SWWTP A Communication Strategy 2008 Onwards

1. SWWTPA Communication Strategy 2008 Onwards 18th February 2008

2. Contents • Where SWWTP are today? • The opportunity • Strategic direction: Some considerations • Strategic direction: Comms planning approach • 2008 Communications recommendations • Appendix A: Expert reviews of the sites:

3. Where are we now: Your brand

4. What is SWWTP? • It’s a story of two halves: • B2B and B2C

5. Today we have developed B2Cbrands with distinct propositions defined by products they represent “Literary and cultural heritage” “Gardens & green spaces” “Outdoor adventure activities” Literary attractions, galleries, craft outlets, restaurants, trails, events and performances Represent national park land, local authority-owned parks and gardens and private gardens and attractions. Focus on driving local activities including - Canoeing , Coasteering, Diving, Kayaking, Kite surfing, Mountain biking, Sailing, Surfing, Windsurfing

6. Do we have a clear brand framework that defines each consumer brand / site? • Tone and language • Personality • Look and feel • Imagery • Colour palette • Typography

7. Exploring potential current personalities and tone Relaxing Inspiring Intelligent Considered Relaxing Breathtaking Slow pace Energetic Hedonistic Cool Youthful Upbeat

8. Where are we now: Consumer perception

9. www.aswildasyouwantit.com www.inspirationalwales.com www.onebiggarden.com % % % (201 x All) (201 x All) (201 x All) 26 28 37 looks like a quaint coastal village Outdoor activities Name of site is an odd choice - does not automatically make me think of Wales 26 20 24 one stop place to sort a break out active holidays lovely scenery 19 18 23 all info in one place put off by web address name gardens of wales 16 18 18 Provides Inspiration Site looks Ok, but a bit wordy activities and different areas listed 13 12 17 Activity-minded site name for the environment tourist Easy to search for accommodation 12 11 14 Relaxing holiday with superb views Designed like a magazine page Great for summer activities 12 10 11 Better choice of site name Easy to locate search facilities Nature 10 10 8 Good Photography boring Eye-catching pages 7 9 8 energetic Beaches nice site design 7 8 6 culture too autumnal activities Is this consistent with consumer perceptions?

10. MindReader on... What is it about What is it about That's what the photos appear to represent it is too long and not memorable 17 7 its is mainly outside activities It's not a memorable name and sounds a bit tacky/cheap 13 6 1. 53 (26%) 3. 47 (23%) the photo of jumping off the cliff, the words extreme & wild You have to think about it as all mixed up 10 5 Outdoor activities put off by web address name Gut jumping off the cliff too long and no mention of wales 5 5 Perceptions 'www.aswildasyouwantit.com' immediately drawn to the pictures showing adventurous sports the areas listed at the bottom of the site and details about what u can do 21 17 2. 52 (26%) 4. 36 (18%) active holidays activities and different areas listed That is the impression the web page gives. seems to be about the right info given to whrt the appetite 13 12 people jumping with helmets the areas listed and what you can do at them 8 6 designed for specific type holidays listings 5 1 Number of mentions (%) Total Sample: 201

11. MindReader on... What is it about What is it about the picture on the page looked very appealing, small harbour & traditional house ideas for what to do places to stay etc 39 10 boats and calm sea, no traffic I like the mix of photo / links and info - looks good 11 8 1. 57 (28%) 3. 37 (18%) The photo shows a quaint coastal village. accommodation, places to see, special offers, ideas, what's on etc 5 7 looks like a quaint coastal village all info in one place unspoilt and tranquil it's a useful site with lots of useful sub-categories 2 7 Perceptions 'www.inspirationalwales.com' all the info you need in one place Gives details of attractions, arts, food and drink experiences 25 18 2. 49 (24%) 4. 36 (18%) one stop place to sort a break out Provides Inspiration lots of resources and search features It talks about being inspired by Wales 22 9 everything you need to know about sw wales in one place gives new ideas 2 5 looks clean foward looking 1 Number of mentions (%) Total Sample: 201

