PRESENTATION AGENDA Introduction - Objective Where are we now? - - PowerPoint PPT Presentation

ROAD SHOW PRESENTATION

AGENDA

• Introduction - Objective
• Where are we now?
• Business Club Membership: Benefits,

Business Testimonials, How to Join?

• Future plans

OBJECTIVE

“TO TO REMAIN IN THE TO TOP FIVE CO COASTAL TOURING ROUTES IN THE WO WORLD AND TO CREATE AN UN UNPAR ARAL ALLELED COMMUN UNITY Y OF F SU SUPPORTE TERS FOR ONE OF TH THE MOST T FR FRAGILE WILD PL PLACE CES IN EUR UROPE PE”

PR: What the media is saying….

WHERE ARE WE NOW?

• One of the top 5 Coastal Touring Routes in the World (The Times, Travel)
• No2 of the ‘101 Reasons to Travel Now’’ (National Geographic Traveller)
• Has Scotland Created the Greatest Road Trip Ever? (CNN, June 16)
• No 1 of the 6 best road trips in the UK (Rough Guides, June 16)
• Highland coastal route ‘best summer driving road in the UK’’ (Scotsman, June)
• "Scotland's coastal trail among world's best road trips ‘’ (Daily Express, July 16)
• Very strong tourist season as NC500 draws visitors North (Press & Journal, Aug)
• How NC500 is helping boost tourism and business in the Highlands (Press &

Journal, Oct 16)

• Scotland’s Route 66’ is huge boost for Highlands (Herald Scotland, Oct 2016)

New Award

WHERE ARE WE NOW?

’Destination Specialist of the Year 2017’ (Lu Luxur ury y Travel el Guid ide)

SNAPSHOT: LATEST PRESS COVERAGE

Major jor TV Coverage rage (Summer mmer 2016) 6) Press ss Cov

• vera

erage e (Summer ummer 2016) New ew and upc pcomi ming Pres ess s Cov

• vera

erage e (Sept ptembe ember, , Q4 2016)

Marketing Update

WHERE ARE WE NOW?

NC50 500 0 in in Fig igure ures 1 Bil illion

• n

Audience reach since launch 70,00 ,000 Unique users per month 320,00 ,000 Page views per month 82 82 % Audience aged between 25-64 years old 80 80 % UK Audience 42,00 ,000 Followers on social media 5 5 Star ar Customer feedback rating/ reviews on TripAdvisor Responsive Website Mobile App Social Media

Consumer Marketing Update

WHERE ARE WE NOW?

Dig igital: : New ew Launch (sin ince e July ly)

• New ‘’Road Safety ‘’channel launch.
• New video integration on Homepage.
• Building our mailing list:
• New email sign up form on Homepage
• Summer competition with email data capture (July-Aug): 15,000 entries
• New Social Media Engagement: Instagram (reactivation), YouTube (new)

Call to actions

Consumer Marketing Update

New ew Road d Safe fety ty Cha hanne nnel Lau aunch – Websi site (sinc ince July ly)

• Top tips on driving/cycling safely on the NC500
• Partnership with The Department for Transport's

THINK! campaign on driving safely on country roads

• Driving on single track roads by Transport for Tongue
• New Pdf downloads to be launched by end of Nov

New ew Road d Safe fety ty Leafl flet et dist istri ribut uted ed as part t of our r Personal sonal Membe bersh ship p Pac ack

• Road Safety Scotland Pan-European leaflet with

advice on driving on single track roads and two-ways roads

• Available in English, French, German, Spanish and

Italian

WHERE ARE WE NOW?

Trade Marketing Update

WHERE ARE WE NOW?

New ew busi sines ess s membe bersh ships/ / corporat rate partn tner erships ps (sinc ince June)

• New Corporate and Business Partnerships Launch
• New Official Business Club Membership Launch
• New Featured Listing Launch for our Business Members/ Partners

Fe Fea

Partner: Homepage Promotion Business members Featured Listing Corporate Partner Feature Page Business Club Membership

WHERE ARE WE NOW?

CRM/ M/ New ewsl slett tter er Databa tabase se (Mailing ing Lis ist) t) 1, 1,900 Personal Members 16 16,000 00 Email newsletter subscribers 94 94 Business Members/ Partners 3 Monthly email newsletters sent New ew Busi sines ess s Club lub Membe bers s (8 (88) New ew Corpor

• rate

e Pa Partn tner ers s (5 (5)

• Diageo
• Natural Retreats
• Westfield
• Burness Paull
• Dunnet Bay Distillers

New ew Busi sines ess s Pa Partne tner r (1 (1)

• Luxury Scotland

Publ blic Sector r Pa Partner tners

• Visit Scotland
• Highland Council
• HIE

Marketing Update

Latest st NC500 Consume sumer r Sur urvey y Data ta Re Resul sults, ts, Sur urvey y Monkey y (Sept pt 16)

WHERE ARE WE NOW?

Marketing Update

A survey questioned over 2,500 people who completed the NC500 route

• 87 % said they were ‘’very satisfied’’ with their NC500 experience.
• 92 % said they will recommend the NC500 to others.
• 70 % said ‘’they will definitely do the NC500 again’’ and 23 % said ‘’they will

probably do it again’’.

