THE BRITISH ARENOT COMINGNov2012Laying the foundations for more effective destination marketingphilip@homeslade.co.ukSlade...
• THE BRITISH• BRITISH THOUGHTS ABOUT CANADA• MACRO-TRENDS IN BEHAVIOUR• CULTURAL AESTHETICS• EXAMPLES OF GREAT ADVERTISIN...
Text1. THE BRITISH Images used as illustration only, no rights claimedNov2012
Text1. The BritishThe Olympic effect• Brand Britain• Mobile content• Celebrity wane• The country on bikes• Sponsors who gi...
TextCH4 Meet the paralympians cliphttp://www.youtube.com/watch?v=tuAPPeRg3Nw1. THE BRITISH: The Paralympic effectImages us...
Almost 1 Billion people around theworld watched the London Olympicopening ceremony, 90% of whomhad no idea what was going ...
BRITISH thoughts about CanadaImages used as illustration only, no rights claimed Nov2012
>> slide removed <<
StaycationsTwo tier BritainPost GrouponEverything starts with Mobile2. Macro trendsImages used as illustration only, no ri...
Macro Trends:StaycationsNov2012
“We have turned understatement into an artform, we have hidden our light under abushel. We are too tongue-tied aboutcelebr...
Two Tier BritainImages used as illustration only, no rights claimedMacro trendsNov2012
Britains two best performing retailers in 2012(with some of the same shoppers*)Macro Trends: Two Tier BritainImages used a...
MACRO TRENDS: Post Groupon curated travel offersNov2012
Travellers are buying intothe idea of an experiencerather than looking at aspecific locationImages used as illustration on...
TextImportant to build a sense of discoveryAn experience missed will drive alonging for a repeat visit..those buying based...
Text Nov2012
Macro Trends: EVERYTHING MOBILEBritain remains one of the worlds mostmobile savvy nationsNov2012
3. Cultural aestheticImages used as illustration only, no rights claimedNov2012
>> slide removed <<
3. Cultural aesthetic : UNDERSTATEDhttp://www.youtube.com/watch?v=kflVxz4ZGqgNov2012
http://youtu.be/EJeXQniTKtoAnalogicalNov2012
Never Knowingly Undersold 2012http://www.youtube.com/watch?v=8jiJShJfqmYNostalgicNov2012
http://www.youtube.com/watch?v=kwxTf7NGVXgSelf-deprecatingNov2012
http://www.youtube.com/watch?v=DYkM4VbVFdA&feature=plcpIronicNov2012
http://www.youtube.com/watch?v=JR0aZX1_TD8Very IronicNov2012
3. Great advertising canchange the public moodNov2012
After salmonella was found in over a million chocolate bars,Cadbury’s was going to need something a bit special to getpeop...
• http://youtu.be/XcLzF1bMng8Nov2012
SUMMARY• The British have a rejuvenated sense of pride• UK advertising aesthetic is quirky• Everything begins with mobile•...
APPENDIXNov2012
TextF&F?CanadaTorontoOntarioF&F?Nov2012
TextSept 2012Nov2012
TextUK August 2012Web sites most used in Long haul travel bookingsNov2012
TextIn May 2012 SecretEscapes was not in thetop 30, but heavy use ofpaid search has broughtit into the top 10 byAugustTrav...
TextvvUKspecificsF & FDestination unknownresearchersExperience seekersNov2012
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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

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Talking to potential British tourists

  1. 1. THE BRITISH ARENOT COMINGNov2012Laying the foundations for more effective destination marketingphilip@homeslade.co.ukSladecooperation.co.uk@piehead
  2. 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. 3. Text1. THE BRITISH Images used as illustration only, no rights claimedNov2012
  4. 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. 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. 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. 7. BRITISH thoughts about CanadaImages used as illustration only, no rights claimed Nov2012
  8. 8. >> slide removed <<
  9. 9. StaycationsTwo tier BritainPost GrouponEverything starts with Mobile2. Macro trendsImages used as illustration only, no rights claimed Nov2012
  10. 10. Macro Trends:StaycationsNov2012
  11. 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. 12. Two Tier BritainImages used as illustration only, no rights claimedMacro trendsNov2012
  13. 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. 14. MACRO TRENDS: Post Groupon curated travel offersNov2012
  15. 15. Travellers are buying intothe idea of an experiencerather than looking at aspecific locationImages used as illustration only, no rights claimedNov2012
  16. 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. 17. Text Nov2012
  18. 18. Macro Trends: EVERYTHING MOBILEBritain remains one of the worlds mostmobile savvy nationsNov2012
  19. 19. 3. Cultural aestheticImages used as illustration only, no rights claimedNov2012
  20. 20. >> slide removed <<
  21. 21. 3. Cultural aesthetic : UNDERSTATEDhttp://www.youtube.com/watch?v=kflVxz4ZGqgNov2012
  22. 22. http://youtu.be/EJeXQniTKtoAnalogicalNov2012
  23. 23. Never Knowingly Undersold 2012http://www.youtube.com/watch?v=8jiJShJfqmYNostalgicNov2012
  24. 24. http://www.youtube.com/watch?v=kwxTf7NGVXgSelf-deprecatingNov2012
  25. 25. http://www.youtube.com/watch?v=DYkM4VbVFdA&feature=plcpIronicNov2012
  26. 26. http://www.youtube.com/watch?v=JR0aZX1_TD8Very IronicNov2012
  27. 27. 3. Great advertising canchange the public moodNov2012
  28. 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. 29. • http://youtu.be/XcLzF1bMng8Nov2012
  30. 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. 31. APPENDIXNov2012
  32. 32. TextF&F?CanadaTorontoOntarioF&F?Nov2012
  33. 33. TextSept 2012Nov2012
  34. 34. TextUK August 2012Web sites most used in Long haul travel bookingsNov2012
  35. 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. 36. TextvvUKspecificsF & FDestination unknownresearchersExperience seekersNov2012

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