The two Visitor Guides covering the area were published at the end of March for distribution ahead of Easter 2009.

Transcription

1 Forth Valley Tourism Partnership VisitScotland activity report January to March Marketing Visitor Guides series The two Visitor Guides covering the area were published at the end of March for distribution ahead of Easter As in previous years, there are guides for: City of Stirling, Falkirk, Clackmannanshire and the Campsies (print run: 40,000). Loch Lomond & The Trossachs National Park (print run: 60,000) The guides are distributed through VICs in Scotland, online consumer requests, visitscotland.com requests, events/exhibitions and campaign fulfilment e.g. through the relationship marketing programme. 1

2 VisitScottishHeartlands.com Spring refresh given to incorporating Fish in Scotland online brochure and greater Homecoming Scotland presence on key area pages. Relationship Marketing - e-zines Messages of Enjoy a Weekend in the Trossachs and Trossachs Outdoor Festival were included in e-zines to three of the four warm customer groups. Between January and March, 111,262 warm contacts received one of these e- zines with Trossachs coverage. Relationship Marketing programme - direct mail An eight-page colour mailer on city and rural Stirling was issued in March to 20,000 of our best-prospects from the UK & Ireland consumer database. 2

3 It contains a mix of inspiring editorial, special offers and striking imagery, and was issued to sections of VisitScotland s extensive UK consumer database in mid-march. The mailing was made possible with support from Stirling Council. These contacts were carefully selected from our warm customer data-- those with the highest potential for travel to Stirling. Response to the mailing was further incentivised with a competition on the envelope to win a short break at Dunblane Hydro Hotel. Stirling Castle, The National Wallace Monument, the Loch Lomond & The Trossachs National Park, great shopping and major events were among the reasons to take a break in Stirling. The mailer highlights a selection of events and festivals in the coming months, including the World Fly Fishing Championships in June and Highland Games in Stirling, Bridge of Allan, Callander and Killin. A Homecoming Scotland theme promotes two of the major events in the area: the Tinker, Tailor, Soldier, Sailor family history conference in June and the Intercontinental Rally Challenge in November. There are also features on Stirling Smith Art Gallery & Museum, The Tollbooth, the MacRobert Arts Centre, Go Ape in Aberfoyle, Blair Drummond Safari Park, Thistles Shopping Centre and some of the area s highlight golf courses including Stirling, Killin and Aberfoyle. There is a section dedicated to the National Park, which recommends Lochearnhead Watersports Centre, hillwalking in Breadalbane and walking, cycling and wildlife watching in the Queen Elizabeth Forest Park. It also suggests diverse ways to discover the Trossachs through birdwatching, the Rob Roy story and a cruise on Loch Katrine. 3

4 As consumer buying behaviour in the current economic climate is increasingly driven by special offers, the mailing also contains a separate pullout with offers from local operators. These include discounts and value-added offers from Go Ape in Aberfoyle, cruises on Loch Katrine, self-drive classic car hire and accommodation packages from Caledonian Classics in Dollar and admission to The National Wallace Monument. There are accommodation offers across the National Park and Forth Valley, including the Crianlarich Hotel, the Winnock Hotel in Drymen, Aberfoyle Hayloft, Burnt Inn and Poppies Hotel in Callander, Dunblane Hydro Hotel, The Halo Royal Hotel & Lodge in Bridge of Allan, Antonine Wall Cottages in Bonnybridge and The Harvieston Country Hotel & Restaurant in Tillicoultry. A second mailing based on Glasgow content was issued to 30,000 further contacts, also in March. Although strongly focused on the city, the mailer included a feature puff on Glengoyne Distillery and promotional coverage for Loch Lomond Highland Games. National Park thriller promotion, France VisitScotland has been working with French publisher Fleuve Noir to promote a new thriller by writer Gilles Legardinier titled L Exil des Anges (Angels Exile) set in the Loch Lomond & The Trossachs National Park around Aberfoyle, Loch Ard and Callander. 4

