annual report & membership prospectus · 2018. 12. 13. · annual report 2016/17...

ST. M ARY ’S ◆ TRESCO ◆ ST. MART IN ’S ◆ BRYHER ◆ ST. AGNES

M E M B E R S H I P P R O S P E C T U S

2016/17

Annual Report &

islandspartnership.co.uk | 01720 424036Annual Report 2016/17

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This Report summarises the work undertaken by the Islands’ Partnership over the period 1st April 2015 to 31st March 2016. It also looks ahead to the new 2016/17 membership year and sets out how the Islands’ Partnership intends to continue to deliver for our members.

OUR ROLEThe Islands’ Partnership is a non-profit making organisation funded by membership subscription and is responsible for marketing the Isles of Scilly as a destination.

The Islands’ Partnership aims to provide the resources, energy and focus to enable its members to develop the islands’ visitor economy to its full potential. Whilst the Islands’ Partnership is recognised as the official Destination Management Organisation for the Isles of Scilly, it strives to reach out to all sectors of the business community, championing their needs and providing a shared platform to develop common goals.

CONTENTS

Foreword 2

Our Performance 4

Delivering in 2015/16

A Partnership Approach 6

Supporting Island Businesses 8

Driving Market Growth 10

Looking Ahead

A Future Worth Grasping 12

Membership Benefits 13

Marketing Opportunities 14

Join us 17

Annual Report 2016/17

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F O R E W O R D JAMES BERRESFORD, IP CHAIRMAN

On behalf of the Directors of the Islands’ Partnership, it gives me great pleasure to present to you this Annual Report and Membership Prospectus for the 2016/17 year ahead.

It was a great honour to have been asked to become the new Chairman of the Islands’ Partnership earlier this year. It is a role that genuinely excites me. Having worked in the tourism industry for over 30 years, most recently as the Chief Executive of the national tourist board, VisitEngland, I have been fortunate enough to have worked with some fantastic destinations across the country with world class product. However, I have to say that in my view, the Isles of Scilly are just that little bit special. As a destination, it has the one thing that so many others try to create, but few truly have – distinctiveness. The islands have a genuinely unique quality and authenticity that cannot be manufactured - and as our marketing so appropriately puts it, Scilly is like nowhere else in England. I can certainly vouch for that!

I’ve also worked with Destination Management Organisations up and down the country and it’s clear that the Islands’ Partnership compares with the very best. It’s doing a terrific job with

the modest resources it has. The ongoing commitment and support from you, our members and our core partners, is testament to this.

Our lead on the marketing of Scilly as a visitor destination continues to drive new demand with some exceptional results and more award recognition along the way. In overseas markets,

our collaboration in the £5m South West regional marketing programme earlier this year saw significant new promotion for Scilly in both Europe and the US. In this immediate post-Brexit era, this may well prove to be an even more valuable investment.

On the ground, our Coastal Community Funding continues to act as a catalyst in creating a more ambitious events programme. Whilst at a business level, our growing relationship with the Local Enterprise Partnership and the region’s growth agenda continues to ensure the voice of Scilly’s business community is heard.

Going forward, what is clear is that if Scilly’s ambition is to have a thriving and sustainable tourism industry in the long term, then there are important choices that will need to be made. We will not get there by chance alone – it will

require a clear and shared vision from everyone on the islands (and beyond) and a solid commitment to work together to realise this undoubted potential.

It has been a great pleasure to work with a Board of Directors and Executive team whose knowledge of Scilly and its tourism and wider business sectors has contributed greatly to the organisation’s success. In particular I would like to thank Robert Francis for doing an excellent job in his role as interim chair. I look forward to assuming full responsibilities as Chairman at the AGM in October and to working with our partners and members to ensure that the capacity for Scilly’s visitor economy to grow and flourish is fully realised .

“Going forward, what is clear is that if Scilly's ambition is to

have a thriving and sustainable tourism industry in the long term, then there are

important choices that will need to be made."

“I've worked with Destination

Management Organisations up and down the country and

it's clear that the Islands' Partnership compares

with the very best."


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After the first growth in visitor numbers in over a decade last year, it is hugely encouraging that we saw numbers increase again in 2015 – a further 8% up on staying visitors compared with the previous year.

There is no doubt that we have turned a corner, although there is still a long road ahead. It would be wrong to assume that the islands’ trajectory is now re-set and we are assured of continued recovery and growth in years to come.

The world continues to change - and with it, today’s consumer. The tourism industry and destinations in particular have to respond to meet these new expectations and remain relevant in an industry that is now more competitive than ever.

