Local delivery in The Kingdom of Fife
02 VISITSCOTLAND How we deliver for the Kingdom of Fife Think of Fife and think of some of the greatest icons of Scotland: world-class golf, historic St Andrews, the ancient capital of Dunfermline and the fishing villages along the stunning coastline of the East Neuk. They make the Kingdom of Fife a powerful proposition for visitors, a wealth of experiences that VisitScotland is structured to exploit for optimum tourism growth. VisitScotland has a team of professionals working for the Kingdom of Fife, including specialists in marketing, public relations, business tourism and business engagement, plus a team of local experts who deliver information and inspiration at information centres in Anstruther, Crail, Dunfermline, Kirkcaldy and St Andrews. EventScotland has played an important role in developing the area s tourism calendar, bringing the Cleveland Golf/Srixon Scottish Seniors Open to St Andrews in August 2009 and supporting regional events, such as the Kirkcaldy Comedy Festival in September. VisitScotland is committed to playing a central role in the next steps for Fife s tourism strategy and action plan, as it evolves following the outcomes of the review carried out by the Glamis Consultancy on behalf of VisitScotland and Fife Council. Together with the council, industry groups and other partners, the months ahead promise an exciting opportunity for us to work together to shape the future of tourism in the Kingdom of Fife. 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 team works hard to provide leadership, share our expertise and help create the environment for tourism growth. Chief among those partnerships is that with the local authority, Fife Council. The relationship is central to our activity in Fife, and produces, for example, the local Visitor Guide, Accommodation Guide and the St Andrews and Kingdom of Fife Golf Guide, as well as increased profile for Fife in national marketing campaigns. We also work closely with local tourism groups, such as Destination Dunfermline, St Andrews World Class, First in Fife Golfpass and, of course, hundreds of tourism businesses through our marketing campaigns and other promotional activities.
FIFE 03 01 02 03 04 05 06 01 ACCOMMODATION GUIDE The guide provides information on the range of places to stay throughout Fife, together with inspiring images and great reasons to visit. The print run of 80,000 copies is distributed via the VisitScotland.com national booking and information service, Fife regional website and information centres. 02 VISITOR GUIDE The Kingdom of Fife Visitor Guide is the main on-arrival publication for the region and is packed with information on what to see and do in the area, as well as shopping, eating out and other useful information. Print run of 60,000 copies, mainly distributed via information centres. 03 GOLF GUIDES Fife s world-class golf offering guarantees extensive coverage for the region in the Official Guide to Golf in Scotland, which also includes information on Fife s golf passes. The national guide supports the St Andrews and the Kingdom of Fife Golf brochure, which details the area s golf offering and nearby accommodation. 04 VISITFIFE.COM Fife has its very own consumer website visitfife.com. The site provides excellent information on where to stay, what to see and do, activities and events taking place in the region. It also includes a section dedicated to the region s rich golf offering. 05 CLEVELAND GOLF/SRIXON SCOTTISH SENIORS OPEN Sam Torrance and a resculpted course are just two of the stars of this prestigious event, brought by EventScotland to Fairmont St Andrews in August 2009 through a 150,000 investment and partnership with The European Seniors Tour. 06 HOMECOMING SCOTLAND 2009 The Homecoming Scotland 2009 programme supports a number of major events in Fife throughout the year, including: StAnza: Scotland s Poetry Festival, St Andrews Golf Week, Ceres Highland Games and the East Neuk Festival.
