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
Strategic Tourism Consultant July 2016 – July 2017
Marketing Cheltenham Manager Aug 2017 – July 2019
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.
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>