What is clear however, is that tourism will continue to be a growth industry. At a national level, VisitBritain remain committed to ensuring the UK and England continue to capitalise on the potential for international market growth, particularly in this post-Brexit

era. Equally, at a domestic level tourism looks set to build on its performance in recent years, with continued growth in domestic short breaks and holidays in England.

It is all the more important therefore to see Scilly’s performance in context and relative to this wider industry trend. When plotted against visitor numbers to the UK from overseas, domestic holidays and for more local context, visitors to

Cornwall, one can see that whilst we have seen growth on Scilly in the last couple of years, we are still underperforming compared with market trends. This only serves to highlight the need for a continued island-wide commitment to investment in quality, service and market growth.

SCILLY’S VISITOR ECONOMY

Our P E R F O R M A N C E

45%PASSENGERS TRAVELLED BY SKYBUS

55%PASSENGERS TRAVELLED ON THE SCILLONIAN III

2015 IN NUMBERS

2015 saw a further solid increase in visitors to Scilly and welcome growth in tourism’s contribution to the local economy.

There were a total of 121,633 visitors to Scilly in 2015, representing a 5% increase on the previous year.*

It’s particularly encouraging that the proportion of staying visitors has increased, helping to boost the overall spend and value to the islands.

Whilst the distinctly average summer weather contributed to a lower number of day trips to Scilly in 2015, there were increases in cruise ship passengers and yacht nights spent on the islands that continue to make a significant and welcome contribution to Scilly’s economy.

VISITOR SURVEY

Our 2015 Visitor Survey (our biggest ever) revealed some interesting insight into the behaviour of our visitors and provides some useful trends for us to learn from.

30% of visitors to Scilly are new to the islands

50% of these first time visitors, come on a short break

40% of visitors come from the Southwest region.

A further 23% from London or the Southeast

41% are booking their visit online

69% of respondents said they would consider taking a winter break on Scilly

41%

121,633 VISITORS

IN 2015

12,632 CRUISE SHIP

VISITORS†

7.7%INCREASE IN STAYING VISITORS

21,081 DAY TRIPS

IN 2015

* Visitor numbers compiled from ISSG passenger stats, cruise ship visitors and visiting yachts† St. Mary’s and off islands (exc. Tresco)

“Destinations have to respond to

meet these new expectations and

remain relevant in an industry that is now

more competitive than ever.”

DAVID JACKSON IP Executive Director


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DELIVERING IN 2015/16

A PA R T N E R S H I P Approach

As an organisation, the Islands’ Partnership continues to mature, with our role and influence growing to embrace a broader economic outlook for Scilly and its business community.

In the past year, we have further developed our relationship with key strategic partners including the Cornwall & Isles of Scilly Local Enterprise Partnership. The LEP leads the region’s economic growth strategy and is a vital partner in supporting the islands and our businesses to realise their economic potential – including access to both European and UK Government funding.

At the IP, we have been keen to position ourselves as a strategic partner and conduit for the new business support landscape that is emerging. Through our membership of the regional Growth for Business board together with our relationship with the new Growth Hub team, Chamber of Commerce and delivery bodies, the IP will continue to ensure Scilly’s businesses have full and equal access to the opportunities that are available.

Elsewhere in the region, our links with Penzance have been strengthened through our developing relationship with the new Penzance Business Improvement District who are playing a lead role in driving forward the new masterplan for the town and waterfront. And our partnership with VisitCornwall proved particularly beneficial as Scilly paired up with Cornwall and the rest of

the region in a £5m programme of activity to increase visits to the South West region from international markets.

At a local level, we are continuing to play an active role in each of the islands’ various strategic and infrastructural projects ensuring the

interests of our members and the wider visitor economy are being represented. The emerging Smart Islands programme is of particular significance and has the potential to act as a catalyst in bringing about a more sustainable future for the islands economy and community as a whole.

At a national level, the decision to bring VisitEngland and VisitBritain closer

together poses questions as to the leadership and support that will be available going forward for the smaller, largely domestically focused destinations such as ourselves.

Nevertheless, the new Discover England Fund, which sets out to develop new bookable visitor itineraries for the international market, is of course an opportunity and we will be sure to take advantage as and where we can.

We should not forget for a second however that the Islands’ Partnership is built on just that – partnerships – with both the islands’ major stakeholders and the wider business community.

