Decision Maker: Officer Decision
Decision status: Recommendations Approved
Is Key decision?: No
Is subject to call in?: No
In April 2015 a working group was formed to begin developing a destination management plan for Ipswich.
Funding provided by Ipswich Central was used to commission two reports from AECOM, a baseline summary and an action plan. The recommendation from AECOM was to create a Destination Management Organisation (DMO) to enable the delivery of the action plan.
In July 2015, the Board of Ipswich Central established a DMO Company, and a management group was created with a mix of public and private partners including 3 seats for Ipswich Borough Council.
Ipswich Borough Council does not provide any core funding to the DMO, but have been approached to fund a one-off digital marketing campaign of £10,000 to support the launch and rebrand of the All About Ipswich website.
The overall objectives of the campaign are / were:
· To provide a benchmark for future campaigns;
· To show outbound clicks to other businesses;
· To report where traffic comes from and how people are viewing the site;
· To gain visitor profiles;
· To build upon the 22% of traffic that visited the site from London during September 2016;
· To encourage email sign ups to allaboutipswich.com;
· To increase followers on all social media platforms, aiming for a 5% increase on Facebook.
There are sufficient funds in the 2016/17 Economic Development budget for this commitment.
IBC will support the DMO’s rebranding and marketing campaign with a one-off funding package of £10,000 that must be spent and paid in 2016/17.
The DMO will be required to provide information on campaign performance to IBC and complete a thorough review of the campaign to assess effectiveness of each strand to help inform future campaigns.
Reason for Recommendation
The tourism sector is of significant importance to Ipswich with an annual value to the economy of over £242m and supporting over 4,600 jobs (7.4% of total employment in Ipswich).
This campaign will help to identify new markets and provide better information on the profile of visitors to the town allowing for better targeting in future.
Publication date: 10/02/2017
Date of decision: 06/02/2017