The Bournemouth Tourism Management Board (BTMB) brings together all sectors of Bournemouth’s visitor economy towards a shared vision of the town as a market leading resort.
Des Simmons, Chair of the Board in 2015, outlined his ongoing approach for the BTMB, as follows:
“My simple intention, whilst in the role of Chairman of the Bournemouth Tourism Management Board, is to ensure that everything already working well in the town is properly coordinated for maximum impact, based on an overriding strategy that we can all buy in to. We have an amazing set up here in the town with the proactive nature of the Council and their support for tourism, the work the BIDs do, the contribution from the Trade and the Management Board itself.
The aim is to ensure visitors are offered the opportunity to have a ‘World Class Experience’ and this will sit in three main areas: 1) upgrading the quality and range of the experience 2) everyone pulling together for our common goal and 3) maintaining and building upon our strong reputation.”
Established in 2006, the ground-breaking Bournemouth Tourism Management Board (BTMB) was set up to ‘develop and assist delivery of a shared vision for a prosperous tourism industry in Bournemouth that will enable the Borough to develop as a market leading resort.’
This is the country’s first board that truly represents all sectors of the visitor economy, including the often overlooked, but vital, services of transportation, entertainment and retailing. The BTMB has a very different tourism partnering formula that holds the members collectively responsible for the town’s destination management.
Acting as a voice for tourism, the BTMB benefits the industry and tourism sectors by providing a strong, unified voice for local, regional and national tourism issues that impact business efficiency. In addition, the Board ensures that the resort’s tourism management, marketing and development activity is both competitive and effective. Managing this performance gives the sector representatives both an active role and responsibility in influencing the business planning, resource allocation and performance monitoring of Bournemouth Tourism.
More information can be found here:
As a resort, Bournemouth is a very strong brand. To help you understand how it can be used, the Bournemouth Tourism Management Board has produced a document outlining the various brand values attributed to the UK’s leading resort.
Bournemouth’s brand values are the outcome of in depth discussions amongst the Board. These discussions showed that the Bournemouth product is multi-faceted and multi-dimensional, serving several markets and target audiences. This, combined with the service nature of the product, means that the Bournemouth brand is complex (service brands generally are more complex, due to the intangibility of the brands and the inseparability of produce and consumption).
The Board’s choice of brand architecture therefore had to allow for the complex nature of the brand. One of the Bournemouth Tourism Management Board’s key priorities was to look at reinvigorating the Bournemouth brand. The Board identified who the Bournemouth customer is, the key areas of differentiation from competitors and the brand values which identify the essence of the destination.
If the Bournemouth brand could be personified, what diverse attributes and qualities would be embodied in their personality? The Board identified a range of characteristics as key: Friendly, Cosmopolitan, Mainstream, Diverse, Attractive, Contemporary, Warm, Multi-talented, Lively, Welcoming, Modern, Classy, Happy and Fun.
The Board and its sectors agreed the most effective brand architecture, or structure, for the Bournemouth brand was that of an umbrella brand. The umbrella brand unites a series of sub-brands with one clear voice, whilst enabling sub brands to coexist and speak directly to more targeted audiences. Seven different sectors were identified as constituent parts of the Bournemouth brand: Accommodation, Conference / Business, International Education, Leisure & Attractions, Night Time Economy, Town Centre and Transport.
The Board and its sectors then identified the key brand values of Bournemouth. The values had both emotional and functional benefits. The brand values were grouped into themes and, through this process, the essence of the Bournemouth brand was established. Uniting and grouping the different values together, three clear themes emerged to be at the heart of the Bournemouth brand. The Essence of Bournemouth is therefore: Warmth, Beauty and Difference Experiences.
To full Branding Guidelines document in three parts which can be downloaded as a PDF, here: