digital roadshow 20-28 september - argyll€¦ · digital roadshow 20-28 september 2018 programme...
TRANSCRIPT
DIGITAL ROADSHOW
20-28 September 2018
WELCOME
DIGITAL ROADSHOW
20-28 September 2018
PROGRAMME
1. WELCOME AND ROUND TABLE INTRODUCTIONS
2. SCENE SETTING – CARRON TOBIN, AITC
3. THE DIGITAL WORLD WE LIVE IN – DAN MACINTYRE, AITC
4. OTA’S - BENEFITS BEYOND BOOKINGS – STEPH SMITH,
EXPEDIA
5. DISCUSSION
6. ACTIONABLE INSIGHTS & DIGITAL COMMUNITY BUILDING – DAN
MACINTYRE
7. THE HERE AND NOW OF ‘HEART & SOUL’ – CARRON TOBIN
8. DISCUSSION
DIGITAL ROADSHOW
20-28 September 2018
ROUND TABLE
INTROS
DIGITAL ROADSHOW
20-28 September 2018
SCENE SETTING
Argyll & The Isles Tourism Cooperative
ARGYLL & THE ISLES – THE DESTINATION
Argyll & The Isles Tourism Cooperative
ARGYLL & THE ISLES – THE DESTINATION• 6,900 sq km which is 9% of the Scottish
Landmass • Only 2% of the Scottish population
• Argyll’s coastline is greater than 3000km • 23 inhabited islands
• 14.9% of employee jobs are in tourism compared to the Scottish average of 8.9%
• Tourism GVA in Argyll is 93% of the Scottish Average
Argyll & The Isles Tourism Cooperative
ARGYLL & THE ISLES - VISITOR PROFILE 2015
• 2,012,000 overnight visits
• 86% domestic visits
• 14% overseas visits
• £495m total visitor spend
Argyll & The Isles Tourism Cooperative – WHO WE ARE
Funders & Strategic PartnersMembers
AITC
Oban & Lorn
Tourism Association Holiday
Mull & Iona
Heart of Argyll
Tourism Alliance
Inveraray Marketing
Group
Explore Kintyre &
Gigha
Islay & Jura Tourism
Marketing Group
Colonsay Marketing
Group
Cowal Marketing
Group
Kyles Marketing
Group
Visit Bute
Visit Helens-burgh
Argyll & The Isles Tourism Cooperative – COLLABORATION
AITC
Oban & Lorn
Tourism Association Holiday
Mull & Iona
Heart of Argyll
Tourism Alliance
Inveraray Marketing
Group
Explore Kintyre &
Gigha
Islay & Jura Tourism
Marketing Group
Colonsay Marketing
Group
Cowal Marketing
Group
Kyles Marketing
Group
Visit Bute
Visit Helens-burgh
SECTORAL GROUPSDMOs
AITC
GLORIOUS GARDENS OF ARGYLL & BUTE
ARGYLL & THE ISLES COAST &
COUNTRYSIDE TRUST
ARTMAP ARGYLL
FOOD FROM ARGYLLARGYL & BUTE
MUSEUMS AND HERITAGE FORUM
ARGYLL & THE ISLES LONG DISTANCE
ROUTES
CHARTS
• 12 local marketing group members
• More than 1000 businesses represented across the region
AITC roleFacilitate halo effect that lifts
the entire
region
AITC
Oban & Lorn Tourism Association
Holiday Mull & Iona
Heart of Argyll Tourism Alliance
Inveraray Marketing Group
Explore Kintyre & Gigha
Islay & Jura Tourism Marketing Group
Colonsay Marketing Group
Cowal Marketing Group
Kyles Marketing Group
Visit Bute
Visit Helens-burgh
Explore Argyll
Oban & Lorn Tourism Association
Holiday Mull & Iona
Heart of Argyll Tourism Alliance
Inveraray Marketing Group
Explore Kintyre & Gigha
Islay & Jura Tourism Marketing Group
Colonsay Marketing Group
Cowal Marketing Group
Kyles Marketing Group
Visit Bute
Visit Helens-burgh• Explore Argyll platform
(website, social
channels) represents
the region online
• Strength and
effectiveness of
platform derived from
the value of its content
Explore
Argyll
Oban & Lorn Tourism
Association
Holiday Mull & Iona
Heart of Argyll Tourism Alliance
Inveraray Marketing Group
Explore Kintyre & Gigha
Islay & Jura Tourism
Marketing Group
Colonsay Marketing Group
Cowal Marketing Group
Kyles Marketing Group
Visit Bute
Visit Helens-burgh
Better content
Improved search visibility
Improved brand performance
Halo effect = more leads = more tourists
2017-2020
A Sense of Priority
Argyll & The Isles Tourism Cooperative – TOURISM ARGYLL & THE ISLES 2020
WHAT ARGYLL REALLY OFFERS OUR VISITORS ….
