SUSTAINABLE DEVELOPMENT COMMITTEE 22 APRIL 2009 COMATAIDH BUILEACHAIDH PLANA CANAN 23 APRIL 2009
CEARCAILL NA GAIDHLIG 2009
Report by Director of Development
PURPOSE OF REPORT To update Members on the 2008 Cearcaill na Gaidhlig programme, and to seek funding for further activity during 2009.
COMPETENCE
1.1 There are no legal, financial, or other constraints to the recommendations being implemented. Funding provision has been identified from within the Industrial Promotion budget.
SUMMARY
2.1 Cearcaill na Gaidhlig (The Gaelic Rings) is a tourism marketing initiative based around the greater utilisation of the transport infrastructure of the Hebridean islands and the West Highland mainland.
2.2 The aim of Cearcaill na Gaidhlig is to boost cultural tourism and Gaelic language related cultural activity. The key feature of Cearcaill na Gaidhlig is to link transport to the unique language and cultural heritage of the area to create the concept of a series of ‘Gaelic Rings’.
2.3 Following a successful 2007 pilot, the project was expanded and enhanced in 2008. Key features of 2008 activity included: development of five additional rings to cover the whole of the Outer Hebrides, development of a series of Cearcaill na Gaidhlig leaflets, revised and relaunched website provision and increased business involvement.
2.4 The successful partnership approach, along with the range of marketing tools which are now in place, also led to a considerable range of free advertising and promotional opportunities during 2008.
2.5 A programme of activity for 2009 has now been drawn up by partner agencies in order to take the initiative to the next stage.
RECOMMENDATION
3.1 It is recommended that the Comhairle approve £22,500 from the Industrial Promotion budget for Cearcaill na Gaidhlig during 2009, subject to approval of funding from other partners.
Contact Officer: Anne Murray, Economic Development Officer, Ext. 277 Appendices None Background Papers: Reports to Policy and Resources Committee Feb 07, Dec 07 Reports to Sustainable Development Committee Feb 07, June 07, Feb 08
INTRODUCTION
4.1 Cearcaill na Gaidhlig is a tourism marketing initiative based around the greater utilisation of the transport infrastructure of the Hebridean islands and the West Highland mainland. The key feature of Cearcaill na Gaidhlig is to link transport to the unique language and cultural heritage of the area to create the concept of a series of ‘Gaelic Rings’.
4.2 The aims and objectives of Cearcaill na Gaidhlig are to: Boost cultural tourism and Gaelic language related activity. Develop and demonstrate the links between the core Gaelic speaking areas of the Western Highlands and Islands. Demonstrate the accessibility of the Highlands and Islands and the integrated transport connections within the area. Ensure that the improvements in transport infrastructure are utilised to boost cultural tourism and Gaelic language related visitor activity. Offer a linguistic and culturally rich experience for tourists. Offer a new and locally innovative marketing solution to businesses undertaking cultural or Gaelic-related activity. Encourage businesses in the tourism industry to enhance the Gaelic and cultural experiences they offer.
2008 PROGRAMME
5.1 Following a successful pilot in 2007, the Comhairle agreed in February 2008 to contribute £25,000 to project activities during 2008. This contribution was matched by HITRANS, Argyll and Bute Council, Highland Council and Caledonian MacBrayne.
5.2 The following activity was undertaken in 2008: Development of five new Cearcaill na Gaidhlig journeys allowing complete coverage of the Outer Hebrides and West Highland mainland. High profile launch event in Oban in March 2008. Production of a Cearcaill na Gaidhlig guide book containing the personal journeys and experiences of acclaimed writers and authors. 10,000 books were produced. Series of new leaflets covering each of the six Cearcaill na Gaidhlig journeys. 150,000 leaflets were printed and distributed around touch points across Scotland Direct Mail and telemarketing resulted in 620 businesses participating in the Cearcaill na Gaidhlig initiative. Businesses received ‘Gaelic in Your Business’ publication, stickers, posters, leaflets and other marketing materials, and are also listed on Cearcaill na Gaidhlig website. New Cearcaill na Gaidhlig website was designed and launched. Production of Cearcaill na Gaidhlig photographic journeys, which are now featured on the website.
5.3 The success of the concept and the inter-agency partnership approach is demonstrated by ‘free’ opportunities of considerable benefit which arose during the year as a result of the core activity outlined above. These included: Free advertising space in CalMac’s ‘Explore’ publication. Cearcaill na Gaidhlig signage at selected stations on the West Highland line. Article containing one of the Cearcaill na Gaelic writers’ journeys within ‘The Herald’ Saturday supplement. Photographic journeys running at Oban Airport and at CalMac terminals/vessels where possible. Dedicated Cearcaill na Gaidhlig page on Cal Mac website. Focus on specific Gaelic Rings within CalMac e-newsletter. Cearcaill na Gaidhlig featured within Visit Scotland mail drop circulated to over 110,000 households throughout the UK. Cearcaill na Gaidhlig is to feature within the launch of Highland Airways new in-flight magazine. Free editorial space has been promised within future publications by the National Trust for Scotland and Flybe. Private sector tour operators are now developing package holidays and itineraries based on the Cearcaill na Gaidhlig concept, branding and routes.
