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
Physical distancing and New traveller mindset Monumental shift in the reassurances on hygiene looking for sustainable and tourism and events industry will alter tourism responsible products We need to be mindful of Tourism needs to be part of both community and Timing and pace is key the local conversation visitor needs
RESET >> RESTART
Jan an Fe Feb Mar ar Apr pr May Jun un Jul ul Aug ug Sep Oct Nov Nov Dec Jan an Response Restart Recovery: International Recovery: Domestic Reset Initial draft of recovery Strategies per market Targeted campaign activity Critical Indicators Domestic in key to recovery markets work to facilitate campaign activity • (international) based on market prioritisation Day trips • critical factors work Overnight stays Informed decision on market activity
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High Impact Information & Pull / Outreach (SEO Planning Led) • • • • • • • • • • • • • • • • • • •
UK Social Total page UK e-mail Contacts views on UK share database +580k Facebook VS.com (2019) 51% 350,832 +310k Instagram 57,5m Places to Scotland Short Things to do Holidays in visit in Weekend Breaks in in Scotland Scotland Scotland Breaks Scotland 6,600 4,400 5,400 4,400 2,900
Advertisers moving Increased use of Increased use of media budgets or websites TV & streaming postponing campaigns & social media devices Increased reach of Increased relevance Increased number of news channels & of native & radio listeners online publishers content marketing
Publishing Digital Social Partnership with Hearst (Good HouseKeeping, Targeting Scotland, UK & I Women’s Health, Red/ Targeting Scotland, UK & I Paid Social Media Activity Cosmopolitan) Digital Activity - Facebook - YouTube • Editorial Features - Teads/Amnet (Digital Articles) • Video Montage • Banners • Paid Social Scotland: 15 July – 1 st Sep Scotland: 15 July – 1 Sep TBC (Autumn) UK & I: Aug – Sep UK & I: Aug - Sep
TV Radio OTAs Targeting Scotland Targeting Scotland • • Targeting Scots, RoUK & Ireland Bauer Partnership : STV Sponsorship Package : Expedia - Sponsored Bumpers - Trails, Presenter Reads & • Digital Scotland Destination page - Sponsored Idents • - Vox Pops Radio Ad Spots (Expedia UK, Expedia Ireland, - Social Posts - Capital, Heart, First Radio Hotels.com and HomeAway) - ‘Scotland’ Hub STV On Demand - Dax, Bauer Instream, Spotify • On and off site traffic drivers • Ad spots • Article Page - Linear TV: C4, ITV, Sky - Catch up TV • Radio Ad Spots Trip Advisor - Radio Aire, Hallam FM, • Destination Sponsorship Viking FM, Capital North • Custom banners Targeting RoUK & Ireland East, Classic FM North. Heart • Curated Trips • Ad spots North West - DAX / Bauer Instream / - Sky Adsmart & Catch up TV Spotify Scotland, UK & I: Scotland: 15 Jul – 22 Sep Scotland: 15 Jul – 11 Aug UK & I: Aug - Sep UK & I: Aug - Sep Aug-Nov/Dec
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Response Restart Recovery: International Recovery: Domestic Reset Ongoing business advice and support of the VS IRM and QTA teams Call outreach programme Phasing QA visits return (timing tbc) Quality advice over the phone dependent National and international partnerhip engagement – capacity, capability, quality Recovery webinar programme: • Returning markets – VFR, daytripper, UK staycation • International market return • Managing the restart • Digital support for restart and recovery Product development- Expo buyers (cnx) digital pitches Digital intermediary opps/ BDMs
1-2-1 Business Support 1 to Many Business Support Specialist B2B platforms Strategic Development IRM – tailored business advice Digital Capability support EXPO National Account Management • EXPO prep sessions • • 1-2-1 advice Working with OTAs Programme • • Digital Being Discoverable • Key account management of National/ • • Quality CTRL, ALT, SUCCEED regional importance • Joint working • Bespoke advice to National Partners. Quality Advice & Development QA Advice “ QA for a Day” Business Development Air Route Development • • A training course which provides insight into • Visit and advise businesses (announced or Missions Work in partnership to help build the incognito) how Visitor Attraction is graded. case for new and expanded routes • Expand Market reach • • This course is designed to more effectively • Objectively assess each businesses • Input to the Scottish Government’s Connecting businesses with standards adhering to quality framework benchmark your own business against others route development strategy as well as Trade on territory • Face to face feedback across Scotland. support to Scottish airports and airlines Business Growth Advice Market Immersion sessions Travel Trade Website E-newsletter programme • • • • Sustainable and responsible growth Specialist in-depth workshops with market Increase exposure and 625 businesses on Newsletter • Routes to market specific focus marketing reach, engage with distribution list (Glasgow City region) • • Product development Product Development major wholesalers, tour operators and travel agents • Monthly E-newsletter to 16k Trade contacts. Product Development Internationalisation Channel Distribution support Social media • Digital • VS Glasgow City region Facebook page • Individual capabilities and propensity to grow • Targeted product and distribution channel • B2B • • Aligning with Destination and Market Glasgow specific blogs, Press articles development – international markets • Development goals Growth Workshops in partnership with SDI
Pre- Covid Covid – time • • Financial, will my business survive, signposting Discoverability for accommodation in the region was funding. Gathering insights for Sterg above national average (58%) • • Worry re drop in business and events visitors. Who Digital Capability, in the attraction sector is low. will be first to return? - Local daytrippers and Bookability for activities & attractions (23%) VFR/Family market; Scots and UK staycation market • Limited activities & attractions discoverable via OTAs • How to prepare for re-opening? What investment necessary? How to re-open safely? #GetTourimReady • 2019/20 - 1 Businesses participated in B2B platforms Advice Campaign (outside Expo)
Q&A
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