VisitScotland activity report for Argyll & the Isles

Transcription

1 VisitScotland activity report for Argyll & the Isles October 2010 to March Marketing i. Autumn Moments campaign Quality food and drink was the major theme in VisitScotland s 1.5 million domestic marketing campaign for autumn, which launched in September and ran until early November. Leading with the legend Capture your Autumn Moments in Scotland, the campaign was the latest multi-channel marketing push in the UK, taking the baton from the summer Perfect Day campaign. All activity encouraged visitors to celebrate autumn in Scotland, with particular emphasis on the seasonal changes that make a Scottish holiday so special at this time of year, including wildlife, activities, events, food and drink and the colours of the landscape. 1

2 Argyll was promoted heavily across the Autumn Moments website, visitscotland.com/autumn, which explored in detail the campaign themes and the best ways to see Scotland in autumn. Argyll features on the site included The Seafood Trail, Cowalfest, golf in Kintyre, island hopping, the Loch Lomond & The Trossachs National Park, Helensburgh and Argyll s wildfowl and marine wildlife. As with the Perfect Day campaign, cinema and TV advertising wre among the most visible elements of the campaign, supported by PR activity, sales promotions with a diverse line-up of partners and prominent advertising across the UK with numerous travel partners. ii. Winter White campaign The Autumn Moments campaign handed the baton to the annual Winter White campaign at the beginning of November The mechanics of the two campaigns were similar, both leading with TV and cinema advertising, including a new cut of the Winter White ad. Winter White is designed to promote the beauty and diversity of things to see and do in Scotland during the traditionally quiet winter months. Once again, all activity pointed to the campaign website, where potential visitors could browse special offers for accommodation, attractions and activities, and expand their ideas for inspirational things to see and do across Scotland in winter, including top seafood eateries, winter wildlife, distilleries and island-hopping. E-newsletters supporting the campaign promoted island retreats on Islay and Mull and winter wildlife. 2

3 Many of the s promoted the annual Scottish Snowdrop Festival, which this year included Torosay Castle, Arduaine Garden, Mount Stuart and Ardardan Walled Garden in Cardross. This was the last year of the Winter White campaign, which ran until the beginning of March iii. Café Days campaign Winter White s also promoted the Café Days strand, which continues in the new Surprise Yourself campaign. Café Days invites visitors and locals alike to nominate their favourite cafes across Scotland, describing the reasons why it is worth a detour and the other activities they enjoyed during their day. The campaign reinforces Scotland s food and drink credentials, while providing an innovative way of engaging visitors with different parts of the country and tapping into the social media revolution by allowing visitors to define great experiences for others. 3

4 Argyll cafés featured in the campaign through visitors nominations include the Kerrara Bunkhouse & Tea Garden (pictured), The Watering Can at Glenbarr Nursery, Kintyre, The Smiddy Bistro in Lochgilphead and CaféBarge in Tarbert. iv. Surprise Yourself campaign VisitScotland s first new TV and cinema ad in four years shows a seaplane departing from the River Clyde and then landing in Tobermory bay. It is among a collection of surprising images of Scotland in the new ad, which leads VisitScotland s new 3.5m domestic campaign. Argyll locations predominate in the new ad, which has been showing in three different 40-second versions on TV and a 73-second full-length version in cinemas and online. 4

5 As well as the already iconic images of the seaplane over Tobermory, the ad also shows the treehouse at the Lodge on Loch Goil and sunset shots of a trawler on Loch Riddon, Kyles of Bute. The ad was directed by Glasgow photographer and director David Eustace whose CV includes high-profile adverts and portraits of the world s biggest stars from Sir Paul McCartney to Scarlett Johanssen. Surprise Yourself launched in the UK on Wednesday 16 March, when three cuts of the ad each including Argyll footage began screening during some of commercial TV s biggest shows, including Coronation Street. Consumer research conducted into the first two-week period of the ad campaign has shown that it could be VisitScotland s most effective ad campaign in the last decade. Research to assess viewers rational and emotional responses to the advert found that it outperforms previous campaigns. It was found to be more involving than earlier campaigns, scoring higher than even Homecoming Scotland 2009, and its ability to stand-out from other advertising scored higher than any previous VisitScotland campaign. One in four people surveyed were highly motivated to visit by the advert. The cut of the advert ending with the Treehouse on Loch Goil achieved the highest level of brand recognition, with 89% identifying the advert as one that could only be Scotland. 5

