoice 2. £85,000  (October 2021) for Spring 2022

Invoice 3. £80,000  (January 2022) for Summer 2022

 

Publication date: 06/09/2021

Date of decision: 24/08/2021

Accompanying Documents: