MARKETING - PLAN FOR RECOVERY 2020 - VisitScotland.org
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MARKETING – PLAN FOR RECOVERY 2020
Local Authorities
DMO’s
Sector Groups
National Parks
WORKING TOGETHER
Visitor spend supports £7bn GDP: 5% of Scottish total. Sector represents 8% of the workforce: 1 in 12 jobs. 2018/19 strong growth. Early 2020 the UK responded to the global pandemic of COVID19 with a nationwide lockdown. The impact on tourism industry has been monumental. As we map our recovery we must recognise we are now operating in a new tourism landscape. EARLY 2020 – WHERE WE STARTED FROM
The new world – Travelling with purpose
COVID-19 has forced physical distancing / is going to develop
a monumental shift reassurances on among the new
in the tourism and hygiene will alter traveller mindset
events industry. the tourism product looking for responsible
we once knew. products.
Tourism needs to be
Timing and pace is key.
part of the local We need to get the
We need to move at a
conversation about balance right to allow
pace that will be right
rebuilding a sustainable locals and visitors to
for each part of
and responsible coexist in harmony.
Scotland.
product.
RESPONSE RESET RESTART RECOVERY RENEW
DOMESTIC MOVEMENT
ALL NON ESSENTIAL TRAVEL PROHIBITED SOME LOCAL EASING REINVIGORATION OF MARKET
LATER FOLLOWED BY INTERNATIONAL
Objective: Objective: Objective: Objective: Objective:
Keep yourself and Scotland Keep Scotland top of mind, Reconnecting Scots with Increase demand for,
safe build advocacy Scotland holidays and breaks Support wide spread
industry renewal and
Messaging: Messaging: Messaging: Messaging: reinvigoration of tourism,
Dream now, Dream now, Stay local UK: Book your trip whilst meeting the
travel later travel later Only in Scotland International: emerging needs of a
Plan your trip changing visitor profile
Activity: Activity: Activity:
All paid and social activity Inspiring and Entertaining Inspirational content to Activity:
paused content ‘armchair travel’ mobilse/engage; regional/ Inspirational content to
Industry support became product/thematic content engage;
priority to drive bookings regional/product/thematic
content to drive bookings
Community centred – safe & responsible messaging
Response Restart Recovery: International
Reset Recovery: Domestic
Initial draft of
recovery Strategies
per market
Critical Factors work Domestic Targeted campaign activity
to facilitate market campaign activity in key to recovery markets
prioritisation • Day trips (international) based on
• Overnight stays critical factors work
Informed decision on
market activity
• Need to reassure • Indication of reduced spend on holidays/break this year • Confidence for travel grows from September onwards • Scotland showing strong intent from UK • Scots currently more likely to stay in Scotland • Coast, countryside, outdoor activities have a high appeal but many also saying cities & towns (latter not yet evidenced in summer bookings) • Currently self-catering a stronger proposition • 35% of Scots will book direct, 26% via OTAs, 12% Homestay website (similar percentages for wider UK market)
• Build national pride and stimulate local responsible travel within Scotland –
day trips, holidays and breaks
• Reassure Scotland that we are taking a responsible approach to attracting visitors
from else-where and encouraging safe and responsible behaviour
• Use supply side intelligence to inform messaging and media approach –
full programme of engagement with industry and partners
• Capitalise on school holiday months for family market
• Promote wide range of types of holidays/breaks on offer in Scotland
• Over the course of the campaign move from summer to excite about what
Scotland has to offer in the autumn/winter months
• Make Scotland DISCOVERABLE
• Through story-telling & story-living drive ADVOCACY
Can we use a Scotland image CONTENT & CREATIVE STRATEGY
• A strategic response to the situation • Produced and shared to keep Scotland salient • Taking Scotland to visitors, providing entertainment and keeping them thinking and dreaming of Scotland • A mixture of content types for different audiences, driving brand engagement
Absence Film Little Adventures Sketching Scotland
Scotland at Night Tour Guide Tales Podcasts Where will you go first?