5 The novel concerns two scientific researchers who travel to Scotland to prove a theory about the afterlife, pursued by organisations intent on stopping them making their findings public. VisitScotland is supporting the promotion of the book in France, through activity including: a specially created bookmark promoting Scotland, inserted into 15,000 copies of the book an online competition for French consumers to win a trip to Scotland, following in the footsteps of the book s characters a media visit for leading French press, who will write about how Scotland s locations inspired the author and detail the main attractions around the Loch Lomond & The Trossachs National Park The press trip took place in January to coincide with the book s publication. The group of journalists visited Callander, Stirling Castle, the Scottish Wool Centre and Forth Inn in Aberfoyle, Glengoyne Distillery, the Harbour Café in Loch Venacher, Trossachs Church by Loch Achray. They made a variety of stops for photography around the National Park (Gilles Legardinier is pictured above at Loch Ard), spent time at Lake of Menteith with Dr Ian Thompson of the University of Glasgow discussing the area s literary connections, and also enjoyed a cruise on Loch Katrine. They stayed at the MacDonald Foresthills Resort in Aberfoyle. The publishers are currently in talks to have the novel translated into English, and there is also talk of a big screen adaptation. 5

6 Winter White (ongoing to end March) VisitScotland s award-winning marketing campaign that generated over 46 million for the national economy last year (2007/08) was relaunched in November 2008 and ran until end March Now in its third year, Winter White is VisitScotland s main campaign for the UK market during the traditionally quiet months between November and March. It positions Scotland as a year-round destination where there is always more to do, and attracts visitors on the strength of the quality experiences on offer. Winter White activity drives traffic to the dedicated web site where the quirky white theme introduces potential visitors to the sights, tastes (white bites) and shopping (white delights) and wildlife (natural whites) they can enjoy on a winter break. Suggestions for short breaks include donning a white apron at Nick Nairn s Cook School, joining the festivities at Stirling s Winter Fest and seeing the white busts of Scottish heroes at the National Wallace Monument. The Monument is one of the attractions offering a 2 for 1 deal in the campaign. There are also recommendations to take a Trike Tour of the Trossachs, explore with Trossachs Cycles and see the stunning white scenery along the River Teith. Accommodation deals offered through the campaign have been structured to encourage visitors to extend their stay from two to three nights, either on the basis of three nights for 99 or three nights for the price of two. Harvieston Country House Hotel & Restaurant in Tillicoultry, MacDonald Inchyra Grange Hotel, Drymen s Winnock Hotel, the MacDonald Forest Hills Hotel in Aberfoyle and the Knockhill Guest House in Bridge of Allan each have one of these three-night offers live on the campaign site. Two weeks of TV advertising will be used as part of Winter White for the first time this year, alongside the traditional package of electronic mailings, press inserts and on-pack promotions with partners. The Scottish Government is providing 30,000 in additional funding to support a radio campaign to promote the Winter Festivals in the six cities. Winter White has been designed to attract four of our six target UK customer groups (or market segments ), the four groups most disposed to taking a break in Scotland. Last year s Winter White campaign, which ran from November 2007 to March 2008, generated over 46 million nationwide. Research conducted for VisitScotland by TNS revealed that 55% of consumers surveyed who saw the campaign went on to book a holiday. It also showed that the average party spend per trip was 348, higher than the UK average. 6

7 The campaign beat over 1,400 entries from around the UK to be named the Best Overall entrant at the Chartered Institute of Public Relations President s Grand Prix, and also won the Best Integrated Campaign category. 2. Consumer PR i. International January: Group press trip (7 pax) visited Stirling and Trossachs as part of Scotland programme themed on Homecoming Scotland Titles included ElleCanada.com, Homefront magazine, WABC Radio, Quantas Magazine and Scottish Banner. ii. UK & Ireland PR campaigns activated: Winter White November March 2009 Activity: News releases Feature pitches Press trips Celebrity interviews Competitions PR themes: Winter sports Heath and wellbeing Scottish Snowdrop Festival Two gardens in Forth Valley participated in the Scottish Snowdrop Festival 2009: The Linns in Dunblane and Gargunnock House Gardens, Gargunnock. The campaign is currently being evaluated independently, but the total opportunities to generated through PR activity exceeds 60 million. Perfect Day March August 2009 Activity: Press trips Photocall Press interviews Broadcast features 7

