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Promoting Scotland: UK & Ireland Activity

Promoting Scotland: UK & Ireland Activity. Vicki Miller / Gwen Raez 23 March 2011. Volume & Value of Scottish Tourism 2009. Jan – Nov 2010 Update Holiday nights by Scots increased by 8.6% to 13,379m trips Holiday expenditure by Scots increased by 15.5% to £717m.

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Promoting Scotland: UK & Ireland Activity

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  1. Promoting Scotland: UK & Ireland Activity Vicki Miller / Gwen Raez 23 March 2011

  2. Volume & Value of Scottish Tourism 2009 • Jan – Nov 2010 Update • Holiday nights by Scots increased by 8.6% to 13,379m trips • Holiday expenditure by Scots increased by 15.5% to £717m

  3. Current Outlook – Key Points People are cutting back holiday intentions again • Particularly driven by an intention to spend less on holidays and short breaks Confidence in the economy continues to affect holiday plans Anxiety is a dominant emotion which leads to a variety of consumer behaviours • Delaying purchase plans - scrutinising carefully and re-examining priorities • More reliance on tried and trusted brands / destinations • Ever greater need for clearly communicated value for money • More appetite for money-saving tactics (like vouchers) 3

  4. UK & Ireland Segmentation Study • Four warm UK segments • Affluent Southern Explorers • Younger Domestic Explorers • Active Affluent Devotees • Mature Devotees

  5. New Multi-touch point campaign – Surprise Yourself

  6. Consumer Concept Testing • Doesn’t need to rely on ‘products’ or experiences people have never even dreamt of in Scotland. • We can interpret ‘surprise yourself’ successfully in a range of ways: • Surprising facts e.g. proximity of natural beauty from a city. • Doing things a bit differently e.g. sipping a single malt on the beach or four Festival shows in a single day. • Literal surprise e.g. when suddenly spotting a golden eagle. • Surprising experiences e.g. trying haggis for the first time.

  7. Website

  8. Direct Mail - Spring 2011 Highlands & Outer Hebrides regional mailer National mailer

  9. Tactical messaging

  10. Vouchers • New offers solicited from businesses: • £25, £50 off accommodation • Buy one, get one free • Kids go free • Food and drink offers • Cross selling of other offers • Offer collection process streamlined: • Online updates • Collected much closer to campaign period

  11. Appsolutely Fabulous New Developments

  12. VIC Travel Media – Fort William Train Station

  13. Campaign Fulfillment

  14. Year of Active…

  15. Questions and discussion? • Discussion on use of vouchers • Discussion on Surprising things in your area • Discussion on seasonality • Discussion on role of print 2011 and beyond…. • Opportunities for maximising the promotion of the area during the year of Active Scotland

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