TAI 2020 PRIORITIES 2018-20
ADVENTURE TOURISMWALKING/CLIMBING CYCLING/BIKING
MARINE/WATER WILDLIFE/NATURE FOOD &
DRINK
FOOD FROM ARGYLL
HERITAGE
& CULTURE
CHArts
DIGITAL TOURISM
ARGYLLWORLD HOST
ARGYLL
GROWING THE BRAND: STRATEGIC MARKETING OF ARGYLL & THE ISLES
assets into experiences
capabilities
Leadership &
collaborationTAI 2020 LEADERSHIP
EVENTS & FESTIVALS
BUSINESS DEVELOPMENT MEMBER SERVICES COMMS& PR
WEST COAST MARINE TOURISM COLLABORATION TRANS REGIONAL SLOW ADVENTURE CLUSTERS
TAI 2020 PRIORITIES 2018-20
ADVENTURE TOURISMWALKING/CLIMBING CYCLING/BIKING
MARINE/WATER WILDLIFE/NATURE FOOD &
DRINK
FOOD FROM ARGYLL
HERITAGE
& CULTURE
CHArts
DIGITAL TOURISM
ARGYLLWORLD HOST
ARGYLL
GROWING THE BRAND: STRATEGIC MARKETING OF ARGYLL & THE ISLES
assets into experiences
capabilities
Leadership &
collaborationTAI 2020 LEADERSHIP
EVENTS & FESTIVALS
BUSINESS DEVELOPMENT MEMBER SERVICES COMMS& PR
WEST COAST MARINE TOURISM COLLABORATION TRANS REGIONAL SLOW ADVENTURE CLUSTERS
Argyll & The Isles Tourism Cooperative – LEVELS OF ENGAGEMENT 2016/17
WHAT ARGYLL REALLY OFFERS OUR VISITORS ….
470 individuals have
participated
37 businesses have had a
1-2-1 surgeries
Argyll & The Isles Tourism Cooperative
ARGYLL & THE ISLES – THE DESTINATION• 6,900 sq km which is 9% of the Scottish
Landmass • Only 2% of the Scottish population
• Argyll’s coastline is greater than 3000km • 23 inhabited islands
• 14.9% of employee jobs are in tourism compared to the Scottish average of 8.9%
• Tourism GVA in Argyll is 93% of the Scottish Average
Status Workshop Workshop
or
Awareness
Session
Destination Location Month DATE Time Venue
W1 - Results-Driven Digital Marketing for Tourism: The
Essential Guide W AITC/ Love Loch Lomond Balloch/Helensburgh/Luss October
30-Oct-18
0930-1230 TBC
A1 - The future of digital tourism A AITC Bute November 05-Nov-18 3.30pm Visitor Centre, Mount Stuart
ONLINE A2 - Is your tourism business online bookable? A10.00-11.00
ONLINE
A4 - How to become more visible online – Beyond
Facebook and pretty websites! A11.00-12.00
ONLINE
W4 - Making Google Analytics work for your Tourism
Business W AITC Oban November 14-Nov-18 1300-1600 Kings Knoll Hotel
W12 - Instagram for Tourism: Practical Guide to Driving
Engagement and Growing your Visibility W AITC/ Love Loch Lomond Balloch/Helensburgh/Luss November 14-Nov-18 0930-1230 TBC
W13 - Live Video and Instant Messaging for Tourism
Businesses W AITC Cowal November 14-Nov-18 middle of the day Queen's Hall, Dunoon
ONLINE
W9 - Inspiring Written Content for Tourism – Be Seen, Be
Shared, Be Found W AITC Mull November 21-Nov-18 1000-1300 An Roth
W5 - Advanced Analytics for Tourism - Tag Manager,
Search Console & More W AITC/ Love Loch Lomond Balloch/Helensburgh/Luss November 26-Nov-18 AM TBC
ONLINE
W8 - SEO for Tourism: Get tourists to find you online by
increasing your website visibility W AITC Mull November 30-Nov-18 1000-1300 An Roth
TBC W AITC Campeltown November or December TBC Campbeltown
A1 - The future of digital tourism A AITC Cowal December 05-Dec-18 1700-1745 Burgh Hall, Dunoon
ONLINE
A4 - How to become more visible online – Beyond
Facebook and pretty websites! A1100-1200
ONLINEW10 - Inspiring Photography Content for Tourism
W1300-1600
ONLINE
W14 - Low Budget Social Media and Digital Advertising
for Tourism W Wild Scotland/ AITC Mull December 05-Dec-18 1000-1300 An Roth
ONLINE
W8 - SEO for Tourism: Get tourists to find you online by
increasing your website visibility W AITC Oban December 10-Dec-18 10.30-13.30 Kings Knoll Hotel
W14 - Low Budget Social Media and Digital Advertising
for Tourism W AITC/ Love Loch Lomond Balloch/Helensburgh/Luss December 11-Dec-18 09.30-12.30 TBC
ICCI
Isle of Mull HotelNovember MullAITC 12-Nov-18
05-Dec-18DecemberIslayAITC
DIGITAL ROADSHOW
20-28 September 2018
THE DIGITAL
WORLD WE LIVE IN
DIGITAL ROADSHOW
20-28 September 2018
ACTIONABLE INSIGHTS
Our Digital World
Digital Marketing Scorecard
Accommodation
Simple Things, Make Big Difference!
