Marketing the Outer Hebrides Keith Campbell, Brand Manager, UK&I Marketing April 2014

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Marketing The Outer Hebrides Keith Campbell, Brand Manager, UK&I Marketing April 2014 1 Content • Strategic Approach • Autumn 2013 Campaign: - Comhairle nan Eilean Siar funded activity - VisitScotland core activity – Hebrides: Islands on the Edge • Spring 2014 Campaign: - Comhairle nan Eilean Siar funded activity - VisitScotland core activity - Brilliant Island Moments • 2014/15 Planning 2 Strategic Approach • Multi-touchpoint • Direct mail pack • Press adverts • Digital: emails and online banners • Radio • Strategic partners • Target audience – Affluent Active Devotees • Scotland • North England • BBC Hebrides: Islands on the Edge • Brilliant Moments The Outer Hebrides. Islands full of brilliant moments. 3 Autumn 2013 Review 21 Autumn 2013 Review Awareness/Acquisition • Media: Press – over 2.4m readers • Media: Radio – over 2.05m listeners • Media: Digital – 95k emails & banners targeted to Scotland & North England Results • Total Entrants = 5,893 • Brochure Requests = 3,195 21 Media Press - Autumn 2013 Review 6 Media Press - Autumn 2013 Review Daily Mail 7 Media Radio - Autumn 2013 Review • 1 week of radio trails – Classic FM Scotland – Real Radio North East – Smooth Radio North East – Radio Aire (Leeds) – Real Radio North West – Smooth Radio North West – Real Radio Yorkshire 8 Media Digital - Autumn 2013 Review 9 Spring/Summer 2014 Overview 21 Spring 2014 Summary Retention • Direct Mail to over 23,000 warm names Awareness/Acquisition • Media: Press – over 1.07m readers • Media: Radio – 687k listeners • Media: Digital – 1.3m emails & banners targeted to Scotland & North England • Strategic Promotional Partners: Love Me Beauty – 319,000 customers Results – to date • Total Entrants = 8,800 • Brochure requests = 5,000 21 Direct Mail - Spring/Summer 2014 12 Media Press – Spring 2014 13 Media Press – Spring 2014 14 Media Radio - Spring 2014 15 Media Digital – Spring 2014 16 Strategic Promotional Partners – Spring 2014 Love Me Beauty 17 Brilliant Island Moments Daily Record 18 2014/15 Planning • Strategic plan for 2014/15 • Engagement with and input from industry & other public sector bodies • One co-ordinated marketing plan for the Outer Hebrides to help achieve growth • Identify key partners 19 Thank you 20 .

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