Mountain Bike Podcast The first of six mountain bike podcasts (which will run from April to September) is now live on the VisitScotland download website download.visitscotland.com/home.

Activity Detail:

The VisitScotland UK & Ireland Marketing department and e-Business team have been working together on the podcast pilot to test this new media option. Live since 4 April, the podcast has already generated hundreds of views on YouTube and Yahoo Video. It has also featured on i-Tunes and will appear on a number of other websites.

Why:

The aim of the podcasts is to generate data acquisition via a competition, generate brochure requests for the new Mountain Biking guide and also raise awareness of Scotland as the number one mountain biking destination in Europe and the overall adventure campaign proposition of Scotland being Europe’s Adventure Capital.

The first chapter is available through the download site or by clicking the link on the home page of www.visitscotland.com/mountainbiking.

Mountain Bike Guide

Activity Detail: Produce the second edition mountain bike guide for Scotland. Provide key planning information to potential visitors about Scotland’s growing and renowned mountain biking product and encourage greater visits to try out 22 dedicated mountain biking centres. Also, promote riding in remote places. This guide forms part of the VisitScotland adventure campaign with a key mission establishing Scotland as Europe’s Adventure Capital whilst also promoting Scotland as the No. 1 mountain biking destination in Europe.  Copy and photography to be aimed at key segments (see below) identified in 2003 Progessive Adventure research.  The guide has increased in pagination and print run due to the popularity of the first edition and also to accommodate anticipated demand ahead of the UCI Mountain Bike & Trials World Championships to be held in Fort William between 3 and 9 September 2007.  Print run of 30,000 (15,000 for 2006 edition) – 84 pp (44pp for 2006 edition) -  A5 full colour.

Who:

Research has indicated that participants of adventure sports are young (typically under 40 years) and are spread across all socio-economic groups.  Key target segments for the overall VisitScotland Adventure campaign are classified as ‘Experienced,’ ‘Dabblers’ and ‘Beginners,’ with the latter two being the key target overall.  However, the mountain biking product has developed to such an extent that VisitScotland is targeting experienced mountain bikers as a priority (and also dabblers and beginners) who want to come to Scotland and challenge their abilities on trails they’ve heard so much about.  With this in mind, the following segmentation is in priority order.

Experienced:

• Activity is primary purpose of break – need insights into where best to go
• Take part in adventure sports on a regular basis
• See Scotland as a well kept secret and not put off by weather
• Tend to be groups of self-sufficient men.

Dabblers:

• Activity is primary or secondary purpose of break
• Have tried some adventure sports but not often and keen to do more
• Largely unaware of potential of Scotland to entertain them
• Activity and accommodation have same priority in a holiday
• Need more information for planning and need variety - not just activities.

Beginners:

• Quite active, keen to learn but need guidance and re-assurance
• Haven’t tried many activities and like to mix relaxation with activities
• Quite ignorant of what Scotland has to offer
• Look for a whole Scottish experience - people, culture, outdoors
• Accommodation and location of primary importance.

Why:

• Underpin adventure campaign, increase additional visits to Scotland
• Communicate key messages about Scotland’s world-class mountain biking product to potential visitors and allow them to plan a mountain biking visit to Scotland with ease
• Raise Scotland’s profile as a mountain biking ‘Global Superstar’ (named over two consecutive years by the International Mountain Bicycling Association’s Report Card - November 2005 and 2006).

When:

Guide published 9 January - valid till December 2007. Distribution ongoing throughout this period.

Measurement/Evaluation:

This will be through tracking brochure requests from visitscotland.com and call centre, adventure/mountain bike website and consumer show feedback.  Online research will be undertaken in 2007 to assess the value of the guide to consumers and what conversion rate the guide generated.  Success also measured against number of repeat advertisers for the 2008 edition.