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?