Announcing the inaugural ‘Viv Awards’

What are the ‘Viv Awards’

Since this is the last post of 2009, and indeed, of the decade, I wanted to take a look back at what helped make it special for me.

In my work I meet lots of interesting people, representing many different types of organisation involved in tourism, and I felt that I’d like to do my bit to acknowledge some of the fantastic efforts being put into marketing Britain to both domestic and international visitors, and commend good practice and innovation generally, irrespective of location.

Although I’ve only been in existence since August, I’ve already noticed loads of new marketing ideas that I think deserve wider recognition.

So here I present to you the first ever ‘VivAwards’ for innovation and excellence in tourism marketing.

The inaugural ‘Viv Award’ Winners 2009:

Greenway, Devon  -  award for  green tourism

The National Trust now administers Agatha Christie’s former summer home, which enjoys  glorious views over the lower reaches of the river Dart. The award acknowledges the Trust’s efforts to prevent the narrow country lanes that surround Greenway becoming clogged with traffic.

This has been successfully achieved by limiting car parking, which is available by prior reservation only; and actively encouraging visitors to park and arrive by ferry, either from across the river at Dittisham (the route I chose when I visited Greenway this summer) or from Dartmouth. Entrance is by timed ticket, which helps prevent a crush, and the whole experience of visiting the house is greatly enhanced by an absence of roped off areas, which the family stipulated as a condition of allowing public access.  More information about Greenway.

Hampton Court, Middlesex – award for living history interpretation

As already recorded in my 28 October post, I had been previously slightly cynical about the educational value of living history interpretation; but changed my mind as a result of recent experiences. I believe it should no longer  be viewed simply as entertainment, since, when well done, as at Hampton Court, it offers a genuine opportunity to understand more about what it would have been like to live and work in a bygone era. More information about Hampton Court

Quba, Salcombe – award for innovation in retailing

As recorded in my 2nd October post, I was impressed by the attention to detail and branding at casual fashion retailer Quba, where each sales receipt is presented in the form of a passport, which not only thanks you for your custom, but directs you to more information and the possibility of online purchase at the Quba website.

This is an idea with potential for further development, perhaps for building a database, or launching some sort of loyalty scheme for customers reaching cumulative purchase value targets.

Waveney River Centre, Norfolk Broads – award for most original blog

It was during my most recent work in the East of England Tourism region, that I first came across ‘A fish called Eddie‘ . Blogs assist search engine optimisation of websites; but need topicality and an ability to serve up news, as well as offering an interesting or unusual angle on the business or interest that they represent.

Eddie is written from the viewpoint of a pikefish living in the marina at Waveney River Centre, writing entertainingly about about environmental matters. The subject is vitally important in such a fragile ecosystem as the Broads. It’s not something which ordinarily gets much attention, and deserves more, so it’s worth watching. More information about Waveney River Centre

Thermae Bath Spa – award for contribution to well being

I visited the state of the art spa complex which uses the water from Britain’s only natural hot thermal springs during my summer staycation. I wrote about my experiences in my post dated 20 September. It’s well worth making a special trip to Bath to enjoy such a world class experience. More information about Thermae Bath Spa.

Shakespeare House, Grendon Underwood – award for hospitality

I travel all over the country in the course of my work, so I really apppreciate somewhere where I instantly feel welcome and at home. In fact I enjoyed my first stay so much (see my post dated 4 September) that I returned on another occasion with my family! If you’re looking for a boutique bed and breakfast conveniently located as a base for visits to Oxford, Stratford Upon Avon or the Bicester Village factory outlet centre, this makes a great choice. It has a 5 star rating and a Gold Award service accolade. More information about Shakespeare House.

Liverpool – destination award

I’d only been to Liverpool once before,  over two decades ago, and that wasn’t a particularly memorable occasion; but my, how I noticed the changes when I visted this autumn! Its impressive new waterfront developments include Albert Dock and Tate Liverpool gallery, the Echo Arena and a new Museum that will open in 2011; added to the heritage of it’s glory year as European Capital of Culture in 2008.

I’ve seen for myself how the the city has become a world class tourist destination that’s starting to bear comparison with the best of them on the international circuit. It’s particular USPs are its maritime and musical heritage, including it’s role as birthplace of The Beatles. The Cavern Club is not to be missed, and already there are amphibious tours of the waterfront by ‘The Yellow Duckmarine‘. I plan to return. More information about Liverpool.

