Project Title: Stonehaven it’s Special Tourism Development Strategy – Tourism promotion

Description: the town’s tourism strategy and 2005 tourism survey identifies Stonehaven and its surrounding area as a popular place to visit, however, its traditional longer-stay visitor market has declined in recent years due to market changes and a relative under- supply of overnight accommodation. The town needs to refocus more of its promotional activity on attracting day and short-stay visitors from across the rest of Scotland. The marketing and promotional plan was completed in March 2007 and identified the need for the production & distribution of a suitably targeted promotional leaflet. The project cost £4,711including Vat, which is slightly over the original budget set, however, it is expected that savings can be made from the associated Visitor Information project, which is being conducted currently.

Objectives:

1. To encourage members of SiS to work together in taking forward the project and to learn about effective marketing and promotional steps.
2. To produce a professional and effective marketing leaflet capable of being used to promote the town to day visitors over a prolonged period of time.
3. To distribute the leaflet within a day visitor distance (two hours drive time) over the summer season 2007.
4. To encourage visitors to come to Stonehaven, to stay a while, stay longer and use local services and businesses and which will benefit the local economy.

Process/Stages:

1. Competitive tenders were invited in February 2007 and the work was awarded accordingly (combined with the ongoing visitor information leaflet – see separate report in due course).
2. Consultant working on marketing and promotion plan provided expertise to support group through the drafting process.
3. 40,000 leaflets produced, of which, 29,000 are being professionally distributed to key locations in Aberdeen, Angus, Dundee, Fife, Grampian, Perthshire and selected airports. The balance retained for local use by businesses, community groups due to demand and for use as exemplars, as required.

Outcomes/Results:

1. SiS Tourism Group has learnt about the process for developing a promotional leaflet and critical review of material.
2. Production & distribution of 40,000 promotional leaflets arranged in line with the established marketing and promotional plan.
3. The aim is to attract an increased number of visitors over the summer of 2007 and beyond.
4. To increase the awareness of the many attractions and activities available for visitors to partake in.
5. To incorporate awareness of the leaflet into the separate tourism research project – 2007.

Download the document  here

Learning Points:

1. Difficult to implement in a short timescale due to the summer season approaching.
2. Awareness that the group needs to establish business sponsorship or similar to make it sustainable in future.
3. Need to negotiate between different opinions within the group in order to arrive at consensus
4. local businesses do not always appreciate the difference between target segments and the need for differentiation of this and products and services in promotional literature. This has been a valuable learning point for those businesses involved.

Contact Information: Robert Armstrong, Senior Business Development Executive, Aberdeenshire Council, Stonehaven (Tel: 01569 768294/ Email: Robert.Armstrong@aberdeenshire.gov.uk)