Marketing Society Scotland

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Marketing Society Scotland

• Marketing Scotland

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Overview

• VisitScotland
• Tourism Landscape
• VS Planning Tools
• Business Objective
• Using the Tools to create the Marketing Strategy
• Core Components of the Strategy
• Overview of the Components
• Research and Evaluation

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VisitScotland

• VisitScotland is responsible for the marketing of
  the destination in the UK and Internationally to
  both leisure and business visitors
• 1000 employees
• 4 Directorates each with defined customers
• 72m budget
• 136 Tourist Information Centres
• Marketing is at the heart of everything we do

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Tourism Landscape

• 220 Destinations
• 350 billion market
• Massive investment by emerging markets
• Tourism most tangible form of destination
  positioning
• Growth 4 per annum

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Tourism Landscape
Destinations within a 2 hour flight from London
note - foreign destinations only
Destinations within a 3 hour flight from London
Oslo
AarhusCopenhagen Esbjerg
Stockholm
Gothenburg
Dublin
Shannon
Malmo
Eindhoven
Cork
Amsterdam
Hamburg
Brussels
Frankfurt
Dinard
Prague
S. France Nimes Perpignan Carcasonne Montpellier
Paris
Munich
Strasbourg
Salzburg
N. Italy Turin Genoa Milan Verona Pisa Bologna
Graz
Biarritz
Lyon
Zurich
Geneva
Trieste
Venice
Bilbao
Barcelona
Ancona
Nice
Palma
Pescara
Madrid
Faro
Alghero
Rome
Naples
Alicante
Malaga
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Tourism Landscape

• Macro Influencers
• Recession
• Terrorism
• War
• Disease
• Access

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Tourism Landscape

• Importance to Scotland
• 4.2bn (UK 65)
• 16m trips (UK 83)
• 200000 employed
• GDP 4-16
• Hearts and Minds
• Destination Reputation

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VisitScotland Strategy Planning Tools

• SWOT
• PEST
• Brand Wheel
• 6 Is
• Segmentation Model
• Loyalty Ladder

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VisitScotland Core Objective

• Business Objective
• To grow the value of Tourism to 6bn over a 10
  year period

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Using The Tools

• PEST shapes investment, PR, channel and content
  strategies
• SWOT shapes investment, communications and
  channel strategies
• Brand Wheel defines positioning, proposition,
  tone of voice, content, behaviours and look and
  feel
• 6 Is defines the issues, identifies
  insights,highlights actions required and measures
  impact
• Segmentation defines investment, product,
  channels and content
• Loyalty Ladder measures success

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VisitScotland Brand Essence Wheel
Facts Symbols
Rational
Highlands scenery, tartan, bagpipes, castles,
lochs, whisky, golf, Edinburgh, accent
Proposition
Scotland A powerfully enriching personal
experience Live it
Describe the product
What the product does for me
Essence
- Enduring - Dramatic - Human
The natural wonder of Northern Europe
How the brand makes me look
How the brand makes me feel
Brand personality
Innovation, integrity, pride, proficiency
Values
Emotional
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6 Is
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Marketing Strategy Core Components

• Strong Brand
• Clear Positioning
• Focused Segmentation
• Inspiring Creative
• Strong Proposition
• Most relevant Channels
• Informative Content
• Maximum utilisation of Touchpoints

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1. CREATE NURTURE A STRONG SCOTLAND
DESTINATION BRAND
Strong Brand

• To increase consideration of Scotland as a
  short-break destination amongst high yield
  visitors -
• increase the celebrity value of Scotland
• turn Scotland into a more 3 dimensional brand
• counter familiarity with surprise messages

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Brand Promise
Dramatic
Human
Enduring
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BRAND SCOTLAND
Proposition A powerfully enriching personal
experience Strapline Live it
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Senses

• Winter
• Spring
• Autumn

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Senses Campaign

• Re-enforces Scottish icons in a contemporary way
• Research feedback-
• stunning scenery
• stylish modern
• romantic
• high production values
• makes the hair rise on the back of my neck
• Great platform

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Short Break Market

• As essential and desirable as the main holiday
• Not a poor relation complementary
• Short-break takers are increasingly up-market
  discerning opting for premium destinations
• Cram it all in mentality
• The Best of Scotland in a short break

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Positioning
Objectives

• To deliver a segmentation solution which is
• both descriptive and predictive, in order to aid
  strategic marketing planning and guide investment
  focus
• unique to Scotland, because it takes into account
  brand and loyalty dynamics specific to the
  destination
• high level and strategic, enabling the
  identification of prime target audiences for
  above the line targeting
• whilst at the same time practical and applicable
  as a descriptor at individual level on
  VisitScotlands database.

