Associates

Mike Imrie

Mike is currently providing e-marketing services to a variety of tourism clients including World Association of Travel Agencies, NetworksforTourism, Sovereign Tourism, Haven Europe and Warner Breaks.

Having spent the last six years delivering interactive marketing solutions, Mike's core skills entail the delivery of specific business benefits via integrated interactive communications - customer acquisition techniques, website strategy, customer retention and development through e-CRM.

Prior to his current consultancy interests, Mike was responsible for online marketing strategy at VisitBritain. Working both in the International Marketing division and latterly in the England Marketing division, major projects include the delivery of www.onlyinbritain.com - a multi-language website that was the fulfilment channel for the £20 million co-operative industry marketing initiative: 'Only in Britain, Only in 2002'.

More recently Mike project managed the redevelopment of www.visitengland.com - working with NetworksForTourism and the English regions to deliver a content rich site via a new content management system, with preliminary development in preparation for the launch of e-commerce.

Mike has also delivered numerous programmes focused on customer acquisition and development, worked with the European Commission on the development of web and mobile content distribution, devised workshop programmes for VB staff and most recently delivered a major distribution agreement with Wanadoo.uk, for the provision of a dedicated England tourism channel.

Before working for VisitBritain, Mike spent five years working for media and interactive marketing agencies - working with clients such as Opodo, Emirates Airlines, Nokia, CNN Europe and Proctor and Gamble. Learning the value of detailed campaign planning in the delivery of effective campaigns, Mike is a passionate advocate of e-marketing as an effective tool for business success.

Outline Curriculum Vitae

Key areas of expertise

Destination marketing / market planning; planning and implementation of e-business; CRM and e-marketing; website and e-business evaluation; e-business training; external funding bids; questionnaire design and analysis; arts, culture and heritage: audience development; website maintenance; online acquisition of targeted audiences; implementation and management of operational e-marketing campaigns; EnglandNet integration; domestic e-marketing strategy; international (inbound and outbound) e-marketing strategy; website optimisation and editorial strategy; advising and management of Pay Per Click campaigns.