In the last year, the IP has continued to receive core support from our strategic partners: the Isles of Scilly Steamship Group, Tresco Island, the Duchy of Cornwall and the Council of the Isles of Scilly. We are grateful for their ongoing support and commitment to a joined up and coordinated approach.

At the same time, our membership has topped 300 once again this year – a hugely encouraging sign that businesses on Scilly are behind us. Rest assured, we remain as committed as ever to delivering results for our partners and members.

“At the IP, we have been keen to position

ourselves as a strategic partner and conduit for the new business

support landscape that is emerging.”

Our core sponsors

Working in partnership with

Membership breakdown IP core income by source

212 Accommodation

39 Food, Drink & Retail

20 Attractions, Activities & Tours

33 Transport, Trade & Other

£150,000 Core Sponsors

£55,000 Membership

£109,000 Marketing

£18,000 Other

(excludes CCF project and TIC)


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Supporting I S L A N D B U S I N E S S E S

DELIVERING AN EVENTS PROGRAMME FOR SCILLY

As part of our Scilly Events programme (including Walk Scilly, Isles of Scilly Festival, the Islands’ Regatta and a Taste of Scilly) we have invested over £30,000 in the islands’ infrastructure and facilities – ensuring the islands are well placed to host major events and celebrations long in to the future. Investments include new facilities for food preparation and outside catering; new market stalls; improved boat moving equipment and new staging.

SUPPLY SCILLY

In February, we took on the organisation and delivery of the annual Supply Scilly event, which sees many of the region’s biggest trade suppliers come over to the islands to exhibit and meet with local businesses. This year’s event was widely recognised as a great success, with many businesses going away with new and improved supply contracts.

SCILLY BUSINESS WEEK

In March, the IP once again partnered with Lifelong Learning to deliver the traditional season-opening Scilly Business Week. This year’s event was the most successful yet, with around 150 delegates attending training workshops throughout the week, with sessions ranging from social media to finance and from Google to pensions.

TRAINING AND SUPPORT

Outside of Scilly Business Week, the IP regularly hosts and delivers training sessions and workshops. This year, we have hosted training sessions including Welcome Host customer service, retail skills and merchandising best practice and guidance on preparing award scheme applications. Our close partnership with the emerging Cornwall & Isles of Scilly Growth Hub will only see these opportunities to access training and business support increase in the year ahead.

WELCOME

Just as with the Tourist Information Centre, we are committed to ensuring visitors receive the very best welcome on arrival into Scilly. Over the last year we have continued to coordinate the cruise ship welcome ambassador programme – providing a friendly, local meet and greet service for cruise ship passengers. Once again, our thanks and gratitude go to our band of local volunteers that give their time freely to provide this fantastic service.

QUALITY

On Scilly, as with all destinations, the quality of the visitor experience is paramount – which is why we continue to champion raised standards across the board. The IP works closely with VisitEngland and Quality in Tourism on the annual accommodation quality inspections and helps to facilitate visits and support businesses through the application process – particularly with our local Isles of Scilly Approved Accommodation Scheme (IOSAAS).

REPRESENTATION

We are continuing to play an active role on all the islands’ major strategic developments, ensuring the interests of our members and the wider economy are being represented. The IP provides representation for tourism and our members at meetings and fora including: Island Futures Board; Smart Islands; Housing Partnership; Waste and Water Forums; Local Plan review; Skills and Transport.

EXPOSURE

Last, but by no means least of course is our role in leading the marketing of Scilly. Whether through our award winning website or brochure, the media coverage we help to generate, our activity in overseas markets or the various tools and assets that we encourage our members to make use of (from imagery and video to the weekly what’s ons), our objective is the same – to drive business to the islands and our members.

VISITOR INFORMATION

In April last year, we were successful in winning the contract to deliver the visitor information service on the islands. In our first year, we saw more than 45,000 people pass through the doors of the TIC and dealt with a further 4,000+ enquiries via phone and email. We’re proud to be delivering this vital and valued service and will continue to make improvements throughout this year to ensure the very best possible service for our visitors – and for our businesses.

RESEARCH AND MARKET INTELLIGENCE

Over the last year, the IP has invested further in this area, ensuring our decisions are well informed and based on sound intelligence. Examples of our research work include our continued investment in measuring the volume and value of tourism on Scilly, our annual Visitor Surveys, website user surveys and the most comprehensive customer segmentation analysis (Mosaic) ever undertaken.