Chelsea Tower, Dubai – award for best marketing slogan

Although my awards are generally UK focused, for the obvious reason that I’m UK based most of the time,  I’m always on the lookout for great examples of innovation in tourism marketing from organisations and destinations anywhere in the world.

l found the best example of a marketing slogan this year, from a hotel in Dubai, in the somewhat unlikely surroundings of a staircase display about it at the Quality Hotel Heathrow.  It was featured on one of those self supporting promotional stands of the type seen frequently at travel trade exhibitions, promoting the Chelsea Tower Dubai. The award goes to them for their slogan ‘Come as a guest, leave as family’. I like the sentiment.

Each of the award winners will receive a certificate of recognition in due course.

Until next year!

Mind your language! Attracting the overseas visitor to Britain.

The overseas tourist trail

I started thinking about how Britain is marketed as a destination to international visitors this week, after watching the second programme in the entertaining  BBC2 series  ‘On The Tourist Trail’.  Each week various groups of overseas visitors to Britain have been accompanied by John Sergeant on their planned trips to tourist hot spots, such as London, The Lake District and Cambridge; before individuals have been selected for an unscheduled trip  somewhere unexpected.

The former BBC political correspondent, and controversial Strictly Come Dancing contender has received rave reviews. It’s made great television, with John Seargeant coming across as an enthusiastic, but unaffected amateur tourist guide.

So far he’s taken German bikers on a tour of his former family home; and different groups of Americans have been taken to look at allotments, attended Ladies Day at Ascot, or paraded through the streets of Edinburgh under the banner of the clan of their Scottish ancestors.

The traditional route

As recently as the 1970s, overseas visitors took a fairly well trodden route through Britain on a 7-10 night stay (I know because I used to help organise them). Frightened by our left hand drive cars , they booked themselves on escorted coach tours, or hired a car and driver. Their itinerary took in a 2 or 3 night stay to see the sights in London and visit Windsor, adding on a 7 night tour of the provinces, via Oxford or Bath and the Cotswolds to Stratford Upon Avon, Shrewsbury, then via Snowdonia en route to Chester, The Lake District of Wordsworth or Beatrix Potter, and continue into Scotland and Edinburgh. The journey back to London took in Jedburgh or Fountains Abbey en route to York; and then returned via Lincoln, Stamford or Cambridge.

That was then, this is now

Now, thanks to their greater sense of adventure, and the Internet, overseas visitors travel by public transport, hire cars, or bring their own; and can get off the beaten track to visit anywhere in the country much more easily.

The attractiveness and sheer variety of what’s on offer in Britain for visitors  shines out from current television programmes, websites, guidebooks and brochures.  However it’s also  apparent that overseas visitors continue to be attracted to aspects of Britain that natives either overlook, or take for granted.

Our national tourism agency Visit Britain has lots of useful information available to businesses involved in tourism, concerning the appeal and marketing of Britain to overseas visitors.

Activities with maximum overseas visitor appeal

• cruising Loch Ness in search of the monster
• exploring obscure nooks and crannies in search of ancestors
• dressing up and joining in at living history events, battle re-enactments, parades, musical events and festivals
• ‘playing at being posh’ at events typically pursued by royalty or aristocracy
• participating in ghost tours
• visiting gardens,  historic castles and haunted houses
• watching traditional ceremonies, and seeing the Queen in person (evidently   750,ooo Germans watch the annual ‘Trooping the Colour’ ceremony live on German tv every year)
• visiting places associated with movies, artists, or writers, (Japanese visitors apparently flock to Beatrix Potter’s home in Cumbria because it remains as it was in illustrations from her books, which are used in the teaching of English in Japan)

Sadly, but somewhat inevitably, the John Sergeant programmes limit themselves to interviewing overseas visitors who speak English. To my certain knowledge, an inability to speak the language never puts off a determined tourist.

However, people who don’t speak the language do see things differently. They still manage to eat, and buy things in shops; but they miss out mainly because they can’t usually chat to locals. They also have difficulty with signs (especially if they use a different alphabet); and because translated editions of guide books aren’t always available , they can be totally reliant on information provided to them by tour guides that speak their language.

