Client

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Marketing Cheltenham

“I spent a marvellous couple of years working closely with Kelly in my role as Director of Cheltenham BID while she was manager of Marketing Cheltenham. Kelly brought a wide range of experiences to the town and worked passionately to bring a new professionalism to the way the town was marketed. Her work led to the investment in a new full-time team who are promoting the town to new and growing audiences.”

Kevan Blackadder ~ former Director of Cheltenham BID
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Strategic Tourism Consultant July 2016 – July 2017
‘Marketing Cheltenham’ Manager Aug 2017 – July 2019

Working in collaboration with a group of town stakeholders, I created a 5-year strategy to boost Cheltenham’s visitor economy. Partners included Cheltenham Borough Council, Cheltenham Business Improvement District (BID), The Cheltenham Trust, and Cheltenham Racecourse.

This strategy not only supported Cheltenham’s visitor businesses but also assisted Cheltenham BID with event marketing and other initiatives.

The project involved setting up a sustainable business model, that included commercial investment, and effective business community engagement.

A case study on the development and impact of Marketing Cheltenham can be found here

Achievements

> Established a new Destination Marketing Organisation (DMO) for Cheltenham operating as partnership between Cheltenham Borough Council and Cheltenham BID.

> Annual visitor spend increased, from £159m in 2017 to £173m in 2019, an extra £14million brought into the economy, a rise of 8%

> A public/private sector business model was created, with 450 businesses involved (inc BID members), driving just under £200,000 of private sector funding by year 2.

> Successfully managed marketing for numerous events for Cheltenham BID.

> Project managed a new website www.visitcheltenham.co.uk unique visitors went from just over 275,000 in 2017 to just over 545,000 by 2020.

> Set up new social media accounts that grew exponentially, Instagram from 50 followers to 10k within three years.

> A detailed end-of-year report of 2018 successes can be downloaded HERE. (5Mb PDF)

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