Project
and Client Examples
The
following are some examples of successful projects undertaken
by Susan Briggs over the last 15 years, many of which have become
case studies and examples of best practise for other organisations.
You can either scroll down this page, download the list, or click
on the areas you're interested in below.
Client
examples:
Destinations, tourist boards & regeneration agencies
Visitor attractions & museums
Accommodation providers
Training establishments
Publishers
Project
examples:
Internet-related projects
Marketing strategies & implementation
Industry consultation & engagement
Training & business support
Writing
Destinations, Tourist Boards and Regeneration Agencies VisitBritain (formerly the English Tourism Council and British
Tourist Authority)
•
Advice on the development of services offered by the Industry Relations’ department
for the private sector
• Cultural tourism strategy advising on marketing opportunities and
ways of working with the cultural industries
• Advice on the development of the new Sector Clubs and industry
engagement
• Review and recommendations to improve content and usability of
VisitEngland.com
•
Concept and content development of VisitBritain’s web site
for tourism professionals, www.tourismtrade.org.uk
•
Development of a Consumer Information Strategy, including recommendations
on and development of the "Break Free" - national PR
campaign, consumer information pack, improved promotion of commercial
publications, and initiation and development of the new Travel
England web site (for the English Tourism Council)
•
Development & organisation of a programme of themed itineraries
during World Travel Market for over 300 overseas journalists and
tour operators as part of the “London Welcomes the World” promotion.
•
Commissioned to write the "Arts & Tourism" advice
pack covering domestic and overseas tourism, encouraging the arts
and tourism industry to work more closely together; "The Millennium
Opportunity Advice Pack" and the "Sports Tourism Advice
Pack"
East
of England Development Agency & East of England Tourist
Board
• Development of the Regional Tourism Marketing Strategy for the
East of England, with an extensive programme of industry consultation
London Development Agency - Member of the Tourism Consultancy
Panel
• Promotion and business support for Blue Badge Guides in London
•
Organisation of tourism industry events, “From the Horse’s
Mouth”, workshops which attracted over 500 participants from
the private sector
• Organisation of special discussions and visits hosted by LDA for
Sir Michael Lickiss, Chair of VisitBritain
Spitalfields, Brick Lane - Cityside Regeneration Ltd
•
Development and implementation of a marketing strategy to raise
the profile of Spitalfields & Brick Lane, promoting cultural
diversity and local businesses
•
Retained over five years to provide ongoing business & marketing
support, particularly for black & ethnic minority small – medium
sized businesses
•
Delivery of the New Enterprise Marketing Initiative programme (£230K
SRB funding) including training courses for new and small businesses
(largely BMEs) especially restaurants in Brick Lane. (Please ask
us for the case study of this interesting and hugely successful
project), ultimately leading to the creation of the Ethnic Minority
Enterprise Project.
Aztec, South London
• Feasibility Study and subsequent development and promotion of a
portal web site for South London www.visitsouthlondon.com including
the boroughs of Merton, Kingston, Richmond, Wandsworth and Sutton.
VisitLondon
(formerly London Tourist Board & Convention Bureau
• Concept development of over 10 marketing workshops topics for London
Tourist Board members, delivered to over 1500 participants
•
Organisation & representation of overseas exhibitions and sales
missions such as the Elegant Britain sales mission to Japan, RDA
in Cologne, TUR in Gothenburg, MITCAR in Paris and British Travel
Markets in Germany, Confex in London and EIBTM in Geneva.
• Review of the European sales role of the London Convention Bureau,
examining the use of the database, services for members, staffing
levels and recruitment of new personnel, recommendations on publications,
exhibitions, and initiating the successful new Incentive publication
Pool of London Partnership
•
Development & implementation of a tourism strategy for the
Partnership, to raise the profile of individual activities as well
as promoting the Pool as an interesting place to visit.
London Borough of Newham
• Promotion of Green St, a cultural diverse area, working with BME
SMEs on marketing issues, customer care, and PR
• Training for sector managers (arts, leisure, libraries etc) in
market segmentation techniques and assessment of the effectiveness
of their current marketing activities, with recommendations for
the future.
