NORTH LANARKSHIRE COUNCIL

REPORT

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Date: 17 January 2005

To: ECONOMIC REGENERATION COMMITTEE COMMUNITY SERVICES COMMllTEE

Ref: REP. 1 109

From: DIRECTOR OF PLANNING & ENVIRONMENT

1.

1.1

2.

2.1

2.2

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3.1

3.2

Subject: NLC Tourism MemberlOfficer Working Group and Lanarkshire Tourism Action Plan Reports Update

PURPOSE OF REPORT

The purpose of this report is to update members on the progress with implementing actions which were agreed as part of the work of the Council's Member Officer Working Group on Tourism and included in the Lanarkshire Tourism Action Plan. This report seeks to inform members of the wider partnership progress with tourism development in addition to Council specific actions.

Background

The North Lanarkshire Council Member Officer Tourism Working Group reported its recommendations to committee in March 2005. These recommendations were consistent with the newly developed Lanarkshire Tourism Action Plan which was launched by the Minister for Tourism, Culture and Sport, Patricia Ferguson MSP in February 2005 at Hamilton Racecourse.

The Action Plans have been progressed on a Lanarkshire partnership basis by sub-groups of the Lanarkshire Economic Forum (LEF) and within the Council by a newly established Tourism Officer Working group. These groups meet monthly and include representation from services that have responsibility for actions within the Tourism Action Plan. This has ensured that the work of the Officer Member Working group continues and that the Council co-ordinates its input to the development of tourism on a Lanarkshire wide basis.

Progress to date

A summary of progress against all the key actions is attached in Appendix 1 of this report. Below specific actions that were prioritised by the Officer/Member Working Group are highlighted.

Lanarkshire Strategic Tourism Marketing Proiect 0 Partnership and European funding was secured and 2 FTE Tourism staff were appointed

to the project in Feb 2005. 0 flOOk of tourism promotional campaigns have been or are in the process of being

developed. These are listed in Appendix 2. 0 Campaigns have been targeted at Day Visitor and Shortbreak market throughout Scotland

and North of England using Visit Scotland Databases. 0 A new web site to promote Lanarkshire as a visitor destination is being developed. This is

planned to go live in Feb 06'. 2 new private public sector tourism partnerships bodies have been established - Lanarkshire Attractions Associations (LAA), Lanarkshire Hoteliers Associations (LHA). 3 issues of a new tourism newsletter for Lanarkshire have been produced and are circulated to 500 tourism businesses in Lanarkshire.

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Research has been commissioned to increase the quality and quantity of tourism information specific to Lanarkshire. This includes hotel occupancy and customer satisfactory surveys. Results of this will start to become available from January 2006. Discounts and passport offers to other Council attractions are being incorporated within the various promotional campaigns.

3.3 Strathclyde Country Park A Development Master Plan is about to be submitted with a view to securing outline planning permission for a number of leisure and tourism related development opportunities on sites identified within Strathclyde Country Park. These include a major garden centre, a cable water-ski facility, a 120-bedroom hotel, a development of holiday chaletllodges, the development of existing sports pitches to provide a mix of indoor 5 aside and 7 aside and a new generation all-weather surface. It is intended that these opportunities will be advertised for commercial expressions of interest.

3.4 Consultation Though the Lanarkshire Economic Forum (LEF) and the newly established L M and LHA, as well as the regular tourism newsletter there has been a significant increase in communication and consultation with the private sector, The LAA has worked well and a number of meetings have been held which all have found beneficial. The LHA has been more difficult with only one full meeting held, the second having been cancelled due to poor attendance. Officers are currently reviewing this and trying to engage with potential new members to drive the Hoteliers Group forward.

In addition, it was agreed by Committee in November to establish a Lanarkshire Area Tourism Forum, with North Lanarkshire Council being represented by Councillor Robertson. The Forum will include representation from all the main tourism operators in Lanarkshire. The first meeting will be held on the 8'h December 2006. It is proposed that all future discussions and consultation with the industry be focused through these existing groups.

The Chief Executive of Visit Scotland has indicated his desire to meet with representatives from the Lanarkshire tourism industry and it is likely this will be facilitated through the Area Tourism Partnership in February.

