How we deliver for Argyll, Loch Lomond & Forth Valley

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2 02 VISITSCOTLAND How we deliver for Argyll, Loch Lomond & Forth Valley Here is Scotland at its most beautiful, iconic and diverse: the country s first National Park, embraced by the Argyll islands, the famous Stirling skyline and built heritage that symbolises Scotland down the centuries, from Iona Abbey to the Falkirk Wheel. VisitScotland has the structure in place to make capital on this wealth of experiences for optimum growth in the local industry. Based at offices in Stirling, Oban and Dunoon as well as further afield, our regional team includes specialists in marketing, public relations, business tourism and business engagement, plus a team of local experts who deliver information and inspiration in 22 VisitScotland Information Centres (VICs) from Bowmore to Bo ness. Our strategy for success is based on fostering partnerships and co-ordinating effort at every level, from elected council members and MSPs through to individual businesses. VisitScotland s local team is at all the right tables, providing leadership, sharing expertise and helping create the environment for tourism growth. Chief among these partnerships are those with the National Park Authority, the five local authorities Argyll & Bute, West Dunbartonshire, Stirling, Falkirk and Clackmannanshire Councils and the other public and private sector agencies that facilitate delivery. The importance of the Loch Lomond & The Trossachs National Park in providing a high-quality, accessible tourism experience makes the Park Authority a priority partner for VisitScotland. We are working with the Authority to develop a brand identity for the Park, and continue to explore ways to further align the activities of the two organisations in an integrated approach to marketing and visitor experience that will put the Park s profile amongst the very best of Scotland. A key outcome of that relationship will be the Trossachs 2010 celebrations marking the bicentenary of Sir Walter Scott s The Lady of the Lake, delivered through the Destination Trossachs Steering Group that unites the Park Authority, VisitScotland and Stirling Council. Outside the Park, we are also working with the Council through the newly formed Stirling Tourism Forum, developing an action plan to drive tourism growth in the city. We have worked with councils and other partners to relocate VICs to sites where we can promote the areas to much greater numbers of people. In Falkirk, that success is best demonstrated by local visitor attractions, which show an average 9% rise* in admissions following the VIC s relocation to the Falkirk Wheel. Argyll is one of the most successful areas in Scotland in securing funding from the VisitScotland Challenge Fund now Growth Fund to develop innovative marketing campaigns. Groups from Bute, Cowal, Kintyre, Islay, Mull, Gigha, Mid-Argyll, Oban and Lorn have won a total of 173,276 for diverse projects including TV advertising, marketing of the Whisky Coast and Machrihanish Dunes. VisitScotland has been a key player in the Area Tourism Partnership since its inception, and this continues in its more recent evolution as two complementary partnerships, one dedicated to Argyll and the Isles and the other to the Forth Valley. We are at both, shaping the strategy and local priorities for the next steps in each area s tourism development. * Based on the seven attractions (not including the Falkirk Wheel itself) for which comparative 2007/2008 information is available for February to October in the monthly Visitor Attraction Monitor.

3 ARGYLL, LOCH LOMOND & FORTH VALLEY ACCOMMODATION GUIDE The Argyll, the Isles, Loch Lomond, Stirling & The Trossachs Accommodation Guide details the range of places to stay throughout the area, together with stunning images and great reasons to visit. The print run of 200,000 copies is distributed via the VisitScotland.com national booking and information service and visitor information centres. 02 OBAN, MULL & LORN VISITOR GUIDE The main on-arrival publication for northern Argyll this year leads with an image of visitors enjoying Fingal s Cave. It s packed with information on what to see and do in the area, as well as shopping, eating out and other useful information. Print run: 50,000 copies, mainly distributed through information centres. 03 NATIONAL PARK IN FRENCH THRILLER PROMOTION VisitScotland worked with publisher Fleuve Noir to promote Scotland in France on the back of a Trossachs-set thriller by Gilles Legardinier (pictured). Activity included a promotional bookmark in 15,000 copies of the book, an online readers competition and a trip for French media to explore locations across the National Park. 04 RELATIONSHIP MARKETING PROGRAMME: STIRLING Part of our personalised relationship marketing programme designed to drive customers up the loyalty ladder and encourage repeat visits, this 8-page mailer of holiday ideas and offers for Stirling and the National Park was produced with support from Stirling Council and sent direct to 20,000 UK consumers interested in the area. 05 CITY BREAKS MARKETING A programme of activity promoting city breaks to Stirling, and city plus experiences in the nearby towns and countryside. The website is refreshed seasonally and updated regularly with events, special offers and suggestions for restaurants, bars and things to see and do. 06 TOP INDIAN TRAVEL AGENTS IN OBAN AND STIRLING A total of 68 VIPs, many of them CEOs of the cream of India s travel agencies, took part in four Scotland familiarisation visits in autumn The trips were designed to give firsthand experience of Scotland s highlights, and variously took in Stirling Castle, Trossachs Woollen Mill and a day in Oban.

