GREAT Inverness Loch Ness Tourism Programme Business Seminar. 30 September 2015

Chris Foy Head of Nations & Regions VisitBritain

“Support economic growth by attracting more international visitors”

The UK government’s GREAT Britain campaign aims to promote the UK internationally as a GREAT place to visit, study and do business. Led from 10 Downing Street, the campaign is the driving force behind this initiative

Who we are and what we do VisitBritain is the UK’s strategic body for inbound tourism and the National tourism agency. We play a key role in: Raising the whole of Britain’s profile worldwide Increasing the value of tourism exports Developing Britain’s visitor economy Our mission is to grow the value of inbound tourism to Britain, working with a wide range of partners in both the UK and overseas. The national tourism agency, responsible for marketing Britain worldwide & developing Britain’s visitor economy. A non-departmental public body, funded by the Department for Culture, Media & Sport, we work with partners in the UK & overseas to ensure that Britain is marketed in an inspirational & relevant way around the world. Our partners include government agencies such as UKTI, airlines & operators, global brands such as Samsung as well as the official tourism bodies for London, England, Scotland & Wales. Our strategy 1. Inspire travellers from overseas to visit andexplore Britain 2. Use our global network to support the promotion of British tourism overseas 3. Advise Government and the industry on tourism issues, particularly affecting our global competitiveness 4. Maximise public investment through partner engagement and commercial activity In 2014/15 our Grant-in-Aid from the DCMS is £36.883m, which includes £17m of GREAT funding and £0.192k specifically designated grant for Capital. Our international network is active in markets and cities that deliver approximately three quarters of inbound tourism spend. This global footprint enables us to provide analysis and advice on the issues facing potential visitors and the barriers to inbound tourism growth. We also provide research; market intelligence and analysis to inform the British tourism industry

Our UK & international network means we understand our customers … 2 1 4 3 1 1 Co-located with Foreign Office, British Council & UKTI 2 6 2 3 12 3 4 2 3 3 5 7 9 Total Network Staff: 84 All Employed Locally 5 Our international network is active in markets and cities that deliver approximately three quarters of inbound tourism spend. This global footprint enables us to provide analysis and advice on the issues facing potential visitors and the barriers to inbound tourism growth. We also provide research; market intelligence and analysis to inform the British tourism industry 2 …and know how to inspire them to choose Britain

What’s the plan? Netherlands Germany (2016 >) France USA Increase awareness, change perceptions and stimulate demand for Inverness and Loch Ness tourism products Work with carriers and intermediaries through targeted promotional activity including digital channels, the media and travel writers Focus on markets, segments and times of year when there is capacity for growth Deliver a measurable RoI 9:1 = 6340 additional international visits contributing to £4.32 additional spend

France Integrated offline and online short break marketing campaign targeting heritage hikers and experience enthusiasts. Will include print (newspaper & magazines), newspaper inserts 'GREAT supplements', digital display and content, e-CRM, social media/Facebook ‘Catch Us if You Can’ social media campaign to send a group of YouTubers to Loch Ness in search of Nessie, creating video content along the way of everything they see on their journey (Inverness, golfing, etc) Face to face meetings with key leisure operators from France at ‘Meet the French Trade’ and trade fam trips to present the destination, product and suppliers

Netherlands Online consumer short break campaign with tactical advertising in cooperation with ANWB media like Kampioen, Fietsen, Op Pad, KCK and Reizen. ANWB has a large database for tactical advertising through EDM's. City guide with Youropi.nl Trade toolkit to include itineraries, events calendar, contacts, trade contacts of I&LN suppliers, images and product suggestions Press visits to discover the hiking & walking, nature, food and culture possibilities of the region, and influencer visits (bloggers, vloggers, instagrammers) to promote these experiences to younger segments

USA Tailored press visits that leverage the Culture and Countryside GREAT messaging with key US media. To include traditional print and online, along with key social influencers i.e. Instagram, YouTube VisitBritain to identify and pitch to a top rated national television show - i.e. a PBS Travel program like Family Travel with Colleen Kelly. To deliver over 50 million opportunities to see (OTS) Leisure promotion campaign focusing on native and content marketing. This will enable us to tell the rich stories of the region to an audience who is relatively unfamiliar with the product and inspire them to visit

How to get involved

Get Ready Your knowledge Supporting Press Trips Supporting Trade visits Supplying Images Content for digital platforms Ideas for themes and itineraries Story ideas Local characters, and authentic voices Prizes for competitions Attending trade events A warm welcome

Panel Q & A Graeme Ambrose – VisitInvernessLochNess Vineet Lal - VisitScotland Chris Foy - VisitBritain