DIGITAL ROADSHOW 20-28 September - Argyll€¦ · digital roadshow 20-28 september 2018 programme 1. welcome and round table introductions 2. scene setting –carron tobin, aitc 3

DIGITAL ROADSHOW

20-28 September 2018

WELCOME

DIGITAL ROADSHOW


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


ROUND TABLE

INTROS

DIGITAL ROADSHOW


SCENE SETTING

Argyll & The Isles Tourism Cooperative

ARGYLL & THE ISLES – THE DESTINATION


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 - 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


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




Islay & Jura Tourism 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





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 – 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


THE DIGITAL

WORLD WE LIVE IN

DIGITAL ROADSHOW


ACTIONABLE INSIGHTS

Our Digital World

Digital Marketing Scorecard

Accommodation

Simple Things, Make Big Difference!

DIGITAL ROADSHOW


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


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

Documents

DIGITAL ROADSHOW 20-28 September - Argyll€¦ · digital roadshow 20-28 september 2018 programme 1. welcome and round table introductions 2. scene setting –carron tobin, aitc 3