The International Conference on Marketing in Tourism AdCamp 2016 Since its very beginning, the AdCamp conference has focused on MARKETING IN TOURISM, especially on PLACE BRANDING and TOURISM SERVICES MARKETING. This two-day meeting of experts is intended for all professionals from the public, academic and business sectors working in the field of tourism and related fields. However, AdCamp is not a classical conference; it stands out mainly due to its conceptual framework. The conference lecturers are not only EXPERTS in the field, but we also give space for KNOWLEDGEABLE PROFESSIONALS from related fields to share their NEW and often UNIQUE views of tourism.

1. Creating an experiential brand proposition for The Wild Atlantic Way
Tourism Marketing AdCamp 14th - 15th of April 2016
Malcolm Allan

2. Structure of Presentation
1. Assessment of the existing tourism offer of the west
coast of Ireland
2. Assessment of emerging drive tourism market
3. Development of an experience brand proposition
4. Identification of value experiences
5. Creating an experience brand identity
6. Marketing the experience brand proposition
7. Lessons and conclusions

3. The Wild Atlantic Way

4. THE CHALLENGES
Developing unifying brand proposition for a
variety of offers and experiences
• Raising awareness among international visitors
• Motivating visits by drive tourists
• Operating at a significant scale – covering
combinations of experiences along 2500km
• Unified by a compelling experience brand story
• Having ‘hero products’ at its heart
• Capable of increasing dwell-time and creating
economic benefit

5. 1. Assessment of the Existing Offer
and experience of the Atlantic coast

6. A coast of many experiences

7. The many Atlantic coast experiences

8. The many Atlantic coast experiences

9. The many Atlantic coast experiences

10. The many Atlantic coast experiences

11. The experience of a wild coast

12. The wild Atlantic coast

13. The wild Atlantic coast

14. The wild Atlantic coast

15. The wild Atlantic coast

16. The challenging Atlantic coast

17. Atlantic coast Wildlife

18. Atlantic Way Wildlife

19. The Atlantic Coast Offer
One coastline – many experiences

20. The Atlantic Coast Offer
One coastline – many different places

21. The Atlantic Coast Offer
One coastline – many different offers

22. The Atlantic Coast Offer
One coastline – no unified marketing

23. The Atlantic Coast
The Principal Elements of the Existing Offer

24. The Atlantic Coast
The Brand Creation Challenge

25. 2. Identifying WAW Target Markets
Experience Seeking Drive Travellers

26. Experience Seeking (Drive) Travellers
Understanding the Market Characteristics

27. Perceptions of Drive Tourists

28. Experience Seeking Drive Travellers
Trip Motivations

29. Experience Seeking Drive Travellers
Drive Traveller Characteristics

30. Experience Seeking Drive Travellers
Behaviours & Expectations

31. Experience Seeking (Drive) Travellers
Emerging Market Segments

32. Experience Seeking Drive travellers
Primary Destination Preferences

33. Experience Seeker’s Preferences

34. 3. Brand Proposition Development

35. The Placematters Brand Compass

36. WAW Brand Development
Potential Brand Attributes

37. WAW Brand Development
Strategic Considerations

38. WAW - Product Inclusion Criteria

39. WAW - Product Inclusion Criteria

40. WAW Brand Positioning
The wild places where the land meets the sea

41. WAW Brand Proposition Pyramid

42. WAW – Brand Value Propositions

43. WAW Value Propositions
Explore and Experience the Landscapes &
Seascapes

44. WAW Value Propositions
Explore the History and Heritage

45. WAW Value Propositions
Experience the Culture of the Coast

46. WAW Value Propositions
WAW - Explore the Settlements

47. WAW Value Propositions
Experience & Participate in Events

48. Experience Brand Proposition Summary

49. WAW Experience Brand Architecture

50. WAW & Ireland Market Segmentation

51. Linking The Way to Ireland Marketing

52. Use On-Brand Language
• Wild
• Natural
• Rugged
• Challenging
• Independent
• Exciting

53. Value Proposition
Messages for driving experience seekers

54. Value Proposition
Messages for outdoor experience seekers

55. Value Proposition
Messages for landscape experience seekers

56. Value Proposition
Messages for culture & arts experience seekers

57. Value Proposition
Key messages for heritage seekers

58. Value Proposition
Events to experience & participate in

59. 4. Developing & Applying the Brand Identity

60. WAW – The Brand Identity

61. WAW – Applying the brand identity

62. WAW – Applying the brand identity

63. WAW – Recording the proposition

64. 5. WAW – Marketing the Brand Proposition

65. WAW - the App

66. WAW - the App

67. WAW – Marketing the Brand Proposition

68. WAW – Marketing the Brand Proposition

69. WAW – Marketing the Brand Proposition

70. WAW – Map the Way ahead

71. WAW – Signpost finding The Way

72. WAW – Signpost the Attractions

73. Provide information for tour operators

74. Provide information for trip planners

75. Give the Proposition “lift-off”

76. Use all your strategic connections

77. 6. WAW – Achievements & Lessons
Outcomes:
• Unifying and tailoring a previously disparate offer
under new brand
• The development of a new brand offer built upon the
experience of the wild Atlantic coast – the WAW
Proposition
• The development of a new market for the offer –
“Experience Seeking Drive Travellers”
• The design and widespread take-up of a new brand
identity for the offer of the brand proposition
• Increased visitation, dwell time and spend

78. WAW Development – Key Lessons
• Experiences are the new destinations brands
• A unified brand proposition is powerful
• A tailored market-focussed experience brand sells
• “Wild” is a powerful emotional hook
• “Atlantic” is a recognised “place”
• “Way” indicates a trail to be travelled along,
an experience to be explored
• Enable everyone to sing the same song

79. Make it easy for people
to discover your brand proposition

80. Thanks for your attention