04 VISITSCOTLAND Our marketing strategy for the Kingdom of Fife Consumer research has shaped the particular brand identity for Fife, which draws on the area s worldclass golf offering, rich heritage and culture and the great outdoors. It is therefore through these products that you will see the area brought to life in the full spectrum of marketing materials and initiatives, from brochures and guides through to our diverse UK and international marketing campaigns. Our UK marketing strategy for the region is structured around our warm customer groups, those affluent southern explorers, younger domestic explorers, mature devotees and affluent active devotees groups, for which you can find profiles on page 10 of our main Strategy Review brochure. You will therefore see Fife appear strongly in campaigns aimed at those customers. For example, the affluent active devotees are Scotland aficionados who can afford the finer things in life, attracted by quality hotels, food and drink and the opportunity to try their hand at golf as well as newer outdoor activities. That clearly presents a huge opportunity for Fife in campaigns aimed at those customers. Palace; Wemyss Café and Cluny Clays; and Abbot House Heritage Centre and Dunfermline Abbey and Palace. The campaign was aimed primarily at the younger domestic explorers and so the Café Days website was promoted through PR activity with media and partners we know are used by this customer group; for example, a giveaway with the Daily Mail. 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 St Andrews Week, StAnza Poetry Festival or the Alfred Dunhill Links Championship, we know we are sending them to the very best prospects. For another example, take our Café Days campaign, which showed visitors where they could get a great coffee and a cake while on holiday, as well as promoting their neighbouring attractions and activities: Café Jannettas and the British Golf Museum; Pillars of Hercules Farm and Falkland
FIFE 05 08 07 09 10 11 12 07 WINTER WHITE Designed to stimulate visits in the traditionally quiet months, Winter White 07/08 generated 46m for Scotland. Fife is promoted in the annual campaign with accommodation offers and white -themed things to see and do. Investment by Fife Council upweighted the Fife presence in the 08/09 campaign with press and partner promotions. 08 PERFECT DAY Fife s Coastal Route, golf at St Andrews and walking the Fife Coastal Path are among the perfect experiences featured in the summer 2009 Perfect Day campaign, based around the website visitscotland.com/ perfectday with holiday ideas and suggestions for the most spectacular touring routes and itineraries. 09 REAL SCOTLAND THE LOCALS GUIDE Campaign and accompanying book highlighting Scotland s hidden gems, among them the village of Crail, Dysart, Kirkcaldy Museum & Art Gallery, Hill of Tarvit House and Wemyss Caves. The campaign was launched in Anstruther and the guide has been promoted through a radio and poster campaign and media partner Condé Nast Traveller. 10 RELATIONSHIP MARKETING Fife Coastal Path, Falkland Palace and Dunfermline Abbey, Fife Circular cycle route and St Andrews Day celebrations have all featured in seasonal direct mailers to our UK & Ireland consumer database as part of our personalised relationship marketing programme, designed to drive consumers up the loyalty ladder and encourage repeat visits. 11 FIFE SEASONAL MAILERS Fife and Perth & Kinross Councils joined forces to invest in this joint spring mailer with events and holiday ideas, including Fife Coastal Path, blue flag beaches and Homecoming Scotland 2009 events. It was sent to 80,000 UK consumers in March, backing up a Fife-only mailer issued to 25,000 last autumn. 12 CONSUMER E-ZINES As part of the relationship marketing programme monthly e-zines electronic magazines are sent to over 200,000 UK consumer contacts, personalised according to interests. E-zines have featured a number of Fife events including St Andrews Week, StAnza Poetry Festival, The Big Tent Festival and the Alfred Dunhill Links Championship.
06 VISITSCOTLAND Our marketing strategy for the Kingdom of Fife 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 to each of our main international markets in the appropriate language, the e-newsletters are based on themes, carefully chosen to spark interest in Scottish holidays at the right times of the year. These e-newsletters support our European Touring campaign, which features Fife strongly using an online calendar aimed at first-time and repeat visitors from Germany, France, Sweden, Italy and Spain. Building on the drive started in 2008, the 2009 campaign again focuses on seasonality, proactively promoting what to see and do in Scotland each month. Fife events and activities include StAnza Poetry Festival, Pittenweem Arts Festival, RAF Leuchars Airshow plus walking and cycling ideas. Underpinning the UK and international marketing effort is the work of the consumer PR teams, who secure coverage for Fife in the travel and lifestyle media. In the last year, these have included a six-page feature on golf at St Andrews in the US lifestyle magazine Intermezzo, several Fife walking features in the Edinburgh Evening News and TV coverage for Cambo Estate as part of a report on the 2009 Scottish Snowdrop Festival. 13 17 13 EUROPEAN TOURING CAMPAIGN Annual year-round campaign that attracts international visitors to Fife through themed touring itineraries and a seasonal calendar highlighting Events and Festivals, Food and Drink, Flora and Fauna and Activities to enjoy each month. Fife features include StAnza Poetry Festival, Pittenweem Arts Festival, RAF Leuchars Airshow and local outdoor activities. 17 SCOTTISH SNOWDROP FESTIVAL Cambo Gardens, Hill of Tarvit and Valleyfield Wood have each featured in the Snowdrop Festival, which encourages visitors to explore Scotland s gardens while the snowdrops are in bloom. Advertorial in the Sunday Post included a competition win a break at Cambo Estate, and ITV s Five Thirty Show covered the campaign.
