Working together to WELCOME international VISITORS - UKINBOUND ANNUAL CONVENTION 2021
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Working together
to WELCOME
international VISITORS
UKINBOUND ANNUAL CONVENTION 2021
Recovery Objectives and strategy
Help Scottish Increase Position Scotland as
Tourism recover as Maintain / grow awareness & a responsible,
quickly as possible our share of the consideration of welcoming & safe,
in a responsible way domestic market Scotland year-round
– value driven internationally destination
Why build international demand
• International visitors critical to Coronavirus recovery – to build back tourism sustainably
• On average US visitors spend 4x more than a UK visitor; and EU visitors spend twice as much
• Promoting internationally to a range of key markets will mitigate against fluctuating travel guidance
/ restrictions
• We need to get partners and intermediaries excited about selling Scotland – so they can act as our
in-market voices
• UK roll out to provide global synergy
• Scotland has a relatively low share of total outbound tourism from our key international markets, so
opportunity for significant growth
INTERNATIONAL MARKETS bring high value visitors to Scotland – critical for a responsible
recovery
• 3-year average figures (2017-2019) pre-Covid (IPS)
600
500
400
300
200
100
0
Trips (000s) Spend (£m)
The opportunity:
MARKET VALUE & SCOTLAND’S SHARE
• Less than 1% of US international
holidaymakers come to Scotland
• Even that tiny percentage makes them
our most valuable market
• And when they get here, they love us!
Summary of current value of market to Scotland (size of sphere); average spend, regions visited & out of season trips (average
visit score); and our share of outbound travel
BUT IT’S A LONG PROCESS
DREAMING, PLANNING & BOOKING CYCLES
5 years + 2- 5 years 18-24 months 12-18 months 6-12 months 4-6 months 1-3 months Trip
DE: Idea Accumulation / Concept Forming Plan Book
FR: Plan Book
US: Plan Book
CA: Plan Book
CN: Plan Book
AUS: Plan Book
PASSIVE ACTIVE
Inspirational ‘hero & hub’ content Informative ‘hub & help’ content
INTERNATIONAL DEMAND BUILDING
Scottish government funded initiative
• £6.5m media & creative
• £1.5M INBOUND OPERATOR collaborative Marketing fund
OBJECTIVES • Support recovery of Scottish tourism industry by keeping Scotland top of mind with high spending international visitors • Make Scotland the first-choice destination when international travel is possible again – encouraging forward bookings for 2022 and beyond • Restore Scotland’s connectivity with key markets working in partnership with transport providers • Promote Responsible Tourism itineraries through marketing support for DMCs / inbound tour operators
INBOUND OPERATOR
CollaboratiVE MARKETING FUND
• £1.5m marketing fund to promote new / extended
Responsible Tourism itineraries to international markets
• For Scottish based DMCs / Tour Operators to promote
itineraries in priority internationally markets:
• In partnership with in-market tour operators
• Direct to consumers
• Must have an established track record working in the
select markets
• Guidance launched 14 September
• Fund opens 23 September, closes 30 September
• More info at https://www.visitscotland.org/supporting-
your-business/funding/operators-marketing-fund
Campaign CREATIVe STANDING OUT IN A CLUTTERED ENVIRONMENT
Emotional drivers for travel Covid has accelerated trends: • - transformative travel / unique experiences • - being outdoors • - active travel & adventure • - wellness • - buying local / connecting with place • - giving back – volunteer tourism • - environmental impacts of travel • = unique opportunity for Scotland
Responsible travel
Key motivation differentiators Environmental,
cultural & economic
VB research: I will think more about sustainability
/ environmental impact 54% 57% 56% 57% 87% 76% 90%
Off set carbon/greener travel
Engage with communities
Global perspective
Responsible travel
Be mindful of environment
Buy local produce
Slow tourism
Support local economy
Give back / voluntourism
Educational / life enrichmentSPREADING THE WORD SCOTLAND IS CALLING
INTERNATIONAL DEMAND BUILDING – MEDIA APPROACH
BRAND BUILDING ALWAYS ON ACTIVITY
