The 7Stanes mountain biking trails in Scotland provide a world-class product that is promoted as Scotland's biking heaven. While the trails attract niche mountain bikers, greater visibility is needed through search engine marketing and social media platforms. Opportunities exist to target new visitor segments and optimize brand exposure from upcoming events, but challenges remain in extending the reach of marketing and presenting the trails in an accessible way. Risks include increased competition from mountain biking centers in other parts of the UK and Europe.

1. 7Stanes - tourism and tourists’ perspectives Novice Perspective Product Marketing Challenges Opportunities Risks

7. Sense of camaraderie was an integral and memorable part of the experience so was the home made food.

10. You don’t have to be a downhill expert to experience the essence of the product.

14. The Twister Trail – a perfect end to our 7Stanes Trip

15. Excluding skiing the most rewarding sporting activity that I have experienced in the last ten years!”

16. Product World Class mtb product top 10 in mbr poll Dec 08 Promoted as Scotland’s biking heaven World MTB Conference in May 09 Good profile in MTB zines Singletrack & MBR Primarily niche mtbr– 09 new events and packages emerging

17. Marketing Improved market visibility needed – focus on SEM- see table 3 Web 2.0 – 7Stanes Fan Club on Bebo + appreciation society on Facebook Packages and offers limited BreakPad and MB7 Recent Stena email marketing campaign Tangible market research at source – pilot MR initiative

18. Challenges from a tourism perspective 1 Extend the reach 2 Target New visitor segments 3 Optimise brand exposure from MTB Word Conference 4 Present the product in an easy and accessible way 5 Harness energies, from Hope to Belief. Hope is the feeling that what is wanted can be had or that events will turn out for the best

19. Opportunities - short list! Many segments looking for alternatives to med-sun hols  Holidaying in UK Present the a la carte offer with mix ‘n’ match options Communicate and simplify support mechanisms eg SE Tourism Innovation Fund, The Forest Tourism Initiative, new VS Growth Fund (marketing), The First Gear Fund Mountain Biking web 2.0 Programme (H&I ent) Customers are spoilt for choice and are asserting their right to new and authentic experiences that can turn a holiday into a life adventure

20. Marketing person 1: "Right, we need a photo that encapsulates the idea of someone travelling from NI to Scotland on a car ferry to go mountain biking - any ideas?"Marketing person 2: "How about if we get someone to jump a bike over a car with NI plates? Ooh - in a ferry terminal car park!"MP1: "It's good, but it lacks something..."MP2: "Got it! He needs to be wearing a kilt! Scottish, see."MP1: "Perfect!"Journalist: "What the hell...?

21. Risks ↓World class product Competition within Scotland, Wales, Dalby & Whinlater (Purple MB Centre = ex packages) new EU 25 Slovenia, Bulgaria…Catalayuna, Greece Missed opportunity especially in 09