WHILST THE ISLANDS’ PARTNERSHIP MAY LEAD THE DESTINATION MARKETING OF THE ISLANDS, IT IS JUST ONE PART OF OUR ROLE. WE UNDERSTAND THAT THE FOUNDATIONS OF A SUCCESSFUL AND SUSTAINABLE VISITOR ECONOMY ON SCILLY HAS TO BE BUILT ON SOUND DESTINATION MANAGEMENT AND A STRONG AND COMPETITIVE BUSINESS BASE. THE FOLLOWING SUMMARY PROVIDES A SMALL SENSE OF THIS BROADER ROLE AND AN INDICATION OF OUR COMMITMENT TO SUPPORTING BUSINESS GROWTH.

islandspartnership.co.uk | 01720 424036

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RESEARCH

Biggest ever customer segmentation analysis undertaken, providing valuable insight into Scilly's visitor

PRINT

Record demand for 2016 guide

Received British Destinations Best Brochure Award

SPECIALLY COMMISSIONED MAPS FOR USE IN OUR POCKET MAP GUIDE AND IN THE TIC

CONTENT

NEW PHOTOGRAPHY AND VIDEO CONTENT COMMISSIONED

Record entries to our annual Photography Competition

OVERSEAS & TRAVEL TRADE

Scilly prominently featured throughout £5m campaign to increase overseas visitors into the SW region

Attended major overseas exhibitions in London, Sweden, The Netherlands and Germany.

OVER 30% INCREASE IN VISITS TO WEBSITE FROM TARGET INTERNATIONAL MARKETS

VISITISLESOFSCILLY.COM

661,890 visits in 2015/16 (18% up on previous year).

7,669 DIRECT ACCOMMODATION ENQUIRIES TO MEMBERS (49% UP ON PREVIOUS YEAR)

Rated as the most useful source of information by visitors planning their trip to Scilly

SOCIAL MEDIA

40% growth in following across social media platforms in the past year

EMAIL MARKETING

69% increase in the size of our customer database

MONTHLY NEWSLETTERS ACHIEVE 30%+ OPEN RATES (WELL ABOVE THE INDUSTRY AVERAGE)

PUBLIC RELATIONS

144 PIECES OF MEDIA COVERAGE ACHIEVED

Scilly featured in The Guardian, Daily Mail, Food & Travel Magazine...

Scilly voted best UK family destination at the 2015 Family Traveller Awards

THE PAST 12 MONTHS HAVE BEEN AN EXCEPTIONALLY BUSY TIME IN THE IP OFFICE. WE REMAIN COMMITTED TO DRIVING MARKET GROWTH ON BEHALF OF THE DESTINATION THROUGH TARGETED MARKETING AND BY EXTENDING THE REACH AND INFLUENCE OF THE SCILLY BRAND.

WE'VE SUMMARISED BELOW JUST A FEW OF THE HIGHLIGHTS OF THE LAST YEAR TO ILLUSTRATE OUR ACTIVITY AND DEMONSTRATE WHERE YOUR CONTRIBUTIONS GO.

Biggest ever Walk Scilly week with 29 walks and almost 500 walk tickets sold. The October Walk Scilly Weekend also goes from strength to strength and is an effective shoulder season draw.

The inaugural Isles of Scilly Festival in May saw a month-long programme of over 80 individual events featuring an eclectic mix of talks, workshops and performances that showcased our local island culture.

In June, Scilly became the UK's first and only location to play host to the ÖTILLÖ World Swimrun Series. This event caused a considerable social media boom with a reach of 121,000 on Facebook.

September will then see yet another new festival for Scilly. Taste of Scilly will be a month long celebration of the islands’ fantastic food & drink offering and will feature taste trails, themed menus, pop-up barbecues, produce markets and of course the unique Low Tide Experience.

Looking ahead to August, the inaugural Islands' Regatta promises to be the highlight of the year, with a fantastic weekend of maritime themed events on both land and water, topped off of course by a spectacular aerobatic display from the world famous Red Arrows.

T H E I S L A N D S ’

R E G AT TAMARITIME CELEBRATION

#1

#1

30%

UP TO 17,000

REACH PER POST

10,702DIGITAL GUIDE

VIEWS


Driving MAR K E T G R OW T H


1312

Looking forward, it would be wrong to pretend that there won’t be challenges ahead. The effects of the Brexit vote in particular are yet to be fully understood, although it would be safe to assume there is likely to be reduced funding coming into the region. Nevertheless, as sterling falls in value and more Brits choose to holiday at home again, there may yet be opportunities for Scilly.

