The Twister Trail – a perfect end to our 7Stanes Trip<br />
Excluding skiing the most rewarding sporting activity that I have experienced in the last ten years!”<br />
Product<br />World Class mtb product top 10 in mbr poll Dec 08<br />Promoted as Scotland’s biking heaven<br />World MTB Conference in May 09<br />Good profile in MTB zines Singletrack & MBR<br />Primarily niche mtbr– 09 new events and packages emerging <br />
Marketing<br />Improved market visibility needed – focus on SEM- see table 3 <br />Web 2.0 – 7Stanes Fan Club on Bebo + appreciation society on Facebook<br />Packages and offers limited BreakPad and MB7<br />Recent Stena email marketing campaign<br />Tangible market research at source – pilot MR initiative<br />
Challenges from a tourism perspective<br />1 Extend the reach <br />2 Target New visitor segments<br />3 Optimise brand exposure from MTB Word Conference<br />4 Present the product in an easy and accessible way<br />5 Harness energies, from Hope to Belief. Hope is the feeling that what is wanted can be had or that events will turn out for the best <br />
Opportunities - short list!<br />Many segments looking for alternatives to med-sun hols<br /> Holidaying in UK <br />Present the a la carte offer with mix ‘n’ match options<br />Communicate and simplify support mechanisms eg SE Tourism Innovation Fund, The Forest Tourism Initiative, new VS Growth Fund (marketing), The First Gear Fund<br />Mountain Biking web 2.0 Programme<br /> (H&I ent)<br />Customers are spoilt for choice and are asserting their right to new and authentic experiences that can turn a holiday into a life adventure<br />
Marketing person 1: "Right, we need a photo that encapsulates the idea of someone travelling from NI to Scotland on a car ferry to go mountain biking - any ideas?"Marketing person 2: "How about if we get someone to jump a bike over a car with NI plates? Ooh - in a ferry terminal car park!"MP1: "It's good, but it lacks something..."MP2: "Got it! He needs to be wearing a kilt! Scottish, see."MP1: "Perfect!"Journalist: "What the hell...?<br />
Risks<br />↓World class product<br />Competition within Scotland, Wales, Dalby & Whinlater (Purple MB Centre = ex packages) new EU 25 Slovenia, Bulgaria…Catalayuna, Greece<br />Missed opportunity especially in 09<br />
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