visitscotland: lanarkshire tourism recovery 24 july …€¦ · benchmark your own business against...

VISITSCOTLAND:

LANARKSHIRE TOURISM RECOVERY

24 JULY 2020

JIM CLARKSON

REGIONAL LEADERSHIP DIRECTOR, VISITSCOTLAND

LANARKSHIRE RECOVERY, 24 JULY 2020

We need to be mindful of both community and visitor needs

Tourism needs to be part of the local conversation

Monumental shift in the tourism and events industry

Physical distancing and reassurances on hygiene will alter tourism

Timing and pace is key

New traveller mindset looking for sustainable and responsible products

RESET >> RESTART

Initial draft of recovery Strategies

per market

Critical Indicators work to facilitate

market prioritisation

Informed decision on market activity

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

Response

Reset

Restart

Recovery: Domestic

Recovery: International

Targeted campaign activity in key to recovery markets (international) based on

critical factors work

Domesticcampaign activity• Day trips• Overnight stays

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High Impact•

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Pull / Outreach (SEO Led)•

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Information & Planning •

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UK Social Contacts

+580k Facebook+310k Instagram

UK e-mail database

350,832

Short Breaks in Scotland

2,900

Scotland Weekend

Breaks

4,400

Holidays in Scotland

4,400

Places to visit in

Scotland

5,400

Things to do in Scotland

6,600

Total page views on

VS.com (2019)

57,5m

UK share51%

Increased reach of news channels & online publishers

Increased number of radio listeners

Advertisers moving media budgets or

postponing campaigns

Increased use of websites

& social media

Increased relevance of native &

content marketing

Increased use of TV & streaming

devices

Partnership with Hearst(Good HouseKeeping, Women’s Health, Red/

Cosmopolitan)

• Editorial Features (Digital Articles)

• Video Montage• Banners• Paid Social

Publishing

TBC (Autumn)

Targeting Scotland, UK & IPaid Social Media Activity

- Facebook

Social

Scotland: 15 July – 1st SepUK & I: Aug - Sep

Targeting Scotland, UK & IDigital Activity

- YouTube- Teads/Amnet

Digital

Scotland: 15 July – 1 Sep UK & I: Aug –Sep

Targeting Scotland• Bauer Partnership:

- Trails, Presenter Reads & Digital

• Radio Ad Spots- Capital, Heart, First Radio

- Dax, Bauer Instream, Spotify

• Radio Ad Spots- Radio Aire, Hallam FM,

Viking FM, Capital North East, Classic FM North. Heart North West

- DAX / Bauer Instream / Spotify

Targeting Scotland• STV Sponsorship Package:

- Sponsored Bumpers- Sponsored Idents- Vox Pops- Social Posts- ‘Scotland’ Hub STV On Demand

• Ad spots- Linear TV: C4, ITV, Sky - Catch up TV

Targeting RoUK & Ireland• Ad spots

- Sky Adsmart & Catch up TV

Targeting Scots, RoUK & IrelandExpedia

• Scotland Destination page (Expedia UK, Expedia Ireland, Hotels.com and HomeAway)

• On and off site traffic drivers• Article Page

Trip Advisor• Destination Sponsorship

• Custom banners• Curated Trips

Radio OTAsTV

Scotland: 15 Jul – 11 AugUK & I: Aug - Sep

Scotland, UK & I:Aug-Nov/Dec

Scotland: 15 Jul – 22 SepUK & I: Aug - Sep

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Ongoing business advice and support of the VS IRM and QTA teams

Call outreach programme

Recovery webinar programme:• Returning markets – VFR, daytripper, UK

staycation• International market return• Managing the restart• Digital support for restart and recovery

Quality advice over the phone

National and international partnerhip engagement – capacity, capability, quality

Response

Reset

Restart

Recovery: Domestic

Recovery: International

QA visits return (timing tbc)Phasing

dependent

Digital intermediary opps/ BDMs Product development- Expo buyers (cnx) digital pitches

1-2-1 Business Support 1 to Many Business Support Specialist B2B platforms Strategic Development

IRM – tailored business advice• 1-2-1 advice• Digital• Quality• Joint working

Digital Capability support• Working with OTAs• Being Discoverable• CTRL, ALT, SUCCEED

EXPO• EXPO prep sessions

National Account Management Programme• Key account management of National/

regional importance• Bespoke advice to National Partners.

Quality Advice & Development• Visit and advise businesses (announced or

incognito)• Objectively assess each businesses

standards adhering to quality framework• Face to face feedback

QA Advice “ QA for a Day”• A training course which provides insight into

how Visitor Attraction is graded.• This course is designed to more effectively

benchmark your own business against others across Scotland.

Business Development Missions• Expand Market reach• Connecting businesses with

Trade on territory

Air Route Development • Work in partnership to help build the

case for new and expanded routes• Input to the Scottish Government’s

route development strategy as well as support to Scottish airports and airlines

Business Growth Advice• Sustainable and responsible growth• Routes to market• Product development

Market Immersion sessions• Specialist in-depth workshops with market

specific focus• Product Development

Travel Trade Website• Increase exposure and

marketing reach, engage with major wholesalers, tour operators and travel agents

• Monthly E-newsletter to 16k Trade contacts.

E-newsletter programme• 625 businesses on Newsletter

distribution list (Glasgow City region)

Product Development• Individual capabilities and propensity to grow• Aligning with Destination and Market

Development goals

Internationalisation• Targeted product and distribution channel

development – international markets• Growth Workshops in partnership with SDI

Channel Distribution support• Digital• B2B

Social media• VS Glasgow City region Facebook page• Glasgow specific blogs, Press articles

Pre- Covid

• Discoverability for accommodation in the region was above national average (58%)

• Digital Capability, in the attraction sector is low. Bookability for activities & attractions (23%)

• Limited activities & attractions discoverable via OTAs

• 2019/20 - 1 Businesses participated in B2B platforms (outside Expo)

Covid – time

• Financial, will my business survive, signposting funding. Gathering insights for Sterg

• Worry re drop in business and events visitors. Who will be first to return? - Local daytrippers and VFR/Family market; Scots and UK staycation market

• How to prepare for re-opening? What investment necessary? How to re-open safely? #GetTourimReadyAdvice Campaign

Q&A