nva
| Organisation |
nva |
| Project |
To create a marketing model for ecological and cultural tourism projects in the Highlands and Islands |
| Artform |
Multi artform |
| Location |
Skye |
| Application type |
Full project |
| Date |
2005 (1st August - 17th September 2005) |
| Status |
Completed |
| Grant |
£45,600 |
| Total project cost |
£61,616 |
nva’s vision is to transform places that have not previously been used for public events and engage with audiences, giving each participant space and time to enjoy a direct experience validating their own imagination and vision.
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It is a multifaceted environmental arts organisation which creates events and long-term capital projects that change the way people view the urban and natural world. Each location is transformed into a highly imaginative and animated setting often using new technologies and creative solutions. The work is ambitious, inspirational and internationalist. It sees each audience member as an individual who, through direct experience of an event or installation, is enriched and inspired in their own beliefs and values. |
| To work with local and national agencies to create a marketing model for ecological and cultural tourism projects in the Highlands and Islands of Scotland. |
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- To develop their existing audience by identifying barriers to attendance and creating a new production infrastructure to reduce these barriers
- To create new methods of reaching the growing national and international tourist market for ecological and cultural events
- To create a model of good practice through detailed research and planning that can act as a blueprint for comparable approaches in the future and inform the development of a long-term marketing strategy for nva
This was achieved through:
- Market research
- Database analysis
- Quantitative and qualitative audience research, including email survey and interviews
- Developing relationships with external agencies – Visit Scotland, EventScotland, local tourist board, local enterprise companies
- Developing relationships with commercial enterprises especially travel and accommodation providers
- Creating a strategic marketing plan for nva’s next large scale production
- Creating a tested marketing model using qualitative and quantitative evidence and statistics for use by other cultural agencies and organisations
- Implementing an aggressive PR campaign with Scottish and national press agencies to maximize publicity
- Creating a strong brand identity for the event through communication material to be distributed locally, regionally and in all major cities nationally and in London
- Producing a visually striking book to accompany the event
The Storr: Unfolding Landscape took place on an eroded basalt ridge of the Trotternish Ridge in the north of Skye. It ran for six weeks in 2005 and was a multi-sensory experience of light and sound. The initiative aimed to act as a springboard to a new cultural strategy for the area through an innovative approach to self-promotion of a Gaelic-speaking area.
The project has proven to be an event of international standing. The positive press coverage has helped to promote a new image of rural landscape to a wider audience. The marketing of an innovative set of stunning images will take this forward and capitalise on the potential for increased national and international tourism over the next 50 years.
Over a period of twelve months nva has undertaken two key pieces of market research on The Storr: Unfolding Landscape focusing on local, national and international economic benefits, its audience and its artistic role in stimulating new experiences and understandings of landscape, place and cultural identity.
Taking the broader aims and objectives of the company and its stakeholders, nva worked with arts marketing company Morris Hargreaves McIntyre on the first piece of research to develop a strategy to identify and enable nva to target potential growth segments. The areas of investigation included market segmentation, market size on potential audiences, including demographics, cultural interests and past attendance of previous events.
The research considered the aims and objectives of the company - the broad marketing strategy with recommended tactics to include above the line marketing through high profile media, below the line marketing through print, direct mail, e-marketing, advertising, internet links and viral/word of mouth as well as collaborative marketing with stakeholders and partners. In terms of tactics, part of the study took the form of qualitative and quantitative data collated through survey questionnaires and interviews.
The second piece of research was funded by the Carnegie Trust and conducted by Dr Nina Morris, on behalf of the University of Edinburgh. It explored, in particular, the relationships between people and places.
This project has enabled nva to achieve its goal to establish a fully effective marketing campaign, developed audience database and produce a high quality accompanying publication. Moreover, the targeted outcomes have exceeded our expectation in adding value to the event in both concrete and subtler ways.
- Marketing strategy document completed.
- National and international marketing plan implemented including design, production and distributions of marketing material.
- Website and database redesigned and developed.
- Project book written and printed with 6000 copies distributed free as part of the event.
- Ticket launch and sales through local agencies, Aros and The Booth. Final ticket sales reached 70% capacity.
- Press campaign: press launch held at The Lighthouse in Glasgow in April followed by on site launch at the Storr during lighting test in May. 10 journalists including the Scotsman, Herald, Guardian, Observer and the List attended. Coverage has been exceptional with the project gaining almost blanket coverage and many accolades including gaining the number 1 spot in the Observers top 20 arts events this summer. Also achieved global recognition through the BBC World Service and BBC News 24 which is broadcast digitally to almost every country worldwide.
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This project has led to the development of a business plan which will research existing markets to significantly increase productivity of the company in its cultural sector over the next three years. In particular, widening and growing audiences through the possibility of creating more national and international work in much shorter timeframes than has been possible to date. It has also led to developing new markets for innovative designs in existing lighting technologies. |
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Elspeth McLachlan
Marketing & Development Manager
nva
2nd Floor
15 North Claremont Street
Glasgow
G3 7NR
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 | Tel: 0141 332 9911
Fax: 0141 332 0770
E-mail: elspeth@nva.org.uk
Web: www.nva.org.uk |