GREAT Inverness Loch Ness Final Report Year 2 FY
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1 GREAT Inverness Loch Ness Final Report Year 2 FY
2 Agenda GILN programme & objectives Travel Trade PR, Media & Content Central activities France Travel trade shows Germany France Netherlands Germany Social Travel Summit Netherlands Consumer marketing (separate report) 2
3 The Programme GREAT funded programme to support economic growth by attracting more international visitors to the Loch Ness Inverness area 4 year programme Total funding: 2 million, 500k per year 3 markets: France, Germany, Netherlands 3
4 Programme objectives Stimulate demand when there is significant seasonal (Autumn to Spring) capacity Increase volume and range of product sold through travel trade Work with journalists, travel writers and social media influencers to provide reasons to book now 4
5 Trade & B2B Consumer Marketing An integrated 360 campaign PR, Content & Media 5
6 PR & Media France Media Type Theme Date Circulation PAGES Marion & Blog CHAUTARD Alexandra Blog Travel and lifestyle Fashion EL-ABASSI Kaouthare Blog Travel MOREAU Nathalie Esprit Camping Car NOEL Patricia La Voix du Nord Print Travel Fabienne Dupuis Artravel 29 Sept 2 Oct sept 2 Oct Sept 2 Oct VU VU VU VU Print & Blog Travel copies VU 29 Sept 2 Oct copies Print & web Culture & Travel Nov copies 6
7 PR & Media France coverage AR Magazine November Pages Year 1 media visit Le Parisien Magazine 13 May pages Year 1 media visit 7
8 PR & Media France Coverage Décollage Immédiat blog 1 September 2016 Year 1 media visit Esprit Camping Car January 17 5 pages Year 2 media visit 8
9 PR & Media France Coverage Touristissimo blog 12 October 2016 Year 2 media visit Mademoiselle Modeuse Blog 13 October 2016 Year 2 media visit 9
10 PR & Media France media releases Social Travel Summit 16 September 2016 ILN campaign launch 5 October 2016 Update of destination media pack 28 July
11 PR & Media - Netherlands Advertorial Columbus Magazine (bucketlist edition)- 50,000+ copies 11
12 PR & Media - Netherlands Online articles 12
13 Media Netherlands Features in monthly media newsletter December 2016 March
14 PR & Media Germany Influencer Group Press Trip August 2016 Media Theme Data lebedraussen.de Outdoor and Activity Blog: +4k Twitter: +4k teilzeitreisender.de jo-igele.de Outdoor and Activity Blog: +16k Twitter: +4,5k Instagram: +4,4k Outdoor and Activity Blog: visits/ month Facebook: Instagram: heldenunterwegs.de Outdoor and Activity Twitter: Blog: visits reisedepeschen.de hiddengem.de Outdoor and Activity Hiddengem Instagram: +2.6k Reisedepeschen: Blog: Twitter: 3,9k Instagram: +2k 14
15 PR & Media - Germany coverage 15
16 PR & Media Germany Individual Press Trip Media Theme Date Freelance Pia Hoffmann Classic Scotland August 16
17 PR & Media Germany Group Press Trip: Print, 1-4 September Media Type Circulation Deutsches Handwerksblatt Association magazine 314,991 Neues Deutschland National newspaper 30,480 Country Homes Special interest magazine 28,126 Landhaus Living 27,101 Laura Women s magazine 149,645 Welt/ National newspaper 172,808 Welt am Sonntag 413,435 Rhein-Neckar Zeitung Regional newspaper 95,604 Deutschlandfunk/ SRT National radio broadcast 314,991 17
18 PR & Media Germany (more to follow) 18
19 The Social Travel Summit Inverness 19
20 Showcasing Inverness Pre-fams Historical Tour - Cawdor Castle and Culloden Battlefield Loch Ness Tour - Jacobite Cruise from Dochgarroch to Urquhart Castle with a visit Urquhart Castle Scenic Tour - Dores Beach, Suidhe Point and Falls of Foyers 20
21 Showcasing Inverness - events Conference at The Kingsmills Opening reception at Hootenanny Sponsored by Visit Inverness Loch Ness Gala dinner at Achnagairn Castle Co-hosted with VisitScotland Closing reception Jacobite Cruise on Loch Ness. 21
22 Engagement with influencers 22
23 #STSInverness social stats quick view 54 million OTS across Twitter, Facebook and Instagram 3,025 tweets reached 4.5million unique accounts. 304 photos and videos tagged with #STSInverness on Instagram 172 photos and videos tagged with #STSInverness on Facebook #STSInverness trended on Twitter both conference days 23
24 #OMGB social stats quick view 24
25 25
26 The Social Travel Summit ROI #STSInverness generated 700,000 in AVE #OMGB generated 4.26m in AVE Project ROI = 1:56 (This figure excludes the value of the content generated by the influencers). All data produced by Brandseye.com 26
27 Feedback STS Inverness received a score of 4.7/5 with the Gala dinner at Achnagairn listed as an overall highlight of the event. 27
28 28
29 UK Travel Trade Events VSExpo VIBE Explore GB VS flagship B2B event Edinburgh April International Buyers from 31 countries VILN met with XX VB International Business Exchange 1:1 meetings with VB B2B staff from across the world Seminar programmes VB flagship B2B event Brighton 2-3 March international buyers from 43 countries 40 trade media 29