London Borough of Lambeth
• Development and promotion of the South Bank Visitor Management
Strategy to take account of the influx of additional visitors to
new attractions such as the British Airways London Eye, IMAX, and
attractions within County Hall.
Portobello & Notting
Hill/North Kensington City Challenge
•
Marketing and PR programme to raise the profile of the Portobello
Road and Notting Hill area (before the film!) to attract UK and
overseas visitors, including development of FEAST! London’s
first food based festival.
Kingdom of Fife/Fife Enterprise
•
Investigation of the potential use of multi-media (predominantly
touch-screen information kiosks, Internet and CD-Rom) in the promotion
of Fife and achievement of Fife’s Enterprise’s objectives
to increase visitors to the area
West Sussex Tourism
• Retained to develop a stronger identity for the largely rural county
of west Sussex. Creation of suitable packages for tour operators,
stimulating features by European and UK media, development of a
marketing consortium comprising local tourism officers, attractions
and hoteliers.
Wiltshire County Council
•
Joint project with E & D Co. Ltd to write a strategic development
and marketing plan to attract and retain higher spending visitors
to Wiltshire, including a successful KONVER funding application.
TourEast London
•
Strategic marketing advice and membership recruitment during the
early stages of TourEast London’s establishment and development
of the www.visiteastlondon.com website
Visitor
Attractions and Museums
Historic Royal Palaces
• Development of a travel trade marketing strategy for Historic Royal
Palaces (including Hampton Court Palace, Tower of London, Kensington
Palace) to dramatically increase visitor numbers and revenue, without
detracting from the dignity and status of the Palaces.
• Review of the restricted opening times and special tours during
the refurbishment of Kensington Palace, advising on target marketing
and promotions to maintain the profile of the Palace during the
period when it was partially closed and undergoing extensive refurbishment.
• Concept development and facilitating focus groups among tour operators
to assess the effectiveness of the travel trade manual and newsletter,
with recommendations for improvements. Project repeated several
times in different formats over three years.
Althorp
• Development of a marketing strategy to develop visitor numbers
to Althorp and the centre which celebrates the life of Diana, Princess
of Wales, in order to maintain visitor levels and the donations
to the Princess of Wales Memorial Fund.
English Heritage
• Strategic review of the group business market for English Heritage
properties through-out the country, conducted in 1992 and again
in 1995, considering new markets and marketing methods. Subsequently
retained for two years to produce a monthly newsletter targeting
group travel organisers.
Leonardslee Gardens
• Retained for five years to provide marketing support, develop promotional
material and an ongoing PR campaign for landscaped woodland gardens.
Project included brochure production, recommendations to develop
visitor services, packaging, web site, overseas marketing and special
promotions.
Royal Botanical Gardens at Kew
•
Review of Kew’s relationship with the travel trade and development
of marketing strategy to develop group visits.
South Kensington Museums
•
Marketing strategy and feasibility study to examine methods of
collaboration for the Victoria & Albert Museum, Natural History
Museum, and Science Museum in order to attract more business from
groups and the travel trade
Feasibility studies and initial development of potential new attractions
•
Lead consultant to undertake the marketing and concept development
elements of new attractions particularly forecasting projected
visitor numbers and ways to attract visitors. These projects included
Conkers: Heart of the Forest; Edinburgh Transport Museum; Museum
of Musical Instruments; The Borders’ Collection (textile
museum); Museum of Edinburgh; Scotland’s Garden; The Butterchurn;
Corstorphine Bunker; Stanley Mills, Perthshire.
Projects for accommodation providers
Hotel Bristol, Newquay; Bedruthan Steps, Mawgan Porth; Tredugan
Hotel, Porth; Holne Chase Hotel, Newton Abbott; Hillcrest Hotel,
Lincoln; Sarova Hotels, London; Victoria Inn, London; Bonnington
in Bloomsbury, London; Hotel Christopher, Windsor.
