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Wildlife Tourism Meeting. Introduction. The new branding approach Understanding our customers Freedom of Scotland Key Priorities Next Steps. The Brand Promise. Dramatic. Enduring. World famous icons “This country breathes history”. Strong, rich imagery

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Presentation Transcript
introduction
Introduction
  • The new branding approach
  • Understanding our customers
  • Freedom of Scotland
  • Key Priorities
  • Next Steps
the brand promise
The Brand Promise

Dramatic

Enduring

World famous icons

“This country breathes history”

Strong, rich imagery

“The landscape is really beautiful. It is very colourful and it gives you the space to use your imagination”

Human

Respected and admired people

“I don’t know anyone who is half-hearted about being Scottish. I think one of the reasons why is because it’s a place to experience”

  • Combined = unique experience
know our brand
Know our Brand
  • Core values (or behaviours) identified
  • Integrity
  • Pride
  • Proficiency
  • Innovation
live it visit scotland
Live it. Visit Scotland.
  • New senses campaign launched Spring 2002
  • Will be developed for 2003
  • About EXPERIENCING a visit to Scotland
understanding our customers
Understanding our Customers
  • More discerning
  • More demanding
  • Take shorter holidays, more of them
  • Looking for experiences
  • Have more disposable income
  • Willing to travel
understanding our customers9
Understanding our Customers
  • UK research identified 8 Groups
    • Adventurous Planners (13.8% / age 66)
    • Familiar Planners (13.5% / age 64)
    • Independents (14.2% / age 37-41)
    • Families High Tech (19.3% / age 42)
    • Wild Timers (17.1% / age 26)
    • Budget Breakers (12% / age 39)
    • Families Low Tech (7% / age 42)
    • Take Its (3% / age 43)
understanding our customer
Understanding our Customer
  • Identified accommodation preferences
  • Know their seasonal preferences
  • Know their preferred activities
  • Know their media usage
  • Know how they gather information and book
portfolio fit
Portfolio Fit

FREEDOM

  • Unique wildlife
  • Fantastic touring opportunities
  • Rich and diverse Cultural offering
  • Modern, dynamic cities
  • Potential to become a world player in the Outdoor Activities market

CITIES / CULTURE

ACTIVE

freedom of scotland
FREEDOM OF SCOTLAND
  • Defining the brand
  • A different activity every day
    • Watching wildlife
    • Going for a short walk
    • Visiting historic sites
    • Going shopping
    • Visiting gardens
    • Food and drink
  • Anyone who comes to Scotland and doesn’t focus on a single activity
key priorities for 2003
Key Priorities for 2003
  • continue to build a strong brand for Scottish tourism and a streamlined product portfolio
  • continue to make it easier for consumers to find and buy what they want via new Information and Booking Centre (call 0845 22 55 121) and new web site
  • support improved quality and innovative product development on the ground
  • build a higher status for the industry generally
  • encourage greater direct access
product development
Product Development
  • Develop operators charter
    • Wildlife operators
    • Country pursuits
  • Gap analysis of what different markets require
    • touring
    • wildlife watching
    • balance consumer requirements with environmental issues
  • Working with SNH to gain European accreditation for our National Parks
product development16
Product Development
  • Analyse and communicate best practice from main competitors
    • France, USA, Germany, Ireland, New Zealand
    • Developing various products
  • Looking at Total Quality Destination Development scheme
    • Wide range of private sector - not traditional tourism
    • Includes infrastructure, information and booking, accommodation and experience on holiday
    • Tourism is everyone’s business
    • Key learnings will be rolled out
main attraction which influenced decision to visit scotland
Main Attraction which influenced decision to visit Scotland

1. Landscape / rugged scenery 47%

2. History / historical sites 22%

3. To visit a certain area 20%

4. Castles 20%

5. Just wanted to see Scotland 14%

6. Edinburgh 14%

7. Mountains / hills 13%

8. Interesting history / culture 11%

9. Lochs / Rivers 10%

10. Nature / Wildlife 13%

Source : TAS 2001

importance of wildlife tourism to scotland
Importance of Wildlife Tourism to Scotland
  • Expenditure - £73.6m 3rd after Golf and Walking
  • Number of Trips - 287,000 2nd after walking
  • Share - 31% of UK market for Wildlife-related tourism
  • Regionally important
    • Moray Firth Dolphins -£750k
    • Mull Marine Wildlife - £650k
growth of wildlife tourism in scotland
Between 1997 & 2001

Wildlife Tourism

Boat Trips

Businesses Jobs

Growth of Wildlife Tourism in Scotland
  • 37% 78%
  • 79% 125%

(A&M, 2002)

partnerships
Partnerships
  • Work with small operators, particularly wildlife operators
  • Work with colleagues across ATB network, particularly AILLST
  • Work with key providers / agencies
    • SNH
    • Forest Enterprise
    • RSPB
    • Scottish Wildlife Trust
    • National Trust for Scotland
    • John Muir Trust
    • Tourism and Environment Forum
raise awareness
Raise awareness
  • Wealth of experiences in compact area
  • New wildlife brochure being produced
    • Spark interest in seeing wildlife in Scotland
    • Give credibility that variety of wildlife can be seen
  • New wildlife map being produced
    • Highlighting key areas for viewing wildlife and when best to see it
encourage visits
Encourage Visits
  • This year and repeat visits next year
  • New wildlife section on the web site being developed
    • Specific information from wildlife operators, including offers for tours
promotion
Promotion
  • £3m campaign running through Jan, Feb and March
  • Key strand will be Freedom of Scotland and wildlife
  • Full training for contact centre and TIC staff
  • Opportunities for ATB members to advertise with TICs
  • Sponsorship opportunity with major publication being investigated
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