North and South Lanarkshire Council have also negotiated with Scottish Enterprise to include for the first time a tourism category in the Annual Business Awards competition hosted by Scottish Enterprise. Both Councils have jointly sponsored this category and have been involved in nominating local tourism businesses for the award. The winner will be announced at the annual awards dinner held in February.

3.5 Kelvin Valley Action Plan

Phase 1 of the f1.3m environmental improvement plan to Kilsyth streetscape has been completed. An application has been made to Historic Scotland for the refurbishment of derelict properties in the main street including the White House and public realm works including restoration of railings and the bandstand in the town park.

An 'About Kilsyth' Group has been established and they are currently working to secure funding to employ a Development Officer who can work with the group and assist in the development of an integrated approach to marketing the numerous visitor attractions in the Kilsyth area in order to attract more visitors.

3.6 Activity-based tourism omortunities With the completion of the Drumpellier Course in November 2005, orienteering courses are now established in all 3-country parks in North Lanarkshire. Council Officers are in discussion with the Forestry Commission and a local group of enthusiasts on the development and promotion of the Carron Valley Forest Mountain Biking Course. In conjunction with Smartways and the Wider Countryside Access projects a range of way-marked and mapped walking and cycling routes have been established.

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3.7 Challenge Fund Visit Scotland announced a new f l m Challenge Fund in March 2005. The Fund provides financial support for tourism marketing campaigns and is open to application from tourism groups and ‘partnerships’. It was intended that groups from North Lanarkshire would aim to submit at least one application in 2005. Whilst significant development work was undertaken by Council officers with an ‘About Kilsyth’ group it was agreed by all that the project was not at a stage to submit an application. The group has continued to develop and officers will seek to identify other potential applicants for the 2006 Challenge Fund.

3.8 Events Community Services led a number of meetings and discussions with promoters, event organisers, Lanarkshire tourism partners and Events Scotland on the development of an event strategy for Lanarkshire.

The consensus of opinion was that the event programme for 2005 was fairly well established with significant commitment of resources already in place. The consultation process has re- affirmed the understanding that the expansion of a major events programme necessarily involves a significant lead-in time, often resulting from the normal bidding processes to host such events. World class sports events such as Triathlon or Rowing can involve substantial investment in infrastructure and a lead-in time of 6 or more years.

Preliminary discussions have also taken place regarding the rationalisation of some of the diverse Council-organised events with a view to establishing a more integrated celebration of the “place”, perhaps through the promotion of a major “Cultural Festival”.

As part of the work of the LSTMP partnership an audit of venues and events across Lanarkshire has taken place. The development of an event strategy would recognise and prioritise the need to improve and develop existing and new public and private sector venues.

A new Lanarkshire Brand and Communications Project (LBCP) based within the Policy & Economic Development Service will identify and support the development of high profile events and as part of its communication strategy to promote Lanarkshire as a place to work, live and visit. This work will be progressed from January 2006.

In addition, an Economic Impact Analysis study was completed in relation to the FlSA World Rowing Masters Regatta held in North Lanarkshire in September 2005 to gauge the true cost/ benefits of support for the staging of such World Class Sports Events. The results of this will be available from January 2006 and will include recommendations for future event organisation.

In the short term, LSTMP has established the www.eventslanarkshire.org website to be integrated into the major seelanarkshire.com website currently under development and due to go live in February 2006.

This will work will progress on a Lanarkshire wide basis and will focus on establishing a long term programme of events, both Community based and of wider national and international interest, as an integrated part of the Lanarkshire Tourism Action Plan and LBCP.

3.9 Asset Disposal and Advertisinq The Council’s Open Space Strategy, and the Sports Pitch Strategy and Asset Management Plan are both currently in progress regarding Community Services facilities. These strategies will properly inform and facilitate a planned development/disposal programme with a view to freeing up resources for re-investment in developing tourist attractions and event venues. Council vehicles advertising is now regularly being used for the promotion of tourism related events such as the FlSA World Rowing and the Summer Flower Festival.

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3.10

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5.3

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6.1

Signage A review of tourism signage is underway with an audit of all A, B and motorway roads is almost complete. It is intended to work with South Lanarkshire Council and Visit Scotland to agree consistent policies and procedures for the approval of new and replacement signage. On completion the new procedures and policies will be promoted to the tourism operators through the various new forums and the tourism newsletter.

