Visit Cheltenham
 

Brief: 

Support the and grow the visitor economy in the town of Cheltenham leading on the development and delivery of plans and programmes in partnership with leading stakeholders and networks and in particular driving forward cultural tourism initiatives

Roles: 

Strategic Tourism Consultant July 2016 – July 2017 

Marketing Cheltenham Manager Aug 2017 – July 2019 

Project Overview:

  • Created a 5-year visitor economy growth strategy for Cheltenham Borough Council and partners.   

  • The project put in place a programme to achieve a sustainable growth strategy for Cheltenham’s visitor economy working closely with Cheltenham BID. Including a marketing strategy, membership scheme and partnership networking structure.

    The role combined strategy, multi-level relationship building and marketing implementation.

  • In November 2017 we launched a new organisation Marketing Cheltenham which I ran for 18 months before handing over to a permanent staff team.  

Achievements: 

  • Established a new Destination Marketing Organisation for the town of Cheltenham operating as a division of Cheltenham Borough Council

  • Creation of a combined Destination Management Plan and marketing strategy, ‘5-year Strategy to Grow Cheltenham’s Visitor Economy’ which included a two-year action plan <link to the pdf strategy>

  • Brought together a number of key organisations into a collaborative network to meet town objectives 

  • Worked closely with Cheltenham BID to deliver their consumer marketing communications 

  • Set up a new business model developing a partnership and membership scheme which brought in just under £100,000 of private sector funding in the first year

  • Managed the delivery of the marketing plan using an external agency for the first two years, followed by recruitment of five full-time staff to support future plans 

  • Managed delivery of the marketing plan which included a new website www.visitcheltenham.co.uk  unique visitors went from 276K per year to an anticipated 400k in 2019 

  • Strategic board member of Cotswolds Tourism and Cheltenham representative of GFirst LEP Tourism Group

  • Successfully bid for a grant of £250,000 – part of the Discover England Fund from VisitBritain. Project known as Uncover the Cotswolds – creating bookable product and experiences for the travel trade.  In association with partners from other DMO’s within Gloucestershire including Cotswolds Tourism and Wye Valley and Forest of Dean Tourism Association 

  • End of year report of 2018 successes can be found here courtesy of APT Marketing <link to pdf>

For a more comprehensive case study on the set up and management of Marketing Cheltenham see here <link to case study – to be written>

I spent a marvellous couple of years working closely with Kelly in my role as Director of Cheltenham BID while she was manager of Marketing Cheltenham. Kelly brought a wide range of experiences to the town and worked passionately to bring a new professionalism to the way the town was marketed. Her work led to the investment in a new full-time team who are promoting the town to new and growing audiences.
— Kevan Blackadder, Director of Cheltenham BID