RESET CONTENTEdinburgh & The Lothians Fife Fort William & Lochaber
• A strategic response to aid market recovery • Developed in consultation with tourism industry • Produced and shared to keep Scotland and visitors safe • Inspiring and engaging content that promotes responsible tourism • Drives brand engagement and conversion to booking
Only in Scotland Escapism Stories
mystical and authentic
captures what people crowd free calm
seek from holiday in
Scotland, and our De-stressing Awe-inspiring
unique attributes re-centring and reconnecting rich/deep, intense feeling
However Only in Scotland now
needs to resonate in a changed
tourism landscape Connected Dramatic
sense of belonging historical depth versus superficialA call to arms for Scots to make a real difference to the
tourism industry and a move towards rebuilding the
country
Communicates the wellbeing and emotional benefits you
Only in Scotland will experience when connecting to Scotland
can travelling so little Campaign showcases the variety on offer across all the
make such a big regions in an easy and accessible manner
difference Importantly, there is an underlying safety reassurance
where staying close to home is likely to be what people are
currently seeking
CAMPAIGN SENTIMENTScotland … your country needs you
It needs you to feel the sand between your toes, along our miles,
and miles and miles of sandy beaches
To follow in the footsteps of our ancestors and get lost in stories of our past
It needs you to enjoy the welcome we are famous for
In ways that can make us all feel more reassured
To get that much needed change of scenery
To dine in …. Or out
To taste our world famous produce as fresh as it comes
Or as fresh as you can find it for yourself
It needs you to get swept up .. And explore. And anywhere your dancefloor
To sing along, however badly
To get up early … and catch a sunrise. And cosy up under a sunset
To connect with something other than wifi
And reconnect with the people you love
In the country you love
So all your country needs you to do .. Is enjoy all we have to offer
Because Only in Scotland, can travelling so little make such a big difference
LAUNCH FILM – using the voices of industryAYRSHIRE & ARRAN GLASGOW & CLYDE VALLEY EDINBURGH & LOTHIANS FOOD & DRINK CITY BREAKS FESTIVALS & EVENTS
golf campaign being developed
HERO CONTENT HUB CONTENT HYGIENE CONTENT
HIGH IMPACT PULL/OUTREACH INFORMATION &
(SEO LED) PLANNING
RESET content
- Absence Itineraries, Articles, Blogs, Essential Help & Information
- Little Adventure Listicles Content, including safety
- Sketching Scotland and advisory messaging and
- Stargazing Dark Skies Optimisation of Regional/ links to practical COVID
- TGT Podcasts Destination Landing pages pages
- Where will you go first as well as other key product
- Year Coast & Waters and Holidays and Breaks iKnow online community
landing pages
RESTART content iKnow Messenger service
- Hero films
- Regional edits Reassurance Video
- Product edits
AND BEYOND THE HERO CONTENTWe want everyone to enjoy re/discovering Scotland: visitors, tourism businesses and communities alike. We’re asking everyone to work together to help the visitor economy recover quickly Plan ahead • Check the business is open and if you need to pre book • Follow business / attraction /community on social for latest ‘open’ updates • Look out for businesses supporting ‘Good to Go’ scheme – Scottish businesses are working hard to ensure your safety and welcome Enjoy the best of Scotland • Join us in supporting the local tourism industry, discover new things and be flexible – if it’s busy, try somewhere different • Eat local, see local, buy local • Enjoy ‘slow’ travel – visit fewer locations and really get to know the area – walk, bike or paddle Protect others • Do not travel if you have Covid-19 symptoms or have been told to isolate • Observe physical distancing, wear face masks when in confined spaces and on public transport • Regularly use hand sanitiser and wash your hands frequently • Observe the Scottish Outdoor Access Code # respectprotectenjoy
MEDIA STRATEGY
Advertisers moving
Increased use of Increased use of TV
media budget or
websites & social media & streaming devices
postponing campaigns
Increased reach of Increased relevance
Increased number
news channels and of native & content
of radio listeners
online publishers marketingTell the people of Scotland their country needs them at scale
Persuade the right people that Scotland gives them a holiday at home
Match people with different geos and interests to the right places for
them
3 ROLES FOR MEDIA (Domestic Recovery first)SCOTLAND NEEDS YOU YOU NEED SCOTLAND
Broadcast Targeted
Mobilising Welcoming Concept Forming Reassuring
1. Targeting Scotland 2. Targeting ROUK&I 3. Targeting segments 4. Following up with the
based on right information to
public campaign that puts broadcast campaign
forward the case for which welcomes people a) geo a) ease anxiety and
supporting tourism as to Scotland as a whole b) interest and b) enable conversation
part of a cross industry and shows it as a ‘holiday c) living arrangements to
recovery away … at home’ match them to different
places
MEDIA FRAMEWORKSCOTLAND NEEDS YOU YOU NEED SCOTLAND
Broadcast Targeted
Mobilising Welcoming Concept Forming Reassuring
Scotland Awareness Launch ROUK & I Awareness Launch
c. 15 July Mid August From end July onwards
You Tube and Social Media buy integrated throughout the plan
Where will you go first?
STV partnership Sky TV
(paid social)
15/6 – 15/7
TV (C4, ITV, Sky) Catch up TV OTA/Tour Operator Partnerships
Catch up TV Radio: Aire, Hallam, Viking,
Radio: Bauer Partnership Capital NE, Classic FM EXPEDIA
Capital, Heart, First Radio, North, Heart NW
Spotify Spotify
TRIP ADVISOR
Paid Social Paid Social BOOKING.COM
Partner/regions buy in Press - Consumer interest
Brands
PR optimised Partner/regions buy in PR optimised
PR optimised
MEDIA FRAMEWORKWe are building bespoke packages for partners to get involved and upweight our activity – by sector, product, brand or
area.
TV / Scotland only Digital
• Inclusion in STV channel sponsorship package – bumpers for • Upweight inventory on digital buy – retargeting ads for
STV north or central – 5 week period people previously engaged with overarching Scotland
• Scotland showcase on STV player – VOD (catch up TV) activity
adverts, banners and social • Upweight inventory on paid social buy – retargeting
• Upweight of existing regional TV ads – airtime or VOD ads
Scotland OTAs / Expedia, TripAdvisor & Booking.com
• Inclusion in Bauer sponsorship package - dedicated reads and • Activity currently in negotiation
scripts • Opportunity to upweight and drive additional /
• Upweight of radio airtime spots retargeted traffic to specific areas / sectors
• Upweight of email and social opportunities
Use of all campaign assets
Rest of UK
• Upweight of radio airtime spots
Find out more: marketing@visitscotland.comYou can also read
