VISITSCOTLAND: LANARKSHIRE TOURISM RECOVERY 24 JULY …€¦ · benchmark your own business against...
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VISITSCOTLAND: LANARKSHIRE TOURISM RECOVERY 24 JULY 2020
Transcript of VISITSCOTLAND: LANARKSHIRE TOURISM RECOVERY 24 JULY …€¦ · benchmark your own business against...
VISITSCOTLAND:
LANARKSHIRE TOURISM RECOVERY
24 JULY 2020
JIM CLARKSON
REGIONAL LEADERSHIP DIRECTOR, VISITSCOTLAND
LANARKSHIRE RECOVERY, 24 JULY 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 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
Response
Reset
Restart
Recovery: Domestic
Recovery: International
Targeted campaign activity in key to recovery markets (international) based on
critical factors work
Domesticcampaign activity• Day trips• Overnight stays
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High Impact•
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Pull / Outreach (SEO Led)•
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Information & Planning •
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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 share51%
Increased reach of news channels & online publishers
Increased number of radio listeners
Advertisers moving media budgets or
postponing campaigns
Increased use of websites
& social media
Increased relevance of 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 & IPaid Social Media Activity
Social
Scotland: 15 July – 1st SepUK & I: Aug - Sep
Targeting Scotland, UK & IDigital 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 & IrelandExpedia
• 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 OTAsTV
Scotland: 15 Jul – 11 AugUK & I: Aug - Sep
Scotland, UK & I:Aug-Nov/Dec
Scotland: 15 Jul – 22 SepUK & I: Aug - Sep
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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 operators 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? #GetTourimReadyAdvice Campaign
Q&A
