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 PE ” FR FRAGILE WILD PL PLACE CES IN EUR UROPE
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) PR: ● 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) What the ● "Scotland's coastal trail among world's best road trips ‘’ (Daily Express, July 16) media is ● Very strong tourist season as NC500 draws visitors North (Press & Journal, Aug) saying…. ● 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)
WHERE ARE WE NOW? ’Destination Specialist of the Year 2017’ (Lu Luxur ury y Travel el Guid ide) New Award
SNAPSHOT: LATEST PRESS COVERAGE Major jor TV Coverage rage (Summer mmer 2016) 6) Press ss Cov overa erage e (Summer ummer 2016) New ew and upc pcomi ming Pres ess s Cov overa erage e (Sept ptembe ember, , Q4 2016)
WHERE ARE WE NOW? NC50 500 0 in in Fig igure ures 1 Bil illion on 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 Marketing Responsive Social Media Mobile App Website Update
WHERE ARE WE NOW? Dig igital: : New ew Launch (sin ince e July ly) • New ‘’Road S afety ‘’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) Consumer Marketing Call to actions Update
WHERE ARE WE NOW? 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 Consumer Marketing Update 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? 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 Corporate Partner Business Club Business members Feature Page Membership Featured Listing Fea Fe Trade Marketing Update Partner: Homepage Promotion
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 orate e Pa Partn tner ers s (5 (5) Marketing • Diageo • Natural Retreats Update 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
WHERE ARE WE NOW? Latest st NC500 Consume sumer r Sur urvey y Data ta Re Resul sults, ts, Sur urvey y Monkey y (Sept pt 16) 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 Marketing probably do it again’’. Update • 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 ovembe 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.
WHERE ARE WE NOW? Visit t Scot otland/ and/ North h Coast t 500 – key eve vents nts Q4 2016 6 and Q1 2017 th Nov • Worl rld d Travel el Mark rket t (shared red stand d wit ith Vis isit it Scotland): d): 7-9 th ov 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 ov 2016 and Q1 2017 Marketing 6 roadshows planned in Nov including Dornoch, Ullapool, Lochinver, • Dingwall, Durness, Laig • Other roadshows to be planned across the route after new year Update
BUSINESS CLUB MEMBERSHIP • Free standard listing for every business (limited visibility / benefits) • New Business Club Membership operating since J une 2016… Official launch via email and our website since October 2016. • Get increased visibility (more leads and sales) + exclusive marketing and PR exposure. Featured Listing Homepage Promotion Key Benefit fits ’’ Interactive Map’’ + ‘’Featured Listing’’ ‘’What to See and Do’’ • Official NC500 member accreditation Key • Featured Listing on the NC500 website Benefits Priority PR and Marketing • • Social Media Promotion Interactive Map • Permission to use the NC500 brand/logo • Monthly business newsletter to keep you inform on the facts and figures that matter!
BUSINESS TESTIMONIALS Martin Murray: Scott Morrison Dunnet Bay Dunrobin Castle Distillery (Golspie) (Caithness) ’’We've been trading for 2 years and “The North Coast 500 has been a huge success therefore we have had 1 year with NC500 and we have seen a noticeable increase in visitor .” and 1 year without. numbers to the castle since it launched. As a direct comparison our numbers have increased from about 20 visitors a week to We are currently around 12,000 ahead of our just under 100. Our sales are at 10 times visitor numbers from this time last year with just our original business plan, and this has under 73,000 people visiting in 2016. given us the confidence to build a dedicated retail outlet this winter. This has smashed a 20-year-old record for us, and is largely due to the North Coast 500’’. In addition I would say that this has had a big impact on our brand awareness in the UK and abroad.’’
BUSINESS TESTIMONIALS Dave McBain Dan Rose-Bristow Davar B&B Torridon Hotel (Lochinver) (Wester Ross) Since the route began: • Year on year number of bookings up around 15% “Since the inception of North Coast 500, • Winter bookings up 240% we have positively embraced the initiative and tried to maximise and We also keep a list of bookings by month at Davar, leverage the opportunity of being on the and our current numbers are about 2 months ahead route and being associated with the of last year (ie rooms booked for the year, year to brand. We have seen real interest when date are about where we were in July last year). people have been booking accommodation and a number of The big number for us though is the off-season bookings we have had come directly from bookings - it's not huge, but from next to nothing it customers hearing about NC500.” shows a clear growth . .”
BUSINESS CLUB MEMBERSHIP 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. SUBSCRIPTION FEES An Annual D/ D/D An Annual Fee ee* Fee ee* • Check out our subscription fees. (£) (£) (£) (£) How To Non-VAT 100 110 • Download (online)/ Fill out the Registered Join? application form and send it to: 1-2 Employees 150 165 businessclub@northcoast500.com 3-5 Employees 200 220 • Download (online)/ Fill in direct 6-10 Employees 320 352 debit mandate and send hard copy 11-20 Employees 450 495 by post. 21-30 Employees 600 660 • Enhanced d Lis isti ting: g: provide longitude and latitude + 4 pictures. 30 + Employees 960 1,056 *All prices are inclusive of VAT
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