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 � QuickTime™ and a QuickTime™ and a QuickTime™ and a decompressor decompressor decompressor are needed to see this picture. are needed to see this picture. are needed to see this picture. Mature Devotees Southern Travel Junkies Northern Sometimes � QuickTime™ and a QuickTime™ and a decompressor decompressor QuickTime™ and a are needed to see this picture. are needed to see this picture. decompressor are needed to see this picture.
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 32% An area with numerous kinds of attractions 15% A tranquil, unspoilt wilderness 36% area, where conservation is the 40% key aim 15% An area where tourists are well 2009/10 Visitor catered for 8% 2005 2% An area where the environment 12% is protected and managed An area where there are plenty of 14% opportunities for outdoor 24% activities 0% 20% 40% 60% 80% 100%
Understanding Influence of National Park status to visitors 6% Very important 7% 45% Quite important 18% 27% 27% Neither / nor 13% 2009/10 Visitor 11% 2005 Not very important 17% 10% Not at all important 44% 1% Don’t know/Can’t remember 1% 0% 20% 40% 60% 80% 100%
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
Brand values & personality Openness Energetic Inspirational Viability Friendly Spiritual 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?
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