The business case for translation

In Britain we tend not to be very good at making the effort to communicate with people in their native language. Yet as London 2012 approaches, it’s clearly in our interest to consider doing so. Former German Chancellor Willy Brandt once explained why :

‘If you want to buy from us we speak English; but if you want to sell to us, dann müssen Sie Deutsch sprechen.‘ (then you must speak German)

According to translation agency Cicero Translations, if you’re a business targeting overseas visitors to Britain the most worthwhile languages into which you might consider translating your marketing communications are German, French, Spanish and Dutch/Flemish.

How to help visitors who don’t speak English

• Speak clearly and slowly.
• Write things down. Use visual aids such as figures, diagrams, maps, gestures and sign language to  communicate your meaning.
• Make the most of signage. Follow the example of airports and major rail stations, where millions are spent on signage, to ensure people don’t get lost.
• Keep text on informational signs to a minimum. Use images, colour coding, directional arrrows and internationally recognised symbols to aid understanding and navigation.
• Longer term it pays huge dividends if you can manage to greet people and say a few words in a few popular languages. Tourism South East runs a training programme for tourism businesses that helps front line staff do just this. It’s called ‘Welcome International’.
• Have menus and a summary of information about your business professionally translated. Publish it online.
• Make maximum use of attractive visual displays.
• Attract people with branding and signage featuring locally distinctive images and famous people or names strongly associated with the area.

Top 10 translation tips

1. Provide the translator with a customer profile (eg age, demographics)
2. Brief the translator about expected tone and style
3. Consider your key selling points for each nationality
4. Look at existing multilingual marketing matertials  for design ideas
5. Allow up to 10% word count expension for European language text, but contraction in the length of Chinese and Japanese
6. Avoid jokes, puns and metaphors which don’t translate
7. Agree submission deadlines with the translator
8. Avoid making amendments to the text to be translated, which adds to cost
9. Avoid combining newly translated text with older text from another source, or allow the translator to manage the integration
10. Have the translator approve final text in context

Capitalise on increased media interest in Britain

Now that there’s less than 1,000 days until the opening ceremony for London 2012, it strikes me that the provinces have got to get moving soon, in order to make the most of the increased interest from overseas visitors in Britain as a destination. During the interim period there’s  going to be lots of media interest in Britain from overseas. It all equates to a multitude of PR opportunities, for businesses involved in tourism throughout the country, that are prepared to put in a bit of time and effort.

Tourism South East are already running ‘Hosting the World’ training courses for businesses, two of which are dedicated to marketing, and working with the media respectively.

Until next time…

PS For your information, I’m going to publish my posts at the beginning of the week from now on.

Living history: fancy dress or serious fun?

Living history defined

According to Wikipedia, ‘ Living history is an activity that incorporates historical tools, activities and dress into an interactive presentation that seeks to give observers and participants a sense of stepping back in time.’

I have to admit I that I used to be a little bit sceptical about living history. The concept of costumed actors re-enacting historical periods, events, or battles, and tribute bands blasting out hits from the past, stuck me as slightly cheesey, even although I was, and continue to be, full of admiration of the achievements of people like Walt Disney in pioneering wonderful theme parks, where adults and children alike can enjoy world class entertainment and experiences together; and I’ve been a fan of Walt Disney World in Florida from the moment I first visited it in 1981. But somehow I  couldn’t quite reconcile the concept and value of mixing genuine historic sites with people in fancy dress.

I feel reasonably well qualified to comment, since I’ve been on both sides of the fence:  as both presenter and voyeur.  I once dressed up as a saloon girl accompanying a Wells Fargo stage coach in the Lord Mayors Show, which takes place annually every November in London, as well as attending many living history presentations over the years

Transatlantic influences

Many years ago I visited the eastern seaboard of the USA with a group of friends.  We went on a road trip that took in, amongst other places,  Boston in Massachusetts and colonial Williamsburg in Virginia. As well as walking the Freedom Trail which links together revolutionary sites from the War of American Independence; there was no denying that it seemed a harmless bit of fun to photograph ourselves chucking a fake tea chest into Boston harbour during a recreation of the infamous Boston Tea Party. Incidentally, the replica ship where we enjoyed this re-enactment, the Beaver, and the associated museum, are currently closed, but scheduled to re-open after renovation in 2010.