4 04 VISITSCOTLAND One marketing strategy A wealth of experiences VisitScotland s marketing is based on the kinds of experiences we know our regular visitors and our target customers want from a Scottish holiday. The diverse parts of Argyll, Loch Lomond and Forth Valley include virtually every one of those experiences identified by our in-depth research: outstanding natural beauty, rich heritage, a worldclass golf offering, wildlife, quality food and drink, vibrant city life and outdoor pursuits. It is therefore through these products that you will see each area brought to life in the full spectrum of marketing materials, campaigns and initiatives, from brochures and guides through to our diverse UK and international marketing campaigns. Our UK marketing strategy delivers through activity targeted at our four warm customer groups those affluent southern explorers, younger domestic explorers, mature devotees and affluent active devotees groups that you can find more information about on page 10 of the main Strategy Review brochure. Take for example our summer Be inspired campaign with Highland Spring (pictured), which last year featured dozens of things to see and do across Argyll, Loch Lomond and Forth Valley, including the Antonine Wall, Mount Stuart, Stirling Castle, golf in Kintyre, sailing on Loch Lomond and enjoying the wildlife of Islay and the National Park. The campaign was aimed primarily at the affluent southern explorers, and therefore it was promoted through PR activity with media we know are used by this customer group, including a high-profile ad campaign on the London Underground and on Highland Spring bottles carrying an image of Castle Stalker. By applying technology to what we know about these UK customer groups, we can then keep in touch with them on a monthly basis by sending them e-newsletters with holiday ideas that are most likely to interest them. That means that when we want to reach potential visitors with promotional messages on, for example, Aberfoyle Mushroom Festival, Stirling s history or the Whisky Coast, we know we are sending it to the very best prospects. You will therefore see the various parts of Argyll, Loch Lomond and Forth Valley appear strongly in the marketing campaigns aimed at those customers. For example, the younger domestic explorers are attracted by culture, history, wildlife, events and festivals, castles, music and adventure sports. That clearly presents a platform for virtually every part of the area.

5 ARGYLL, LOCH LOMOND & FORTH VALLEY WINTER WHITE Designed to stimulate visits during the traditionally quiet months, the Winter White 07/08 campaign generated 46 million for Scotland, and was relaunched in November The region is promoted on the campaign website with deals at some of the best accommodation, plus white -themed things to see and do. 10 CAFÉ DAYS The Café Days website shows visitors where they can get a great cuppa and cake many with user recommendations as well as promoting their neighbouring attractions. Cafés include Oban Chocolate Company, Benmore Café by Dunoon, The Wee Blether at Kinlochard, Clive Ramsay in Bridge of Allan and Castle Campbell in Clackmannanshire. 08 LOCH LOMOND & THE TROSSACHS NATIONAL PARK VISITOR GUIDE The main on-arrival publication for what to see and do in the National Park, expanded to include information and promotional spreads on Cowal, the Isle of Bute and the Vale of Leven & West Dunbartonshire. Print run: 60,000 copies, mainly distributed through information centres. 11 CONSUMER E-ZINES As part of the Relationship Marketing programme, monthly e-zines electronic magazines are sent to almost 300,000 UK consumer contacts, personalised according to interests. Events promoted through the e-zines have included Stirling s history, the Aberfoyle Mushroom Festival, Trossachs Outdoor Festival, the Whisky Coast, Feis Ile and Isle of Bute Jazz Festival. 09 REAL SCOTLAND THE LOCALS GUIDE Promoted by media partner Condé Nast Traveller, the Real Scotland campaign is based on a pocket-sized book that highlights hidden gems, among them Kilchurn Castle, Colonsay, Aberfoyle Mushroom Festival, The Whangie, the National Wallace Monument, a variety of ways of experiencing Loch Lomond and the number one golf course, Machrihanish. 12 MOUNTAIN BIKING GUIDE 2009 The Mountain Biking Guide fronts VisitScotland s activity to grow the biking market, profiling 20 of Scotland s mountain biking centres across 80 pages, including spreads on Lochgilphead s Fire Tower Trails and Carron Valley. Almost half of 52,300 print run is distributed via MBUK magazine s May edition.

6 06 VISITSCOTLAND One marketing strategy A wealth of experiences Across the international markets, over half a million e-newsletters are issued every month to Scotland aficionados who have opted-in to receive information from us. Issued in nine languages to each of our main international markets, the e-newsletters are based on themes, carefully chosen to spark interest in Scottish holidays at the right times of the year. Loch Lomond, traditional music in Callander and Highland Games across the area have all been used to help stimulate travel from overseas in this way. This supports our European Touring campaign, which features Argyll, Loch Lomond and Forth Valley strongly using a themed calendar aimed at potential first-time and repeat visitors from Germany, France, Sweden, Italy and Spain. Walking in Killin, for example, is highlighted as an ideal activity to enjoy in Monstrous March and the Homecoming Scotland 2009 whisky month in May promotes Spirit of the West at Inveraray Castle and the Scottish Pipe Band Championships at Dumbarton. Underpinning the UK and international marketing effort is the work of the consumer PR teams, who secure coverage in travel and lifestyle media. In the last year, these have included a prime-time Australian travel show feature on Callander Highland Games, extensive coverage of the watersports available throughout Argyll and the islands in Active Magazine and supporting a crew from Russian state television to film for two days around the National Park and Forth Valley EUROPEAN TOURING CAMPAIGN Annual year-round campaign that attracts international visitors to virtually every part of Argyll, Loch Lomond & Forth Valley using themed touring itineraries and a seasonal calendar highlighting the best Events and Festivals, Food and Drink, Flora and Fauna and Activities each month. These are also available on our international gateway sites. 17 ISLAY AND JURA IN NATIONAL GEOGRAPHIC VisitScotland lured National Geographic Adventure magazine to undertake a sea kayaking tour of the distilleries of Islay and Jura with Connel-based Seafreedom Kayak. Over eight pages plus a four-page Homecoming ad this sensuous portrait of the Argyll islands supported the whisky theme of Homecoming with an estimated PR value of 1.4 million.

