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VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1
11

VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

Mar 26, 2015

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Page 1: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

VisitScotland Ancestral Brand overview

Gillian Swan, Ancestral Marketing Manager

1

Page 2: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

Definition of Ancestral Tourism

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Page 3: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

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• Size of the potential target market

Circa 50 million people globally claim Scots ancestry

In 2009 an estimated 179,000 long haul visitors undertook ancestral research activities; the

value of those visits generated £102m for the Scottish economy.

• Ancestral tourism supporting sustainable growth

Seasonality – year round visitation and good regional dispersal

Ancestral tourists stay longer and spend more on average - Scotland’s (overseas) ancestral

tourists will stay 11-15 days and spend around £730/head*

High propensity to repeat – 97% of Scotland’s ancestral visitors say they will return to

Scotland on vacation in the next 5 years*

• Growing ancestral tourism towards 2014 and beyond

Opportunities exist within the strategic Focus Years programme to building on the legacy of

2009 and further grow the volume and value of tourism in 2014 and beyond.

*DTZ Pieda Ancestral Tourism Scotland Survey 2004 and TNS 2007 and 2009 long-haul conversion surveys

Ancestral Tourism – the Scope of opportunity

Page 4: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

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• Affluent Boomers – 45+ (skews 55+)

• Predominantly long-haul ‘familiar’ markets US, CA, AUS, NZ

• High disposable income, time rich, online savvy

• Culture and heritage interest

• Ancestry is a primary motive for visiting Scotland, but not the sole activity

•Core segments:

o Clan Interest

o Family Historian

o Scotland Aficionado

Target Audience

Page 5: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

AncestralScotland

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Ancestralscotland.com website (circa 160K user sessions p.a.)

AncestralScotland bi-monthly e-newsletter; 35,000 recipients worldwide

Database of 3,500 Scots Interest Organisations - ‘Gatekeepers’ (bi-monthly e-newsletter)

Life is Like consumer marketing campaign and Facebook activity

VisitScotland’s Ancestral Welcome Accreditation

Overseas Highland Games activation – attendance by SCOTSagents and ‘Whisky Live at the Games’

Partnerships and strong working relationships with key Ancestral Tourism stakeholders, including, ScotlandsPeople, Local Authorities, Standing Council of Scottish Chiefs

Promotion of ancestral themes to VisitScotland SCOTSagents globally

Page 6: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

PR Programme

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VisitScotland’s hosted journalist visit programme welcomes over 200 international journalists visiting per annum

Over 410 pieces of Homecoming-related coverage were received during 2009. Many of these had an ancestral focus and the legacy of Homecoming goes on, with coverage continuing throughout 2011 and 2012.

Homecoming Scotland coverage reached an audience of 291,592,366 and generated an amazing £14,402,684 of PR value

Dedicated ancestral newsletter to media contacts based in Diaspora markets, bi-monthly basis.

Page 7: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

The Focus Years

Food & Drink 2010/11 Active Scotland 2011 Creative Scotland 2012

Natural Scotland 2013 Homecoming 2014Commonwealth GamesRyder Cup

Page 8: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

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The Winning Years

Page 9: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

What is the Growth Fund?

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• Marketing fund for constituted groups • Supports collaborative marketing activity to bring additional visitors to your area -

regional, national, or international• Marketing projects should last c.12 months• Award is 50% of total project cost – from £5,000 to £65,000• 25% private sector cash• Monthly application panel• Dedicated Growth Fund Advisor

Page 10: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

www.visitscotland.org/growthfund

What is eligible? What is not eligible?

Marketing projects designed to bring visitors to the area

•Regional as well as national and international marketing

•Marketing materials e.g. leaflets, pop-up displays, video footage, posters

•Website development

•Event & exhibition attendance

•Core or repeated marketing activity•Event marketing (see EventScotland)•Product development•Capital costs e.g. plasma screens

Marketing that targets locals and visitors already in the area

Page 11: VisitScotland Ancestral Brand overview Gillian Swan, Ancestral Marketing Manager 1.

Q&AGillian Swan

Ancestral Marketing Manager0131 472 2012

[email protected]