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24 Jan 03New Look Visitor Guide To Spearhead £28million Tourism Push
Poole Tourism's new marketing team has given the towns visitor guide a complete make-over. The guide is designed to spearhead Poole's promotional campaigns over the next 5 years.
The style and layout of the guide are in a fresh format that challenges the tradition of UK holiday guides. A new feature, unique in UK tourism, is substantial support from businesses not usually directly associated with the tourism industry - including property agents, car dealerships, and a front cover branding in association local with 'lifestyle' company 'Animal'.
Launching the Poole Visitor Guide, Bruce Grant-Braham, Chairman of the Poole Tourism Partnership, said: "Poole is an incredibly exciting place right now with new hotels, new waterfront developments and a rapidly expanding summer special events programme. This changing face of Poole has led to our recently launched 'Its happening now' slogan and the new visitor guide brings a new vibrant edge to the way we are aiming to present the town"
He added: "Right now we can confidently claim to be the most successful destination in the UK because of the scale of investment in new hotels. Recent hotel openings and those currently planned should lead to over £28 million per year growth in the value of tourism to Poole, that brings real benefits to local people and businesses. The new Yacht Haven, the Quays waterfront development, the stunning second harbour bridge, the proposed RNLI Visitor Centre and the flourishing port will all help Poole fill these additional rooms. With this pace of change it is so clear why our main promotional guide needed to drive the style and positioning of the town"
The main new features of the Poole Visitor Guides include:
- New format - A4 Landscape for maximum photographic impact - innovative insofar as no other known UK destination using this format
- Corporate Sponsorship - building new links & involving local 'non-tourism' businesses as Corporate Partners, including: Lloyds Property Group; Poole Harbour Commissioners; Daily Echo; Poole Audi; Breeze Volkswagen; 2CR; Castrol.
- 'Affinity branding' - with Animal providing front cover 'lifestyle association'
- New Editorial Content - advertising page 'wings' giving additional relevant information
- New emphasis on special events - with 10 pages now devoted to these
- Understated front cover - to enhance the 'happening now!' wow factor inside the guide.
- Local distribution - targeted at reaching 60,000 residents
- New emphasis to Poole's TASTE team of restaurants - by bringing the eating out section to the front of the guide's advertising
- Its happening Now! - new momentum to Poole's new branding by use of the new logo throughout the guide design and associated stationery
- Building a portfolio - bringing the guide in with the recently published Poole 'corporate' guide
Graham Richardson, Tourism Manger, tel: (01202) 262677
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