OBJECTIVE 2
STRATEGY Be Emotionally Impactful via Enhanced Visitor Experiences Connect with leisure travelers, meeting attendees and all visitors while they are in Newport Beach via one-toone, personalized experiences to improve the visitor experience, which in turn results in repeat visitation and positive, word-of-mouth endorsements of Newport Beach. TACTICS • Utilize Newport Beach & Company-owned digital assets by developing in-market resources and sharing stimulating and useful content.
- Manage and update the visitor kiosk, which provides information, printed maps and attraction tickets. •
reate engaging, up-to-date collateral pieces that help C visitors plan their trip and guide them in-market, while also promoting Newport Beach tourism partners
- Create the annual Inspiration Guide, a trip planning and memento piece distributed to future travelers by request and in Newport Beach hotel rooms. - Create annual Mini-Guide, an in-market piece focused on the Newport Beach neighborhoods with a detailed map.
- Develop and deploy an enhanced mobile experience customized to each visitors’ unique desires and interests.
- Provide opportunities for Newport Beach partners to advertise in Visit Newport Beach collateral.
- Share and post visitor-generated content on Facebook, Twitter, Instagram, Google+, Pinterest, YouTube and other social-media channels.
- Distribute collateral to prospective visitors through fulfillment services, in-market displays and local concierges.
- Provide visitors timely responses to social media inquiries. - Post up-to-date events, content, videos, blogs and special offers on VisitNewportBeach.com. - Create website-landing pages with content that meet current visitor needs. •
aintain the Fashion Island Visitor Center to provide M personalized Newport Beach experiences
- Provide in-person assistance from the Visit Newport Beach Visitor Concierge Team. - Stay informed on Newport Beach tourism activities, retail stores, attractions and restaurants to provide the best recommendations to visitors.
70 | 2016-17/2017-18 MARKETING PLAN
INSPIRATION GUIDE CONCEPT