Bournemouth launches marketing fightback against competitors

Bournemouth has launched a direct attack against its conference competitors, with a new voice of business tourism in the seaside town.
 
Key business tourism partners have come together under one banner, Conference Coast, which will be the new conference identity representing the town. The idea is for the Conference Coast identity to provide a joined up working relationship between Bournemouth Tourism Management Board, Bournemouth Area Hotel Association, Bournemouth Conference and Convention Group, Bournemouth International Centre, Coastal Bid and Meet Bournemouth.
 
“Conference Coast will unite Bournemouth’s facilities to attract business tourism, improve our business tourism offer and put the town back onto the conference map,” Bournemouth International Centre’s (BIC) Steve Piper tells CN.
 
“Bournemouth has struggled for identity in the last few years and we feel BIC cannot regain this alone without the help of our partners. There is strong competition out there from the likes of Birmingham, Manchester and Liverpool. We must learn from other towns as their investments have made them an attractive proposal for business events.
 
“Bournemouth is not just a playground, we are here for business,” adds Piper.
 
Bournemouth’s business tourism offer to conference organisers was formerly made up of several organisations, steering groups and individual businesses, which business leaders felt was confusing to conference organisers and buyers. By presenting Bournemouth’s offer under a single name, it is hoped the message to organisers and buyers is simplified. The joined up approach also ensures that accommodation, venues and suppliers are represented, making the event organisation and planning process more straightforward.
 
The Conference Coast initiative will also be supported by an affiliate scheme, with affiliates promoting the destination and all that is available within it. The destination is currently recruiting 10 affiliates.
 
“Economic targets have been difficult to maintain,” adds Piper. “We need a solid network of allies to help our town. It is all about footfall, filling Bournemouth’s hotels and getting business visitors into town.”
 
Conference business in Bournemouth for 2012/2013 is looking healthy, according to Piper, with several new clients and event wins including the Communications Workers Union Annual Congress and the Association of Surgeons of Great Britain and Ireland 2011 International Surgical Congress last year.
 
“We must protect our current and future business from other conference destinations who are also targeting the same clients,” says Piper. “With city funded backing, venues such as ACC Liverpool, ICC Birmingham and Manchester Central are offering discounted venue room hire rates, competitive hotel room rates, and enticing clients with million pound refurbishment investments.
 
“Consequently the core business has been displaced and diluted within the north/south rotation of association events, which is why Bournemouth needs to work together as a destination to make the biggest impact on key event decision makers.”
 
Do you have a news story for CN? Email: vcarley@mashmedia.net