placematters presentation for the seamless sea policy forum on 19 october 2016
TRANSCRIPT
CREATING A COLLABORATIVE BRAND STRATEGY FOR THE UK COASTThe Seamless Sea – Policy Forum 19 October 2016
CREATING A COLLABORATIVE BRAND STRATEGY FOR THE UK COAST
Introduction:Malcolm Allan MD Placematters Ltd.• Place and Destination Brand Strategists• International tourism destination brand experience• Advisers to Failte Ireland on Wild Atlantic Way• Advisers to British Hospitality Association on contribution of tourism to regeneration of seaside towns
CREATING A COLLABORATIVE BRAND STRATEGY FOR THE UK COAST
I’m passionate about our coastI grew up in coastal communities in the west of Scotland
Creating a Brand Strategy for the UK Coast
My PropositionWe need a collaborative brand strategy for the conservation, development and management of the offer and experience of
the UK Coast
I’m planning to crowd‐ fund its development
CREATING A COLLABORATIVE BRAND STRATEGY FOR THE UK COAST
WHY?It’s time to come together and create a holistic approach to
coastal management, development and promotion
If we don’t come together coastal development & management will remain fractured
CREATING A COLLABORATIVE BRAND STRATEGY FOR THE UK COAST
A Place Brand Strategy assesses, develops, plans, promotes, delivers, manages and promotes the Offer
and Experience of a place
CREATING A COLLABORATIVE BRAND STRATEGY FOR THE UK COAST
The UK does not have a Coastal Brand StrategyIn consequence there is not a holistic approach to its
conservation, development, management and promotion
CREATING A COLLABORATIVE BRAND STRATEGY FOR THE UK COAST
Ireland is developing one for its Atlantic CoastIt’s designed to conserve, connect, develop, manage and
promote its offer along 2500km of coastline
Creating a Collaborative Brand Strategy for the UK CoastOur work on the WAW led to PM being contracted in 2015 by the
British Hospitality Association to assess the potential contribution of coastal tourism to regeneration of seaside towns
The Potential Contribution of Coastal Tourism to the Regeneration of Seaside Towns
The Report is available on PM website
http://www.placematters.co/pdf/BHA_CoastalTourism_2016.pdf
Creating a Collaborative Brand Strategy for the UK CoastBHA Study Objectives
1. Assess the current and potential value and contribution of coastal tourism to the regeneration of seaside towns and coastal communities
2. Assess the nature of the changes in consumer’s preferences, behaviours and expenditure as tourists and their implications for coastal tourism provision
3. Develop a plan of action for the British Hospitality Association (BHA) to submit to central government in the UK and the devolved administrations on coastal development in order to support private sector investment in coastal communities
Creating a Collaborative Brand Strategy for the UK Coast
Some Headlines• The UK’s coastline is long in comparison to the UK’s land area and to the coasts of some other, similar sized countries at around 12,500 km or 7,760 miles.
• The UK coastline is in effect our largest national park and represents a significant leisure resource
• Because it is linear, the size and importance of the coast are often unrecognised
• Because there is so much coast its challenges are often unrecognised
Creating a Collaborative Brand Strategy for the UK Coast
The Coast is a Major Destination
• 23 million overnight visits to the English, Scottish and Welsh seaside by GB residents in 2014
• Resulted in spending of £4.9 billion• 144 million day visits by GB residents where the seaside was the main place visited in 2014 which resulted in spending of almost £5 billion
Creating a Collaborative Brand Strategy for the UK CoastSome Observations from a Brand Perspective
• The coast is central to our island identity• In many respects our coast defines us as an island nation• Our coasts have played an important part in our history
Creating a Collaborative Brand Strategy for the UK Coast
Key Challenges to be AddressedThe UK coastal tourism “landscape” is complex and fragmented, with many types of organisations having their fingers in the pie, which affects the contribution of coastal tourism to the regeneration of seaside towns
The challenges of the coast and the marine environment require us to come together to work together
Creating a Collaborative Brand Strategy for the UK Coast
Some Key FindingsSix key growth areas in international tourism that might act as a catalyst for the regeneration of the UK coast1. Food/Gastronomy2. Health/Wellness3. Music/Festival4. Adventure5. Culture/Education6. Nomadism ‐ the rise of the “Experience Seeking Drive
Traveller”
Creating a Collaborative Brand Strategy for the UK Coast
Our Key Findings1. No holistic market for the coastal
offer2. Four core groups of consumers
(“tribes”) now exist with specific leisure and recreation interests that the coast should address
3. Some interests significantly overlap but others are substantially divergent
4. Four distinctive trends identified that will have a significant impact on coastal leisure, recreation and care:‐ Hybridism‐ Creative Tourism‐ Educational tourism‐ Environmental care
Creating a Collaborative Brand Strategy for the UK Coast
New Tourism Product Development is KeyNew and improved tourism product offers hold the key to tourism’s contribution to seaside town regeneration
Creating a Collaborative Brand Strategy for the UK CoastOther Key Challenges to be URGENTLY Addressed
• Responsibility for coastal conservation, development and management is fractured
• Paucity of strategic thinking on coastal development• Lack of collaboration on coastal development and marine matters• Coastal tourism promotion overly competitive• Tourism product development underfunded and short‐term’ist• Consumer markets are changing/new “tribes” want new offers• Disconnect between offer and consumers• Seaside towns playing catch‐up• Inconsistent story being told
In consequence there is no coherent brand strategy for the offer of the UK coast and the maritime environment as a place worth conserving, protecting,
living, developing a business, understanding, exploring and visiting
Creating a Collaborative Brand Strategy for the UK Coast
My ProposalA commitment by public, private and independent organisations involved in marine and maritime protection, conservation, heritage, coastal economic
development and coastal tourism development to work together in a collaborative way for the good of the coast
Creating a Brand Strategy for the UK Coast
My ProposalThe Creation of a Coastal Development Brand Strategy for the UK CoastDesigned to create a Holistic Approach to Coastal, Marine and Maritime Conservation, Economic Development, Management and Promotion
Not the design of a new logo – The Creation of a New Unifying Strategy
Creating a Collaborative Brand Strategy for the UK Coast
My Proposal
To be Crowdfunded by Those Who Care for the Coast
Creating a Collaborative Brand Strategy for the UK Coast
My ProposalAt the top of the brand hierarchy‐ a national coastal brand strategy that:• Identifies the mix and variety of coastal landscapes
across the UK• Tells the story about the heritage, the offer and
experience of the UK coast to a domestic and international audience
• Helps to direct and coordinate planning, investment, delivery and management of improvements in the conservation, management, offer and experience of the coast
Creating a Brand Strategy for the UK CoastMy Proposal
At the second tier ‐ a “country” brand offer that reflects the variety and mix of types of maritime coastal initiatives, offers,
experiences by constituent UK country
Creating a Brand Strategy for the UK CoastOur Proposals
At a local level (stretches of coast) brand offers that reflect the local variety and mix of maritime coastal initiatives & offers
Creating a Collaborative Brand Strategy for the UK CoastMy Proposal
This coastal tourism brand hierarchy should be embraced by and reflected in the ‘GREAT Britain’ marketing campaign, and linked
through a common narrative, imagery and brand identity