Creating an experiential brand proposition for The Wild Atlantic WayTourism Marketing AdCamp 14th - 15th of April 2016 Malcolm Allan

Structure of Presentation1. Assessment of the existing tourism offer of the west

coast of Ireland2. Assessment of emerging drive tourism market3. Development of an experience brand proposition4. Identification of value experiences5. Creating an experience brand identity6. Marketing the experience brand proposition7. Lessons and conclusions

The Wild Atlantic Way

THE CHALLENGESDeveloping unifying brand proposition for a

variety of offers and experiences

• Raising awareness among international visitors • Motivating visits by drive tourists• Operating at a significant scale – covering

combinations of experiences along 2500km• Unified by a compelling experience brand story• Having ‘hero products’ at its heart• Capable of increasing dwell-time and creating

economic benefit

1. Assessment of the Existing Offerand experience of the Atlantic coast

A coast of many experiences

The many Atlantic coast experiences

The many Atlantic coast experiences

The many Atlantic coast experiences

The many Atlantic coast experiences

The experience of a wild coast

The wild Atlantic coast

The wild Atlantic coast

The wild Atlantic coast

The wild Atlantic coast

The challenging Atlantic coast

Atlantic coast Wildlife

Atlantic Way Wildlife

The Atlantic Coast OfferOne coastline – many experiences

The Atlantic Coast OfferOne coastline – many different places

The Atlantic Coast OfferOne coastline – many different offers

The Atlantic Coast OfferOne coastline – no unified marketing

The Atlantic CoastThe Principal Elements of the Existing Offer

The Atlantic CoastThe Brand Creation Challenge

2. Identifying WAW Target MarketsExperience Seeking Drive Travellers

Experience Seeking (Drive) TravellersUnderstanding the Market Characteristics

Perceptions of Drive Tourists

Experience Seeking Drive TravellersTrip Motivations

Experience Seeking Drive TravellersDrive Traveller Characteristics

Experience Seeking Drive TravellersBehaviours & Expectations

Experience Seeking (Drive) TravellersEmerging Market Segments

Experience Seeking Drive travellersPrimary Destination Preferences

Experience Seeker’s Preferences

3. Brand Proposition Development

The Placematters Brand Compass

WAW Brand DevelopmentPotential Brand Attributes

WAW Brand DevelopmentStrategic Considerations

WAW - Product Inclusion Criteria

WAW - Product Inclusion Criteria

WAW Brand Positioning

The wild places where the land meets the sea

WAW Brand Proposition Pyramid

WAW – Brand Value Propositions

WAW Value PropositionsExplore and Experience the Landscapes &

Seascapes

WAW Value PropositionsExplore the History and Heritage

WAW Value PropositionsExperience the Culture of the Coast

WAW Value Propositions WAW - Explore the Settlements

WAW Value PropositionsExperience & Participate in Events

Experience Brand Proposition Summary

WAW Experience Brand Architecture

WAW & Ireland Market Segmentation

Linking The Way to Ireland Marketing

Use On-Brand Language

• Wild• Natural• Rugged• Challenging• Independent• Exciting

Value PropositionMessages for driving experience seekers

Value PropositionMessages for outdoor experience seekers

Value PropositionMessages for landscape experience seekers

Value PropositionMessages for culture & arts experience seekers

Value PropositionKey messages for heritage seekers

Value PropositionEvents to experience & participate in

4. Developing & Applying the Brand Identity

WAW – The Brand Identity

WAW – Applying the brand identity

WAW – Applying the brand identity

WAW – Recording the proposition

5. WAW – Marketing the Brand Proposition

WAW - the App

WAW - the App

WAW – Marketing the Brand Proposition

WAW – Marketing the Brand Proposition

WAW – Marketing the Brand Proposition

WAW – Map the Way ahead

WAW – Signpost finding The Way

WAW – Signpost the Attractions

Provide information for tour operators

Provide information for trip planners

Give the Proposition “lift-off”

Use all your strategic connections

6. WAW – Achievements & LessonsOutcomes:• Unifying and tailoring a previously disparate offer

under new brand• The development of a new brand offer built upon the

experience of the wild Atlantic coast – the WAW Proposition

• The development of a new market for the offer –“Experience Seeking Drive Travellers”

• The design and widespread take-up of a new brand identity for the offer of the brand proposition

• Increased visitation, dwell time and spend

WAW Development – Key Lessons

• Experiences are the new destinations brands• A unified brand proposition is powerful• A tailored market-focussed experience brand sells• “Wild” is a powerful emotional hook• “Atlantic” is a recognised “place”• “Way” indicates a trail to be travelled along,

an experience to be explored• Enable everyone to sing the same song

Make it easy for people to discover your brand proposition

Thanks for your attention