• 66 % of said they spent five days or more doing the North Coast 500 –

ensuring they can see the very best the North Highlands has to offer. New ew NC500 Busine siness ss Survey y to run in in Nov

• vembe

ember, , Sur urvey y Monkey y

• We will be asking businesses about increase / decrease in business, whether

they are considering changes to the way they operate due to the success of the route, how it has affected staffing, how ourselves and other organisations can support them, and to name two good / bad points about the route. And there's a general comment box as well.

Visit t Scot

• tland/

and/ North h Coast t 500 – key eve vents nts Q4 2016 6 and Q1 2017

• Worl

rld d Travel el Mark rket t (shared red stand d wit ith Vis isit it Scotland): d): 7-9th

th Nov

• v 2016
• Outstanding opportunity to showcase Scotland and the NC500 iconic route

to the global travel trade

• All business club members/ partners included in marketing collaterals
• RoadSho

dShows wit ith busi sines esse ses s alo long the ro rout ute: e: Nov

• v 2016 and Q1 2017
• 6 roadshows planned in Nov including Dornoch, Ullapool, Lochinver,

Dingwall, Durness, Laig

• Other roadshows to be planned across the route after new year

WHERE ARE WE NOW?

Marketing Update

• Free standard listing for every business (limited visibility / benefits)
• New Business Club Membership operating since June 2016… Official launch via email and our

website since October 2016.

• Get increased visibility (more leads and sales) + exclusive marketing and PR exposure.

Key Benefit fits

BUSINESS CLUB MEMBERSHIP

Key Benefits

• Official NC500 member

accreditation

• Featured Listing on the

NC500 website

• Priority PR and Marketing
• Social Media Promotion
• Permission to use the

NC500 brand/logo

• Monthly business

newsletter to keep you inform on the facts and figures that matter! Homepage Promotion ‘’Featured Listing’’ Interactive Map Featured Listing ’’ Interactive Map’’ + ‘’What to See and Do’’

’’We've been trading for 2 years and therefore we have had 1 year with NC500 and 1 year without. As a direct comparison our numbers have increased from about 20 visitors a week to just under 100. Our sales are at 10 times

• ur original business plan, and this has

given us the confidence to build a dedicated retail outlet this winter. In addition I would say that this has had a big impact on our brand awareness in the UK and abroad.’’

BUSINESS TESTIMONIALS

.” Martin Murray: Dunnet Bay Distillery (Caithness) Scott Morrison Dunrobin Castle (Golspie) “The North Coast 500 has been a huge success and we have seen a noticeable increase in visitor numbers to the castle since it launched. We are currently around 12,000 ahead of our visitor numbers from this time last year with just under 73,000 people visiting in 2016. This has smashed a 20-year-old record for us, and is largely due to the North Coast 500’’.

BUSINESS TESTIMONIALS

“Since the inception of North Coast 500, we have positively embraced the initiative and tried to maximise and leverage the opportunity of being on the route and being associated with the

• brand. We have seen real interest when

people have been booking accommodation and a number of bookings we have had come directly from customers hearing about NC500.” .” Dan Rose-Bristow Torridon Hotel (Wester Ross) Since the route began:

• Year on year number of bookings up around 15%
• Winter bookings up 240%

We also keep a list of bookings by month at Davar, and our current numbers are about 2 months ahead

• f last year (ie rooms booked for the year, year to

date are about where we were in July last year). The big number for us though is the off-season bookings - it's not huge, but from next to nothing it shows a clear growth. Dave McBain Davar B&B (Lochinver)

How to Join?

• Visit our website: Go to Busines

ess s Club lub - Join Our Business Member Club

• Pick up a business membership pack at this event.

BUSINESS CLUB MEMBERSHIP

How To Join?

SUBSCRIPTION FEES

An Annual D/ D/D Fee ee* An Annual Fee ee* (£) (£) (£) (£) Non-VAT Registered 100 110 1-2 Employees 150 165 3-5 Employees 200 220 6-10 Employees 320 352 11-20 Employees 450 495 21-30 Employees 600 660 30 + Employees 960 1,056 *All prices are inclusive of VAT

• Check out our subscription fees.
• Download (online)/ Fill out the

application form and send it to: businessclub@northcoast500.com

• Download (online)/ Fill in direct

debit mandate and send hard copy by post.

• Enhanced

d Lis isti ting: g: provide longitude and latitude + 4 pictures.

FUTURE PLANS 2017

Future Plans (Consumer)

Consum umer

• New Official Merchandising range to be launched in March 2017 (online/ shops on the route)
• New personal membership optimisation
• Standard – discount offers with business members along the route – Dec 16
• Explorer – new NC500 passport roll out by Spring 2017
• New Gold Membership (2017) – VIP Club 500 – to be launched by Dec 16
• New NC500 Pass with exclusive discounts with major attractions on the route – Q1 2017
• NC500 mobile app – version 2 –Q1 2017
• Investment in content marketing – video, photography, blog, multimedia e-book…
• Multimedia panel (video showcase with dedicated NC500 area) planned as part of Visit

Scotland new visitor centre (from May/ June 2017)

• Signage across the route (NC500 stickers implemented along the route to improve visitor’s

experience): by March/April 2017

FUTURE PLANS

Future Plans (Trade)

Trade ade

• Launch of NC500 Luxury Concierge Services in Nov/Dec 16 and 2017 (WTM, Luxury Travel

Guide, Luxurious Magazine…)

• World Travel Market (Nov 2017)
• Roadshow with businesses along the route: 2017 (TBC)
• Market Report: Consolidated data of NC500 visitors number and economic impact

the route is having in the North Highlands: 2017