CARRON TOBIN FREELANCE DEVELOPMENT MANAGER ARGYLL & THE ISLES TOURISM COOPERATIVE LIMITLESS DISCOVERIES WILD ABOUT ARGYLL ARGYLL & THE ISLES THE DESTINATION ARGYLL & THE ISLES – THE DESTINATION

• 6,900 sq km - 9% of the Scottish Landmass • Only 2% of the Scottish population

• Argyll’s coastline is greater than 3700km • 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

• 2 million overnight visits • 86% domestic visits • 14% overseas visits • Top overseas markets: Germany, USA, France, Netherlands, Australia • £495m total visitor spend IN THE BEGINNING • 2011: first ever Argyll & The Isles Tourism Summit held in Oban led by AISTP • 150 business delegates agreed to • To create an A&I umbrella brand • To collaborate, communicate and engage • To have a strategic presence at EXPO • 2012: Argyll & The Isles Tourism Co-op set up • 2012-13: AITC ’Stronger Together’ campaign implemented by AITC ARGYLL & THE ISLES DESTINATION MANAGEMENT

Oban & Lorn Tourism Alliance

AITC

Inveraray Marketing Marketing Mull & Group Iona ARGYLL & THE ISLES DESTINATION MANAGEMENT

Oban & Lorn Tourism Coll Dev Alliance Marketing Trust Mull & Iona

Heart of Argyll Visit Bute Tourism Alliance

AITC Kyles Inveraray Marketing Marketing Group Group

Cowal Explore Marketing Kintyre & Group Gigha Islay & Jura Colonsay Tourism Marketing Marketing Group Group ARGYLL & THE ISLES DESTINATION MANAGEMENT

GLORIOUS Oban & GARDENS Lorn Tourism OF ARGYLL Coll Dev Alliance Marketing & BUTE Trust Mull & Iona ARGYLL & ARGYLL & THE ISLES THE ISLES LONG COAST & Heart of DISTANCE COUNTRY- Argyll Visit Bute Tourism ROUTES SIDE TRUST Alliance AITC AITC Kyles Inveraray Marketing Marketing ARGYLL & Group Group BUTE MUSEUMS ARTMAP AND ARGYLL HERITAGE Cowal Explore FORUM Marketing Kintyre & Group Gigha FOOD FROM Islay & Jura Colonsay Tourism ARGYLL Marketing Marketing Group Group BUILDING AN UMBRELLA BRAND VISITOR INFORMATION & PRINT AN ONLINE PRESENCE WWW.EXPLOREARGYLL.CO.UK

ENGAGING WITH THE TRAVEL TRADE VISITSCOTLAND EXPO INDUSTRY COMMS & ENGAGEMENT ANNUAL TOURISM SUMMIT A STRATEGY FOR GROWTH – TAI 2020

TAI 2020… A SENSE OF PRIORITY

assets into experiences ADVENTURE TOURISM WALKING/CLIMBING CYCLING/BIKING MARINE/WATER WILDLIFE/NATURE EVENTS & FOOD & DRINK FESTIVALS TOURISM

capabilities

WORLD HOST DIGITAL TOURISM ARGYLL ARGYLL

GROWING THE BRAND: STRATEGIC MARKETING OF ARGYLL & THE ISLES

Leadership & TAI 2020 & DESTINATION LEADERSHIP collaboration BUSINESS MEMBER COMMS DEVELOPMENT SERVICES & PR BRAND PERFORMANCE THE HALO EFFECT

Oban & Lorn Tourism Marketing Coll Dev Alliance Mull & Trust Iona

Heart of Argyll  11 local marketing group Visit Bute Tourism Alliance members

Kyles AITC Inveraray Marketing Marketing Group Group  More than 1000 businesses

Cowal Explore represented across the region Marketing Kintyre & Group Gigha Islay & Colonsay Jura Marketing Tourism Group Marketing Group IMPROVED BRAND PERFOMANCE

Oban & Lorn Tourism Association Visit Helens- Holiday Mull & Better content burgh Iona

Heart of Argyll Visit Bute Tourism Alliance Improved search visibility

Kyles AITC Inveraray Marketing Marketing Group Group Improved brand performance Cowal Explore Marketing Kintyre & Group Gigha Islay & Jura Colonsay Tourism Marketing Marketing Group Group Halo effect = more leads = more visitors

ARGYLL & THE ISLES – CONTENT CURATION

TAI 2020… ADVENTURE TOURISM

Assets into experiences ADVENTURE TOURISM WALKING/CLIMBING CYCLING/BIKING MARINE/WATER WILDLIFE/NATURE EVENTS & FOOD & DRINK FESTIVALS TOURISM

Capabilities

WORLD HOST DIGITAL TOURISM ARGYLL ARGYLL

GROWING THE BRAND: STRATEGIC MARKETING OF ARGYLL & THE ISLES

Leadership & TAI 2020 & DESTINATION LEADERSHIP collaboration BUSINESS MEMBER COMMS DEVELOPMENT SERVICES & PR Assess Assess our adventure ARGYLL & tourism credentials THE ISLES Curate Curate new adventure content ADVENTURE TOURISM Engage Engage the industry ARGYLL & THE ISLES

ADVENTURE TOURISM AUDIT

Facilities and Infrastructure

Operators and providers

Clubs

Events and Festivals MARK BEAUMONT ADVENTURER AND ENDURANCE ATHLETE

1 MAN

3 FILM-MAKERS

12 DAYS

32 CHALLENGES

ARGYLL & THE ISLES

OUR ADVENTURE TOURISM CREDENTIALS?