THE CUSTOMER JOURNEY Hero films to raise awareness/inspire for future travel; channels- digital, social and PR
Hub films to broaden knowledge of what a holiday in Scotland offers
SEE: Educational activity with travel intermediaries to help them promote Scotland
Hero content – inspirational Owned activity through VisitScotland email, social channels and website
‘hooks’ to get Scotland on
the consideration set – BRAND BUILDING HIGH IMPACT BURSTS OF ACTIVITY
emotion is key Content partnerships broaden perceptions of a holiday in Scotland
e.g. National Geographic
THINK: Out of home
Hub content – broadening
perceptions of what a
Scotland holiday offers
ACTIVITY TO AID HOLIDAY PLANNING / CONVERSION
PLAN: Partnerships with OTA's & Tour Operators
Help content – helping the Inbound operator fund
visitor make the holiday a
realityGlobal overview / TIMELINE
Jan -
July Aug Sept Oct Nov Dec
Mar
PLANNING & Hero 1 film production Hub films Hero 2 production Hub films
PRODUCTION
STAKEHOLDER /
INDUSTRY
ENGAGEMENT
LAUNCH end Sep
MEDIA:
GLOBAL National Geographic content partnership
UK
FR / DE
NL / IT / ES
Nordics
US
CA
CN
UAE
‘Rapid response’ social / digital activity once air corridors opened for vaccinated travellers, providing links to requirements
‘Always on’ digital and social plus owned channel activity High impact ‘burst’ activityPAID MEDIA ALWAYS ON ACTIVITY • Lead generation – targeted digital to secure new opt ins for email programme • Connected TV & digital video distribution (inc YouTube and other digital platforms) – sequential messaging • Paid social – Facebook, Instagram, Pinterest, WeChat, Weibo • OTAs – making sure Scotland appears where people are searching BURST / HIGH IMPACT • Broadcast partner & PR amplification • Digital Out of Home (Billboards) in selected cities • Global and market specific content partnerships & PR amplification • Aviation & transport partnerships • Tour operator and B2B2C partnerships • Tactical / contextual social posts (e.g. around Outlander / Men in Kilts)
LAUNCH & How can you get involved • GLOBAL LAUNCH – 30 September • Scotland is Calling films and imagery will be made available on DML • Share ‘Scotland is Calling’ content and messaging on your social media channels, website and email newsletters • Incorporate the campaign into your Scotland consumer messaging • We can offer support for new Scotland content for your website - imagery and video • Get in touch with the trade team traveltrade@visitscotland.com and let us know what you think!
Travel TRADE SITE
visitscotlandtraveltrade.com
traveltrade@visitscotland.comPRODUCT DEVELOPMENT TOOLKIT Dedicated VisitScotland Travel Trade website - your one-stop shop to all things Scotland. ❖Practical Information ❖Product Planning eBooks ❖Travel Trade Example Itineraries ❖E-brochures & downloadable Guides ❖E-newsletter Sign-up
Sample Itineraries – with trade ready product ❖Luxury ❖Responsible tourism products ❖Unique Experiences ❖Showcasing small group and FIT products
Sample Itineraries – by theme
PRODUCT PLANNING E-BOOKS
B2B PRODUCT UPDATE The Three Bridges, South Queensferry, West Lothian
PRODUCT HIGHLIGHTS • JOHNNIE WALKER PRINCES STREET, Edinburgh • THE GREAT TAPESTRY OF SCOTLAND, Scottish Borders • DISCOVERY POINT, Dundee • PERTHSHIRE TREKS • FYVIE CASTLE & CRATHES CASTLE, Aberdeenshire & BRODIE CASTLE, Moray Speyside
Year of Stories 2022 Year of Stories Marketing toolkit for inspiration: www.visitscotland.org/year-of- stories Create product that aligns with one or more of the themes of the year: • Iconic Stories and Storytellers • New Stories • Scotland’s People and Places • Local Tales and Legends • Inspired by Nature Share your stories on social media using #YS2022 and #TalesOfScotland
FOR MORE INFORMATION Marketing assets VisitScotland YouTube videos Dedicated travel trade video VisitScotland’s Digital Media Library – imagery and video for sharing Insights on visitscotland.org Insights into our International & UK visitors including Covid insights Advice on sharing content for Scottish tourism industry Travel trade www.visitscotlandtraveltrade.com Itineraries Product planning e-books Email enquiries : traveltrade@visitscotland.com
WELCOME TO SCOTLAND
You can also read