7 ARGYLL, LOCH LOMOND & FORTH VALLEY DRIVE IT HOME AND THE GOLF IN SCOTLAND GUIDE VisitScotland s biggest ever international golf promotion lures golfers to the Home of Golf in 2009 by offering a free four-ball at courses from Machrie on Islay to Alloa (pictured), with early signs pointing to a 14.3 million return. The main Golf Guide details 70 courses in the area. Print run: 140, ACTIVE MAGAZINE PROFILE OF ARGYLL VisitScotland brought adventure sports bible Active Magazine to Argyll to build a detailed 13-page feature for its July 2008 issue. Coverage included four pages on watersports with Tiree operator Wild Diamond, MacPhie bagging on Colonsay, two separate features on Oban and where to stay from Mull to Kintyre. 15 CALLANDER ON AUSTRALIAN PRIME-TIME TV VisitScotland brought Australia s top-rated travel show to Callander Highland Games, resulting in a sixminute feature shown on Saturday prime-time in June The initial audience of 1 million viewers is further boosted by the web, Fox Cable TV and Qantas domestic in-flight entertainment. PR value is estimated at 631, PROMOTION OF THE ANTONINE WALL Timed to coincide with UNESCO World Heritage Status in July 2008, VisitScotland supported a three-page feature on the Antonine Wall in The Times, plus a piece in Edinburgh Evening News (pictured) focusing on the Falkirk attractions. Coverage has been stepped up in 2009 publications and has also featured in consumer e-zines. 16 VISITSCOTLAND ADVENTURE PASS Dozens of special discounts on adventure pursuits, accommodation, shopping, pubs and restaurants. Operator offers are included free of charge to the 50 businesses involved, including Leisure HQ at Hunter s Quay Holiday Village, Craignish Cruises in Oban, Cruise Loch Lomond, Trossachs Cycles, Callander Golf Club and Great Time Scotland, Kinlochard. 20 CITY OF STIRLING, FALKIRK, CLACKMANNANSHIRE AND THE CAMPSIES VISITOR GUIDE The main on-arrival publication for what to see and do in Forth Valley, this year featuring Stirling Castle on the cover and a series of doublepage spreads inside on the city, Clackmannanshire, Strathallan & the Campsies and Falkirk (pictured). Print run: 40,000 copies, mainly distributed through information centres.

8 ARGYLL, LOCH LOMOND & FORTH VALLEY 1 Contact details Sinéad Guerin Regional Director (Clackmannanshire, Falkirk and Stirling) Tel sinead.guerin@visitscotland.com 21 Scott Armstrong Regional Director (Argyll & Bute) Tel scott.armstrong@visitscotland.com 22 David Adams McGilp Regional Director (West Dunbartonshire) Tel david.adams.mcgilp@visitscotland.com Martin Breslin Strategic Relations Executive Tel martin.breslin@visitscotland.com WALK IN SCOTLAND GUIDE Experienced walkers provide insight on the country s best walks in this guide, which includes accommodation and walking events info alongside detailed route suggestions for Bannockburn, Dollar Glen, Inverarnan to Loch Lomond, Loch Ard Forest from Aberfoyle, Benderloch Forest and Barone Hill, Isle of Bute. 22 MID-ARGYLL, KINTYRE & ISLAY VISITOR GUIDE The main on-arrival publication for south-western Argyll this year shows Achamore Gardens, Isle of Gigha. It s packed with information on what to see and do in the area, as well as shopping, eating out and other useful information. Print run: 30,000 copies, mainly distributed through information centres. 23 BUSINESS TOURISM VisitScotland s Business Tourism Unit (BTU) works with partners in the area to grow meeting and incentive business by attracting corporate clients, conference organisers and agents through workshops, site visits and familiarisation trips. In the last year, these have included the biannual Scotland Means Business event at Cameron House, Boturich Castle and Stirling Castle. 24 STIRLING AMBASSADOR PROGRAMME The BTU runs an Ambassador Programme that supports Stirling University academics in attracting association conference business. The programme has already been successful in bringing the World Congress of the International Society for the History of Physical Education and Sport to Stirling in July 2009, with an estimated economic benefit of 1 million. Front cover shows a loch-side view of Luss in the heart of the Loch Lomond & The Trossachs National Park. Designed and produced by Tayburn Corporate