6 The ad is the most visible face of the new 3.5m campaign for the UK & Ireland market. It takes over from the cycle of seasonal campaigns that have run in the UK over recent years: Perfect Day, Autumn Moments and Winter White. Consumer research informed the decision to refocus the advertising to make it more engaging for our market segments, increase the human element and show more of Scotland the locations are identified by on-screen captions. The broad mix of campaign activity includes PR, on-pack promotions, carrier partnerships and consumer direct mail, all pointing to the dedicated website The website expands on the ideas for surprising experiences, including island hopping, sea eagle-watching and walking the West Island Way from Kilchattan Bay on the Isle of Bute. 6

7 The Tobermory and Treehouse images from the ad are also used as hero images in the programme of consumer e-newsletters, sent to our best-prospect customers with content tailored to what we know about their interests. v. Real Scotland campaign In early September, VisitScotland launched a new campaign aimed at one of our largest market segments in the south of England. Real Scotland ran until the end of March 2011 and supported the main seasonal campaigns for autumn and winter. Real Scotland is based around a specially produced, 100-page book titled Real Scotland: the Insider s Guide that highlights favourite places and hidden gems across the country as selected by a collection of diverse individuals who live and work here, including a chef, an ornithologist, an artist, a businessman and a tour guide among others. 7

8 Among their dozens of selections are Oban, Kilchurn Castle, Loch Tulla, Loch Etive, St Columba s footprints at Mull of Kintyre, Kilmartin Glen and various parts of the Loch Lomond & The Trossachs National Park. The accommodation offer includes Ards House and Ardanaiseig Hotel. The book was distributed through a variety of on-pack and sales promotions with major brands popular with the target segment, among them Delia Smith, Thistle & Broom, Planet Organic, Loch Fyne, Drambuie and Lastminute.com Consumers responded to the campaign by entering a competition for a weekend break and a free copy of the book (25,000 copies). In the first two months of the campaign, this generated over 20,000 names for the database. Consumers were also directed to the current seasonal campaign site, where specially created Real Scotland content introduces the many other attractions across Scotland they might discover. vi. VisitScotland Days Out iphone app In November, VisitScotland launched its latest tool to inspire, inform and convert visitors: a free app for the iphone. The app provides the rapidly growing population of iphone users with thousands of ideas for days out in Scotland, either by searching in the conventional ways or by shaking or hitting the inspire me button for a random selection chosen from fruit-machine style reels on the screen. Users can choose to be inspired on days out anywhere in Scotland, in a specific region, or they can use the GPS-powered near me option to suggest the very closest attractions. 8

9 From a page of information on each attraction, restaurant or activity, visitors can link direct to the business s own website for more information. Google mapping also provides easy directions. Argyll businesses and attractions featured free on the app include Coast restaurant in Oban, Cruchan Visitor Centre, Arduaine Garden, Kilmartin House Museum, Duart Castle, Inveraray Jail, Aros Park in Tobermory and The Pierhouse Restaurant at Hotel Hebrides in Tarbert among many others. The app is suitable for visitors and residents alike in order to full capitalise on the staycation trend. Recent research by Deloitte estimated the value of the Scottish day-trip market at 4.49 billion. The app is part of VisitScotland s on-arrival strategy to extend stays by providing visitors with the information and inspiration that will encourage them to stay longer, do more and spend more. Produced in association with Historic Scotland and the National Trust for Scotland, the app comes pre-loaded with all of their attractions as well as ASVA attractions, 300 EatScotland-registered eateries and all VisitScotland Information Centres. It also offers a variety of seasonal offers from businesses. The new app comes at a time when smartphone ownership has surged by more than 80%. The app is available free from itunes by simply searching on VisitScotland. Success of the app The marketing campaign was boosted in the New Year when Apple selected the app for the New and noteworthy section of its Appstore homepage. The combination of these elements pushed the app into the top five of the itunes Travel section, in the same company as TripAdvisor and British Airways. The app remained in the top ten for several weeks, and as a result, appears fleetingly in a demo of the travel section featured in a new TV advert for the iphone 4. By the end of April, the app had achieved over 30,000 downloads. The app is considered a pilot project. Its performance and usage will be monitored closely throughout the year with a view to making incremental improvements, rolling out to other platforms and future commercial opportunities. vii. Drive it Home 9

