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Highland Tourism Conference Vicki Miller, Director Of Marketing & Digital – VisitScotland27 NOVEMBER, 2019
WELCOME TO ONLY IN SCOTLAND
OUR MISSION
✓ To stimulate new and sustainable growth in the visitor economy
✓ To stimulate demand for Scotland in priority markets, increasing positive sentiment and propensity to visit
✓ To drive seasonal and regional spread targeting audiences with a propensity
to return and provide a life time value to Scotland.
Key considerations for our approach
TRENDING TOWARDS TRANSFORMATIONAL TOURISM
Personal Fulfilment is
increasingly a driver for decision
making
Destination is a backdrop to
fulfilling our objectives
Scotland’s Natural Capital
THE EVOLVING CUSTOMER JOURNEY
BOOKING OPTIONS
VISITOR
SUPPLIER
Routes to market
OTA FIT Tour Operator
Travel Agent
DMC
Generalist Coach Operator
Packager
Travel Agent
High volume search
awareness & inspiration
Lower volume actively planning
& booking Low probability of
conversionHigh probability of
conversion
VisitScotland Campaigns ; Partnership marketing with OTA’s & Airlines
WE NEED TO BE DISCOVERABLE THROUGHOUT THE JOURNEY
VisitScotland Social Media
VisitScotland.com
Destinations & Businesses
12 weeks prior to a trip 8 x more
experiences searches than air travel
48% of experience bookings are in destination via
mobile
OUR STORYTELLING FRAMEWORK
Our storytelling pulls out the unique selling points of what you can experience, what you can see, what you can hear and what you can taste – Only in Scotland.
We know what motivates our markets to visit and when; which we have brought together with emotional drivers and key product areas to create a content framework and calendar to ensure we deliver our content at the right time, to the right market, in the right place.
9, North East England£262 M
OUR VISITORS – TOP VALUE MARKETS 2018
PLAN
• Design & Production
• UX • Brand Scotland
Engagement
• Market Teams / Consumer & Intermediary Marketing – UK, North America, France, Germany, China, Emerging.
• PR • Content
• Performance/Social & Community
• Digital Programme Management
• Relationship Marketing• Digital Development
OUR STRATEGY IN SUMMARY
ACTIVITY PLAN
USA CHINAUK GERMANY FRANCEPRIORITY MARKETS
MEDIA CHANNELS
INTERMEDIARY PARTNERS
Channel 4 , Stylist Magazine, Paid Social, Out of Home Experiential / London Rail
Expedia, Priceline, Brendan Vacation, Contiki, Gate 1, Tauck
CTRIP, Nanhu, Huacheng, GZL, Grand China, China Express
Expedia, Hotels.com, Albatross, ICT, Great Days Travel
Local German OTAs, Booking.com, TUI, Hotels & More, Der Tour, Albatross
World LA Vente Privee
Gruner & Jahr Geo DE Travel, Mairdumont, FVW Magazine. Addressable TV, Amazon / Facebook, Instagram, Pinterest
Matador, Expedia, NBC Broadcast
Le Figaro, Tetu Magazines, L'Echo Touristique and Tour Hebdo
Mafengwo, Weibo and WeChat
PUTTING STORY TELLING AT THE HEART
TOUR GUIDE TALES
https://www.youtube.com/watch?v=iAzOeLRXjiAhttps://www.youtube.com/watch?v=XFxMhiUw6f0https://www.youtube.com/watch?v=E3gc2UTrrfM
TELLING STORIES THROUGH OUR CHANNELS
TELLING STORIES THROUGH OUR CHANNELS
TELLING STORIES THROUGH OUR PARTNERS
EXPEDIA TRAFFIC DRIVERS
ONLY IN SCOTLAND TOOLKIT
Q4 2019/2020
Theme Escapism
Motivators
Scenery & Landscapes / History & Culture / Sightseeing & Icons
ProductCities / Touring / Film & Stage
/ Adventure
GETTING INVOLVED
https://assets.visitscotland.com/https://onlyinscotland.visitscotland.com/
Be discoverable & bookableTell your story Create new experiences and work together to promote your destination
GETTING INVOLVED
THANK YOU. ANY QUESTIONS?