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Destination Marketing Partnership

Portsmouth Destination Marketing Partnership (DMP)

Background

  • The DMP was established May 2012 and is the newest Shaping work stream.
  • Chair is Cheryl Buggy – Cheryl was previously City Councillor and Lord Mayor of Portsmouth and is Chief Executive of local radio station Express FM
  • Current DMP partners are Portsmouth Historic Dockyard, Spinnaker Tower, Gunwharf Quays, Southsea Beach, Portsmouth City Council, Wightlink, Portsmouth Port Authority, Gosport Borough Council, Greater Portsmouth Hoteliers Association and the Portsmouth Cultural Consortium.

Purpose of DMP

  • Build on a developing history of joint working e.g. campaigns, events, and research.
  • Recognition of the need for partnership approach to buy maximum benefit and to build brand
  • Aim to develop the Visitor Economy and awareness of Portsmouth
  • Support regeneration and development agendas

Planned Outcomes

  • A Partnership with flexible, non-bureaucratic structure
  • An inclusive and representative membership programme and package
  • Attracting funding from members and external funders
  • Clearer alignment across partners on the city brand
  • A strategy and action plan for marketing Portsmouth as a destination
  • Better understanding of needs and benefits of both public and private sectors

Why it matters

Tourism and the Visitor Economy 2010*

  • 8.4 million visitors to Portsmouth
  • £400,676,000 spend by all visitors
  • 10,713 jobs supported by tourism expenditure
  • 9% of all jobs in city

*Economic Impact of Tourism, Portsmouth 2012, Tourism South East

The DMP will look to increase the joint marketing already taking place to aim, more visitors, staying longer and spending more-

Joint Marketing Work planned for 2013:

  • Visit England Campaigns - these campaigns are funded by PCC with 'in kind' donations from partners across the city. 'Growing Tourism Locally'  is a new partnership project to deliver local and thematic campaigns throughout the country. The three year project to deliver inspiring Britons to take more holidays at home will generate £365million in additional tourism spend and will stimulate employment to grow jobs in the tourism sector by 9,100 over the three years. Portsmouth have signed up for the Cultural Cities and The Great English Seaside Campaigns in this financial year and Hair Raising Histories from April 2013 (to co-incide with the opening of the Mary Rose Museum). The campaigns will be working with the Guardian, the Mail and Classic FM / Gold plus additional PR, social media and web presence by Visit England.
  • Opening of new Mary Rose Museum - TV Campaign planned that partners are paying into. This is by far the most significant event for the tourist economy of the city for 2013.
  • Promoting Portsmouth at trade and consumer exhibitions: Vankantiebeurs in Holland and Excursions, Best of Britain and Ireland (BOBI) and Tourism and Leisure Show.
  • Working together with D and G Media to increase Portsmouth's profile in the growing Cruise Market.

For more information about the DMP please email:

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