Promoting Scotland: UK & Ireland Activity

Vicki Miller / Gwen Raez

23 March 2011

Volume & Value of Scottish Tourism 2009

39%

40%

4%17%

Trips: 15.03m

Scotland

England

Rest UK

Overseas

22%

39%6%

33%

Spend: £4,095m

Scotland

England

Rest of UK

Overseas

Jan – Nov 2010 Update•Holiday nights by Scots increased by 8.6% to 13,379m trips•Holiday expenditure by Scots increased by 15.5% to £717m

3

Current Outlook – Key Points

People are cutting back holiday intentions again

Particularly driven by an intention to spend less on holidays and short breaks

Confidence in the economy continues to affect holiday plans

Anxiety is a dominant emotion which leads to a variety of consumer behaviours

Delaying purchase plans - scrutinising carefully and re-examining priorities

More reliance on tried and trusted brands / destinations

Ever greater need for clearly communicated value for money

More appetite for money-saving tactics (like vouchers)

Four warm UK segments

Affluent Southern Explorers

Younger Domestic Explorers

UK & Ireland Segmentation Study

Active Affluent Devotees

Mature Devotees

New Multi-touch point campaign – Surprise Yourself

Consumer Concept Testing

• Doesn’t need to rely on ‘products’ or experiences people have never even dreamt of in Scotland.

• We can interpret ‘surprise yourself’ successfully in a range of ways:

• Surprising facts e.g. proximity of natural beauty from a city.

• Doing things a bit differently e.g. sipping a single malt on the beach or four Festival shows in a single day.

• Literal surprise e.g. when suddenly spotting a golden eagle.

• Surprising experiences e.g. trying haggis for the first time.

Website

Direct Mail - Spring 2011

Highlands & Outer Hebrides regional mailer

National mailer

Tactical messaging

Vouchers

New offers solicited from businesses:

• £25, £50 off accommodation

• Buy one, get one free

• Kids go free

• Food and drink offers

• Cross selling of other offers

Offer collection process streamlined:

• Online updates

• Collected much closer to campaign period

Appsolutely Fabulous New Developments

VIC Travel Media – Fort William Train Station

Campaign Fulfillment

Year of Active…

Questions and discussion?

• Discussion on use of vouchers• Discussion on Surprising things in your area• Discussion on seasonality• Discussion on role of print 2011 and beyond….• Opportunities for maximising the promotion of the area during the

year of Active Scotland