30 Central Travel Trade Activities Creation of a dedicated ILN module on Translated into all languages, not just French, German or Dutch Content includes: History, myths and legends Activities Landscapes Food and drink Accommodation Reviewed and launched in January 2017 So far XX agents took the module Promotion to push the module planned w/c 13th of February Incentive: win a fam trip to ILN 30
31 Travel Trade France Trade familiarisation trip 16th-18th October 2016 Participants: 1 tour-operator 8 travel agencies Itinerary included: Cruise on the Loch Ness Urquhart Castle Hotels show around Falls of Foyers Dores Beach Chisholm s Kilt Makers 31
32 Travel Trade France Dedicated e-newsletter: Travel trade audience Diversity of activities: Arts and Culture History and legends Landscapes Outdoor activities Accomodation Gastronomy Events and traditions Open Rate: 28% Click through rate: 4% 32
33 Travel Trade France Sales meetings Travel Trade Type Group/ Individual meeting/call Date Tour Operator and Travel agents: - Jet Tours Thomas Cook Production team - Lens Voyages - Instant Voyages - Havas Lille Paris - KIT Voyages - CAP 5 Marcq en Baroeul - Nouvelles Frontières TOURCOING - Carrefour Lomme - CAP 5 Jet Tours Lille - Thomas Cook Esquermoise - ATMOSPH'AIR - Couleur du Monde Destination training Lille (Lunch with Scottish menu) Group Tour Operator and Travel agents - Jet Tours Thomas Cook Production team - Rouxel Lambert Vannes - Autre Ciel Auray - Havas Trait d Union Auray - Richou Voyages Vannes - Thomas Cook Univairmer - Celtea Voyages Vannes - Jet tours Edentour Vannes - Havas Voyages Vannes Destination training Vannes (Lunch with Scottish menu) Group
34 Travel Trade France Sales meetings Travel Trade Type Group/ Individual meeting/call Date Tour Operators: - Alainn Tours - Sentier des Arts - Intermèdes - Patrick Tours Allibert - Brittany Ferries - DFDS - Vacances Transat - MIJE - SDI - Planete Neo - TUI sur Mesure - Rambaud Voyages - CREA TOURS As part of the VisitScotland Product Development mission. Scottish breakfast at the British Embassy in Paris Group Tour Operator: Dunnois Voyages Workshop Individual Travel Agencies: - Simplon Voyages - Jet tours - Escapades - Altitudes Voyages - Havas Voyages Sales visits in Orléans Individual
35 Travel Trade BritAgent France Creation of a dedicated ILN module on Content include: History, myths and legends Activities Landscapes Food and drink Accommodation Translated into French Reviewed and launched in January 2017 So far 42 agents took the module Promotion to push the module w/c 13th of February Incentive: win a fam trip to ILN 35
36 Travel Trade Germany Trade familiarisation trip 28 th -31 st October 2016 Participants: 6 tour operators Troll Tours, Wikinger Reisen, Gebeco /Dr. Tigges, Behringer Touristik, TUI Wolters, Service Reisen Giessen Itinerary included: Cawdor Castle, Cruise on the Loch Ness, Urquhart Castle, Hotels show around, Falls of Foyers, Dores Beach, Glen Affric 36
37 37 Travel Trade Germany ITB Berlin Date: 8-12th March 2017 World s biggest tourism trade show 120,000 trade visitors on the three trade days 60,000 visitors on the two consumer days Around 5,180 accredited journalists from 75 countries and some 350 bloggers from 29 countries reported on events at ITB Berlin Politicians and diplomats from Germany and abroad present at the show. 37
38 Travel Trade BritAgent Germany Creation of a dedicated ILN module on Content include: History, myths and legends Activities Landscapes Food and drink Accommodation Translated into German Reviewed and launched in January 2017 Dedicated e-newsletter to promote competition on 31/1/17 Competition also promoted at Incentive: win a fam trip to ILN w/c 13th March 38
39 Travel Trade Germany Sales meetings Travel Trade Type Group/ Individual meeting/call Tour operators: Behringer Reisen BBT Albatross Europe Alpetour Service Reisen Giessen Hotels & More Irish & English Tours CTS Reisen Date As part of RDA Workshop in Cologne Individual 6 th / 7 th July 2016 Tour operators: Dertour TUI Wolters Studiosus Hafermann Reisen Troll Tours Wikinger Reisen Gebeco / Dr. Tigges Travel agents attending Dertour catalogue presentation event As part of ITB Berlin Individual March 2016 As part of Dertour Summer Opening Individual 11th / 12 th November
40 Travel Trade Netherlands Trade Fam trip September participants from Dutch tour operators: Kaipara Reizen, Personal Touch Travel, House of Britain, IHRC, DFDS, Motoerit, De Jong Intra) 40
41 Travel Trade Netherlands Trade e-newsletter articles to 627 contacts May 2016 Feb
42 Thank you 42
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