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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 ARE NOT COMING Nov2012 Laying the foundations for more effective destination marketing philip@homeslade.co.uk Sladecooperation.co.uk @piehead
  2. 2. • THE BRITISH • BRITISH THOUGHTS ABOUT CANADA • MACRO-TRENDS IN BEHAVIOUR • CULTURAL AESTHETICS • EXAMPLES OF GREAT ADVERTISING Why aren’t more British travellers responding to advertising about Canada? well, lets look at what makes the Brits tick. Images used as illustration only, no rights claimed Nov2012
  3. 3. Text 1. THE BRITISH Images used as illustration only, no rights claimed Nov2012
  4. 4. Text 1. The British The Olympic effect • Brand Britain • Mobile content • Celebrity wane • The country on bikes • Sponsors who give back Images used as illustration only, no rights claimed Nov2012
  5. 5. Text CH4 Meet the paralympians clip http://www.youtube.com/watch?v=tuAPPeRg3Nw 1. THE BRITISH: The Paralympic effect Images used as illustration only, no rights claimed Nov2012
  6. 6. Almost 1 Billion people around the world watched the London Olympic opening ceremony, 90% of whom had no idea what was going on 1. THE BRITISH: The Olympic effect Images used as illustration only, no rights claimed Nov2012
  7. 7. BRITISH thoughts about Canada Images used as illustration only, no rights claimed Nov2012
  8. 8. >> slide removed <<
  9. 9. Staycations Two tier Britain Post Groupon Everything starts with Mobile 2. Macro trends Images used as illustration only, no rights claimed Nov2012
  10. 10. Macro Trends: Staycations Nov2012
  11. 11. “We have turned understatement into an art form, we have hidden our light under a bushel. We are too tongue-tied about celebrating what is great about our country” David Cameron* : 2011 Macro Trends: Staycations Nov2012
  12. 12. Two Tier Britain Images used as illustration only, no rights claimed Macro trends Nov2012
  13. 13. Britain's two best performing retailers in 2012 (with some of the same shoppers*) Macro Trends: Two Tier Britain Images used as illustration only, no rights claimed Nov2012
  14. 14. MACRO TRENDS: Post Groupon curated travel offers Nov2012
  15. 15. Travellers are buying into the idea of an experience rather than looking at a specific location Images used as illustration only, no rights claimed Nov2012
  16. 16. Text Important to build a sense of discovery An experience missed will drive a longing for a repeat visit ..those buying based on experiential reasons – this will enable me to do something – have only a sense of potential lost opportunities People who buy based on material properties are more likely to suffer buyers remorse Nov2012
  17. 17. Text Nov2012
  18. 18. Macro Trends: EVERYTHING MOBILE Britain remains one of the worlds most mobile savvy nations Nov2012
  19. 19. 3. Cultural aesthetic Images used as illustration only, no rights claimed Nov2012
  20. 20. >> slide removed <<
  21. 21. 3. Cultural aesthetic : UNDERSTATED http://www.youtube.com/watch?v=kflVxz4ZGqg Nov2012
  22. 22. http://youtu.be/EJeXQniTKto Analogical Nov2012
  23. 23. Never Knowingly Undersold 2012 http://www.youtube.com/watch?v=8jiJShJfqmY Nostalgic Nov2012
  24. 24. http://www.youtube.com/watch?v=kwxTf7NGVXg Self-deprecating Nov2012
  25. 25. http://www.youtube.com/watch?v=DYkM4VbVFdA&feature=plcp Ironic Nov2012
  26. 26. http://www.youtube.com/watch?v=JR0aZX1_TD8 Very Ironic Nov2012
  27. 27. 3. Great advertising can change the public mood Nov2012
  28. 28. After salmonella was found in over a million chocolate bars, Cadbury’s was going to need something a bit special to get people to forget and forgive Nov2012
  29. 29. • http://youtu.be/XcLzF1bMng8 Nov2012
  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 UK Nov2012 philip@homeslade.co.uk Sladecooperation.co.uk @piehead
  31. 31. APPENDIX Nov2012
  32. 32. Text F&F? Canada Toronto Ontario F&F? Nov2012
  33. 33. Text Sept 2012 Nov2012
  34. 34. Text UK August 2012 Web sites most used in Long haul travel bookings Nov2012
  35. 35. Text In May 2012 Secret Escapes was not in the top 30, but heavy use of paid search has brought it into the top 10 by August Travel brands with the most influence Nov2012
  36. 36. Text v v UK specifics F & F Destination unknown researchers Experience seekers Nov2012

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