Newark Accommodation Providers (NAP) members formally engaged brand specialists – Bazzoo, to conduct a review of their marketing communications strategy. Research demonstrated that the name NAP had little resonance with stakeholders outside of the group, whilst its website under the Visit Newark label had very good appeal and relevance to the group’s target market, visitors to Newark-on-Trent and the surrounding areas. Visitor numbers to the website were very good and an analysis through Webmaster Tools demonstrated wide engagement with the website from the UK and abroad. In terms of Google rankings, the site consistency came top with visitors looking to identify ‘what was on’ in the area and where they might stay.
Bazzoo facilitated a brand workshop attended by key stakeholders where a series of mood boards, brand designs and colourways were considered along with the Visit Newark descriptor.
The group which includes award-winning boutique hotels, elegant guest houses, chic B&Bs and self-catering organisations adopted Visit Newark as the name that best described the essence of the group’s key mission, ‘to encourage more visitors to stay overnight in the area’.
With the new name for the group unanimously adopted, the brand review considered which channels and mediums were best and most cost-effective to target their target audience. The conclusion was a ‘one stop shop’ website where individuals and visitors could identify in one place what was on in the immediate and surrounding areas together with what accommodation options were available by style and lifestyle requirement.
In addition, the Visit Newark website would make recommendations on ‘what to do’ based on a cross sections of visitor demographics. The group considered data from members, UK and local hotel & visitor trends, national tourism forecasts and key visitor economy metrics for the Newark, Sherwood & Lincoln areas when considering what to include. Sources included Hotstats, NSNC Steam, Nomis, D2N2, East Midlands Chamber and NSDC.
The website includes information from NSDC, Experience Nottingham and the Newark Town Team.
Complimenting the website is a film identifying the key visitor attractions based on distance from Newark and such include the areas of Lincoln, Sherwood, Southwell and Dukeries areas. Visit Newark members are working hard to actively promote these attractions signposting them from the website and from within individual establishments.
Richard Whiles of Visit Newark said “Bazzoo were fantastic. They interpreted our brief designing new brand, website and promotional film. They delivered the project on time and within budget. The team were a pleasure to work with.”
Visit Newark are also working alongside Totally Locally Newark to promote local independent shops and reference is made both on the promotional film and the website.
Alongside the website and film is a Mobile App that can be downloaded from the Apple or Google Play stores. A PR and digital campaign will support the Visit Newark brand.
Newark is a market town steeped in history with its dramatic castle guarding the gateway to the town where King John was poisoned and died. The Castle features prominently in the newly opened National Civil War Centre telling the story of how Oliver Cromwell fought battles against the Royalists and how Newark came under siege on three occasions.
The area is within easy reach of Nottingham for the sporting and cultural centres, the Roman City of Lincoln with its Castle and Cathedral and on the edge of Sherwood Forest – home of Robin Hood. Newark is the perfect base for exploring the heart of England or a stop over en route to the North. You can be sure of great hospitality and charm wherever you choose to stay.
For further information or to discuss future projects, please call Bazzoo on 01636 821407 or drop us an email.