MARKETING CRIEFF

OBJECTIVE: Increase visitor & shopper spend

Support the development of a ‘Crieff Brand’ behind which marketing activities will support growing the visitor and retail economies and build the reputation of Crieff as a stunning place to live, work and visit.

Implement a three year marketing campaign focused on key target markets and growing ‘all year-round reasons’ to come to Crieff and promoting more things to do.

The BID will also work with local businesses to develop new products and initiatives to help build business for local traders.

Progress to date

Develop a Crieff brand that builds the reputation of Crieff to grow: Visits, Spend, Length of Stay, all year round Events & Festivals and Things to Do
Funding submission to VS Growth Fund
PR and press around reader features
Above the line BID led or shared adverts in selected print media
Development of Crieff Website
Crieff Orientation Map
Consumer/Business research

Our original plan:

  • PROJECTS/ACTIVITES

  • • Develop a Crieff brand that builds the reputation of Crieff to grow: Visits, Spend, Length of Stay, all year round Events & Festivals and Things to Do resulting in a 3 year marketing plan developed with funding submission to VS Growth Fund.

    • PR and press around reader features

    • Above the line BID led or shared adverts in selected print media

    • Digital: Development of crieff.org website

    • Print: Crieff orientation map

    • Consumer/business research

  • AIMS

  • • Increased tourism visits and average spend to area (source PKC STEAM)

    • Increase overnight occupancy spend and length of stay (Business Research)

    • Increased occupancy levels and business confidence (Business Research)

    • Number of press trips and press features and number of visitors on database

    • No. of ads placed in national media

    • Increased web traffic leading to increased click through to local businesses.

    • New and available Crieff Map available all year round across Crieff

    • Street survey and database emails

  • ACTIONS

  • • Create a strong unified brand behind which marketing efforts and campaigns can be developed

    • Crieff is visible and a known destination for tourist and shoppers to visit all year round

    • More customers coming to Crieff, spending more and staying longer

    • Higher turnover in shops and more trade from local businesses

    • Better knowledge of customers and measurement of BID

  • DELIVERED

  • • Development of ‘Visit Crieff’ brand and delivery of marketing themes

    • Successful application to Visit Scotland Growth Fund and implementation of marketing campaign – ‘Taste the Adventure’ – featured across many platforms – print, digital, audio

    • Website – www.visitcrieff.scot – launched Qtr 1 2017 to complement social media output

    • 6 Town noticeboards commissioned for installation Spring 2018

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