Jennifer Cormack is the Sales & Marketing Director of Windermere Lake Cruises, one of England's top 10 paid visitor attractions that saw over 1.63 million passenger journeys in 2017. She holds several board positions related to tourism in the Lake District. Over 30% of Windermere Lake Cruises' visitors are from overseas, with the largest markets being China and Japan, and China now being both the largest and fastest growing market.

1. JENNIFER CORMACK
Sales & Marketing Director – Windermere Lake Cruises
Chairman - English Lake District China Forum
Board Member – Cumbria Tourism
Board Member – Ukinbound

2. One of England’s ‘Top 10’ paid for visitor
attractions Visit England attractions survey
1.63 million passengers journeys in 2017
We operate 364 of the year
Over 30% of our visitors are from overseas
Largest overseas markets – China & Japan
The Chinese market is now the largest and
also the fastest growing
Jennifer Cormack
Sales & Marketing Director
Windermere Lake Cruises
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3. DRINKS RECEPTION
I’ll make this quick
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4. FIND OUT WHO THE COMPETITION IS
Who are your competitors and what do they have to offer?
Other Local Attractions ?
Other Attractions within your County?
Other Counties ?
Other Regions ?
Other Countries ?
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5. AN ALL YEAR ROUND DESTINATION
Marketing all weather and all season itineraries and experiences
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6. MARKETING GROUPS
Digital marketing budgets go further when they are combined
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7. INTERNATIONAL MARKETING GROUPS
How to work together to promote effectively to international markets
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8. WHAT DOES THE MARKET KNOW
How much knowledge of your product is there and what is it?
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9. WHAT IS YOUR USP
What makes your region stand out
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10. WORKSHOPS AND MEDIA EVENTS
Making relationships with companies and contacts that count
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11. OUR MAN IN JAPAN
Someone on the ground on territory to visit offices regularly
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12. MEETINGS THAT MAKE AN IMPACT
Demonstrating your commitment to the market in terrority
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13. QUALITY PROMOTIONAL EVENTS
Organise events that existing contacts and new will want attend
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14. FUNDING TO BOOST ACTIVITY
Research funding opportunities and identify how you will use it
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15. COLLABORATIVE CAMPAIGNS
Maximise opportunities by being creative to get remembered!
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16. PR AND AWARDS
Heighten your profile at home and abroad
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17. FAM TRIPS
Meeting people in your destination - make it memorable
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18. UNDERSTANDING YOUR CUSTOMERS
Employ someone who knows the landscape and language!
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19. THE DIGITAL WORLD
UK vs China
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20. USING THE CORRECT PLATFORMS
Which one to use ?
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21. CHINESE SOCIAL MEDIA LANDSCAPE
Understanding visitors needs and meeting their expectations
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22. PLATFORMS WE CANNOT CONTROL
Use student programmes for research
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23. CASH VS TECHNOLOGY
Know how your customers like to spend
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24. INDIA
Different again…
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25. LET YOUR CUSTOMERS DO YOUR JOB
Give customers the tools to promote your products/services
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26. INTERNATIONAL TRAVEL
It’s not all glamour !!
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27. THANK YOU FOR LISTENING
Jennifer Cormack j.cormack@winander-leisure.co.uk
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