Despite this economic uncertainty, at a local level the year ahead promises several significant developments that have the potential to shape the future course of the islands. The Smart Islands programme promises a major step-change in some of the islands infrastructure and utility challenges. A new Local Plan will provide the framework to enable its delivery and for the new housing that the islands so badly need. The new business support Growth Hub together with the Isles of Scilly Voucher Scheme will provide invaluable assistance to businesses with an aspiration to grow and are a welcome boost in encouraging further investment in the islands.

Looking at Scilly’s tourism industry more specifically however, later this year the IP will lead the process to establish a new vision for the future of tourism on Scilly and a Destination Management Plan that will provide the roadmap and a shared commitment to its delivery. There will be an opportunity for our members to help shape this ambition and have your say on our future direction.

Our day to day focus will continue to be on driving market growth and delivering genuine added-value to our members.

In the year ahead, we will:

• Continue to deliver integrated marketing campaigns that combine an ‘always on’ approach with a more tactical and seasonal focus that provide compelling reasons to visit Scilly

• Continue to build on the momentum created by this year’s events programme

• Conduct more consumer research to identify new sources of visitors

• Further develop visitislesofscilly.com to be a truly ‘best in class’ destination website with more inspiring content together with improved means of searching and booking

• Build on the legacy of the South West overseas marketing programme by working with partners and the travel trade to attract visitors from priority overseas markets

• Build on existing and develop new partnerships that extend our reach and add value to the Scilly brand

• Continue to explore opportunities to improve the quality of the product and visitor experience currently on offer and to identify and develop new and distinct experiences that have the potential to drive increased visits

• Improve our understanding of Scilly’s visitor economy and its performance and to ensure this is communicated more effectively to potential funders and key stakeholders

MEMBER BENEFITS In addition to the Marketing Opportunities overleaf, here’s a quick summary of just some of the benefits of IP membership:

1. Business support, mentoring and advice

2. Free or discounted training and marketing support

3. Reduced rates for events including Scilly Business Week and Supply Scilly

4. Access to ‘members only’ portal on islandspartnership.co.uk and industry Facebook forum

5. Access to data and the latest research

6. Weekly email updates including industry news and opportunities

7. Invitations to industry seminars and member networking events

8. Links to and representation with Cornwall Chamber of Commerce and the LEP

9. Ability to feed in to tourism and economic agenda by contributing to IP-led discussions and surveys

10. Opportunity to vote at the AGM and/or become a Director of the IP

11. Support in applying for industry awards

12. Access to the Isles of Scilly Approved Accommodation Scheme

13. Access to brand, campaign and event toolkits

14. Access to photography and video content

15. Member-to-member benefits including reduced photography rates, hire car charges, airport parking, hotel rates and card payment solutions

IT IS HUGELY ENCOURAGING TO SEE THAT VISITOR NUMBERS ROSE AGAIN IN 2015 – PARTICULARLY THE PROPORTION OF STAYING VISITORS, OF WHOM WE ARE ALSO SEEING AN INCREASE IN FIRST TIMERS – A SURE SIGN THAT WE ARE REACHING A NEW AUDIENCE. HOWEVER, WHEN WE LOOK AT THIS PERFORMANCE IN CONTEXT AND AGAINST THE UK AS A WHOLE, IT’S A TIMELY REMINDER THAT WE STILL HAVE MUCH TO DO.

LOOKING AHEAD

A Future W O R T H G R A S P I N G


1514

POCKET MAP

Newly introduced in 2016, the on-island Pocket Map will be enhanced and re-printed ready for the 2017 season, with an anticipated print-run of at least 10,000.

PROVED INCREDIBLY POPULAR WITH VISITORS IN GETTING AROUND AND PLANNING THEIR DAYS OUT

Similar ‘bundle’ packages available meaning minimal advertising costs.

VISITISLESOFSCILLY.COM

Quite simply – the number 1 website for the islands and an indispensable marketing channel for businesses on Scilly.

OVER HALF A MILLION VISITORS EACH YEAR.

81% of whom are looking for ideas of things to do and places to stay – make sure they find you!

NO. 1 IN GOOGLE FOR ALL RELEVANT SEARCHES

More than a third of visitors cite visitislesofscilly.com as being the most useful source of information when booking or planning their visit.

N

NEW FOR NEXT YEAR Stand out from the crowd – take advantage of new opportunities to feature as a guest blog or by taking a monthly promotional slot.

81%

1

30%

CRUISE SHIPS

Cruise ship passengers, more than any other type of visitor, need information and recommendations on what to see and do during their short time on-shore. By taking the opportunity to have your flyers or promotions inserted into the ‘Passport to Scilly’ welcome packs, you really can stand out from the crowd and encourage them to come to your business. And just like last year, you’ll have the opportunity to pick and choose those particular liners you wish to target, or opt for a full season package.