Having grown up to become an athlete and adventurer, I have travelled to well over 100 countries, only to return home to Scotland to find that we have one of the best adventure playgrounds in the World.

Argyll and the Isles has a unique share of this glory, our adventure coast, with a staggering array of experiences, whether you are a wilderness adventurer or more of an armchair adventurer! ARGYLL & THE ISLES

OUR ADVENTURE TOURISM CREDENTIALS

Scotland's Adventure Coast

Wild or Mild

Trails of Discovery

Events and Festivals

Collaborative Marketing WILD ABOUT ARGYLL CAMPAIGN OBJECTIVES 2017

POSITION APPEAL TO A MUCH HIGHLIGHT THE PROXIMITY ARGYLL & THE ISLES YOUNGER AND MORE TO GLASGOW AND AS SCOTLAND’S ACTIVE DEMOGRAPHIC – SCOTLAND’S ADVENTURE COAST ADVENTURE SEEKERS CENTRAL BELT WILD ABOUT ARGYLL 2017

CAMPAIGN LAUNCH IN ORAN MOR GLASGOW WILD ABOUT ARGYLL 2017

CAMPAIGN LAUNCH IN ORAN MOR GLASGOW WILD ABOUT ARGYLL CAMPAIGN 2017 WILD ABOUT ARGYLL CAMPAIGN 2017 CAMPAIGN AMBASSADORS WILD ABOUT ARGYLL EXPO 2017

WILD ABOUT ARGYLL CAMPAIGN THE NUMBERS

197,000 central belt cinema goers viewed the WAA cinema ad

1.1M Glasgow subway users passed through when the WAA digital ads were on display

15,000 passengers per day departing via Edinburgh Airport passed the WAA film playing on a continuous loop

The online campaign has reached almost 2 million people and has driven more than half a million engagements (likes, comments, shares)

In 2016 the majority of Facebook followers were over 45, now the majority are under 45

The largest growth area year on year on Explore Argyll has been from under 34s with a 79% increase in traffic

CITY NATION PLACE AWARDS 2017 Being part of the Wild About Argyll campaign and Mark’s adventures on Islay has had an impact. We have welcomed new business and it has been instrumental in giving us new ideas and thinking about what else we can offer. We have felt inspired to expand our business, to consider other options and have felt re- awoken to the stunning location that we live in. DAVE PROTHEROUGH, KAYAK WILD ISLAY

The campaign has given the Quadmania business a sense of connection and importance to other tourism related businesses throughout Argyll. We have since developed exceptionally high quality video content for the business to utilise throughout social media and we are optimistic that many other Argyll based tourism businesses will share this content for a long time. It's exciting times with the WAA campaign for Argyll tourism.

DAVID MARSHALL, QUADMANIA

WILD ABOUT ARGYLL CAMPAIGN OBJECTIVES 2017

POSITION APPEAL TO A MUCH HIGHLIGHT THE PROXIMITY ARGYLL & THE ISLES YOUNGER AND MORE TO GLASGOW AND AS SCOTLAND’S ACTIVE DEMOGRAPHIC – SCOTLAND’S ADVENTURE COAST ADVENTURE SEEKERS CENTRAL BELT PROXIMITY TO THE CITY GLASGOW’S TOURISM AND VISITOR PLAN TO 2023 CITY & COAST THE BEST OF BOTH

A twin centre campaign for The City of 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 • supported by West Coast Motors and Love Loch Lomond INTRODUCING THE BEST OF BOTH 2018

Calum Ross & Carron Tobin BEST OF BOTH

TOP WAA ADVENTURE TOURISM TAKEAWAYS

• COLLABORATIVE MARKETING

• ONLINE VISIBILITY & BOOKABILITY

• UNIQUE & JOINED UP EXPERIENCES

• PRIDE & PASSION

“Wild About Argyll was such an inspiring project to be at the heart of, I was blown away by the pride and enthusiasm from everyone in the region. It felt like this publicity campaign had been crying out to happen, lifting the stone on an untold treasure in Scotland. But this is easy to say in hindsight, it took real insight, a huge amount of hard work and logistics to pull off a campaign that looked brilliantly simple and immediately inspiring, and yet was hugely ambitious and collaborative behind the scenes.” MARK BEAUMONT

“As soon as we read the proposal for the ‘Wild About Argyll’ campaign, we were excited, but it was a whole new market and direction for the region and with that comes a good deal of risk. That calculated risk has paid off immensely and we are absolutely delighted that Argyll and the Isles Tourism Cooperative has been recognised for its work in completely revolutionising the place brand for the region.

MALCOLM ROUGHEAD OBE, VISITSCOTLAND If you want something you’ve never had, then you’ve got to do something you’ve never done.

DRINA REED CARRON TOBIN FREELANCE DEVELOPMENT MANAGER ARGYLL & THE ISLES TOURISM COOPERATIVE LIMITLESS DISCOVERIES WILD ABOUT ARGYLL