We’ve been working hard in this sector recently, developing support for tourism companies who are using content marketing to promote their businesses.
Recently Hilary attended an Edinburgh Chamber of Commerce event where Malcolm Roughead Chief Executive of Visit Scotland was speaking about Digital Tourism. He was very clear that compelling web content was right at the heart of everything they were doing to attract visitors to Scotland.
Many tourism companies already appreciate the role that strong, interesting content can play in encouraging people to come back to their websites again and again. They are writing interesting blogs and news items for their websites and using video and photography to build a following. More and more holiday business is being done online and content creates the reasons for people to stop, read, consider and then buy a holiday or other visitor activity.
Recently we have worked with:
Royal Yacht Britannia
We delivered a writing skills day for the marketing team at the Royal Yacht, helping them to hone their writing skills for all their different marketing channels. The team are using social media alongside PR, email and web content to promote this highly successful visitor attraction in Edinburgh.
The Royal Yacht has been named Scotland’s best visitor attraction by Visit Scotland and was also named the No. 1 Attraction in the UK in the TripAdvisor Travellers’ Choice awards 2014/15.
Lynda Dalgleish, Head of Marketing and Visitor Experience said about the day: “We all agreed it had been extremely valuable and it’s already making us think during the writing process, for example on our leaflet today, the copy was adapted from 3rd person to 1st and immediately felt more friendly and inviting. Everyone enjoyed the experience and commented to me that you explained everything so well.”
Wilderness Scotland asked us to spend a day with their marketing team in Aviemore – and delightfully it was early summer and the sun was shining! The focus for the day was very much on writing compelling web content, and we reviewed other holiday companies’ online material and looked at what we could learn from other kinds of travel writing.
Wilderness Scotland offer activity holidays in the Scottish highlands and are already using writing extensively as a way of attracting interest in their holidays. The day provided an opportunity to take a step back from the tasks and consider how to make the best use of persuasive writing and core web copywriting techniques.
Glasgow Prestwick Airport
As part of their preparation for a major rebranding of the airport Marketing Manager Kirsten Sweeney asked us for a writing skills day for her team. The aim was to bring more of the writing in house, rather than depending on agencies.
The day provided an opportunity to look at the core writing skills that would make the most difference to web content and other written material. The practical day included time for learning, discussing and practising.
Kirsten Sweeney said, “This was by far one of the best training courses I have attended, and I have been to quite a few in my time.”
The training day led on to a further piece of work, helping to prepare content for a new website.