• Development of marketing strategies for the above hotels under
the DTI Marketing Initiative scheme
Carlton Hotel, Singapore
• Retained to advise on market development in Europe and launch this
new hotel to European tour operators and airlines. Training & Educational
Establishments
Tourism Network Training
•
Delivery of practical marketing training to over 2000 participants
from tourism, hospitality and leisure businesses, frequently small – medium
businesses. Subjects include “More business from groups and
the travel trade”; “Wonders of the Web – marketing
on the internet”, “Copywriting Counts”, “Successful
sales presentations”; “Effective print and design”, “Domestic
Marketing” and “Overseas Marketing”.
London
Learning & Skills
Council
•
Delivery and development of an ESF funded project to offer training
and skills development to over 300 tourism and hospitality businesses
in South and South West London, including an initial training needs’ analysis.
This project included a hugely successful e-learning element.
Training Advisor to BBC
• Advisor on content and script for BBC Adult Education programmes
about the tourism industry, offering practical training in key
areas such as selling and customer care.
London Institute and South Bank University
• Visiting Lecturer and course development for the HND Tourism Management
course.
South Bank University
• Visiting Lecturer for the marketing elements of the University
of Stockholm Business Studies Degree - London programme.
Arts Council London (formerly London Arts Board)
•
Trainer for a series of four marketing seminars run on behalf of
London Arts Board covering areas such as “How to promote
a difficult product” and “Practical promotions”.
Publishers Kogan Page
•
“Successful Tourism Marketing”, now in its second edition
and translated into four other languages
•
“Successful Web Marketing for the tourism & hospitality
sectors”
Metro Publications
•
“English Experiences”, an alternative style guidebook
principally aimed at overseas’ visitors
Articles for Insights (previously the marketing intelligence journal
of VisitBritain)
•
“Powerful Partnerships - Consortium Marketing”;
•
“Better Brochures”
• Case Study on the Travel Trade Strategy for Historic Royal Palaces,
•
“Effective Exhibitions”,
•
“Internet Marketing”,
•
“Tourism to Multicultural Destinations”,
• Case Study on urban regeneration focusing on Camden Lock and Spitalfields
Markets, a Case Study on Althorp.
Caterer and Hotelkeeper
• Series of articles on practical marketing subjects such as direct
mail campaigns, improving PR activities, brochures
• Second series of articles advising readers on how to promote to
specific markets and countries such as France, Italy, Scandinavia,
United States, Germany and Spain.
Internet-related
projects
• Strategic review & consumer
testing of www.VisitEngland.com;
•
Initial concept development for www.tourismtrade.org.uk, VisitBritain’s
industry site (about 5 years’ ago) and more recently, review
of this site from the industry’s perspective;
• Concept and site development for www.LondonTreasures.com;
• Critical evaluation of www.visiteastofengland.com;
•
Initiation and development of www.visitsouthlondon.com, one of
London’s first tourism sites aimed at residents and VFR;
• Initial development and then audit and recommendations for improvements
to www.visiteastlondon.co.uk;
•
User review and audit of www.itg.org.uk, www.aptg.org.uk & www.blue-badge.org.uk
and development of www.bluebadgelondon.com
•
Investigation of the potential use of multi-media (predominantly
touch-screen information kiosks, Internet and CD-Rom) in the promotion
of Fife and achievement of Fife’s Enterprise’s objectives
to increase visitors to the area
Marketing strategies & implementation for destinations, attractions & accommodation
providers
• VisitBritain
(formerly British Tourist Authority and English Tourism Council)
•
East of England Development Agency & East of England Tourist
Board
• London Development Agency
• Spitalfields, Brick Lane - Cityside Regeneration Ltd
•
VisitLondon (formerly London Tourist Board & Convention Bureau)
• Pool of London Partnership
• London Borough of Lambeth and South Bank Visitor Management
•
Portobello & Notting Hill/North Kensington City Challenge
• West Sussex Tourism
• Wiltshire County Council
• TourEast London
• Historic Royal Palaces (including Hampton Court Palace, Tower of
London, Kensington Palace)
• Althorp
