To receive a presentation on the above titled item by David Andrews, CEO Visit Wiltshire.

David Andrews, CEO of VisitWiltshire gave a presentation on the above titled item. Members of the forum were told that the “Great West Way” was a project funded by Discover England which aimed to market the route between London and Bristol as a premier tourism route. It was highlighted that this was a strategic opportunity for tourism and for tourists to explore places along the M4 route by highlighting routes, icons, historic sites and accommodation. Members of the Forum were told that the re-marketing of the M4 corridor as the “Great West Way” was aimed to encourage and invite the “curious visitor” to explore different destinations along the way. Various modes and routes, such as cycling, walking, waterways and railway lines were being developed to highlight the richness and diversity of places along the route. The fund was specifically utilised for international and domestic markets and it was noted that £1million worth of funding had been dedicated to the project. It was intended that the activity would be completed by the 31^st March 2019 and that the main priorities of the project were to improve travel trade and itinerary development for tourists. Work had been carried out to develop both traditional and new experiences and products.

The Forum were informed that there was a dedicated team of staff and advisory board who were working with upwards of twenty organisations, which included notable partners such as Great Western Railway and National Express. It was highlighted that this re-branding of the traditional routes and sights were a brand led approach and aimed to redevelop brand positioning and strengthen visual identity of places. Members of the Forum were shown the brand toolkit that had been designed to support the project and this included helpful information on how to best use the branding and examples of how to implement this into existing marketing frameworks. The targeted route was 125 miles long and partners long the route or within access to the main route were encouraged to join and become a part of the “Great West Way” project. Forum Members were told that editorial content had been created and that these photos had been used as a marketing tool both in print and across social media platforms. Input from industries and destinations had formed a major part of the informative information available and there was a focus upon language and storytelling throughout the editorial content. A bespoke welcome programme for the curious visitor had been created and this had been well received with good feedback when it was piloted in March 2018. Brand development was evident in both signage and in the food and drink map. It was highlighted that development work was being carried out with producing a “Great West Way” passport and this would be stamped when an individual used the bus and rail lines along the highlighted routes.

Forum members were told that positive feedback had been received from the Highways Authority and Waterways authorities and that they had adopted the signage. Promotion of the “Great West Way” had been presented at trade exhibitions and events; and it was noted that an event had been held at the Guildhall where VisitWiltshire had presented. The supporting travel trade directory had been launched in Bath with 350 bookable and trade friendly businesses. It was highlighted that there was a need for more products and that this was an opportunity for RBWM to join and highlight the experiences and products on offer throughout the borough. Members were told that currently 184 industries and destinations had signed up as ambassador and that Reading had also joined as a destination partner. The Forum were informed that a three year commitment was expected and that this would help embed the co-branding with operators and organisations. The Forum were told that Windsor Castle had joined and that industry events had been held in Windsor. It was highlighted that the PR launch would take place on the 5^th November, a further industry launch event would take place on the 22^nd November and that the travel trade marketplace was scheduled for the 23^rd November 2018.

Councillor Luxton asked which waterways would be included in the “Great West Way” offer to visitors. It was confirmed that the River Thames, Kennet and Avon had been highlighted and that multi-modal routes were encouraged to promote interconnectivity and allow visitors to use routes which suited them best. There were future plans to connect routes and that this was a government backed project. A Member of the Forum asked whether Windsor would be categorised as a title brand or a destination brand. It was noted that this would be dependent upon the contributions made and that as a product ambassador a contribution of £20,000 per annum was expected. Members commented that Windsor was a standalone destination and that they would like to encourage overnight stays. It was commented that packages were encouraged with overnight stays in destinations and it was noted that some destinations were currently working with the project as stop off destinations.