Blaenavon

Need

It had been identified that there was a need to engage the local businesses as a wider tourism attraction in Blaenavon.

Significant numbers of people were visiting the Big Pit National Coal Museum, Blaenavon Ironworks, Pontypool and Blaenavon Railway and the World Heritage Centre.

The opportunity for the local businesses to capitalise on the spending power available from these visitors was not being realised.

The objectives of the programme were to develop a coordinated marketing strategy for the 4 key sites and to position local businesses as the 5th attraction.


Action

Charter held a number of meetings to collate and review the viewpoints of all stakeholders in the area and quickly recognised the strength of the local heritage in Blaenavon and worked to put in place key steps to unify the attractions and the community.

6 workshops were held covering best practice in sales and marketing to improve the knowledge and skills of local businesses.  These were coupled with dedicated 1 to 1 mentoring support programmes for the key attractions.


Benefit

Through consultation with all key stakeholders, Charter developed a marketing strategy that all community members felt a part of. 

Through the consultative workshops and meetings, key political issues which heavily impacted the success of the Blaenavon project were identified.  This has resulted in a marketing action plan being agreed.

In addition, Charter provided significant input into the marketing plan of the World Heritage Centre in order to maximise its appeal to potential visitors.