OPPORTUNITY TO REACH UP TO 18,000 SCILLY CRUISE SHIP PASSENGERS

Attract them to your business during their visit

LIMITED AVAILABILITY!

TIC

With a footfall of over 45,000 each year and a huge reach and influence through @ScillyTIC and our What’s On and Things to Do sheets, the TIC remains an essential tool in reaching Scilly’s visitors.

MAKE SURE OUR THOUSANDS OF VISITORS KNOW ABOUT YOUR BUSINESS

Save money by purchasing a “bundled” advertising package that includes the TIC.

EMAIL MARKETING

The size of our customer database has grown significantly over the last year and now totals over 50,000 contacts who have signed up to receive news and offers from Scilly. Every month, we send these contacts an email packed with reasons to come to Scilly. Within each newsletter, we offer at least two advertorial slots per month for businesses to showcase your latest offer or promotion.

Reach a minimum of 50,000 ‘warm’ customers every month

CREATE A MINI EDITORIAL FEATURE TO SELL YOUR BUSINESS OR A PARTICULAR SEASONAL PROMOTION

Open rates of our emails are significantly higher than industry averages – up to 30%. Click-throughs to advertisers can also be several hundred per newsletter.

M A R K E T I N G opportunities

LOOKING AHEAD

18,000CRUISE SHIP

VISITORS

“Unfortunately we had a cancellation today for next month. Fortunately the visitislesofscilly site did its thing – three minutes after clicking publish, we received a phone call from someone who saw it on the site and booked! Thanks IP team.”Zoe Julian, Partner, Churchtown Farm, St. Martin’s


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WHY JOIN?

JOIN USTO RENEW YOUR MEMBERSHIP OF THE ISLANDS’ PARTNERSHIP FOR 2016/2017 OR TO JOIN FOR THE FIRST TIME:

DEADLINE: 1ST SEPTEMBER 2016

1. Review the relevant membership & marketing form (accommodation or non-accommodation)

2. Select your business type and decide which marketing package is for you

3. Complete your membership & marketing form

4.Return to the IP office by Thursday 1st September 2016

Once received, the IP team will be in touch to discuss your requirements. If you’d like to talk through your options, please call 01720 424036.

VISIT ISLES OF SCILLY GUIDE

Over the last two years, we have seen unprecedented demand for our guide – with overwhelmingly positive feedback from visitors and industry alike. Retaining the same popular size, advertising space will be similar to 2016 providing a range of options for businesses of all sizes and budget.

30,000 print-run – targeted nationwide distribution plus events and exhibitions and PR.

Our surveys show that up to 40% of visitors use the Isles of Scilly brochure when planning their trip (including 37% of first timers).

40%

EXHIBITIONS & TRADE SHOWS

The IP is hoping to attend and exhibit at UK and international travel shows in the coming year.

In the last year alone, the IP has met with over 40 international tour operators and buyers to encourage them to bring more business to Scilly.

In order to represent members at these shows – or perhaps organise joint-attendance, we are keen to hear from businesses would like to exploit opportunities to grow business from both the UK trade and overseas.

PRESS VISITS

The 50+ press trips that we have hosted over the last couple of years have yielded literally hundreds of pieces of coverage for Scilly in print, broadcast and in online media. In almost every case, the accommodation the journalist stayed in, or the places they visited and experiences they had all appear in the stories they file – providing a fantastic, money-can’t-buy opportunity for individual businesses to capitalise on this. We only approach IP members to participate in press trips – so make sure you don’t miss out!

ADVERTISING

The IP runs advertising campaigns at different points in the year - to drive awareness of Scilly during the early holiday planning period, as well as tactical promotions during the season. Going forward there will be opportunities to collaborate on this activity and secure your own reduced advertising rates as part of a cooperative, joint media buying approach.

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We provide industry leadership and champion the importance of tourism to the islands

We are a not for profit company – every £ we generate goes towards delivering our mission to support and grow a sustainable visitor economy on ScillyWe lead the

marketing of the Isles of Scilly both domestically and in overseas markets

We invest in industry and market research

We are committed to helping businesses to grow

It’s excellent value for money

We are committed to helping improve the quality of our visitor offer

££££

£

£

islandspartnership.co.uk

annual report & membership prospectus · 2018. 12. 13. · annual report 2016/17...

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