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Any reprint, use or republication of all or a part of this presentation without the prior written approval of STR, Inc. or STR Global, Ltd. trading as STR
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90 Miles of Opportunity
Snow Roads
Topline summary of research findings
Jennifer, Project Manager of the Snow Roads with the CBP
Catherine, Senior Research Executive at STR Global

2. © 2017 STR. All Rights Reserved.
• Snow Roads is a 90-mile journey which winds its way
from Blairgowrie to Grantown-on-Spey.
• It has a number of unique selling points including three
architectural installations which have been placed at
viewpoints along the route.
• The Cairngorms Business Partnership (CBP) secured
Scottish Enterprise funding to take the project into its
next stage and is working on a two year project to
catapult it into a must-do destination in its own right.
PROJECT OUTPUTS
• Research.
• Branding and local story collation.
• A digital toolkit.
• Numerous events for local businesses.
• Engagement with the travel trade.
Introduction to the Snow Roads
“Mystical scenery,
historical attractions
and cosy pubs along
the way to warm up.
In short, it's a place
to dream.’’

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Research approach | Overview
The research approach comprised of six core components including desk research, an online
survey with key markets, qualitative research with visitors in the Cairngorms and interviews
with local businesses, niche groups of interest and relevant tourism industries
DESK RESEARCH &
COMPETITOR REVIEW
KEY MARKETS SURVEY VISITOR QUALITATIVE
FEEDBACK
NICHE MARKET
PERCEPTIONS
INDUSTRY VIEWS LOCAL BUSINESS
VIEWS
1 2 3
4 5 6

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Key Insights from online survey/key markets
Method: 15 minute survey, 1350 respondents
Key markets: Scotland, Rest of UK, US, France, Germany,
Netherlands Pen portraits for each key market:
• Visitors from the US were the most likely to find the
concept of the Snow Roads appealing.
• Beautiful scenery, places of natural beauty and places to
stop along the way are considered to be the most
important factors for an enjoyable road trip.
• Interaction with local culture is more important for US &
French travellers.
• Overall, ‘historical’ was the most common descriptor
followed by ‘peaceful’ and ‘authentic’. Scotland and rest of
UK were the most likely to associate CNP with ‘unspoilt’.
• Overall visitors would expect to spend 2-3 days exploring
the area/route (42%).
• Subjects visitors were most likely to want more
information on were castles along the route and
information on accommodation and restaurants.
‘’It is an opportunity to escape
the dreary and monotonous life
in the city and reawaken the
soul in a place teeming with
history and mystique. Viewing
the pictures, I imagine myself
coming face to face with figures
from the past and a more
peaceful time.’’ (US)
‘’It seems to be a good road to
discover the nature of Scotland,
the real history and local
people.’’ (FRANCE)

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Businesses are generally supportive of the Snow Roads
(87% according to the CBB) with 78% claiming to be aware
of the initiative.
Concerns around the ‘unknown’ impact of the Snow
Roads, some unsure as to the extent to which they need
to plan for increased footfall and whether it will offer a
return on investment.
Many local businesses are very passionate and
knowledgeable about the local history of the area and feel
this could be brought out more for visitors.
Marketing the Snow Roads as a place and not a route was
a common suggestion.
 LEARN LESSONS FROM CHALLENGES OF
TOURISM ELSEWHERE
 POSITION AS A PLACE NOT A ROAD
 AWARENESS NOT CREATION
Key Insights from local businesses
METHOD: 20-30 minute interviews (telephone & face to face)
SAMPLE: 10 local businesses
“I wouldn’t explain it as a route.
Because a route is getting from A to
B whereas I see the snow roads
being a place. So it’s an area of
Scotland and the road is a way of
connecting pieces within that
destination. So I think the word
‘route’ actually could be damaging.”
87%
“There’s lots of history. More could
be made of the Jacobites. People
love that feel of real Scottishness,
adventuring spirit. People connect
with it – that sense of adventure.
Coming out of their safe home and
into the wilderness of Scotland.”

6. August Fieldwork:
49 visitors

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FAMILIES
• Families need to break up their journey and are
looking for ways to entertain children with music and
spotting signs, wildlife and landmarks.
• An augmented reality app to provide information
appealed strongly.
• For large family groups finding appropriate
accommodation can be a challenge.
OLDER VISITORS
• A visit to the Park has become a tradition for many
older visitors. They want to enjoy nature and
information on accessible walks is important to them.
• The natural beauty of the Park and the wildlife are
important drivers as well as attending events.
• Meeting their changing needs – i.e. more accessible
walk routes and signage for toilets will become
increasingly important.
• These visitors are also more likely be members of the
National Trust.
Visitor Groups – key insights

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OVERSEAS VISITORS
• Enjoy interactions with local people and culture.
• Many start in Edinburgh and if on a longer trip stay in
the CNP for 2/3 days then visit Skye, Inverness, West
Coast.
• Overseas visitors were more likely to associate ‘Snow
Road’ with winter and skiing.
• Sending photos to family back home was a more
common need.
• More likely to research before visiting – often by
reading guide books.
YOUNG ADULTS
• More likely to be participating in a wider range of
outdoor sports including hiking, swimming, cycling,
and golf.
• Often plan each day as it comes.
• Interested in the potential Snow Roads apps and
digital tools.
• More likely to view facilities as hit and miss
(particularly cafes / restaurants).
• Signs important for these visitors to explore.
Visitor Groups – key insights

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Four key themes/needs emerged from speaking with
visitors in the park
DISCONNECTING FEELING LOCAL PROMOTE AND PROTECT NOSTALGIA
“The fresh air is good for the soul.
Especially if you work in the city
and look at a computer all day.”
“I like all of the history and all of the
signage. I like to know more about what I
am looking at but it’s important that it is
done subtly and not in your face. It’s
important not to be overbearing on what is
beautiful and quite low key.”
“Some bikers get a bad
reputation and they get a bad
name but you come to places
like this (Braemar) and the
staff are friendly and they start
to learn your name. We feel
local when we come here.”
“We’ve been countless times, coming for
40 yrs, not every year but over that period
of time. The beauty brings us back but
originally it was Pine Cottage, we like the
place. We used to take our boys to it. Now
we bring our granddaughter.”

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Digital engagement opportunities
GPS
CONSIDERATIONS
• Potential to offer both high and low tech ways
to deliver the same information.
• It should be a tool to better understand the
history and the geology in the area.
• We should aim to enhance the experience but in
an un-intrusive way.
• Entertainment for families or the introduction of
a game could be appealing.
• Language preferences for international visitors
should be considered.
• Using humour and hearing local accents is also
of interest.
• We are working with the best digital experts in
the country to develop a web presence and an
application for the Snow Roads.
‘In a place like this you would
want to take everything in that
is around you and not take in
anything artificial. if it enhanced
the trip you were already on –
and you were using a sat nav in
the car then it is a natural
extension of that – compared to
if you were out walking and you
got out your phone.’
‘It definitely appeals, like
the brown signs -we
always watch out for
those. It would be useful
to have an app that
points them out.’
A number of lessons can be learned from the research results to help inform our digital toolkit:

11. © 2017 STR. All Rights Reserved.
• We are delighted to be working with Forty
Two Studio and Lateral North to work in
community engagement and brand identity
projects.
• We are running workshops on our research
results in Blairgowrie, Dinnet and Grantown
on Wednesday 29th and Thursday 30th of
November.
• This will give an overview of findings and help
businesses consider how they might use
them to inform their marketing strategy.
• A sign-up sheet is here today.
Snow Roads next steps