10 Drive it Home is VisitScotland s major international campaign to stimulate increased visits to Scotland on the strength of the country s golf product. In 2010, the campaign reached an audience of 70 million and generated 2.5m for the Scottish economy. The first phase of the 2011 campaign ran throughout February, targeting golf aficionados with value-added offers and deals at a range of courses and hotels. Visitors also had the opportunity to win a luxury golf break for two at Machrihanish Dunes, including accommodation at The Village. viii. International e-newsletters Argyll and the Isles has continued to feature prominently in VisitScotland s programme of e-newsletters for international markets. These are sent monthly in nine languages to close to a million consumers around the world who have opted in to receive news from VisitScotland. As well as general consumer communications with themed news and territory specific travel offers, there are additional s sent to our special-interest databases for both golf and ancestral tourism. Argyll featured particularly strongly in e-newsletters issued in January 2011, when the theme of Scotland s Islands was applied. The Ancestral Scotland e-newsletter led with an image of Kilchurn Castle and included content on the year of Scotland s Islands and the Islay Malt & Music Festival. Meanwhile, the general consumer versions for January included more islands content, with Islay again promoted in an Island escapes feature. There was 10

11 also a whisky-themed piece fronted by the Duke and Duchess of Argyll, and wildlife and active articles featuring dolphin watching off the Isle of Mull and windsurfing on Tiree. Whisky was previously a theme for the November 2010 editions, when there were two features on Jura. The latest golf e-newsletter was sent in March 2011, which led with a hero image of the Carrick at Loch Lomond. ix. visitscottishheartlands.com The regional website underwent its regular seasonal refresh to complement the Autumn Moments, Winter White and Surprise Yourself campaigns. 11

12 2. Consumer PR Highlight coverage during the period included: Loch Lomond & The Trossachs National Park featured among the best walks in Britain s 15 greatest landscapes in National Park-themed edition of Country Walking Magazine, March 2011 (cover pictured below). Feature is result of VisitScotland press trip in autumn In February, BBC Wildlife Magazine published a feature on Beaver Trials in Knapdale, the result of a VisitScotland press trip to the area in October Coverage achieved on Australia s number one travel programme, Getaway the result of VisitScotland press trip in June The segment focused on Loch Lomond and Argyll, featuring Oban and Tobermory. Coverage was broadcast to over 2 million viewers in Australia. In December, both The Times and the People s Friend published whiskythemed articles featuring the Isle of Islay with VisitScotland support, including a press trip in October. VisitScotland hosted ITV s This Morning on a press trip to Oban for a seafood item broadcast in March. Overseas press trip have included a Belgian group on a Highland tour, during which they stayed at Isle of Eriska Hotel. A trip was also organised for popular terrestrial French channel TF1 s show Green Trip, which shot one of two Scottish shows on the Isle of Mull. The show reaches an 12

13 estimated audience of 2.2m, and is supported by coverage in the travel magazine L Officiel Voyage, with a circulation of 140,000. With support from VisitScotland, The Daily Mail published a travel feature on Loch Lomond Seaplanes, which included an interview with Captain David West and photos of the seaplane at Kilchurn Castle and landing in Tobermory, per the Surprise Yourself TV/cinema advert. 3. Consumer publications Regional publications Castle Stalker is pictured on the cover of the new What to See & Do guide for Argyll & the Isles, the main on-arrival publication available from VisitScotland Information Centres nationwide. The guide includes feature spreads on Argyll Forest Park, the Cowal Peninsula, Isle of Bute, Oban & Lorn, Mid-Argyll & Kintyre, Mull, Iona, Coll & Tiree, Islay, Jura & Colonsay, plus colourful spreads on food and drink, great outdoors and places to visit across the area. The print run is 43,000 copies. A second What to See & Do guide has been published dedicated to the Loch Lomond & the Trossachs National Park, with a print run of 50,000 copies. The National Park guide pictures the Arrochar Alps on the cover. These are complemented by the new Where to Stay 2011 for Argyll & the Isles, with a print run of 41,300 copies. The cover image shows Kilchurn Castle. 13