Corporate Considerations

The Lanarkshire Tourism Action Plan supports the Council's corporate theme of 'Stimulating Business and the Economy' and the key aim of 'Improving the image of North Lanarkshire'.

Conclusions

The report clearly demonstrates that there has been significant progress and real achievements have been made particularly in:-

raising awareness of the importance of tourism development to the local economy, promoting Lanarkshire as a visitor destination for day visitors and the short-break market, and engaging in an on-going and open discussion with private sector tourism providers in North Lanarkshire.

Progress with other strategic development issues has moved forward but slowly. This is mainly due to the low base and low priority that tourism has been in the past and it requires consistent communication and pressure to be able to remove barriers to progress. There is recognition that improvements to our environment, infra-structure and many of the Council's assets are critical to North Lanarkshire securing an increasing share of the tourism market and deriving real long term economic growth and sustainability. This will require long-term planning and investment of Council resources.

There have also been changes and vacancies of staff in both Policy and Economic Development and Communities Services and this has made it difficult to maintain steady progress.

Recommendations

The Committee is asked to note the content of the report.

David M Porch Director of Planning and Development

2"d Dec 2005 Local Government Access to Information Act: for further information please contact Caitriona McAuley, Economic Development Manager, telephone: 01 236 61 6279

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Appendix 1 To Improve the Quality and Range of Tourism Product

Assist Tourism Business to s

programme Service in NLC

Provide sustainable and environmental business practices and develop niche projects in the tourism sector, including farm diversification projects

td n

P&E

External Partners

South Lanarkshi re Council, Business Gateway

Open to farm businesse s in Lanarkshi re

Heritage Park Services

Enhance the visitor Community experience at the Motherwell Services Heritage Centre

Coatbrid ge

Motherw ell

Nov Rural 2005 Strategy

f2 - 3k Ellen Byers

Performance I Update

New pan Lanarkshire farm diversification project developed.

strategy, Tourism Strategy

Strategy I

Haddow Stage 2-development work underway. Works due to begin mid. 2006

Carol Initial proposals under discussion. Improvements Haddow to and extension of car parking and surrounds in

design.

Implement ongoing programme of infrastructure development at Strathclyde park Kelvin Valley Action Plan

George Simpson

Establish the Gardc

Rowing course upgraded. Landscaping works and IT replacement complete. Facilities upgrade finalised.

refurbishment of Airdrie Observatory Sir John Wilson Town Hall

Creation of Colzium Conference, visitor centre Community Facility and Estate Upgrading Work

Support partnerships with the private sector to develop new facilities at Strathclyde Park

Community Services

Planning and Environme nt

I Valley as

Community Services

Community Services

Community Services

SEL SARA

Communit Y Services, SEL, British Water- ways, SNH, CSFT

I Visitor I

HLF - Airdrie Observat

P&E

M&D's Holiday Inn Express

Motherw ell

Forth and Clyde Canal areas

es ti nai

Airdrie

Kilsyth

Mother well

2004 2005

2003 - Ongoing

on

2004 2007

2003 - ongoing

2004 2007

Tourism Strategy, Cu Itu ral Strategy

SCP Develop- ment Plan

f308k

f 5 million Costs are indicative at this stage

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Danny Mc (Airdrie Guinness Observat ory)

f250,k Jillian (SJWTH Ferrie f400k Bill

Davidson

Sandra

John Turnbull

f160k Mousdale

Ptdrtonrarince 4 update

HLF bid under investigation for Airdrie Observatory.

Rewiring work commenced in SJWTH on 14 Nov 05.

Refurbishment works down-graded to wind & watertight and re-decoration

New play area under design

Move to submit comprehensive development master-plan for outline planning permission

Develor, town Projects: 3 year pnylwmm

Establish a new town centre at Ravenscraig as a leisure-led shopping destination incorporating a mix of retail, large and small scale leisure facilities including an indoor ski slope and a sports arena Antonine Shopping Centre

td w

:entres anc

Planning and Environment

Housing and Property

SEL

P&E, Private Sector, TCI

ies to attract

Ravens-craig

Cumber nauld

isitors

On- going

On- going

id suppor

Changing Gear and Corporate Strategy

Changing Gear, Develop ment Plan

tourism Pwformance I Update

_i Les Steven- son

Mary Anne Robb

Outline planning consent for town centre was granted in May 2005. Legal challenges to town centre remain in House of Lords and Court of Session. These will probably be heard in Summer 2006.

