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Unlocking the Purple Pound Conference 2015 Ross Calladine & Jane Kelly 18.03.15
Top Tips on Accessible Marketing
Three Pillars of Accessible Tourism
Physical
Facilities
Information &
Promotion
Customer
Service
Accessible Tourism
• Description of facilities & services
• Informed choice
• Promotional tool
• Use free VE on-line tool
www.visitengland.com/accessstatements
• Put on website
Tip 1: Maximise Your Access Statement
Tips & Trends on Accessible Marketing
Examples
Lakeland Motor Museum
Sandcastle Waterpark
• Audit and report from Access Consultant e.g. NRAC registered www.nrac.org.uk
• Tourism Specialists e.g. Brian Seaman, Access New Business
• Build relations with local DPULOs - Sandcastle Water Park e.g. Aiming Higher Charity
• Disabled Persons User Led Organisations (DPULOs) https://www.gov.uk/government/publications/disabled-peoples-user-led-organisations-list-and-contacts
Tip 2:Get Input from Access Advisor and Disabled Groups
Tips & Trends on Accessible Marketing
Tip 3: Undergo Disability Awareness Training
Tips & Trends on Accessible Marketing
www.disabledgo.com/tourismtraining
• Increase your knowledge & confidence
• DisabledGo Online Training
• Over 140 free places left (up to 5 per business)
• 6 modules; 1-2 hours total
“It opened my eyes and helped me understand about disabled guests and what more we can
do”
Jason Parry, Harbour Hotels General Manager
• Strong contrast between background and text
• No text over images
• Avoid blocks of text in capitals & italics
• Use symbols and pictograms
• Provide large print version over 16 point
• Follow guidelines: www.actionforblindpeople.org.uk/assets/Uploads/downloads/making-it-clear-colour-690.pdf
Tip 4: Make Interpretation & Information Easy to Read
Tips & Trends on Accessible Marketing
• Photography that represents diversity of visitors
• Inspire and raise confidence to visit
• Include in all media and museum galleries
Tip 5: Take Photos of People with Access Needs
Tips & Trends on Accessible Marketing
• Clearly signpost from homepage
• All access info. in one place
• Avoid using ‘disabled/disability’ in the title
• Include Access Statement as Word download
• Include photos/video of people with access needs
Tip 6: Provide an ‘Access for All’ Section on your Website
Tips & Trends on Accessible Marketing
Examples
Winford Manor, Bristol
ss Great Britain
Tip 7: Test your Hearing Loops
Tips & Trends on Accessible Marketing
• 1 in 6 hearing loss; 2m hearing aid users
• Action on Hearing Loss Research at 20 top London attractions: Only 3 had useful loops
• Check weekly with fire alarm
• Use the Sonido listener with headphones
• VAQAS assessor can demonstrate loop testing during annual visit
• Read Listen Up! www.visitengland.com/access
• Large print menu
• BSL and subtitles
• Handheld audio guides with BSL / subtitles – Brighton Pavilion, Roman Baths
Tip 8: Provide info. in alternative formats
Tips & Trends on Accessible Marketing
• Never use as a storage space
• Ensure emergency pull cord is in reach from floor
• Keep the transfer space clear – train the cleaning team
• Flip top bin not pedal bin
• Strobe light fire alarm
• Rails contrasting colour to wall
Tip 9: Improve Toilet Etiquette!
Tips & Trends on Accessible Marketing
• Personal Emergency Evacuation Plan (PEEP)
• People with specific requirements or need assistance during evacuation
• Check in: “do you require assistance in the event of evacuation?”
Tip 10: Agree a PEEP
Tips & Trends on Accessible Marketing
Examples
Hilton
Thistle
• Responsible for developing access for all
• Develop an action plan
• Inspire colleagues
• Get access on the agenda
• Coordinate activity
Tip 11: Name an Accessibility Champion
Tips & Trends on Accessible Marketing
Examples
Sandcastle - Sue Copp
• Equality Act 2010 replaced DDA, October 2010
• Think ahead and address barriers that may impede
• Do not treat less favourably
• Make ‘reasonable’ changes
• Provide auxiliary aids and services
• Enquire as to whether anyone in the travelling party has any access needs
Tip 12: Know your legal obligations
Tips & Trends on Accessible Marketing
• VisitEngland Awards for Excellence
• The Cateys
• Benchmark your access
• Use exclusive logos in promotion
• Gain useful feedback
Tip 13: Apply for an Access Award
Tips & Trends on Accessible Marketing
Examples
Calvert Trust Exmoor– Gold Winner 2014
Sandcastle Waterpark – Gold Winner 2013, Silver 2014
Access for All Tourism Award
Tip 14: Promote your Access for All
• Read VisitEngland’s Speak Up! Guide
• www.visitengland.com/access
Tips & Trends on Accessible Marketing
• …it’s the law
• Highly trained animals –
NOT pets
• Independence and confidence for users
• Provide toilet area, water bowl
• Read ‘Take the lead!’ www.visitengland.com/access
Tip 15: Welcome assistance dogs
Tips & Trends on Accessible Marketing
• Complements written Access Statement
• Hidelow House
https://www.youtube.com/watch?v=6fLrZBGhpAM
• Houses of Parliament
https://www.youtube.com/watch?v=u7rWFqkaETg&list=UUMasyWuE1P2AaEKw_FkGq9g
• Sandcastle Waterpark
https://www.youtube.com/watch?v=nNAFB1tn-24
• YouTube automatic captions – correct the transcript!
