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It is an absolute truth that strong brands will survive periods
of downturn be it recession, trend-related or the huge difficulties
we faced last year in Foot and Mouth and September 11. Scotland
has a strong brand, an extremely positive image, both at home
and overseas, and an array of icons and associations which
are the envy of the world.
market research
What the marketing of Scotland lacked was focus and an in-depth
understanding of consumer needs, wants and lifestyles and
how Scotland could deliver against those in an extremely competitive
environment. Three major pieces of research were carried out
to identify what gives Scotland its competitive edge, what
are the key compelling reasons to visit Scotland and what
are the overriding consumer needs and wants.
The results of this research led to the positioning statement
of ‘Live It. Visit Scotland.’, a call to action,
an invitation to experience the diversity of product and culture
we have on offer and to meet and get to know first-hand the
warmth and friendliness of the Scots themselves.
campaigns in the uk
As this work was evolving the results became progressively
evident in a number of campaigns such as Autumn Gold, Shop
Till You Drop, Winter Romance and finally, the Spring 2002
Campaign. The Spring campaign was our biggest ever –
at £3million – and included a brand new television
advert focusing on Scotland as a unique and authentic destination
that appeals to all the senses. In all our Spring campaigns
we encourage potential visitors to touch, taste, hear, see
and smell the best Scotland has to offer.
Portfolio-specific activity was kicked-off by pan-Scotland
initiatives on Walking and Cycling, led by Highlands of Scotland
and Kingdom of Fife Tourist Boards respectively. These initiatives
allowed VisitScotland and the Area Tourist Board network to
maximise the resources available by working together –
thereby enhancing rather than diluting our offer.
Further initiatives are planned in the coming year across
a number of areas such as Cities, Wildlife, Touring, Outdoor
Activities and Golf. The early part of 2002 indicated that
UK visitor numbers are increasing but there is no room for
complacency. The competition gets tougher and we must continue
to get smarter if we want to fulfil our potential. That means
that working together across the industry, public and private
sectors alike, is a priority for VisitScotland.
marketing overseas
As in the UK market a major review of all overseas markets
is underway looking to assess how we do business and where
we do business. This will create a focus on those areas where
we, and our partners, can make a difference and deliver meaningful
results which will have a consumer focus at its core and create
long term rather than short term benefits for tourism in Scotland.
This Scale of Opportunity analysis is being conducted across
all our markets to enable us to identify a portfolio of activities
which are relevant to consumers in that market e.g. Genealogy,
successfully launched last year, has particular relevance
to markets like North America, Australia, New Zealand and
South Africa whereas Golf features in the US, UK, Ireland,
Sweden, German and French market portfolios.
This work is taking place in tandem with the new Product
Development Team to ensure that what we promise in our communications
is delivered in reality on the ground.
In 2001, overseas visitor numbers continued to fall –
by six per cent with a decrease in spend of fourteen per cent.
Whilst increases were noted in visitor numbers from the US,
Ireland, Netherlands and Spain the results from France, Australia
and Germany were disappointing, although Scotland was the
only country in the UK to show any growth from Europe.
access to Scotland
A major development over the last 12 months has been the
growth of low cost access to Scotland from continental Europe
and Ireland, particularly by Ryanair and Easyjet.
VisitScotland has a positive working relationship with both
airlines and will continue to work with them to develop these,
and new routes in the future in markets like Benelux, France
and Germany.
A further new development was the recent launch of the Superfast
direct ferry service from Zeebrugge in Belgium to Rosyth in
Fife. Initial indicators are that this service is making a
significant impact and VisitScotland played its part in co-marketing
the service in Europe.
business tourism
On the business tourism side, the Scottish Convention Bureau
generated nearly 2,500 enquiries to bring in a potential spend
in business tourism of nearly £40million.
Business tourism proved more resilient to external circumstances
and although Foot and Mouth and September 11 affected conference
delegate numbers and some rural-based meetings and incentives
programmes, extra business was picked up from Southern Europe,
the Middle East and North America.
Inbound familiarisation trips to Scotland in October for
UK and German agencies proved popular as planners looked for
exciting and affordable destinations closer to home. Scotland’s
two main overseas business tourism markets received greater
focus with the Scottish Convention Bureau continuing its special
relationship with its US sales agency which did much to alleviate
US planners concerns after September 11.
In the UK the Scottish Convention Bureau moved to a more
targeted approach and moved from larger promotional events
to smaller more targeted sales activity.
The Bureau was recognised for its work when it was once again
voted amongst the top convention bureaux in the world by meeting
planners which subscribe to the US-based Meetings and Conventions
magazine, and has been awarded the M and C 2002 Gold Service
Award.
To ensure that the Scottish Convention Bureau continues to
deliver added value, a review of its activities past and present
is underway with a view to defining its future remit in line
with industry needs.
recovery
There’s no doubt that Foot and Mouth significantly affected
tourism in 2001 but the response fromthe Scottish Executive
to the crisis was both swift and decisive. A further £12million
was invested in Scottish tourism and it allowed VisitScotland
to move quickly to provide first reassurance and information
and then to market the country as the restrictions on the
countryside started to lift.
Marketing to the UK became a priority and VisitScotland was
able to raise awareness across the country – particularly
in Scotland and London.
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