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Segmentation
Project flow
Data Analysis
Omnibus
Quantitative survey
Segmentation
Fusion with TGI
Qualitative research
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Segmentation

• Core Objective
• To grow tourism expenditure by focusing on high
  value and high potential value consumer segments

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Segmentation

• What did we learn?
• Lifestyles, holiday habits, media consumption,
  price barriers, product preferences
• But crucially
• Attitudes towards and relationship with Scotland

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vital statistics the last year funnel
100 UK representative sample surveyed
74 spent more than one night away on holiday or
s/b
56 took a holiday or s/b in UK/Ireland
15 took a holiday or s/b in Scotland
Omnibus survey Jan 2008 base 1050 representative
of UK
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vital statistics the loyalty ladder
Regular10
I often take short breaks or holidays in Scotland
and intend to do so again within the next six
months
I sometimes take short breaks or holidays in
Scotland and intend to do so again in the next
couple of years
Occasional14
I have taken a short break or holiday in Scotland
once or twice before and might do so again
Lapsed23
Non Prospect26
I have never been on a short break or holiday in
Scotland, but would like to
I am not likely to take a short break or holiday
in Scotland in the future (20)or I have taken
a short break or holiday in Scotland before and
do not intend to do so again (7)
Rejecter27
Omnibus survey Jan 2006 base 1050 representative
of UK
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Vital Statistics
Ever taken a break in Scotland?

• 50 have taken a break in Scotland
• 50 have not

Omnibus survey Jan 2006 base 1050 representative
of UK
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Segments

• 10 UK segments identified
• 5 Cold and 4 Warm segments based on
  attitude/behaviour towards Scotland
• 1 non holiday taking segment
• VisitScotland will target 6 out of the 10
  segments for our future marketing and
  communications

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Segmentation descriptions (C cold, W warm)
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Scotland spend v total holiday spend
current spend in scotland
affluent active devotees
W4
W3
mature devotees
Affluent southern explorers
younger domestic explorers
W1
W2
mature traditionalists abroad
northern sometimers
C3
domestic reassurance seekers
southern travel junkies
C5
C1
bargain basement rejecters
C2
C4
current total holiday spend
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Segment Approach Affluent Southern
ExplorersYounger Domestic Explorers
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Warm 1 (W1) Affluent Southern Explorers Well
off Southern holiday junkies, who love England,
Scotland and many other places!
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Affluent Southern Explorers (W1)

• Gain share with this segment / increase spend
• Remind them what Scotland has to offer
• Underlying message Authentic connections

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Affluent Southern Explorers (W1)
Online and offline mailings
Affluent Southern Explorers
Adverts PR
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Affluent Southern Explorers (W1)
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Affluent Southern Explorers (W1)
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Burns Night - Harvey Nichols / VisitScotland /
Vogue
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Perfect Day

• 90 second film made for cinema
• A List director Peter Webber
• Silver Spot after the ad reel, before the
  previews
• 5 million cinema goers will see the film in
  London, South, Midlands from 1st February
• First ever competition in the Silver Spot
• 2.7M spend in London in February/March

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Warm 2 (W2) Younger Domestic ExplorersOnline
couples and families in North and Scotland, who
enjoy holidaying in their own country
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Younger Domestic Explorers (W2)

• UK breaks well liked VS to promote Scotland to
  ensure these UK visits are to Scotland
• Underlying message Fascinating Adventure
• Busy lifestyle allowing many touchpoints for VS
  to communicate with them

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Younger Domestic Explorers (W2)
RM activity
Younger Domestic Explorers
Partner activity
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I know Scotland has beautiful scenery .. but
what is there to do?
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Events Festivals

• Portray a vibrant, youthful image for Scotland
• Tone of Voice inspiring, pacy, lively,
  spectacular

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Strategy focus
drives overall priority and insight
segment
drives investment
loyalty
interest
drives content
region
drives content
channel
drives efficiency