8 PR themes: Spring Perfect experiences Islands Golf City plus Urban adventure Ahead of the Perfect Day campaign launch in April, some of the W1 and W4 trips were undertaken early in March to ensure coverage comes out at the right time. Example coverage: RTE1 (Republic of Ireland), No Frontiers, broadcast 8 March. Stirling and locations around the Loch Lomond & The Trossachs National Park were profiled on one of Ireland s top-rated TV shows as an ideal romantic short break in Scotland. VisitScotland s consumer PR team took the original request from Irish national TV station RTE1 for a romantic Scottish break and developed the itinerary that formed the basis for the nine-minute segment of travel show No Frontiers broadcast on Sunday 8 March. No Frontiers is one of the top ten most watched shows in Ireland, attracting an audience in its last series of up to 624,000, greater than that for the nine o clock news. 8

9 The Scotland sequence takes in a tour of Stirling Castle, the National Wallace Monument and a haggis lunch at the Clive Ramsay Restaurant in Bridge of Allan. The presenters then head out into the countryside for white-water rafting on the River Tay, before a sampling local food and drink, first by blending whisky at Glengoyne Distillery and then over lunch at Colquhoun s restaurant at the Lodge on Loch Lomond. They conclude their trip on the water with a sailing with Cruise Loch Lomond. Press enquiries Scotland Outdoors Various images of Argyll, Loch Lomond & Forth Valley supplied to accompany feature. Press trips funded by VisitScotland Freelance Travel writer Graham Uney has spent two weeks in February researching two new books.in Breadalbane, with financial support from VisitScotland. Mr Uney is preparing a new walking guide, Walking in the Loch Lomond & The Trossachs National Park, and also book of Highland photography titled A Winter s Tale: The Scottish Highlands. He spent a fortnight working on the books from a base at Earnknowe cottage near Lochearnhead. Western Daily Press (Gloucestershire) April Trip to Loch Lomond as part of Perfect Day activity. Stay at Cameron House Hotel and joining Cruise Loch Lomond on their Inversnaid Explorer Cruise. 9

10 Coverage generated Weightwatchers magazine January 2009 Feature on walking in Scotland, covering Loch Lomond with Winter White theme. Northside Magazine March 2009 Feature on food and drink at various locations around the area. Coverage of Scottish Snowdrop Festival appearing in: Scottish Scotsman (full page), The Press & Journal, BBC Radio Scotland, Scotland on Sunday, Scotsman.com, Falkirk Herald. National Sunday Times, Daily Telegraph, dailytelegraph.co.uk, The Independent, Daily Mail. Regional Birmingham Mail, Western Daily Press, Oxford Times, North Devon Journal. Consumer magazines & websites Gardeners World, Period Living magazine, ion magazine, echomeandgarden.co.uk. 3. Industry communications Industry eupdate, January 2009 Trossachs fronts new guide for homecomers Publication of new 2009 Accommodation Guide featuring cover image of Loch Lomond & The Trossachs National Park and Homecoming branding. Global Scots urged to get snappy for Homecoming VisitScotland teams up with Forestry Commission Scotland to encourage people of Scots ancestry to create a unique photo wall at David Marshall Lodge. Homecoming Scotland 2009: what s on from Bowmore to Bo ness Publication of Homecoming Scotland 2009 events guide. Industry eupdate, February 2009 Stirling brochure reveals Braveheart Burns 10

