7Stanes - tourism and tourists’

perspectives

• Novice Perspective

• Product

• Marketing

• Challenges

• Opportunities

• Risks

Sense of camaraderie was an integral and memorable

part of the experience so was the home made food.

You don’t have to be a downhill expert to experience

the essence of the product.

The Twister Trail – a perfect end to our 7Stanes Trip

Excluding skiing the most rewarding sporting activity

that I have experienced in the last ten years!”

Product

• World Class mtb product top 10 in mbr poll Dec 08

• Promoted as Scotland’s biking heaven

• World MTB Conference in May 09

• Good profile in MTB zines Singletrack & MBR

• Primarily niche mtbr– 09 new events and packages emerging

Marketing

• Improved market visibility needed – focus on SEM-

see table 3

• Web 2.0 – 7Stanes Fan Club on Bebo + appreciation

society on Facebook

• Packages and offers limited BreakPad and MB7

• Recent Stena email marketing campaign

• Tangible market research at source – pilot MR

initiative

Challenges from a tourism

perspective

1 Extend the reach

2 Target New visitor segments

3 Optimise brand exposure from MTB Word Conference

4 Present the product in an easy and accessible way

5 Harness energies, from Hope to Belief. Hopeis the feeling that what is wanted can be had or that events will turn out for the best

Opportunities - short list!

• Many segments looking for alternatives to med-sun hols

• Holidaying in UK

• Present the a la carte offer with mix ‘n’ match options

• Communicate and simplify support mechanisms eg SE Tourism Innovation Fund, The Forest Tourism Initiative, new VS Growth Fund (marketing), The First Gear Fund

• Mountain Biking web 2.0 Programme

• (H&I ent)Customers are spoilt for choice and are

asserting their right to new and authentic

experiences that can turn a holiday into a life

adventure

Marketing person 1: "Right, we need

a photo that encapsulates the idea of

someone travelling from NI to

Scotland on a car ferry to go

mountain biking - any ideas?"

Marketing person 2: "How about if we

get someone to jump a bike over a

car with NI plates? Ooh - in a ferry

terminal car park!"

MP1: "It's good, but it lacks

something..."

MP2: "Got it! He needs to be wearing

a kilt! Scottish, see."

MP1: "Perfect!"

Journalist: "What the hell...?

Risks

• ↓World class product

• Competition within Scotland, Wales,

Dalby & Whinlater (Purple MB Centre

= ex packages) new EU 25 Slovenia,

Bulgaria…Catalayuna, Greece

• Missed opportunity especially in 09