As part of the BDTA I worked closely with Bright Light Marketing, they brought enthusiasm and professionalism to the project. Working under the tightest of deadlines they delivered on time and to the highest of standards. I would like to thank everyone at Bright Light Marketing for there huge effort and look forward to working with them again.
Iain Easingwood , Marine Quest and Treasurer of the BDTA
Dive St Abbs Eyemouth
Situation
St Abbs /Eyemouth is known for the quality of its diving product however it was felt by using collaborative marketing methods and promoting the area under one clear brand that there was considerable potential to grow this market and develop a new client base.
Following a research report commissioned by Scottish Enterprise Borders Bright Light Marketing were asked to produce a Marketing Plan and brand in close consultation with the newly formed Berwickshire Dive Tourism Association and Scottish Enterprise Borders.
Objectives
- To establish St Abbs/Eyemouth as THE diving destination within the UK and create excitement and buzz within the diving community about the area.
- Develop a Brand for the area with key messages which increase awareness of St Abbs/ Eyemouth.
- Challenge perceptions of the area and target new divers.
- Address seasonality and off peak times.
Targets
Diving groups and clubs in the UK
Independent Divers
Tactics
Development of a brand and promotional materials
Specialist diving exhibitions
Press and PR campaign
Website
Measurement
Bright Light Marketing believe that marketing is a discipline that can be measured and evaluated and mechanisms were put in place to monitor all the marketing activity and ensure that the Berwickshire Diving Association had a good return on investment and lessons learnt can be used for future activity.
