The background is SHEFFIELD is gearing up for a fresh attempt to establish itself as a tourist destination A strategy was outlined with the ambition of the city being ranked among the top 10 UK hotspo

Integrated Marketing Communications Plan for Sheffield Tourism

Introduction: Sheffield is a city with a rich industrial heritage, cultural landmarks, and a reputation for being a city of sport. However, the city has failed to establish itself as a top tourist destination in the UK. To address this issue, our agency has developed a comprehensive integrated marketing communications plan that aims to change the city's image and promote it as a diverse holiday destination.

Goals:

1. Increase Sheffield's popularity ranking from 26th to 15th in the Most Popular Cities survey by 2022.
2. Increase tourist numbers from 17.2 million to at least 20 million.
3. Stimulate more target groups to visit by increasing the surrounding welfare of tourist attractions, so as to generate more tourist consumption, which increases from 120 million pounds to 150 million pounds.

Target Audience: Our target audience is the 20-40 year old crowd, who are interested in entertainment and culture.

Marketing Communication Tools:

1. Advertising: We will use print, online, and outdoor advertising to promote Sheffield's festivals and other attractions.
2. Public Relations: We will work with local media to promote Sheffield's festivals and cultural attractions.
3. Social Media Marketing: We will use social media platforms like Facebook, Instagram, and Twitter to promote Sheffield's festivals and cultural attractions.

Schedule of Activities:

1. Music Festival: Held from April to September, the music festival will be creative and highly interactive. We will gather people from all over the country to create theme music in their own way and share it on designated social media in the first three months of the event. The most popular music creators and joining artists or bands will be selected to perform together, which can promote and spread the history of urban music in entertainment with the theme of ancient music history. In addition, there will be a disabled access and special area to enhance the warmth of the city.
2. Beer Culture Festival: Held in the specially designed winter garden in the city centre, the beer culture festival will showcase Sheffield's beer culture and attract people to attend because of the location. Admission to the festival is free, and activities can include displays of Sheffield's beer culture as well as hand-pulled kegs in the gallery of the conservatory for people to help themselves. Set up prizes for guessing about Sheffield beer content; There is also the brand beer float parade, decorated with a variety of beer floats for everyone to see; Throughout the event, some people are sure to be attracted by Sheffield's beer, so there will be a lot of beer shops moving in.
3. Sports Bars: We will reinvent the city's more cookie-cutter bars, sports bars. Adding a bit of urban character to these places where consumption is concentrated, such as table curling experiences, billiards and so on, can stimulate consumption even more. Increase people's entertainment.

Budget Allocation: Our allocated marketing communications budget is £280,000 in total, which will be divided as follows:

1. Advertising: £70,000
2. Public Relations: £70,000
3. Social Media Marketing: £70,000
4. Event Management: £70,000

Measurement of Success:

1. Awareness: Increase the number of people who are aware of Sheffield's cultural attractions and festivals by 25%.
2. Likes/Follows: Increase the number of likes and follows on social media platforms by 50%.
3. Bookings: Increase the number of tourist bookings by 20%.
4. Revenue: Increase tourist consumption from 120 million pounds to 150 million pounds.

Conclusion: Our integrated marketing communications plan is designed to change Sheffield's image and promote it as a diverse holiday destination. By using innovative marketing communication tools like social media marketing, public relations, and advertising, we aim to reach our target audience and increase tourist numbers. With a budget of £280,000, we believe that our plan will help Sheffield achieve its tourism goals and leave a lasting legacy beyond the 12 months of the plan.