London and Regional Properties were selected to carry out the development comprising a shopping mall of over 300,000 sq.ft. Planning consent has been granted, and Phase A was completed in 2004 with the opening of the Tesco development. Progress continues with the letting of the mall development of over 30 shops (Phase B ) to be anchored by Dunnes Stores.

Develop and improve town centres providing a safe and attractive environment for shoppers and visitors

Planning and Environment

Develop apprl Ravenscraig Regional Sports Facilities Bid

P&E

Develop rangc Projects: 3yeslr ptSg)ram ,

Community Services

Dumbreck Marsh Local Nature Reserve Access and Arts Project

C/Exec. Ravenscraig P&E Education,

Scotland, Private Sector

SEL, Sport-

Commissioning and implementation of a walking and cycling strategy for North Lanarkshire

2004- f20m Lizanne ongoing McMurrich

SportScotland funding support announced. Now progressing towards phase II. Continued dialogue with Sportscotland and other partners.

Wishaw, Motherwell, Bellshill, Airdrie, Coatbridge Cumber - nauld, Kilsyth

of nature based tourism activities

Community Services

Planning and Environment

internal Location

External

Community Kilsyth Councils SNH Lanarkshire

Services, Lanarkshire Sustrans, wide Paths for All 1

On- going

Changing Gear and Corporate Strategy

Carlin Ellen

f13m worth of environmental improvements completed across 7 towns. Programme of support for town centre businesses (in particular retail sector) being developed to commence 2006 including: Workforce Development - from 1 .I .06; Job Rotation from 1.4.06; Projects under development include: Approved Retailers Scheme; Commercial Area Improvement Scheme and implementation planned from April 2006 subject to approvals.

2004-06. Completed

2004-05 Completed

Changing Gear, Local Transport Strategy

Changing Gear, Local Transport Strategy

f49k

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f49k

Vicky Abernethy

David McDove

3rd phase of 3 in progress, artworks on site - a programme of community art events and workshops arranged

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implementation rolling out.

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Establishment of Path network and support the implementation of the Public Access Strategy - Clydewalk way

project Develop Dalzell Estate and RSPB Reserve at Barons Haugh Motherwell and link to Clyde Walkway

" Projects: 3 year Lead Internal and Location Start Links with Costs/ Lead programme Service in External and other Budget Officer

NLC Partners End strategies Date and actson

plans Develor, scramble and Communitv Strathclvde North 2004 J.

Complete missing sections of Strathkelvin Walkway

td P

Performance I Update

Planning application submitted. Evaluation

Planning, community Services

quad biking at Forrestburn

Community Services

Services Police Lanarkshi 2007 SNH re wide CSFT, S.A.U

Community Services

Turnbull Vicky Abernethy

CSFT, SNH

RSPB SNH

P&E CSFT SNH Kilsyth Community Council

in progress. Temporary site at Harthill operational. Discussions with potential partnership organisations continuing.

North Lanarkshire wide

Motherwell

Strathkelvin

2003

2005 2007

2004 Ongoing

Joint Health I mproveme nt Plan Public Access Strategy

Clyde Valley Long Distance Footpath Develop- ment Plan Cultural Strategy Public Access Strategy Biodiversity Action Plan

Cycling & Walking Strategy

E400k P/a

€l.5m

E l OOk

Vicky Abernethy

Vicky Abernethy Terry Taylor

John Turnbull Vicky Abernethy

David McDove

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Minor improvement works in progress across network - budget ratification awaited

HLF grant award f879,OOO. SNH grant award $85, 000 RSPB partnership commitment c. f200k. Design works in progress. Project start February 06

Initial phase of works onsite completed. Subsequent phases at planning stage. P&E currently progressing various schemes to extend the current route.

