Development of Destination Marketing Plan

DEVELOPMENT OF
DESTINATION MARKETING
PLAN

Table of Content
• Introduction
• Reviewing how Westminster Develops their Marketing and Sales Strategies
Explanation of what Strategic Partnerships exist within the destination
Evaluation of Westminster’s Marketing Plan
Development and Proposal of a Marketing Campaign
• Conclusion
• References

Destination marketing refers to the combination of all the activities and processes that a firm
undertakes in order to promote or marketing a specific destination. It adopts a range of methods and
techniques which allows development of several strategies and plans to enhance awareness of a
particular destination amongst customers. Hence, in this context, the presentation ahead is based on
City of Westminster, London, United Kingdom. It covers a detailed review of how this destination
develops their marketing and sales strategies taking into account external factors. Moreover, it also
includes explanation of what strategic partnerships exist within this destination and how it could be
used to develop new services. The report also addresses how successful their existing plan is and
development of a proposal of a marketing campaign.
Introduction

Destination Overview:
Westminster, commonly known as City of
Westminster is one of the boroughs within
Inner London. What makes this destination
effective is that it enjoys the status of a city
itself. It covers a large area within the city,
mostly Greater London’s central area and most
of the locality’s west end. It was developed in
1965 along with Greater London establishment.
Reviewing how Westminster develops their marketing
and sales strategies

Existing Marketing and Sales Strategies:
In relation to destination marketing, it is necessary to evaluate the
existing marketing and sales strategies in relation to understand the
current competence of the destination towards attracting tourists. In
context of Westminster, its existing marketing and sales strategies are
showcased below using 7Ps of marketing that are explored below:
Cont..

•Product: This element represents the services which a destination has
to offer. In relation to Westminster, its strategy would be diversification,
as there are a range of tourist attraction, ranging from sightseeing,
dining, shopping, exploration into culture and so forth.
•Price: In relation to price, a rather premium pricing strategy is adopted
by the destination, especially when it comes to exploration of the Palace
of Westminster, as well as 10 Downing Street.
•Place: In relation to place, its marketing strategy adopts a range of
methods through which the destination facilitates marketing..
Cont..