Carrick Rocks


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This is my presentation which was prepared as part of an interview for a role as a 'Tourism Marketing Officer'. The focus of the presentation was to answer the question 'How would you market Carrick's most attractive tourism facilities to a domestic tourism audience?'

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Carrick Rocks

  1. 1. “How would youmarket Carrick’smost attractivefacilities to a Researchdomestic tourism • Examine Scotland’s tourism industry.audience?” • Review Carrick’s competitors in Scotland. • Confirm the actual area of Carrick. • Analyze Carrick’s facilities and determine which are the most attractive to tourists. Marketing Strategy • Present branding for digital & print campaign. • Outline the multiple platforms to be used throughout the campaign.
  2. 2. The GB (domestic) market accounts for 85% of tourism trips to Scotland 13.4 45 Over 3(Domestic Tourism, GB Markets, 2011) million million billionIn 2011 there were.......................................................................................... trips nights spentTop destinations in Scotland: their websites, logo and taglines. They are Competition for Carrick, but alsobring in visitors to Scotland.
  3. 3. Carrickfrom the gaelic Carraig - meaningrock, or rocky place.Carrick is a former comital district in the South- West of Scotland, which today forms part ofSouth Ayrshire.The area of Carrick consists of a range of towns and villages,Carrick Community Council members include:Barr, Barrhill, Ballantrae, Colmonell & Lendalfoot, Crosshill, Straiton & Carrick falls within Ayrshire & ArransKirkmichael, Dailly, Dunure, Girvan, Kirkoswald, Maidens & Turnberry 2012-2017 Tourism Strategy, who’s vision is:Maybole (historic capital of Carrick) , Pinmore & Pinwherry. Ayrshire and Arran will be a premier destination• 20,000 residents - almost 1/5th of South Ayrshires population. of choice, where visitors will receive a fantastic• Birthplace of Robert the Bruce. welcome and enjoy outstanding experiences of our coastline, countryside, culture and• Many advantages: coastline, harbours, farmland and hills, hospitality. important history & hertitage, active communities.
  4. 4. Carrick’s most attractive facilities that the campaign will be focussing on are: cream ‘o’ galloway - Visitor Centre - Ice cream maker - family day out. The 2nd top visitor attraction in dumfries & galloway with over 77 thousand visitors in 2010 - Tourism in Southern Scotland, 2010 One of the nine highest scoring GOLD Visitor Attraction graded during 2011 throughout the UK and Ireland. Carrick Way Walk - South Ayrshires unique long distance path. Also the Carrick Walking festival - June till September. 70 miles of amazing scenery and views of Ailsa Craig. Carrick Forest - A long mountain bike route in Galloway Forest Park, between Barr in Ayrshire and Loch Doon. Carrick Holiday Cottages - A range of self-catering cottages and chalets in the beautiful bay of Carrick and surrounding areas. Boat Trips to Ailsa Craig - A range of self-catering cottages and chalets in the beautiful bay of Carrick and surrounding areas. Lots more - Trips to the Isle of Arran, Turnberry Golf Course, Culzean Castle & Country Park, Lendalfoot - home of sawney bean, the electric Brae, Heads of Ayr Farm Park, Beaches, Harbours, Walks, Extreme Sports, Robert the Bruce + Turnberry Castle, Robert Burns...
  5. 5. An advertising and promotional campaignhas been devised to market Carrick’s mostattrictive facilities.The campaign is branded ‘Carrick Rocks’The name sounds new & exciting and will appeal to a youngeraudience, who may never have heard of Carrick before, and oldermore experienced tourists.The name and logo take inspiration from the gaelic word used toname the land based on its rocky terrain.The tagline - ‘Unearth Scotland’s best kept secret’ also hints towardsthe ‘rocks’ theme, and encourages the tourist to think that they candiscover and explore a new and exciting place.Campaign platforms - print, digital and social media campaign.campaign purposes• Increase awareness of the Carrick area.• Inform people about the area and its facilities.• Intruge them about the area.• Motivate and encourage them to visit.
  6. 6. Digital Platforms Carrick Rocks will utilise digital platforms to raise awareness of Carrick, and provide relevant information in an accessible format. It will also make great use of multiple social media networks to increase engagement with tourists and potential tourists, and start conversations about Carrick. Benefits - low cost, high engagement, reach younger audiences, chances to go ‘viral’ + free advertising from ‘sharing’Website Use to engage and connect fans. (Through posts, questions, polls, Use to post multiple times daily about local information, Carrick Rocks News and tips competitions, comments, likes and shares) about visiting Carrick.Main platform and portal to other socialmedia networks. Mix of fun and informative posts. Engage with partners such as Visit Scotland, who can ReTweet our news.Links to the website from Visit Scotland and Raise awareness of the Carrick Rocksother travel/trip websites. campaign. Engage with local businesses.Pages such as: About Carrick, What’s on?, Start, facilitate and participate in Engage with professionals.Things to do, History, Gallery, Special conversations about Carrick.offers., Guide to ‘unearthing’ Carrick. Engage with fans. Host cover image competitions (changeFeatures such as an interactive map, every month to allow peoples photography Use the #ff ‘Follow Friday’ feature to helplive feeds from facebook/twitter/flickr, to be shown) promote our followers/people we followDownload links for brochure + itineraries, such as businesses in Carrick.videos. Use the timeline feature to populate it with posts about Carricks history and heritage. Use the features such as Gallery, Events and custom tab apps.
  7. 7. Google PlusCreate different ‘boards’ Create an account for Register the mainwith images of Carrick the campaign which facilities of Carrick with& it’s attractions, for can be used to raise foursquare so users canexample ‘Beaches’, awareness, link with ‘check in’ to unlock‘Wildlife’, ‘Family days partners & fans. Posts special offers, tips, andout’, ‘Walks’.... similar to facebook. post their own content (reviews, photos...) Other Platforms Encourage the main facilities Bagging Scotland - createOnce again, promoting account and encouragethe scenery, landscape of Carrick to offer Groupon vouchers, such as ‘Meal tourists to ‘bag’ landmarksand heritage of Carrick for two’ or experiences and attractions in Carrick.through images. such as ‘boat trips to Ailsa Spotify - exploring / walking playlists Blipphoto - post photos of Carrick everyday Craig’. Brings new visitors Trek Earth - post photos of Carricks scenery and business to other Instagram - post and share photos of Carrick in a photo social network establishments in the area.
  8. 8. Print Platforms Carrick Rocks will also use traditional print media in order ensure all potential audiences are reached. Benefits - Prolonged exposure, lasting impression, tangible information. Drawbacks - can be expensive, can only ‘talk at’ audience - limited engagementLeaflet - to be used in Train station & on Conclusion + othertourist stands, in hotels/ board posters - opportunitiesrentals in and around the advertise around major trainCarrick area, in Scottish stations (Glasgow Central) Reach audiences from London 2012 and on board trains that pass and Glasgow 2014.Airports. through the Carrick area. Possible TV + Radio advertisiingWill be a ‘Guide to depending on the budget of theunearthing Carrick’ and Inclusion in other campaign.feature information, a map tourist guides +and a ‘to do’ list of all the publications- place Carrick Rocks will successfully market Carricks facilities to a domesticmain facilities - which can be adverts / information in tourism audience. It is relativley lowstamped/ticked when done. guides about Scotland, the cost, new and exciting with lots of(possibility of sending away completed historic Scotland leaflets room for engagement, innovation andguide to enter a competition) etc. development.