• English Heritage
• Leonardslee Gardens
• Royal Botanical Gardens at Kew
• South Kensington Museums
• Hotels: Hotel Bristol, Newquay; Bedruthan Steps, Mawgan Porth;
Tredugan Hotel, Porth; Holne Chase Hotel, Newton Abbott; Hillcrest
Hotel, Lincoln; Sarova Hotels, London; Victoria Inn, London; Bonnington
in Bloomsbury, London; Hotel Christopher, Windsor; Carlton Hotel,
Singapore
Industry
consultation & engagement
• Advice on the development of services offered by the Industry
Relations’ department for the private sector for VisitBritain
• Advice on a cultural tourism strategy advising on marketing opportunities
and ways of working with the cultural industries for VisitBritain
• Advice on the development of the new Sector Clubs and industry
engagement
•
Organisation of tourism industry events, “From the Horse’s
Mouth”, workshops which attracted over 500 participants from
the private sector for the London Development Agency
•
Retained over five years by Cityside Regeneration Ltd to provide
ongoing business & marketing support, particularly for black & ethnic
minority small – medium sized businesses in and around Brick
Lane and Spitalfields
•
Delivery of the New Enterprise Marketing Initiative programme (£230K
SRB funding) including training courses for new and small businesses
(largely BMEs) especially restaurants in Brick Lane. (Please ask
us for the case study of this interesting and hugely successful
project), ultimately leading to the creation of the Ethnic Minority
Enterprise Project
Training • Delivery of practical marketing training to over 2000
participants from tourism, hospitality and leisure businesses,
frequently small – medium businesses. Subjects include “More
business from groups and the travel trade”; “Wonders
of the Web – marketing on the internet”, “Copywriting
Counts”, “Successful sales presentations”; “Effective
print and design”, “Domestic Marketing” and “Overseas
Marketing”.
•
Delivery and development of an ESF funded project for the London
Learning & Skills Council to offer training and skills development
to over 300 tourism and hospitality businesses in South and South
West London, including an initial training needs’ analysis.
This project included a hugely successful e-learning element.
• Training Advisor to BBC on content and script for BBC Adult Education
programmes about the tourism industry, offering practical training
in key areas such as selling and customer care.
• Visiting Lecturer and course development for the HND Tourism Management
course at London Institute and South Bank University
•
Trainer for a series of four marketing seminars run on behalf of
London Arts Board covering areas such as “How to promote
a difficult product” and “Practical promotions”.
Writing
• Three books: “Successful Tourism Marketing”,
now in its second edition and translated into four other languages
and “Successful Web Marketing for the tourism & hospitality
sectors”, both published by Kogan Page. “English Experiences”,
an alternative style guidebook principally aimed at overseas’ visitors,
published by Metro Publications.
•
Numerous articles for Insights (previously the marketing intelligence
journal of VisitBritain): “Powerful Partnerships - Consortium
Marketing”; “Better Brochures”, Case Study on
the Travel Trade Strategy for Historic Royal Palaces; “Effective
Exhibitions”; “Internet Marketing”; “Tourism
to Multicultural Destinations”; Case Study on urban regeneration
focusing on Camden Lock and Spitalfields Markets; and a Case Study
on Althorp.
• Two series of articles for the Caterer and Hotelkeeper: practical
marketing subjects such as direct mail campaigns, improving PR
activities, brochures etc; second series of articles advising readers
on how to promote to specific markets and countries such as France,
Italy, Scandinavia, United States, Germany and Spain.
•
Commissioned to write the "Arts & Tourism" advice
pack covering domestic and overseas tourism, encouraging the arts
and tourism industry to work more closely together; "The Millennium
Opportunity Advice Pack" and the "Sports Tourism Advice
Pack" for VisitBritain.
•
Development of numerous workbooks, toolkits and “how to” publications
for SMEs, regeneration agencies, tourist boards & private sector
clients.
The Tourism Network
6
Southside Common
Wimbledon
London
SW19 4TG
Tel: 020 8947 4053
Susan@tourismnetwork.org
© Susan
Briggs.
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