Following a grant from the regional tourism partnership – Capital Region Tourism – the local authorities of Newport, Monmouthshire and Torfaen have joined forces with the aim of generating additional business tourism spend within the region. The new initiative will be showcased for the first time at The Meetings Show 2014 on Stand E41.
“Business Tourism is an extremely important part of our economy , supporting thousands of jobs , and we’d like to grow this significantly. In particular, through increased awareness of our experience and credibility within the industry, we hope to drive more business events to the area,” said Lynne Richards, from Newport City Council. “The area frequently hosts a range of international conferences including the European Summit and we welcome the NATO conference in September, the largest gathering of international leaders the UK has ever hosted. We also regularly deliver major sporting events, including The Ryder Cup, the World Paralympic Games and in 2014 we are hosting the British On Road Cycling championships. All of these events demonstrate the versatility of an area that perfectly combines modern architecture with history; cutting edge city venues and breathtaking scenery.”
Through the partnership, the destinations and core venue and hotel partners will develop a new brand, undertake a comprehensive PR programme and launch a new website promoting what the South East Wales region has to offer , as well as free advisory service .
In particular the campaign will focus on the region’s highly accessible, award winning and first class facilities which include purpose built centres that can accommodate over 2,000 delegates, a 5* resort hotel, a cruise port and World Heritage Site. This infrastructure is made all the more appealing when set against its status as the ‘Food Capital of Wales’, which includes ‘the best afternoon tea outside London’.
Core to the offer is the region’s mix of sporting venues which include a racecourse, velodrome, the Football Association of Wales’ European training centre of excellence and a network of walking and cycling routes that wind through protected landscapes.
South East Wales has teamed up with strategic communications agency Soaring Worldwide to deliver the strategy. Soaring Worldwide has an extensive track record in the delivery of meeting industry and destination PR, marketing and communications campaigns. They have been tasked with delivering the strategic aims of the South East Wales campaign including:
· Establishment of how South East Wales is currently perceived in the market
· Development of brand, messages and keywords based on marketing goals and plans
· The creation of an effective marketing strategy and business plan, including Digital marketing and PR
· Experiential events including industry exhibitions and Fam Trips
