This is my presentation which was prepared as part of an interview for a role as a 'Tourism Marketing Officer'. The focus of the presentation was to answer the question 'How would you market Carrick's most attractive tourism facilities to a domestic tourism audience?'

1. “How would you
market Carrick’s
most attractive
facilities to a Research
domestic tourism • Examine Scotland’s tourism industry.
audience?”
• Review Carrick’s competitors in Scotland.
• Confirm the actual area of Carrick.
• Analyze Carrick’s facilities and determine which
are the most attractive to tourists.
Marketing Strategy
• Present branding for digital & print campaign.
• Outline the multiple platforms to be used
throughout the campaign.

2. The GB (domestic) market accounts for 85% of tourism trips to Scotland 13.4 45 Over 3
(Domestic Tourism, GB Markets, 2011)
million million billion
In 2011 there were.......................................................................................... trips nights spent
Top destinations in Scotland: their websites, logo and taglines. They are Competition for Carrick, but also
bring in visitors to Scotland.

3. Carrick
from the gaelic Carraig - meaning
rock, or rocky place.
Carrick is a former comital district in the South
- West of Scotland, which today forms part of
South Ayrshire.
The area of Carrick consists of a range of towns and villages,
Carrick Community Council members include:
Barr, Barrhill, Ballantrae, Colmonell & Lendalfoot, Crosshill, Straiton & Carrick falls within Ayrshire & Arrans
Kirkmichael, Dailly, Dunure, Girvan, Kirkoswald, Maidens & Turnberry 2012-2017 Tourism Strategy, who’s vision is:
Maybole (historic capital of Carrick) , Pinmore & Pinwherry.
Ayrshire and Arran will be a premier destination
• 20,000 residents - almost 1/5th of South Ayrshires population.
of choice, where visitors will receive a fantastic
• Birthplace of Robert the Bruce. welcome and enjoy outstanding experiences
of our coastline, countryside, culture and
• Many advantages: coastline, harbours, farmland and hills, hospitality.
important history & hertitage, active communities.

4. Carrick’s most attractive facilities that the campaign will be focussing on are:
cream ‘o’ galloway - Visitor Centre - Ice cream maker - family day out.
The 2nd top visitor attraction in dumfries & galloway with over 77 thousand visitors in 2010 - Tourism in Southern
Scotland, 2010
One of the nine highest scoring GOLD Visitor Attraction graded during 2011 throughout the UK and Ireland.
Carrick Way Walk - South Ayrshires unique long distance path.
Also the Carrick Walking festival - June till September. 70 miles of amazing scenery and views of Ailsa Craig.
Carrick Forest - A long mountain bike route in Galloway Forest Park, between Barr in
Ayrshire and Loch Doon.
Carrick Holiday Cottages - A range of self-catering cottages and chalets in the
beautiful bay of Carrick and surrounding areas.
Boat Trips to Ailsa Craig - A range of self-catering cottages and chalets in the
beautiful bay of Carrick and surrounding areas.
Lots more - Trips to the Isle of Arran, Turnberry Golf Course,
Culzean Castle & Country Park, Lendalfoot - home of sawney
bean, the electric Brae, Heads of Ayr Farm Park, Beaches,
Harbours, Walks, Extreme Sports, Robert the Bruce + Turnberry
Castle, Robert Burns...

5. An advertising and promotional campaign
has been devised to market Carrick’s most
attrictive facilities.
The campaign is branded ‘Carrick Rocks’
The name sounds new & exciting and will appeal to a younger
audience, who may never have heard of Carrick before, and older
more experienced tourists.
The name and logo take inspiration from the gaelic word used to
name the land based on its rocky terrain.
The tagline - ‘Unearth Scotland’s best kept secret’ also hints towards
the ‘rocks’ theme, and encourages the tourist to think that they can
discover and explore a new and exciting place.
Campaign platforms - print, digital and social media campaign.
campaign purposes
• Increase awareness of the Carrick area.
• Inform people about the area and its facilities.
• Intruge them about the area.
• Motivate and encourage them to visit.

6. Digital Platforms
Carrick Rocks will utilise digital platforms to raise awareness of Carrick, and provide relevant information in an
accessible format. It will also make great use of multiple social media networks to increase engagement with
tourists and potential tourists, and start conversations about Carrick.
Benefits - low cost, high engagement, reach younger audiences, chances to go ‘viral’ + free advertising from ‘sharing’
Website
Use to engage and connect with
www.carrickrocks.com fans. (Through posts, questions, polls,
Use to post multiple times daily about local
information, Carrick Rocks News and tips
competitions, comments, likes and shares) about visiting Carrick.
Main platform and portal to other social
media networks. Mix of fun and informative posts. Engage with partners such as Visit Scotland,
who can ReTweet our news.
Links to the website from Visit Scotland and Raise awareness of the Carrick Rocks
other travel/trip websites. campaign. Engage with local businesses.
Pages such as: About Carrick, What’s on?, Start, facilitate and participate in Engage with professionals.
Things to do, History, Gallery, Special conversations about Carrick.
offers., Guide to ‘unearthing’ Carrick. Engage with fans.
Host cover image competitions (change
Features such as an interactive map, every month to allow peoples photography Use the #ff ‘Follow Friday’ feature to help
live feeds from facebook/twitter/flickr, to be shown) promote our followers/people we follow
Download links for brochure + itineraries, such as businesses in Carrick.
videos. Use the timeline feature to populate it with
posts about Carricks history and heritage.
Use the features such as Gallery, Events and
custom tab apps.

7. Google Plus
Create different ‘boards’ Create an account for Register the main
with images of Carrick the campaign which facilities of Carrick with
& it’s attractions, for can be used to raise foursquare so users can
example ‘Beaches’, awareness, link with ‘check in’ to unlock
‘Wildlife’, ‘Family days partners & fans. Posts special offers, tips, and
out’, ‘Walks’.... similar to facebook. post their own content
(reviews, photos...)
Other Platforms
Encourage the main facilities Bagging Scotland - create
Once again, promoting account and encourage
the scenery, landscape of Carrick to offer Groupon
vouchers, such as ‘Meal tourists to ‘bag’ landmarks
and heritage of Carrick for two’ or experiences and attractions in Carrick.
through images. such as ‘boat trips to Ailsa Spotify - exploring / walking playlists
Blipphoto - post photos of Carrick everyday
Craig’. Brings new visitors Trek Earth - post photos of Carricks scenery
and business to other Instagram - post and share photos of Carrick
in a photo social network
establishments in the area.

8. Print Platforms
Carrick Rocks will also use traditional print media in order ensure all potential audiences are
reached.
Benefits - Prolonged exposure, lasting impression, tangible information.
Drawbacks - can be expensive, can only ‘talk at’ audience - limited engagement
Leaflet - to be used in Train station & on Conclusion + other
tourist stands, in hotels/ board posters - opportunities
rentals in and around the advertise around major train
Carrick area, in Scottish stations (Glasgow Central) Reach audiences from London 2012
and on board trains that pass and Glasgow 2014.
Airports.
through the Carrick area.
Possible TV + Radio advertisiing
Will be a ‘Guide to depending on the budget of the
unearthing Carrick’ and Inclusion in other campaign.
feature information, a map tourist guides +
and a ‘to do’ list of all the publications- place Carrick Rocks will successfully market
Carricks facilities to a domestic
main facilities - which can be adverts / information in tourism audience. It is relativley low
stamped/ticked when done. guides about Scotland, the cost, new and exciting with lots of
(possibility of sending away completed
historic Scotland leaflets room for engagement, innovation and
guide to enter a competition)
etc. development.