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Talking to potential British tourists
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Talking to potential British tourists

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Part of a presentation about effective comms to lure British tourists to Canada

Part of a presentation about effective comms to lure British tourists to Canada

Published in: Business, Travel

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  • 1. THE BRITISH ARENOT COMINGNov2012Laying the foundations for more effective destination marketingphilip@homeslade.co.ukSladecooperation.co.uk@piehead
  • 2. • THE BRITISH• BRITISH THOUGHTS ABOUT CANADA• MACRO-TRENDS IN BEHAVIOUR• CULTURAL AESTHETICS• EXAMPLES OF GREAT ADVERTISINGWhy aren’t more British travellersresponding to advertising about Canada?well, lets look at what makes the Brits tick.Images used as illustration only, no rights claimed Nov2012
  • 3. Text1. THE BRITISH Images used as illustration only, no rights claimedNov2012
  • 4. Text1. The BritishThe Olympic effect• Brand Britain• Mobile content• Celebrity wane• The country on bikes• Sponsors who give backImages used as illustration only, no rights claimed Nov2012
  • 5. TextCH4 Meet the paralympians cliphttp://www.youtube.com/watch?v=tuAPPeRg3Nw1. THE BRITISH: The Paralympic effectImages used as illustration only, no rights claimedNov2012
  • 6. Almost 1 Billion people around theworld watched the London Olympicopening ceremony, 90% of whomhad no idea what was going on1. THE BRITISH: The Olympic effectImages used as illustration only, no rights claimed Nov2012
  • 7. BRITISH thoughts about CanadaImages used as illustration only, no rights claimed Nov2012
  • 8. >> slide removed <<
  • 9. StaycationsTwo tier BritainPost GrouponEverything starts with Mobile2. Macro trendsImages used as illustration only, no rights claimed Nov2012
  • 10. Macro Trends:StaycationsNov2012
  • 11. “We have turned understatement into an artform, we have hidden our light under abushel. We are too tongue-tied aboutcelebrating what is great about our country”David Cameron* : 2011Macro Trends: StaycationsNov2012
  • 12. Two Tier BritainImages used as illustration only, no rights claimedMacro trendsNov2012
  • 13. Britains two best performing retailers in 2012(with some of the same shoppers*)Macro Trends: Two Tier BritainImages used as illustration only, no rights claimedNov2012
  • 14. MACRO TRENDS: Post Groupon curated travel offersNov2012
  • 15. Travellers are buying intothe idea of an experiencerather than looking at aspecific locationImages used as illustration only, no rights claimedNov2012
  • 16. TextImportant to build a sense of discoveryAn experience missed will drive alonging for a repeat visit..those buying based on experientialreasons – this will enable me to dosomething – have only a sense ofpotential lost opportunitiesPeople who buy based onmaterial properties are morelikely to suffer buyers remorseNov2012
  • 17. Text Nov2012
  • 18. Macro Trends: EVERYTHING MOBILEBritain remains one of the worlds mostmobile savvy nationsNov2012
  • 19. 3. Cultural aestheticImages used as illustration only, no rights claimedNov2012
  • 20. >> slide removed <<
  • 21. 3. Cultural aesthetic : UNDERSTATEDhttp://www.youtube.com/watch?v=kflVxz4ZGqgNov2012
  • 22. http://youtu.be/EJeXQniTKtoAnalogicalNov2012
  • 23. Never Knowingly Undersold 2012http://www.youtube.com/watch?v=8jiJShJfqmYNostalgicNov2012
  • 24. http://www.youtube.com/watch?v=kwxTf7NGVXgSelf-deprecatingNov2012
  • 25. http://www.youtube.com/watch?v=DYkM4VbVFdA&feature=plcpIronicNov2012
  • 26. http://www.youtube.com/watch?v=JR0aZX1_TD8Very IronicNov2012
  • 27. 3. Great advertising canchange the public moodNov2012
  • 28. After salmonella was found in over a million chocolate bars,Cadbury’s was going to need something a bit special to getpeople to forget and forgiveNov2012
  • 29. • http://youtu.be/XcLzF1bMng8Nov2012
  • 30. SUMMARY• The British have a rejuvenated sense of pride• UK advertising aesthetic is quirky• Everything begins with mobile• The way people book long haul is changing• Social media impacts travel choice in the UKNov2012philip@homeslade.co.ukSladecooperation.co.uk@piehead
  • 31. APPENDIXNov2012
  • 32. TextF&F?CanadaTorontoOntarioF&F?Nov2012
  • 33. TextSept 2012Nov2012
  • 34. TextUK August 2012Web sites most used in Long haul travel bookingsNov2012
  • 35. TextIn May 2012 SecretEscapes was not in thetop 30, but heavy use ofpaid search has broughtit into the top 10 byAugustTravel brands with the most influenceNov2012
  • 36. TextvvUKspecificsF & FDestination unknownresearchersExperience seekersNov2012