Be Bigger: Work Together
Gini Wilde and Emma Bodly from 'Bonner and Hindley Communications' are Senior Account Manager and Marketing Executive respectively. At the seminar, the pair discussed the 'Yorkshire Attractions Group' to demonstrate how large attractions can benefit one another.
Established in 1999 with 6 members, the 'Yorkshire Attractions Group' aimed to bring together attractions with the same views, values and audiences to make a big attraction, bigger. The core members consisted of the National Railway Museum in York, The Deep in Hull, as well as Eureka! in Halifax, to name a few. The group grew from the idea that working together achieves more results than working against one-another. Costs could be shared, better value for customers would be achieved and Yorkshire would be promoted as an excellent destination for visitors.
The company is funded through members' subscriptions and an annual budget of £90,000 is set to pay for overheads such as advertising, leaflets, exhibitions and vouchers.
In the afternoon, Wilde and Bodley came back to discuss further benefits of collaborative working explaining that by joining with key partners, maximum success will be achieved because resources and costs can be shared, as well as ideas.
They used the Leeds Hotels Association as an example. Consisting of 28 hotels in Leeds, promotions, press releases and websites were created to raise the profile of the hotels. Such advertising would have never been possible if the hotels worked by themselves and as a consequence, the hotels will benefit from extra business.
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