DeveloD Adventure Activities throuahout the area

I 4043

40023 ii 4083

40P3

40083

4002

€002 -

PO02

PO02

oddr

plneuJaqwn3

aP!M - 1N

Projects: 3 year programme

Implement urban and rural parks environmental improvement programmes

Implement urban and rural parks --'ronmental rn .ovement programmes

Commun ity Services

Commun ity Services

P&E Education Scottish Wildlife Trust SNH CSFT SEPA Greenspace Scotland BTCV cvs HLF P&E Education Scottish Wildlife Trust SNH CSFT SEPA Greenspace Scotland BTCV cvs HLF

North Lanarkshire wide

North Lanarkshire wide

2002 Ongo ing

2002 Ongo ing

Open Space Strategy Social Inclusion Environmental Justice Healthy Living Capacity Building

Cycling & Walking Strategy Open Space Strategy Social Inclusion Environmental Justice Healthy Living Capacity Building

Cycling & Walking Strategy

€75,000 + external funding

f95k

f75,000 + external funding

f95k

Shiona MacPhail

David McDove

Shiona MacPhail

David McDove

Performance / Update

Funding received from Scottish Executive for a 3- year biodiversity programme. Consultations carried out with local communities.

P&E just completed cyclepath improvements through West End Park

Funding received from Scottish Executive for a 3- year biodiversity programme. Consultations carried out with local communities.

P&E just completed cyclepath improvements through West End Park

Projects: 3 year programme

- Lead Officer Projects: 3 year Lead Service in Internal and External Location Start and Links with costs/ I ramme NLC Partners End Date other Budget 4 strategies and

action plans

Further develop Central Scotland forest

Performance Update

P&E

Effectively market the genealogical service

CSFT SEL SNH BTCV Scottish Wildlife Trust HLF Forestry Commission.

Carol Haddow Proposals under Community North 2005 2006 Services Lanarkshire Richard discussion.

wide Devaney

North Lanarkshire Wide

1996 ongoi ng.

Open Space Strategy, Local Biodiversity Action Plan. Community Plan Healthy Living, Scottish Forestry Strategy

f50k pa. Also match funding for various capita I works. + external funding support.

Lead Performance I Update Officer

Mark Forrest

New (enhanced locational premium) announced by Forestry Commission to encourage new woodland planting and management. NLC preparing woodland management plans for Viewpark Glen and Coltness Woodlands. Various projects have been implemented, (with partner support). Eg. Kate’s Well Salsburgh, Ravenscraig Green Link, new community woodland - Wellside, Airdrie. Etc Total Projects value f 1 m, 11 8k.

Proactivelv market leisure activities in the area

Develop potential of local heritage

Further develop North SNH Calder Heritage Trail

Develop interpretative facilities for caibusnethan Kirk td oo eyard

Develop West of Scotland local history and archaeology strategy

Support proposal for the establishment of the Antonine Wall as a World Heritage Site

Commun ity Services

Commun ity Services

Commun ity Services

Commun ity Services

CSFT SEL P&E

To be agreed

Glasgow CC,SLC East Dunbartonshire, Renfrewshire and Ayrshire councils P&E Scottish Executive Historic Scotland SNH (?) Falkirk Council Glasgow University

Airdrie Coatbridge

Cambus- nethan

West of Scotland wide

Kilsyth

2004 Ongoing

2006 (provisio nal)

2005 2008

2004

Public Access Strategy Local Biodiversity Action Plan Cultural Strategy Cycling & Walking Strategy

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Tourism Strategy Cultural Strategy Access Strategy

€1 OOk

E300k

John Turnbull

Brian Thomson

Carol Haddow

Carol Haddow

Carol Haddow

Performance I Update

End of contract of NCHT Officer. Feasibility of appointing Warden for South Airdrie, and Ranger for schools and development work in wider Monklands corridor being considered. Minor Landscape works completed and tender for road crossing and further planting works in preparation.

Currently sourcing external funding.

Funding secured from Strategic Change Fund for Museums.

Bid to establish the Antonine Wall as a World Heritage Site launched

Events Strategy in partnership with the private sector

Develop Youth Arts Festival

Projects: 3 year Lead Service in Internal and External Location Start and Links with costs I Lead Officer programme NLC Partners EndDate other Budget

Strengthen local Community

strategies and action plans

Catriona Wales

Review Councils Event Programme

td \o

Performance I Update

tbc

iDlement Lanarkshire Events Strateav

product knowledge by developing local providers and people as ambassadors and storytellers for the area

Commun ity Services

Services

Commun ity Services

Commun ity Services

SLC Private sector

Scottish Arts Council

North Lanarkshire wide

North Lanarkshire wide

North Lanarkshire Wide

2004 2006

2005 Ongoi ng

2004 - 2006

Cultural Strategy Community Services marketing plan

Cultural Strategy Community Services Marketing Plan

Costs I Lead Officer Budget

TBC Jillian Ferrie

Jillian Ferrie

Performance I Update

Meeting arranged to progress North Lanarkshire’s approach

Funding for project in October 06 being sourced. Application made to SAC.