11 The Stirling Smith Art Gallery has produced a new trail brochure exploring a lesser-known aspect of Robert Burns and his relationship to Stirlingshire. Industry eupdate, March 2009 Falkirk Council, VisitScotland and you Invitation to Falkirk tourism businesses to come and share ideas for the area s development with the Council and VisitScotland at event at Callendar House on 23 March. Now here is the muse: the National Park thriller VisitScotland is promoting the country in France on the back of a new thriller novel set in the National Park. Cameron House leads pack at hotel awards News of winners across Argyll, Loch Lomond & Forth Valley at Scottish Hotel of the Year Awards. Free green tourism business event at Falkirk Wheel Invitation to attend free workshop on the Green Tourism Business Scheme on 2 April at the Falkirk Wheel. 4. Business tourism Scotland in Manchester, 28 January. The Business Tourism Unit s Central team hosted the event and 8 partners attended this opportunity to meet with event organisers and planners from the North of England. A total of 34 registered to attend, with 23 present on the day. The event began with a networking opportunity and drinks reception followed by dinner in the Michael Caines Restaurant, which was booked exclusively for this event. Entertainment included a piper and actor dressed as Robert Burns, supporting the launch of Homecoming Scotland 2009 the same week. MacDonald s Resorts and Hotels participated, including representation for Forest Hills Hotel. International Confex, Earls Court, London, February. Central team organised participation at Confex, including partner participation, stand build, entertainment and staffing. Central partners on stand included Lodge on Loch Lomond, Fusion AVS (also representing Glenskirlie) and The Falkirk Wheel. Visitor figures for the exhibition have risen by 5% this year, with over 10,000 meeting and event planners attending the three-day event. Day of Discovery site visit - Stirling/Perthshire This site visit was designed to give conference organisers an insight into a range of venues/activity providers available within the central region. A total of 25 agents and corporates registered, with 14 attending on the day. The itinerary included a visit to Stirling Management Centre. Scotland Means Association Business fam trip March 11

12 A number of central venues were showcased during the North American fam trip, which included visits to De Vere Deluxe Cameron House and Stirling Castle. Sustainable Tourism New & Old Press fam trip, March Members of the UK press hosted by Victoria Napier visited a range of venues in the central region who have made a conscientious decision to ensure their venues are operating in environmentally-friendly initiatives. Venues visited included The Falkirk Wheel and DeVere Deluxe Cameron House Hotel. 5. Business Engagement Phase 1 Marketing Phase 1 of our marketing campaign for 2009/2010 has now been launched including core local marketing such as the Accommodation Guide and Visitor Guides for 2010 as well as web listings on visitscotland.com. All tourism businesses in the area have been contacted by either or post. EatScotland Perfect Day opportunity A new marketing opportunity which is aimed at food and drink providers is an offer-based promotion which will be promoted through the successful spring/summer Perfect Day campaign which will be marketed through a number of channels including web advertising on Falkirk Tourism Trade Event at Callander House, 23 March. This event was organised by Falkirk Council in conjunction with VisitScotland to provide a networking day with tourism businesses in the area. Business Engagement provided a presentation in which an overview of marketing opportunities were discussed to allow businesses in the area to see what opportunities they were able to take advantage of. Grow with VisitScotland networking event, Stirling at Stirling Smith Art Gallery & Museum, 25 March A networking event organised and hosted by VisitScotland saw 24 local businesses attend with an evening of presentations from Business Engagement, visitscotland.com and the new Growth Fund. The event gave the opportunity for businesses to meet with VisitScotland colleagues and network with contacts within the local tourism industry. 6. Information centres Those shaded in grey are seasonal offices and are therefore closed from January to March. 12

13 VIC Name Jan-Mar 09 Vis Nos Jan - Mar 08 Vis Nos % Difference Jan - Mar 09 Bkgs Jan - Mar 08 Bkgs % difference Aberfoyle % % Bo ness Callander % Falkirk % % Stirling % % Dumbarton Road Stirling Pirnhall % % Tillicoultry 7166 n/a n/a 0 n/a n/a Tyndrum % % 13