12. MindReader on... What is it about What is it about could be for anywhere - not just Wales the headline One Big Garden 23 22 A garden is a small defined place, but Wales is large and mountainous national botanical 14 8 1. 75 (37%) 3. 38 (19%) sounds like a garden show website name and picture 11 5 Name of site is an odd choice - does not automatically make me think of Wales gardens of wales 'garden' sounds a bit genteel, but Wales is mountainous and rugged location map and site name 10 2 Perceptions 'www.onebiggarden.com' good photos wild unspilt lanscape Like to find what I'm looking for quickly without reading too much text 15 20 2. 41 (20%) 4. 32 (16%) lovely scenery Site looks Ok, but a bit wordy That's what immediately struck me about the website too many words at first 11 9 good photos If site is to draw viewer's attention, amount of text could have opposite effect 8 3 good photos wild unspoilt lanscape 6 Number of mentions (%) Total Sample: 201

13. Positive emotive responses to brands • Please indicate how positive or negative you feel about this web site in relation to each of the following statements Total Sample: 201

14. Today we have also developed B2Bbrand - with a distinct proposition? • Do we have a clear brand framework for B2B brand? • Does this fit with (business) customer perceptions? • How does this fit with B2C brands?

15. Where are we now: Your partners views

16. Perceptions of your business audience • Vision • Co-ordinate, develop, market • Bring businesses together, maximise their potential • Co-ordinate regional activity • Secure regional funding • Support us • Market umbrella for SWW • Promote tourism • Liaise with companies and encourage tourism • Communicate SWW as an all year round destination • Role • Add value to existing campaigns, introduce new ones • Internet presence and marketing • Support individual regions and LA campaigns • Promote our marketing campaigns • Extend leads in shoulder season • Create campaigns • Partnership – working together • Behind the scenes / indirectly work with local businesses • Get everyone working together Source: Designate B2B brand research, Dec 2007

17. A clear relationship between your brand portfolio?

18. The Opportunity: Your Brand

19. Strengthening your corporate brand • Develop a brand proposition for SWWTP • Make it consistent and relevant to both audiences • Develop the brand values, attributes and story that will sit at the core of your business • Develop a consistent brand strategy • Identity and Experience

20. Understanding role for a corporate brand • Your corporate brand should align your diversified portfolio and bind all activity • Your family of brands should reflect the essence of the parent brand • It should guide vision, investment decisions and provide organisation integration / alignment • Optimise return on investment and facilitate maximum profit • Provide framework for creative development by all partners and stakeholders

21. What elements make up a strong brand? Brand experience Communications Partnerships Product development Brand image Tone Personality Look and feel Proposition Your promise to customers

22. A classic brand architecture model tbc tbc Brand Campaigns Aswildasyouwantit tbc Inspirationalwales Onebiggarden Overall takeout: Corporate brand proposition

23. Towards a corporate brand proposition • Core Values: Connect, Support, Inspire, Inform • The proposition: Broaden your horizons • Relevant to travel (landscape reference) as well as interest marketplace (about learning new things) • Refers to the potential reach and interaction that they can facilitate between interest communities

24. A consumer led business essential to compete in today’s markets Top down Broaden your horizons Separate propositions to drive both business and communication strategy = Supplier led business One core proposition to drive business and communication strategy = Consumer led business Open all year OBG / AWAYWI / IW Bottom up

25. What elements make up a strong brand? Brand experience Communications Partnerships Product development Brand image Tone Personality Look and feel Broaden your horizons

26. Brand image and experience • Brand Image • Requires further work to develop the visual expression of your brand portfolio • Brand Image guidelines should be developed • Designate should be guardians for the image we choose to develop • Brand Experience • The rest of this presentation focuses on developing your brand experience • Bringing your brand to life through communication strategy……

27. Bringing your brand to life: communication strategy • Communication strategy that: • Differentiates you in the market • Delivers and fulfils your brand proposition • Motivates consumers of today / tomorrow ?

28. The Opportunity: Consumers needs of today / tomorrow Audience Insights - UK interest travel market (pg 28-34)

29. Consumer leisure interest and holidays are both growing markets Leisure participation, by age and gender No. of activities in twelve month period Leisure participation Spend on UK leisure breaks Source: Mintel, British on holiday at home Dec 2007

30. Trends driving this growth • Consumers demonstrating • Rise in experience centric needs over materialist needs • Need to be fulfilled and to learn • Need to be to relax and be entertained (pull not push, digital content revolution) • Need to be informed at click of button (google effect)