FIFE 07 14 15 16 20 18 19 14 WALKING FOR WALKERS Fife is covered prominently in this walking campaign, with high visibility for Fife Coastal Path and Lomond Hills in 30,000 copies of an A2 map, a Fairmont St Andrews competition prize and a Fife press trip. Several Fife walks are featured on the campaign website, including Lower Largo to St Andrews. 15 SCOTTISH ADVENTURE GUIDE Outdoor climbing at Aberdour, quad biking and skydiving at St Andrews, kart racing at Dunfermline and surfing at East Beach St Andrews are all featured in 70,000 copies of the 2009 Scottish Adventure Guide, which promotes the diversity of outdoor/adventure sports and their accessibility both to Scots and UK visitors. 16 VISITSCOTLAND ADVENTURE PASS VisitScotland s Adventure Pass includes dozens of special discounts on adventure pursuits, accommodation, shopping, pubs and restaurants. Special offers were included free of charge to the 50 businesses involved in the pass, including operators Cluny Clays and Elmwood Golf, Cupar. 18 WALK IN SCOTLAND GUIDE Experienced walkers provide insight on the country s best walks in this guide, which includes a dedicated regional section for Perthshire, Angus & Dundee and Fife. Featured walks include The Moor Road, Ceres and Hill of Tarvit route and the North Queensferry to Burntisland route. 19 CYCLE SCOTLAND GUIDE This guide and accompanying website visitscotland.com/cycling profile the variety of cycling experiences available in Scotland from easy, peaceful cycling and touring on roads and lanes to mountain biking and long distance routes. Among the featured routes is the St Andrews to Balmerino cycle route. 20 GOLF MAILER A mailer with information on golf in Fife and the area s golf discount tickets was sent to 47,000 UK consumers interested in the sport. The mailer generated over 1,600 requests for the national Guide to Golf in Scotland and more than 900 requests for the Fife Golf Guide.
Contact details Richard Pinn Regional Director Tel 01738 450 603 E-mail: richard.pinn@visitscotland.com 21 Laura McGlashan Strategic Relations Executive Tel 01738 450 611 E-mail: laura.mcglashan@visitscotland.com 22 23 24 21 BE INSPIRED WITH HIGHLAND SPRING VisitScotland s summer campaign in partnership with Highland Spring attracts visitors to Fife by showcasing the range of things to see and do under the categories of Great Outdoors, Taste of Scotland, History and Film, Family Fun and Scottish Wildlife. A stunning image of St Andrews West Sands fronted the campaign. 22 PARTNER ACTIVITY NORFOLKLINE VisitScotland is working closely with Norfolkline to support the new Zeebrugge-Rosyth ferry service. Activity has included an 80,000 partnership campaign comprising online advertising, a competition to win a trip to Scotland, extensive Scotland content in the on-board magazine, e-direct mail to 24,000 Belgian consumers and programme of joint press visits. 23 DRIVE IT HOME GOLF PROMOTION VisitScotland s biggest ever international golf promotion lures players to the Home of Golf in 2009 by offering a free four-ball at courses in Fife and around Scotland, with early signs pointing to a significant return. 24 VISITSCOTLAND EXPO Scotland s business-to-business event, where Scottish exhibitors can showcase their products and services to around 800 buyers from around the globe. Fife businesses at the 2009 event included Best of Scotland Holidays, Connoisseurs Scotland, Kingdom Hotels, Myres Castle, Old Course Hotel Golf Resort & Spa and Queensferry Hotel. Front cover shows the fishing port of St Monans, west of Anstruther. Designed and produced by Tayburn Corporate