Later on the same trip we visited colonial Williamsburg, in Virginia, and were frankly amazed at the money spent and the attention to detail lavished on this recreation of ‘living history’ in a colonial town, complete with costumed citizens and beautifully maintained buildings that didn’t even look particularly old to us! At the time, it just seemed all seemed like fun and frivolous tourist entertainment, of a type rarely found back in 1970s Europe. Frivolity was frowned on in our historic visitor attractions during this period! It took a while for the interactivity and animatronics pioneered at the likes of Walt Disney World and Universal Studios to filter across ‘the pond’ to European visitor attractions.

Why I changed my opinion

Gradually over the decades I’ve changed my position on living history.  There was no denying that medieval banquets, complete with costumed hosts and waiting staff, pioneered in the 1970s and still held today at places like the Beefeater by the Tower in London, Ruthin Castle in Wales and Dalhousie Castle in Scotland, were, and remain, popular with international visitors to Britain; and the Civil War battles recreated by groups like the Sealed Knot continue to attract increasing numbers of spectators. It all was, and still is, undoubtedly good for business. But were the particiants just having fun dressing up, and were spectators just enjoying the spectacle; were the costumes and props authentic, and was there any lasting value to be derived from the exercise , I wondered?

Like everything else, I’m glad to notice that living history has moved with the times. I’ve become convinced that it now meets the increasing expectations of today’s more demanding consumers, taking it beyond simple spectacle and entertainment. I’m delighted to see it  has now been adopted, big time in the UK, by key players like English Heritage, and the Historic Royal Palaces, and the education and outreach departments of museums, who research the costumes and props to ensure authenticity, and run educational sessions for the younger generation, led by professional actors, in schools. Culture 24 is a good place to start when searching for more information.

Serious TV history programmes also now use re-enactments extensively, a trend pioneered by scholars such as Simon Schama and David Starkey, who have both done more than their fair share to popularise the genre. All this activity has brought living history into the mainstream, which I think is great.

My recent journey through living history

To give you an idea of the sophistication of presentation now available, I’ll outline some of the most recent events I’ve attended:

I’ve watched a recreation of the Battle of Hastings at Battle, complete with blow by blow commentary; and enjoyed a guided walk of the battlefield, laid on beforehand, which explained the respective strategies of the Saxons and Normans as the battle unfolded, which greatly increased my appreciation and enjoyment of the event itself.

I’ve attended the Military Odyssey held annually at Detling, Kent which is the largest multi period event of its type in the world. Here as well as seeing living history ‘performances’ in the arena, you can meet participants, some of whom also make and/or sell the relevant period props and costumes, if you want to get personally involved.

Living history presentations are now popping up all over Europe. By way of illustration, my son and I stumbled across a medieval Christmas re-enactment at Esslingen just outside Stuttgart, in Germany, when we decided to visit the Christmas market there.

More recently I went to see a performance of ‘As You Like it’ at the recreated Shakespeare’s Globe Theatre in London, and attended a pre-performance lecture by a professor of English Literature from UCL. This experience really helped engage my interest, and increased my enjoyment so much that I felt inspired to buy fridge magnets featuring pertinent Shakespearean quotes, from the shop!

In the last week I’ve been on a visit to to Hampton Court. I didn’t book anything in advance; but while there I saw the characters pictured above  wandering around, and impulsively joined with my friends, in a living history programme which proved most enjoyable. I got swept up in active participation in the planning and preparations for the ‘wedding of Henry VIII and Catherine Parr’ and was among those offered an opportunity to attend a most informative lecture and interactive demonstration of  Tudor dress given by the two actors, who performed ‘in character’ throughout.

So as you can see, I’ve seen the light since my early Boston Tea Party experience.   For me ‘living history’  has truly arrived. It can enhance the visitor experience at historic sites, as well as creating world class visual spectacle and entertainment that stands up to scholarly scrutiny.

I would urge anyone in the tourism industry who provides accommodation for visitors  to make a point of checking out dates for events when living history experiences are  offered, whether at their local English Heritage sites, or at any other location. Guests are likely to thank them for the recommendation.  Speaking personally one of my favourite events is the Dickensian Christmas Festival of Rochester, that comes up annually in December ; but that’s another story…

Until next time…