31. Behaviours resulting: Pro-am leisure “To get the most out of a leisure activity it is worth learning as much as you can about it” • A desire to improve will mean a deeper level of engagement with and knowledge about the activity. • People want to take interests to professional level • Fragmentation of media content in niche areas has fuelled this (long tail) • Internet has connected people to real enthusiasts and experts, allowing to tap into this expertise = communities of pro-ams • People want to make a contribution to whatever field they are in…rise of the amateur! Proportion who agree or strongly agree, by age Source: nVision Research/Taylor Nelson Sofres Base: 1,230 adults 16+, UK, 2006

32. Behaviours resulting: Desire for creativity Proportion concerned about being a creative person • People keen to express themselves – good for brands to provide a platform and recognise this • Leisure providers should ensure this is a central part of the experience • Brands should utilise this pool of creative consumer talent • ‘Creative’ leisure activities will see growth – arts, music, photography "For this item, please tell me whether you find you are concerned about it at all…Being a creative person" Source: nVision Research/Taylor Nelson Sofres Base: 1000 adults aged 16+, UK

33. Behaviours resulting: hobby holidays • Experience based holidays - time well spent • Increasing number of short breaks - different holiday types and ‘excuses’ to go away (for the tenth time this year) • Rise in group holidays, changing holiday group makeup • Rise in activity holidays - nearly half of consumers state that they wish to learn a new skill while on holiday. Within the past five years, overseas activity holidays have enjoyed 37% growth (Mintel: 2005)

34. Total Sample: 201

35. Interest inspired travel is a smart strategy ever more relevant for today's consumer • Interest based communication strategy complements consumer trends in our two key markets: Domestic holidays + Interests & hobbies

36. Establishing an ‘Interest led’ communication strategy • What are the key areas of interests that resonate and motivate the UK population? • Who goes on an interest led holiday? What are their needs and behaviours? • What is the role of interests in travel decision making behaviour and how can we optimise communications in this context?

37. Exploring key areas of interest: two sources Product driven Consumer driven Partner product offerings UK population interests

38. Exploring key areas of interest: product driven benefits Product driven Consumer driven Partner product offerings UK population interests Focus on fulfilling current tourist products on offer Support and build on visit Wales and LA activity

39. Exploring key areas of interest: consumer driven benefits Product driven Consumer driven Partner product offerings UK population interests Widen appeal and cross sell opportunities Resonate with consumers Drive brand as modern Maintains competitiveness and differentiation Flexibility Assist tourism development – new product offerings

40. There are some key interest areas SWWTP do not currently cover Please tell us, if any, which of the following are you interested in? Food, Films, Books, Music, Photography. Total Sample: 201

41. Food, Photography, Music, Golf. Total Sample: 201

42. Which interests should you invest in? • Some interests are wide reaching, some are niche • Which ones provide the best returns? • How do you decide which ones are optimum within our current resources?

43. Increasing number of people ‘trialling’ new interests • Increasing affluence • Increasing mobility • Growth in technology use • Increasing access to goods and services through which we can pursue our interests = our free time has become vastly more productive But = many of us come in and out of interest markets

44. A growing number of us are looking for new leisure activities Proportion who agree or strongly agree that they always look out for new experiences, dread being bored, and like trying lots of different leisure activities Source: nVision Research Base: 1,000 adults 16+, UK, 2006

45. Depending on your profile, some have many passions & interests - and some only a few interests Typical range of portfolio Older, lower SG Typical range of passions Younger / Family, lower SG Older, higher SG Younger, higher SG 2 4 6 8 10 12 14 16 18 20 22 24 Source: ‘Changing Lives’ nVision Base: 1,000 adults aged 16+, UK

46. Extending reach to interested – avoid downfalls of targeting the ‘passionate niche’ “The passionate” “The interested” Nature 4.2m 7.7m Garden / Home 4m 7.4m Cycling 3.5m 10.7m Art 2.2m 5.6m Average market size: 3.5m 7.8m Definitions: Passionate - Very interested, actively or regularly engaging in Interested - Fairly interested and occasional involvement in Source: TGI April 06 – Mar 07 Base: UK Adult holidayers

47. Where is the opportunity for SWWTP? • Passionate or interested? • Depth or breadth? • Increase number of sites we have or broaden the scope of the ones we have? • How do we do that without sacrificing their focus? niche generic

48. Interest distributions

49. Interest distribution – interest clusters

50. Lifestyle attitudes – interest clusters