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English Riviera BID Project Delivers a Coordinated Approach to Destination Marketing

17th May 2017

Categories: Our News

New Mind | tellUs has been appointed to build on the success of www.englishriviera.co.uk and develop a new first class destination site to showcase the area's visitor experiences.

The English Riviera Tourism Business Improvement District (ERBID) is a private sector led initiative which was launched at the start of the year to provide a professionally coordinated approach to destination marketing for the area.  The BID allows the area's tourism businesses to jointly raise funds to deliver a programme of sustained activities with the aim of achieving growth, both for the individual business and the destination's tourism economy.  BIDs have achieved great success in the UK and there are now over 200 in operation.

Tourism has been growing in the English Riviera for the past five years, generating £569 million of business turnover to benefit the local economy.  A spend of £120 million is generated annually by visitors on food and drink and £109 million is spent annually on accommodation.  In terms of employment,  21% of the local population (the highest in the UK) work in  the tourism sector, equating to 11,627 people representing 8504 full time jobs.   (Stats: 2016)

The English Riviera is one of the UK's top tourism destinations, hosting over 100 events and festivals every year and is renowned for its award winning attractions, beaches and great local food and drink.  Capital of the English Riviera, Torquay has achieved a top 10 position for Trip Advisor's Travellers Choice Awards for the second year running and is famous as the birthplace of crime writer, Agatha Christie.  

Originally created by New Mind | tellUs in 2011, the site has performed exceptionally well, achieving  a 400% growth in traffic since its launch.  The new site will be redeveloped to build on this success and fulfil a number of key objectives for the English Riviera and its tourism businesses. The site will aim to attract new first time domestic and international visitors year round, will be fully responsive to cater for browsing on all devices and will be translated into Dutch and German.  It will deliver a valued benefit and marketing service for the destination's 1000+ BID partners by incorporating promotional opportunities to enhance their presence and generate additional income. 

The site will be visually striking, utilising more videography and photography to promote the English Riviera's brand assets.  Improved search functionality will boost direct traffic to the businesses product pages and a dynamic new What's On Calendar and Event Submission Form will play a major role in promoting the destination's busy year-round programme of events.

Carolyn Custerson, CEO of ERBID comments: "The ERBID Board undertook a competitive tender process before appointing New Mind | tellUs to develop the new official English Riviera destination website which will help promote over 1000 local tourism businesses over the 5 year term of the ERBID. We greatly value their experience, support and continual investment in new technologies to help local businesses maximise their own online promotion and increase year round traffic.’’ 

The new site is expected to be completed by September 2017.

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