PROPOSALS FOR 2009 ACTIVITY
6.1 The initial investment from the Comhairle and its project partners has resulted in a range of free opportunities, giving invaluable coverage to the Outer Hebrides. There is now a requirement to take the marketing tools which have been developed, and use them in a range of medium.
6.2 A major step forward in the previous months has been the engagement of additional partners within the project. The following have all been engaged within in recent months: Proiseact nan Ealan Highland Airways Oban Airport Flybe/Loganair Scotrail National Trust for Scotland
6.3 In relation to Highland Airways, Cearcaill na Gaidhlig is to feature within the first edition of its in-flight magazine. An official launch of this partnership will be held at Oban Airport on 7th April 2009, and this will also be used as a vehicle to relaunch Cearcaill na Gaidhlig for 2009. It is anticipated that the involvement of Highland Airways and the presence of a branded Cearcaill na Gaidhlig plane will encourage significant press coverage.
6.4 A programme of activity for 2009 has been drawn up and costed by the project partners. The main areas of the proposal are:
Business Recruitment: Aiming to re-engage with existing businesses and attract new businesses into the campaign. As before, businesses will be featured on the website and receive a pack with promotional material and Gaelic in business publication.
Marketing Collateral: Production of additional posters, stickers, leaflets, etc, as required.
Website: A range of new developments are proposed, including: o Translation of homepage into selection of languages. o Development of web banners to enhance linkages to www.gaelicrings.com from partner sites o Facility to allow visitors to upload their own personal journeys or images. Travel providers have expressed a willingness to contribute travel tickets as prizes for any competition element of this. o Draft journey itineraries giving more detail on how to plan a holiday round each of the Gaelic Rings. This would make it easier for visitors to arrange their own holidays or speak to a package holiday provider to develop something for them in line with this.
Media Plan: Initial proposals have been sought from a media agency for a campaign to target the ABC1 30+ market, which aligns well with the marketing intelligence and strategies being used by Visit Scotland. This may involve the following types of activity: o Linking with a broadcaster such as Classic FM to run series of advertorials and competitions, along with advertising in enewsletter. o A series of adverts in targeted on-line publications such as The Herald, Guardian Times, Independent and the Telegraph. o Advertising within London Taxis, through ‘Cab Vision’.
6.5 Partners will also be taking forward activity at local level within their respective areas as opportunities arise. Therefore, the Comhairle will be directly seeking opportunities to engage with local businesses in the tourism and cultural sector to increase awareness of the project and develop the presence of the Cearcaill na Gaidhlig brand at a local level. For example, each of the local authorities have agreed to initiate discussions in their own areas in relation to branding of bus stops or local buses.
6.6 The Comhairle is also keen to support local tour guides to develop ‘Cearcaill na Gaidhlig’ tours in order to enhance the cultural and Gaelic-rich experience available to visitors. There may be scope to access LEADER or Bord na Gaidhlig funding for this, and this is currently being investigated with a view to running a pilot project in the Uists during the 2009 season.
FUNDING
7.1 The total cost of the 2009 programme is estimated at £150k. Likely funding contributions have been discussed with partners and match funding confirmation of up to £22.5k is now being sought from the Comhairle, Argyll and Bute Council, HITRANS, Caledonian MacBrayne and Highland Council to enable activity to proceed.
7.2 Looking to other, and more sustainable funding sources, is a key priority. Already, the private sector is now beginning to take the initiative in a range of areas, building on the initial investment from the Comhairle and its partners. There may also be scope to access other sources of external funding such as ERDF or LEADER to progress some particularly innovative opportunities now emerging, particularly in relation to future web enhancements, through ticketing or tour guide support.
CONCLUSION
8.1 Through Cearcaill na Gaidhlig, the Comhairle has taken the lead on what is now emerging as a significant cultural tourism project for the area.
8.2 It is clear that all public and private sector partners hold the Cearcaill na Gaidhlig concept and materials in high regard, and see it as a key tool which can be used to increase the value of cultural tourism to the area, and to complement their own marketing activities. All partners are committed to identifying opportunities for advertising, promotions, networking and PR in relation to their own organisations activities and this is already leading to a range of invaluable promotional opportunities emerging.
8.3 Comhairle funding will ensure that the area can build on the economic benefits which are now arising from the project.