LAN LANARKSHIRE T ARKSHIRE TOURISM RECO OURISM RECOVER VERY 24 - - PowerPoint PPT Presentation

VISI VISITS TSCO COTLAND: TLAND: LAN LANARKSHIRE T ARKSHIRE TOURISM RECO OURISM RECOVER VERY 24 JUL 24 JULY Y 2020 2020

JIM JIM CLAR CLARKSON KSON REGION REGIONAL AL LE LEADERSHIP ADERSHIP DIR DIRECT ECTOR, OR, VISITS VISITSCO COTL TLAND AND LAN LANARK ARKSHIRE SHIRE RECO RECOVER VERY , , 24 24 JUL JULY Y 2020 2020

We need to be mindful of both community and visitor needs Tourism needs to be part of the local conversation Monumental shift in the tourism and events industry Physical distancing and reassurances on hygiene will alter tourism Timing and pace is key New traveller mindset looking for sustainable and responsible products

RESET >> RESTART

Initial draft of recovery Strategies per market Critical Indicators work to facilitate market prioritisation Informed decision on market activity

Jan an Fe Feb Mar ar Apr pr May Jun un Jul ul Aug ug Sep Oct Nov Nov Dec Jan an Response Reset Restart Recovery: Domestic Recovery: International

Targeted campaign activity in key to recovery markets (international) based on critical factors work Domestic campaign activity

• Day trips
• Overnight stays

High Impact

• Pull / Outreach (SEO

Led)

• Information &

Planning

UK Social Contacts

+580k Facebook +310k Instagram

UK e-mail database

350,832

Short Breaks in Scotland 2,900 Scotland Weekend Breaks 4,400 Holidays in Scotland 4,400 Places to visit in Scotland 5,400 Things to do in Scotland 6,600

Total page views on VS.com (2019)

57,5m

UK share

51%

Increased reach of news channels &

• nline publishers

Increased number of radio listeners Advertisers moving media budgets or postponing campaigns Increased use of websites & social media Increased relevance

• f native &

content marketing Increased use of TV & streaming devices

Partnership with Hearst (Good HouseKeeping, Women’s Health, Red/ Cosmopolitan)

• Editorial Features

(Digital Articles)

• Video Montage
• Banners
• Paid Social

Publishing

TBC (Autumn)

Targeting Scotland, UK & I Paid Social Media Activity

• Facebook

Social

Scotland: 15 July – 1st Sep UK & I: Aug - Sep

Targeting Scotland, UK & I Digital Activity

• YouTube
• Teads/Amnet

Digital

Scotland: 15 July – 1 Sep UK & I: Aug –Sep

Targeting Scotland

• Bauer Partnership:
• Trails, Presenter Reads &

Digital

• Radio Ad Spots
• Capital, Heart, First Radio
• Dax, Bauer Instream, Spotify
• Radio Ad Spots
• Radio Aire, Hallam FM,

Viking FM, Capital North East, Classic FM North. Heart North West

• DAX / Bauer Instream /

Spotify

Targeting Scotland

• STV Sponsorship Package:
• Sponsored Bumpers
• Sponsored Idents
• Vox Pops
• Social Posts
• ‘Scotland’ Hub STV On Demand
• Ad spots
• Linear TV: C4, ITV, Sky
• Catch up TV

Targeting RoUK & Ireland

• Ad spots
• Sky Adsmart & Catch up TV

Targeting Scots, RoUK & Ireland Expedia

• Scotland Destination page

(Expedia UK, Expedia Ireland, Hotels.com and HomeAway)

• On and off site traffic drivers
• Article Page

Trip Advisor

• Destination Sponsorship
• Custom banners
• Curated Trips

Radio OTAs TV

Scotland: 15 Jul – 11 Aug UK & I: Aug - Sep

Scotland, UK & I: Aug-Nov/Dec

Scotland: 15 Jul – 22 Sep UK & I: Aug - Sep

Ongoing business advice and support of the VS IRM and QTA teams Call outreach programme Recovery webinar programme:

• Returning markets – VFR, daytripper, UK

staycation

• International market return
• Managing the restart
• Digital support for restart and recovery

Quality advice over the phone National and international partnerhip engagement – capacity, capability, quality

Response Reset Restart Recovery: Domestic Recovery: International

QA visits return (timing tbc)

Phasing dependent

Digital intermediary opps/ BDMs Product development- Expo buyers (cnx) digital pitches

1-2-1 Business Support 1 to Many Business Support Specialist B2B platforms Strategic Development

IRM – tailored business advice

• 1-2-1 advice
• Digital
• Quality
• Joint working

Digital Capability support

• Working with OTAs
• Being Discoverable
• CTRL, ALT, SUCCEED

EXPO

• EXPO prep sessions

National Account Management Programme

• Key account management of National/

regional importance

• Bespoke advice to National Partners.

Quality Advice & Development

• Visit and advise businesses (announced or

incognito)

• Objectively assess each businesses

standards adhering to quality framework

• Face to face feedback

QA Advice “ QA for a Day”

• A training course which provides insight into

how Visitor Attraction is graded.

• This course is designed to more effectively

benchmark your own business against others across Scotland.

Business Development Missions

• Expand Market reach
• Connecting businesses with

Trade on territory

Air Route Development

• Work in partnership to help build the

case for new and expanded routes

• Input to the Scottish Government’s

route development strategy as well as support to Scottish airports and airlines

Business Growth Advice

• Sustainable and responsible growth
• Routes to market
• Product development

Market Immersion sessions

• Specialist in-depth workshops with market

specific focus

• Product Development

Travel Trade Website

• Increase exposure and

marketing reach, engage with major wholesalers, tour

• perators and travel agents
• Monthly E-newsletter to 16k

Trade contacts.

E-newsletter programme

• 625 businesses on Newsletter

distribution list (Glasgow City region)

Product Development

• Individual capabilities and propensity to grow
• Aligning with Destination and Market

Development goals

Internationalisation

• Targeted product and distribution channel

development – international markets

• Growth Workshops in partnership with SDI

Channel Distribution support

• Digital
• B2B

Social media

• VS Glasgow City region Facebook page
• Glasgow specific blogs, Press articles

Pre- Covid

• Discoverability for accommodation in the region was

above national average (58%)

• Digital Capability, in the attraction sector is low.

Bookability for activities & attractions (23%)

• Limited activities & attractions discoverable via OTAs
• 2019/20 - 1 Businesses participated in B2B platforms

(outside Expo)

Covid – time

• Financial, will my business survive, signposting
• funding. Gathering insights for Sterg
• Worry re drop in business and events visitors. Who

will be first to return? - Local daytrippers and VFR/Family market; Scots and UK staycation market

• How to prepare for re-opening? What investment

necessary? How to re-open safely? #GetTourimReady Advice Campaign

Q&A