Developing cultural tourists and visitor destinations through collaboration
This case study describes the work of the Greenwich Maritime Marketing Group who work together collaboratively to promote their local area as a visitor destination - making best use of a shared budget to attract visitors to the area. You'll find an explanation about how the partnership works in practice, they key objectives and marketing messages used, an outline of their joint campaigns, and the outcomes.
The group utilises all channels to attract the widest possible range of visitors, on and offline. A PR
agency has been appointed to seed news items and particularly to profile Greenwich with the tourism
trade and press to encourage business visits. They also ensure they have a regular presence at UK
and international travel trade shows under the banner of “Maritime Greenwich”.
The group conducts biannual quantitative and qualitative research with visitors to find out how they
heard about Greenwich and why they chose it as a destination.