Marketing Plan

Throughout 2009, the recession had a significant impact on people’s travel plans both in the UK, Europe and across the world.  

On the positive side, much was said in the media about the rise of the “staycation” and “barbecue summer”, and the £/Euro exchange rate favoured visitors coming to the UK from the Eurozone region.  These factors, and more, helped to maintain a healthy number of leisure visitors to Brighton & Hove throughout 2009; particularly during the middle half of the year.  However, this positivism had to be balanced against a very difficult trading backdrop which saw a national drop in room rates and significant declines in business travel.

The economic situation will of course continue to have an impact on tourism in 2010 and beyond and VisitBrighton Marketing plans for the coming year will look to capitalise on short to medium term opportunities whilst delivering activity that will continue to benefit the city in the longer term.

VisitBrighton will continue to maintain marketing of the city in line with our established brand guidelines which champion Brighton & Hove as a “free-thinking city” which is ‘lively’, ‘European (cosmopolitan)’, ‘Free’ and with ‘Energy’.  It is interesting to note that both media are increasingly using our brand values directly in articles and features, and visitors have recognised these attributes to the city in their responses to the Visitor Survey 2009.

Throughout 2010/11 we will also look to ensure a focus on our marketing activities celebrates the city as a truly ‘fun’ and ‘friendly’ place to be – again, both media and visitors have identified these values as being key to the city’s attractiveness as a destination to visit.

Download the VisitBrighton Marketing Plan 2010/11

Please download the VisitBrighton Marketing Plan 2010/11 PDF to read the plan in full. (102 KB).