Visit Cheltenham (Cheltenham Tourism Regeneration Project)

Led by Kelly Ballard as the strategic lead with support from Angie Petkovic, Kelly Ramsay and Victoria Petkovic-Short, the Visit Cheltenham initiative was a a three-year project which has now been passed on to an in house team.

The Cheltenham Tourism Regeneration Project was initially launched to develop a strategy to revitalise tourism for this spa town and put it back on the map. The project went on to launch into Marketing Cheltenham (B2B Brand) and Visit Cheltenham (B2C Brand) to deliver the strategy for the town.

Key Results

The strategic delivery started in November 2017 and continued until May 2019 when it was handed to an internal team we helped to recruit and train. Key results in that time include:

  • Creation of membership model for the town, that also worked alongside the Cotswolds existing membership package too with 615 members and affiliate members by the end of 2018
  • Supported over 190 journalists, bloggers and influencers with information, images & visits
  • Secured £250,000 of VisitEngland funding for the Discover England project Uncover the Cotswolds
  • New product development in association with partners – Romantic Road, Regency Cycle Trail and Brian Jones Walking tour to name a few.
  • 21% increase in web visitors to www.visitcheltenham.com
  • 228 blogs written and read 43,421 times
  • Christmas in Cheltenham 2018 campaign had a 47% recall rate, with 19% of those from out of town
  • Development of six core videos for the promotion of the town.  On Facebook alone, 57,000 minutes of footage was viewed by 182,900 people in 2018.

Services provided

Kelly Ballard was the original lead on the project, undertaking market research, strategic development and a new sense of place for the town. Once this was complete, Kelly was responsible for recruiting an expert team to launch and begin the strategic delivery and it was here that she met and appointed Angie, Kelly and Victoria as well as their wider team. From there, the services went on to include: membership model design and roll-out, branding, social media, website management & content, trade relations, stakeholder engagement, partnership management and much more besides.