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

Home , Smooth Radio (2010), Smooth Radio (2014)

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.

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

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

Media Digital - Autumn 2013 Review

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

Thank you