About the Oban & Lorn Tourism Association
Background:
Oban and Lorn Tourism Association, (OLTA) was formed as a pressure group in the early 90s as a direct result of the loss of Oban, Mull and District Tourist Board. Initially, self financed by membership subscription, the Association set out ‘to put Oban Back on the Map’. OLTA worked with West Highland and Islands Tourist Board until a further change to the Scottish Tourist Boards led to the creation of 14 new areas. In 1996, OLTA gained funding from the new Area Tourist Board - Argyll, the Isles, Stirling, Loch Lomond and Trossachs - and became one of the Area’s local marketing groups. Membership became automatic for any member of VisitScotland and included over 450 businesses. Subscription was dropped.
VisitScotland continued to undergo changes and since the abolition of the Area Tourist Board membership OLTA is now back as a ‘stand alone’ venture with members subscriptions, web advertising and sponsorship providing funding for a variety of marketing initiatives.
OLTA Achievements:
- One of the first tourism marketing groups to utilise the world wide web with www.oban.org.uk launched in January 1996.
- Production and distribution of over a million dedicated leaflets promoting Oban and Lorn (supported by sponsors Bowmans and McTavishs Kitchens).
- Production of a comprehensive guide book for the area (with a budget of £20k), supported by the local council, area tourist board and advertising.
- Newspaper competitions with leading regional papers, advertorials and feature articles supporting both the new website and guidebook.
- Sponsored map for visitors.
- The redesign of our website to incorporate a webcam, becoming one of the top 50 in the world and top 5 in the UK. A further 3 webcams have been added to the site thanks to sponsorship from Oban Bay Hotel and Spa, Piazza and Eeusk.
- Development of a TV ad & marketing campaign for Oban and Lorn. This campaign cost £45k and included 85,000 inserts in The Herald - sponsored by EatScotland, Calmac, McTavishs Kitchens and Bowmans – and 20 poster ads on Glasgow underground stations to support the TV advertising. The TV ad also featured on the website.
- Outdoor advertising in the central belt of Scotland with branded taxis, bus sides and station platform posters.
Recent activity:
- Oban Goes Mobile: The website has been completely redesigned to incorporate an improved search and visitors data capture facility and members’ area. A mobile version of the website (www.obaninfo.mobi) has also been developed to allow mobile phone users to browse the main website in a compatible version for their phone. We have also used SMS text marketing and continue to look at Bluetooth for future promotions.
- Notice Boards: For the last couple of years the notice boards around town have been administered by OLTA, providing a positive income stream that contributes to our national advertising campaign.
- Advertising Campaign: In 2008/9 the Association launched its first full colour collaborative ad campaign in The Herald and Scotland on Sunday. The 2010 campaign was even bigger with £100,000 of ad space booked at a cost of £46,000. The 2011 campaign is currently underway with support from over 20 members. Ads appear in The Herald (Saturday and Sunday papers), Scotland on Sunday, Newcastle Chronicle, Yorkshire Post, Aberdeen Press and Journal, The Scottish Sun and various sundry media as opportunities arise.
Future Plans:
The 2011 advertising campaign supported by members and VisitScotland Grrowth Fund was well received. In January OLTA goes to Silverburn for a mini expo to round off the promotional activities for the winter. During 2012 the OBAN PASSPORT loyalty scheme will be modified for social media. The scheme has raised Oban’s profile as the ‘Seafood Capital of Scotland’ but it is time for a rethink as to how we take it forward.
MEMBERSHIP OPPORTUNITIES
By becoming a member, not only are you supporting your local industry and the promotion of Oban as a destination, but a variety of advertising opportunities also become available. Members also receive a monthly newsletter reporting the latest on the Oban & Scottish tourism industry. Membership rates are scaled according to the size of your business. If you are not sure which category your business is in please contact OLTA:
- £50.00 B&B or Guest House - 3 rooms or under
- £50.00 Self Catering - 1 – 2 properties or units
- £50.00 Independent retailer/business professional ie designer
- £50.00 Public House (non food)
- £65.00 B&B or Guest House - 4 to 9 rooms
- £65.00 Self Catering 2 -7 properties/units
- £65.00 Touring Caravan site
- £65.00 Restaurants, Cafes, Bistros - under 20 covers
- £65.00 Public House (with food)
- £85.00 B&B, Guest House or Hotel - 10 - 19 rooms
- £85.00 Self Catering - 8 - 14 properties/units
- £85.00 Restaurant/Café - 20 - 49 covers
- £95.00 B&B, Guest House or Hotel - 20 rooms and over
- £95.00 Self Catering - 15 properties/units and over
- £95.00 Restaurant/Cafe - 50 covers and over
- £65.00 All activity providers or attractions, including yacht charter
- £65.00 Retailer (national chain)/professional firm ie estate agents
- £35 – Associate membership – non marketing member
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For more information and to get involved please email subscriptions@oban.org.uk