Developing a marketing & promotional plan for the Park - - PowerPoint PPT Presentation

Developing a marketing & promotional plan for the Park promotional plan for the Park

Pauline Graham Clayton Graham Communications

Introduction

What we aim to deliver

• A marketing & promotional 3 year action plan for the Park area
• Encompassing area strategies & business community needs
• Provide a framework that will attract private & public sector buy-in
• Provide a framework that will attract private & public sector buy-in
• Work within context of the Sustainable Tourism Strategy
• Start point in ramping up marketing activity for the Park area
• Providing the tools you require to spread the word

It is an unrivalled marketing opportunity for us all With your help we can make a positive difference

Consideration

What communication needs to take account of

• The environment, this special place
• The wishes of local residents
• The needs of local businesses
• Visitor attitudes to Cairngorms & other destination choices
• The views of all those with a stake in how tourism in the Cairngorms is

run

Reflection

Your views on marketing activity to date

• Branding - strong identity but not visible or recognised enough
• Marketing - good awareness locally but not promoted widely enough,

lacks co-ordination

• Timing - all year round need, key months = Mar and Nov
• Information provision - very important if we are to be planned

destination

• Communication channels - need good mix, marketing is more than

just website

Demand

Snapshot on tourism in Scotland

• Decline in international tourism to Scotland is easing
• Weak exchange rate and constrained disposable income has helped
• Positive (yet moderate) growth forecast for 2010/11
• Positive (yet moderate) growth forecast for 2010/11
• Ethical tourism is growing 17% per annum
• Growing consensus that sustainable travel is worth paying for
• More savvy consumer becoming imbedded behaviour
• Visitors are researching more and increasingly discerning

Targeting

Visitor demographic snapshot

• 76% of visitors to Cairngorms are domestic (+50% from Scotland)
• But we cannot rule out importance of Park internationally
• Older yet younger - world medium age in 2000 was 26, now 44
• Both couples and families are important
• For domestic audience, VS key market segments used

Targeting

Six priority VS demographic profiles

Affluent Active Devotees Affluent Southern Explorers Younger Domestic Explorers

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Mature Devotees Southern Travel Junkies Northern Sometimes

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Understanding

Visitors attitudes we should take note of

• Environmental issues are becoming mainstream
• Majority of people want to go on a well-being break
• Large number opt to spend money on experiences than goods
• Preference for these experiences in short sharp bursts
• Unique experience in destination has more appeal than destination

itself

Understanding

Visitors attitudes we should take note of

• Drive for authenticity that can make people feel or learn something
• We need to connect with people emotionally
• New technology is changing the way people plan travel
• Budget and luxury can overlap
• Value is offering people something they can’t get elsewhere

Understanding

Visitor views on Cairngorms area

40% 36% 15% 32%

A tranquil, unspoilt wilderness area, where conservation is the key aim An area with numerous kinds of attractions

24% 14% 12% 2% 8% 15%

0% 20% 40% 60% 80% 100%

An area where there are plenty of

• pportunities for outdoor

activities An area where the environment is protected and managed An area where tourists are well catered for

2009/10 Visitor 2005

Understanding

Influence of National Park status to visitors

27% 18% 45% 7% 6% Quite important Very important 1% 1% 44% 10% 17% 11% 13% 27%

0% 20% 40% 60% 80% 100%

Don’t know/Can’t remember Not at all important Not very important Neither / nor

2009/10 Visitor 2005

Reaching

Communication channels we should explore

• Website (86% of affluents use internet for planning travel)
• Pay Per Click / search engines
• Travel reviews & WOM (Word of mouth)
• Online video
• Emerging technology (bluetooth, apps, iTV, iPrint)
• Social media (already reach +3k people instantly, daily & freely)
• PR
• Advertising
• Literature (brochures, guides, leaflets)
• Signage
• Information points
• Datacapture
• You!

New Zealand

Often referenced as competitor to Scotland Great web site But better Facebook page

New Zealand

140,000 friends Instant communications FREE! FREE!

Nova Scotia

Similar in scope to CNP Great web site Good use of linked web Technology Technology

Nova Scotia

3,000 fans Good design Impressed by their partnering approach partnering approach

St Andrews Coach House

54 Five star ratings on Tripadvisor Built on area partner approach Total visitor experience ethos

Collaboration

The importance of working together

• People & places within the Park must see themselves as part of it
• Nationally - the park is of national importance to Scotland
• We need to work closely with VS strategies & themes
• Regionally - one dish, five flavours!
• Area strategies should complement, not conflict
• Locally - 99% of businesses are SMEs = fragmentation
• DMOs / Business Groups in the area help overcome this

Consistency

What are our key messages?

• UK’s largest and most dramatic national park
• 40% larger than the Lake District & twice size of Loch Lomond
• An arctic wilderness, finest collection of landforms in world ex

Canada

• 52 summits over 900m including five of Scotland’s highest mountains
• Largest area of native woodland in Britain
• Finest collection of landforms globally outwith arctic Canada
• Home to 25% of UK’s endangered wildlife, many unique to the area
• Rich cultural heritage with many castles & estates including Balmoral
• World famous lochs, including Loch an Eilein, Britain’s best picnic

spot

• Rivers so clean they’re used as benchmarks for UK water quality

standards

Positioning

• The UK’s largest and most dramatic National

Park at the heart of the Scottish Highlands

• Stands for all that is good and positive about this

special place special place

• Represents quality and environmental

sustainability

Brand proposition

At any season be inspired by Scotland’s most exciting and accessible wilderness experience wilderness experience

Openness Energetic Inspirational Viability Friendly Spiritual

Brand values & personality

Spiritual Dynamic evolution Adventurous Fun Integrity VALUES PERSONALITY

Clarification

Is there consensus…

• On the need to work and collaborate as a group?
• On who we are targeting?
• On our key messages?
• On positioning, proposition, values & personality?

Working Group Session 2

What is required within the What is required within the Cairngorms Brand Tool Kit?

Four groups

• Group 1 - tourism operators (attractions/activities/retail)
• Group 2 - tourism operators (accommodation)
• Group 3 - enterprises & assocs with conservation focus
• Group 4 - CNPA & other public sector with
• Group 4 - CNPA & other public sector with

tourism/economic focus

Goals for session

• What is your communication requirements? - 25 mins
• Prioritise into must have, potential and rejected – 10 mins
• Blue sky innovative / best practise ideas – 5 mins
• Blue sky innovative / best practise ideas – 5 mins

A few notes

• A brand is far more than an identity
• The right tools bring to life its unique character
• Spreads a consistent message
• Informs & inspires
• Integrates with your strategies & communications

Idea generation prompts

Ask yourself…

How can I / my staff understand more about the brand? How can I / my staff spread the word about the brand? What materials do we require to do this? What materials do we require to do this? What would be useful for me in a brand intranet? What could I share with other enterprises? How do we create stickiness / standout?