DIGITAL ROADSHOW
20-28 September 2018
OTA’S & THE
BENEFITS
BEYOND BOOKINGS
Smarter Content Planning
Micro Moments
Customer Journey
Marketing Objectives
Reach
Act
Convert
Engage
AITC Objectives
Reach
Act
Convert
Engage Industry | DMOs
DMOs
DMOs | Industry
Industry
Content Calendar #v1
• 1 takeover for each DMO • 8 blogs
• 2 themes open to all DMOs• Open call to DMO’s to share content
• #MyArgyll• Be a local blogs / business / experience
features
• Best of Both campaign• Competitions
Content Calendar #v2
• 1 takeover for each DMO • 4 blogs• Editorial access
• 2 themes open to all DMOs• 4 curated blogs• Open call to DMO’s to share content• Video Cross-Posting
• #MyArgyll• Be a local blogs / business / experience features• Landing page
• Best of Both campaign• Videos• Itineraries
Content Calendar
• 1 takeover for each DMO • 8 blogs
• 2 themes open to all DMOs• Open call to DMO’s to share content
• #MyArgyll• Be a local blogs / business / experience features
• Best of Both campaign• Competitions
• 1 takeover for each DMO • 4 blogs• Editorial access
• 2 themes open to all DMOs• 4 curated blogs• Open call to DMO’s to share content• Video Cross-Posting
• #MyArgyll• Be a local blogs / business / experience features• Landing page
• Best of Both campaign• Videos• Itineraries
Collaborative | Curated | Coordinated
Content, Content, Content
Video
Images
Text
Links
https://www.wildaboutargyll.co.uk/be-a-local/
https://www.wildaboutargyll.co.uk/my-argyll/
Community Building - Actions
• Content Planner – Curated Stories
• Native Content – Shared Access to Accounts
• Cross-Posting – Native Videos
• Be a Local – DMO business opportunities
• #MyArgyll – Picture worth 1000 words
Digital Engagement
© Steve Wheeler
DIGITAL ROADSHOW
20-28 September 2018
THE HEART &
SOUL OF SCOTLAND
WILD ABOUT ARGYLL
Iain
ASSESS OUR CREDENTIALS AS AN ADVENTURE TOURISM DESTINATION
MARK BEAUMONT – FILM & ADVENTURE
12 DAYS – 12 CHALLENGES
10 FUNDERS116 BUSINESSES ENGAGED272 PEOPLE AT ORAN MOR
775GB OF FOOTAGE IN 12 DAYS
WENT TO NUMBER ONE ON ITUNES WORLD CHART AFTER LAUNCH ON 31.1.17
GLASGOW SUBWAY – MARCH 2017
SCOTTISH CYCLING RUNNING AND
OUTDOOR PURSUITS SHOW 2017
THE VALUE OF INFLUENCERS
DIGITAL LIMITATIONS
COLLABORATIONS
HEART & SOUL OF SCOTLAND 2018
A twin centre campaign for
Glasgow and Scotland’s Adventure Coast
FUNDED BY
Argyll & Bute Council, Glasgow Life, AITC and its members,
Scotrail, Calmac, Loganair, Enterprise rent-a-car
With VS Growth Fund grant
and supported by West Coast Motors and Love Loch Lomond
INTRODUCING THE BEST OF BOTH 2018
Calum Ross & Carron Tobin
BEST OF BOTH
Facebook Carousel Facebook Carousel Facebook Carousel Facebook Carousel Facebook Carousel
Mon Tue Wed Thu Fri
meals & wheels art & design eyeful & mouthful petals & roses cloisters & oysters
paddles & pedals gears & brakes oooh & aaah heads & shoulders rise & falls
turf & surf flash & splash art & craft up up & away popping & cracking
drops & rocks jokes & soaks pedals & paddles sink & swim curry & hurry
mack & cheese nip & tuck huffin & puffin trick & treat portrait & landscape
fish & ships locks & keys rise & shine beetles & stones meals & seals
bars & clubs whisky & water fast & sloe suited & booted hot & smoky
pedalling & paddling rack & ruin gin & tonic down & up marble & marvel
fender & fiddle steak & rib up & under creations & crustaceans sunning & stunning
fashion & stile rock & roll bites & flights history & heritage creations & crustaceans