Review to be developed as part of the NL Officer WG on Tourism

Develop a wider knowledge of Lanarkshire and its attractions within local businesses and communities

ner strateaies to ensure tourism is considered as Dart of everv relevant strat

Improve link to Planning SLC Linda Scottish Screen and & Gibson build Lanarkshire’s Environ capacity as a film ment location

Preparing and implementation of an Open Space Strategy

Continuing to link into Scottish Screen activities Implementing an improvement plan for Lanarkshire Film Location enquiries (subject of August Committee report).

Development and Implementation of a Cultural Strategy

irkshire Strategic 0 . I UUI ism Marketing and Communications-

Property, Education, CSFT, SNH, Homes

Planning SLC and SEL Environ LES ment GCVTB

North 12003- I Urban I Lanarks hire wide

North Lanarks hire wide

ongoing

2003 - 2004

Design Strategy, Development Plan, Joint Health Improvement Plan Tourism Strategy, Conservation strategy

tbc

Lanarks Changing f 1.3m hire I ii- I Gear 1 Wide Towards

Lindsey Noble

Blane Dodds

Caitriona McAuley

Open Space Strategy completed. Implementation is being led by an open space audit. Pilot audit complete and brief to be issued for full audit in 2006/07.

Consultation exercise completed. Strategy Action Plan currently being finalised.

LSTM project operational since Oct 04. Staff appointed Feb 05. Marketing campaigns underway - see Appendicx 2. Tourism Web-site being progressed. Industry groups being developed including Lanarkshire attrractions Association (3 meetings), Lanarkshire Hoteliers Association (1 meeting) and a new Lanarkshire Area Tourism Partnership. Improved tourism research and information services commissioned to provide an informative baseline

Appendix 2 LSTMP - TOU

Promotion Stenaline Campaign

Lanarkshire Events Website & ‘hard copy’ 2005 Events Guide

Tourism Newsletter

Great Days Out Campaign Autumn Gold Campaign Landmark Bedroom I 2 ?rs

Lanarkshire Attractions Leaflets

Poster Publicity - GlasgowTIC - Glasgow

Undergound Stations and Trains

- Whats On Scotland ( Full Page Ad)

sm Promotion Date April 2005

May 2005

May, July and November 2005 June 2005

Sept 2005

December 2005

Feb/March 2006

March 2006

I Plan - Past or 1

Budgetkost f25k

f3K (website)

f500 (distribution of ‘hard copy’ events guide) f400 per issue.

f22k

E6800 insertion fees. Print costs additional 0 Tbc

f4k

onfirmed activities Market Northern Irish Short break Market

500 Lanarkshire tourism businesses 96k included in Schools packs across Scotland 25k households in a 3 hour radius

120k leaflets included in Bedroom packs in hotels across Scotland and North of England 96k distributed through schools ‘Bags of Fun’ plus a further 1 OOk to be available through visitor outlets. Day Visitor Family markets

Performance/Outputs 3 month camDaian Awil -August. Included pull out promotion in Daily Mirror, Stenawib site, editorial coverage in .Northern Irish media. 19 bookings made. Website live - May 2005. Healthy visitor numbers. Will be absorbed into Lanarkshire web portal.

15,000 copies of ‘hard copy’ events guides distributed

Newsletter distributed to 500 tourism related contacts. 3m Newsletter produced in November. Positive anecdotal feedback received.

Awaiting results

Awaiting results

Awaiting results

Raising awareness exercises: 0

0

0

0

0

0

0

0

0

Glasgow TIC welcomes 315,000 visitors per annum Essential Guide circa 200,000 copies Where to Stay guide 100,000 copies What‘s On In Scotland 50,000 copies Poster site Glasgow TIC 2006 - f 850 Full page advert in 2005 & 2006 Essential Guide - f 1,300 Half page advert in 2005 & 2006 Where to Stay Glasgow f 1,666 Advert (back inside cover) Whats On in Scotland Guide 2005 Underground Advertising to take place in Spring 2006.