Welcome to our - Business Strategy page.
Cornwall Tourism Ltd - how we can promote your business and increase its visibility.
With major cuts in Government funding for the South West, the Cornish Tourism Industry will be hit very hard. The only organisation who has been actively promoting Cornwall was the official body who never really did our industry the justice it deserved, however, with the heavy reduction in available funding, their ability to promote Cornwall now is seriously compromised, therefore, in order to survive, you are now forced to promote your businesses yourselves. This means spending even more money that you don't have, but there is a light at the end of the tunnel. Join us and revolutionise how Cornwall and our Tourism Industry is promoted.
We are all in the same boat.
We are in business just the same as you. Our businesses are dependent on more people coming into Cornwall. Having worked very hard to establish ourselves, we are not about to let our businesses suffer because of someone else's ineptitude and as the official body is now incapable of promoting Cornwall to bring more people here, we have decided to do it ourselves.
Why it all went so wrong.
To promote Cornwall, we have to show prospective visitors what our county really has to offer. Not the official version of just " Accredited businesses " , we mean the real Cornwall. We always thought it was unfair to force businesses to become accredited to promote them. This by its very nature creates a two their system. If you didn't pay to become accredited, they wouldn't promote your business which was grossly unfair. This system penalised businesses who didn't want to join this scheme, which was the vast majority of you and because of ineffective management and capability, it didn't benefit those business who did either.
The Official Body's own figures show that they generated £500k from advertising revenue in the 2009 - 2010 period and yet spent only 37% of that money on promoting your businesses, around £150k, so given that they were also giving funding from the Government, where did all the other money go and what exactly did we get for our money?........It was never translated into an effective marketing and promotion strategy because the people running it were never under the same commercial pressure we all are. They were paid their salaries whether they produced anything or not, however, this is not about blame apportionment, what is needed is a totally new approach and we are going to promote Cornwall the way is should be done.
So how are we going to promote Cornwall?
The key to successful marketing and promotion is visibility but it isn't just generalised visibility. Cornwall is a unique holiday destination. It has over 300 miles of coastline, stunning internal scenery and one of the most coveted lifestyles in the UK. We have amazing restaurants, hotels and other holiday accommodation. The stunning scenery supports hundreds of activities from surfing, sailing and other water sports through to rock climbing, cycling, hiking and walking and horse riding and we have some very unique attractions and thousands of small businesses providing other products, events and services so when we speak of creating visibility, we have to look at every aspect of Cornwall and promote each one of them just as strongly as the others. There is also the perception aspect.
Everyone in the UK has heard of Cornwall but if you do market research as we have done, you see very quickly that their perceptions of what Cornwall has to offer is incorrect. They see it as a singularly dimensional concept, i.e. Surfing, they do not realise that Cornwall is actually a multidimensional entity and represents a life style that people aspire to. The other aspect that needs to be promoted is that as a holiday venue, Cornwall offers excellent value of money, however, to promote it really effectively requires finance and as we do not have the luxury of government funding, we have to finance it ourselves which is where you come in.
Financing - our products and services - help us to help you.
We are financing this business strategy ourselves with our own money and through sales of our products and services. This is an integral part of our business strategy. Promoting Cornwall requires a multilevel approach. The higher levels require strategic marketing operations that in essence provide the back drop of the strategy and these include targeted PR and advertising and alliance based activities which we are already running and developing. The lower level operations require an range of information resources on Cornwall that prospective visitors can access to see what our county has to offer and this is being catered for by our products and services.
Our Cornwall Pass, the Devon Pass, which is being released in spring 2011, and the Cornwall Tourism magazine are already achieving this objective for those businesses participating in the Pass schemes and advertising in the magazine and you can read more about the benefits of the no cost Cornwall and Devon Pass discount card scheme and the magazine on our Products and Services page, however, they are only part of the process. The real jewel in the crown is our brand new website called Cornwall Tourism.eu which will be a complete resource on all aspects of the tourism industry in Cornwall. This will show every aspect of Cornwall and is our primary business promotion vehicle for the Cornish Tourism industry.
What this means for you.
We need to get you and other businesses using our products and services to make this work. Without the income from them, we will not be able to promote Cornwall as effectively as we want and need to, however, we also understand that you are not going to spend money with us, just because we are asking you to. Business is all about income and investment. You invest your time and money in order to make more money and the biggest investment you will make is in promotion and marketing your business. We are no different to you, so we have priced all our products and services to ensure your businesses gets the highest levels of visibility and the best returns on your marketing investment.
Why our marketing products and services offer you the best ROI in Cornwall.
There is absolutely no cost for our Cornwall Pass and Devon Pass schemes and these offer you extensive visibility and free advertising and increased customer flows into your business and whilst you do have to pay to advertise in our Cornwall Tourism Magazine, the costs are very low and it is read and viewed by well over 100,000 people who are visiting Cornwall, therefore, we can give you a very high return on your investment. With the Cornwall Tourism.eu website, we are taking an even more ROI orientated approach.
A full listing including images and good descriptive copy will cost just £50.00 per annum and if you want more, we are also offering a premium package that will give you a comprehensive Advertorials on your business, with images, copy, video and full information on what your offer around £200.00 per annum. These packages offer you a better return than any other website in Cornwall and you will be helping to promote our County which will bring more visitors here so by investing in us, you are also investing in your own long term future.
Tourism - it is our biggest asset.
Tourism is Cornwall's biggest asset, income generator and employment sector and if we don't do something, it will all disappear. There is only one way of doing it and that is by yourself. There is no official help anymore so whatever way you look at it you are going to have to spend money, so the question is, why waste most of it and get a very low return when you can get a much higher return on your investment with us?..........Please click on this link to go to our Products and Services page for a full description of all the services we offer, their individual details and how they will benefit your business.
Cornwall Tourism Ltd - Penlaural House, Wheal Rose, Scorrier, Redruth, Cornwall, TR16 5HD - Tel: 01209 899175 firstname.lastname@example.org . Copyright (c) 2011 - 2015 Cornwall Tourism Limited. Registered in England & Wales. 6358463. All rights reserved. Designed by Cornwall Tourism Limited