14 The decision to dedicate the Where to Stay brochure to Argyll & the Isles has been taken in response to industry and stakeholder feedback. It is the first time since 1996 that the area s accommodation guide has not included the Stirling and Forth Valley areas. National publications The Official Guide to Golf in Scotland Print run: 100,000 Argyll coverage appears across more than 25 pages, which details the area s golf product on maps, with course listings, accommodation, lively editorial on things to see and do away from the course and large colour photographs of Machrihanish Links (pictured), Cardross Golf Club and Rothesay Golf Course. 14

15 Walk in Scotland Print run: 50,000 Argyll walks are spread over eight pages, with an additional double-page spread dedicated to the Loch Lomond & the Trossachs National Park. Active in Scotland Print run: 40,000 New publication that combines the former Adventure and Mountain Biking guides into a new guide that complements the year of Active Scotland. Argyll coverage is spread across eight pages and includes colour photographs of sailing near Oban (shown above), canoeing on Loch Lomond, sea-kayaking at Castle Stalker, wildlife watching on Mull, surfing on Tiree and Gylen Castle on the Isle of Kerrera. 15

16 Fish in Scotland Print run: 25,000 Coverage for the Argyll fishing product is spread throughout the guide, including a double-page spread photograph of Loch Awe (pictured). 4. Industry communications Industry eupdate - October 2010 to March 2011 Mull in international adventure spotlight VisitScotland brings seven of the world s top adventure tourism writers and operators to visit Mull ahead of the Adventure Tourism Summit. Travel bible puts hotel on world map Ardanaiseig Hotel is voted the UK s third best leisure hotel by readers of Conde Nast Traveller, making it the top hotel in Scotland. Cowalfest benefits from My Scotland campaign This year s Cowalfest was given an additional boost by VisitScotland s My Scotland campaign, which dedicated a full-page travel feature in the Daily Record to promoting the event and the Cowal area. Calmac named Public Transport Operator of the Year The second major award for Calmac this year, given at the Scottish Transport Awards in Glasgow. Snowdrops forecast throughout the area Six Argyll gardens take part in annual Scottish Snowdrop Festival. TripAdvisor: Dunoon hotel among best in Europe 16

17 Dunoon s Abbot s Brae Hotel is named seventh best hotel for service in Europe by TripAdvisor. Expanding? A Business Growth Grant could help. Up to 3,000 in support available from Business Gateway for Argyll businesses with expansion plans. Literary Scotland guide published VisitScotland and Glasgow University have produced a guide to Literary Scotland, including Inveraray s links to Para Handy author Neil Munro. OUR Park voluntary investment scheme Green credentials scheme being rolled out across National Park. Ambitions magazine, spring 2011 Joining forces in the Heart of Argyll Heart of Argyll Tourism Alliance brings together Mid-Argyll businesses to better promote the area s unique natural and cultural heritage. 5. VisitScotland Information Centres Figures show both footfall and accommodation bookings made in Argyll & the Isles VICs from October 2010 to March 2011, comparative with the same period a year ago. VIC 10/11 09/10 % Diff 10/11 09/10 % Diff Footfall Footfall Bkgs Bkgs Ardgartan 1,214 2, Bowmore 4,709 5, Campbeltown 5,757 7, Craignure 21,949 23, Dunoon 5,772 5, Helensburgh Inveraray 9,360 13, Lochgilphead 517 1, Oban 28,712 30, Rothesay 12,320 20, Tarbert (Loch Fyne) 4,298 3, Tarbet (Loch Lomond) Tobermory 0 2, May