Tip 16: Video Access Statement
Tips & Trends on Accessible Marketing
• Specially tailored activities and support
• The Deep - Quiet Days Lighting and sound levels adjusted, BSL-signed presentations, multi-sensory and interactive experiences
• Great North Museum: Hancock - Open after hours for local autistic group (started with 30 but grew to 200 after selected promotion)
• Sandcastle Water Park - Accessible
Coffee Mornings to encourage new groups to visit with Q&A and tours
• Science Museum – SIGNtific
Deaf-led British Sign Language events ‘Open Early’ days for people with autism
Tip AT1: Run Dedicated Sessions to Engage Disabled Groups
Tips & Trends on Accessible Marketing
• Help those with sensory sensitivity
• Prepare, understand and organise visit
• Pre-empt events and scenarios
• Describe textures, colours & smells
• Involve local parents of autistic children
Tip AT2: Provide Pre-Visit Guide for Autistic Visitors
Tips & Trends on Accessible Marketing
Examples
Eureka! National Children’s Museum
Manchester Airport – ‘Airport Awareness’
Hampton Court Palace
• Interpretation for visually impaired
• Touch tours – BALTIC, National Theatre
• Tactile objects – Science Museum e.g. Saturn 5 rocket
• Tactile maps - Roald Dahl Museum
• Tactile model – Knole House e.g. Tactile audio-described model of the house in the visitor centre
• www.museumsassociation.org/museum-practice/touch
Tip AT3: Think Tactile
Tips & Trends on Accessible Marketing
• Visiting museums with disabled children can be daunting
• Free service for families of disabled children
• Dedicated member of staff for 2 hours
• Interact with disabled visitors
• Suggestions and advice
Tip AT4: Provide an ‘Extra Pair of Hands’
Tips & Trends on Accessible Marketing
Examples
Eureka! National Children’s Museum
• Toilet facility suitable for the needs of people with severe disabilities
• Extra features including adjustable changing benches and ceiling hoists
• Match funding may be available e.g. local council
• Case study on www.visitengland.com/access
Tip AT5: Provide a Changing Places Facility
Tips & Trends on Accessible Marketing
Examples
Sandcastle Waterpark
Camel Trail
Museum of Liverpool
Tate Modern
• Guide by English Heritage
• Solutions to all types of barriers
• Real examples
• Access solutions that combine conservation with modern design
• Increase people’s ability to engage with our cultural heritage
Tip AT6: Read ‘Easy Access to Historic Buildings’
Tips & Trends on Accessible Marketing
• Quiet space with low sensory stimulation
• Pre-empt sensory overload
• Calm autistic children
• Available on request
Tip AT7: Provide a Quiet space or Sensory Room
Tips & Trends on Accessible Marketing
Examples
Eureka! National Children’s Museum
Calvert Trust Exmoor
• Where physical access is restricted
• Ipad tour - BALTIC, Hever Castle
• Knole House
Tip AT8: Create a Virtual Tour
Tips & Trends on Accessible Marketing
• Fit bathrooms that are
appealing for all guests
Tip A1: Think beautiful not clinical
Tips & Trends on Accessible Marketing
• Grab rails that can be removed?
• National Accessible Scheme
• Rating scheme for accommodation
• Mobility, hearing and visual
• ‘One step ahead’ for older and less mobile guests
• www.visitengland.com/nas
Tip A2: Use the NAS to improve and promote your accessibility
Tips & Trends on Accessible Marketing
Examples
Kernock Cottages, Cornwall
Ashridge Farm, Devon
The Royal Hotel, Somerset
• Provide information on:
• Accessible transport
• Accessible places to eat
• Accessible places to visit
Tip AP3: Think Visitor Journey
Tips & Trends on Accessible Marketing
Examples
Kernock Cottages, Cornwall
Hidelow House Cottages, Worcestershire
• www.visitengland.com/access
• www.visitenglandawards.org
• Twitter @RossCalladine @VisitEnglandBiz
• www.tourismforall.org.uk
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Tips & Trends on Accessible Marketing