A Lochaber project aims to open up new marketing frontiers in Scottish Tourism. Based in one of the most remote and beautiful areas of Scotland; Scottish Holiday Info has produced a new national directory for potential visitors who are seeking information about Scotland in their own language.

This project was initially developed 3 years ago but was put in mothballs until the market was right for its launch.

"I feel was important to get the timing exactly right" Mrs McVicar, the project manager, was quoted as saying. "Using the Internet is now an essential part of tourism marketing and with such a world-wide publishing media, a new approach was needed". "When you have an international shop window it is sensible to make people feel welcome in their own language". "It can only improve the likelihood of a 'virtual' visitor becoming 'real' visitor!"

The biggest cost in the project is marketing. The market research carried out by the project's experienced team has resulted in knowing where and how to target the advertising. The electronic marketing campaign was set up in advance, ready to be switched on.

So how effective have the results of this research been?

The website was launched, on time, to the unsuspecting Dutch and English speaking markets on Monday 01 March 2004. Within 24 hours of this launch the advertising was effectively reaching its target market.

"Although Scottish Holiday Info is not involved in making bookings (these are done directly between provider and visitor), we were able to establish that genuine queries were being made within 6 days of the launch" said Mrs McVicar. "The first confirmed bookings were made shortly afterwards". "It is important to remember that the project is a directory, not a travel agency and because of this providers are paying an annual fee with no extra charges for their entries in the directory".

Asked what the languages provided are, Mrs McVicar replied "So far the website has ten languages, mostly European but also Japanese".
"A modified directory is available for English speaking visitors accessing the web using their mobile phones". "This modified directory carries information like addresses and telephone numbers rather than web and e-mail hyperlinks; it is still arranged in regions and categories". "Visitors that are accessing the information via their mobile phones are needing bookings at short notice; they want to speak to the providers immediately for bookings and information".

So how can Scottish Holiday Info provide a service like this from a remote area of the country and at such an affordable price?
The answer is very simple. The whole system is based on pre-existing software capable of coping with hundreds of thousands of entries. There was no sense in reinventing the wheel! Having purchased the licence to this software, the software designers and Scottish Holiday Info team worked together to customise the website to need the specific needs of the project.

The system is automated, based on a database. Tourism providers can open their account, add their entry (or entries) and also either pay their annual fee online or conventionally by snail mail and cheque. All the Scottish Holiday Info team has to do is check the suitability of the entry then process it and the payment. Because the system is automated, providers are also free to change their entry at will. This automation allows the project team to concentrate their minds in the direction of marketing.

Anyone in the tourism industry in Scotland can be listed on the website- whether a B&B, visitor attraction or perhaps an activity provider. Those working on a small scale can also afford their entry- roughly the cost of one nights B&B accommodation! Providers listed so far reckon this is good value.

Obviously the actual website is hosted on reliable and readily accessible servers. Having said that, the team use regular modems and dedicated BT telephone lines to edit the website. Broadband is not really an option here yet although the team have registered their interest in it.

"It is amazing how many skills people have available within the workforce in Ardnamurchan" said Mrs McVicar. "When I was looking for people to work on various subcontracts I contacted eArdnamurchan (local community teleworking project) and found that many of the skills were already available". "Yes, some of the work is outsourced elsewhere but we hope to gradually move it to the local area, we may need to do some local training to make this work".

What developments can be expected from the Scottish Holiday Info team in the future?

"We're not telling!" There are apparently plans for the project diversification within the tourism arena. From what we hear, the team feel it is important to concentrate on the directory, ensuring its continued success before developing any of these other plans.

Notes for editors:
The website address is www.scottish-holiday.info
The Scottish Holiday Info team are based on Loch Sunart/Ardnamurchan, the most westerly peninsula on the UK mainland. While it is possible to reach Fort William by driving round the lochs, many people prefer to use the Corran Ferry.

It is a favourite holiday spot for those seeking a friendly welcome and the outdoor life.

Children love it and many who have grown up now bring their own families here. Return visitors are frequent. Walking, bird watching, geology, sailing, photography are some of the interests that attract people.

The new Ardnamurchan High School in Strontian hosts all sorts of events from local pantomimes through to Scottish Opera.

There are many tea-rooms and restaurants to choose from. The project team recommend the Ariundle Centre, Benview Hotel and Kilcamb Lodge in Strontian; The Pantry and Ardsealach Lodge in Acharacle; The Glenmore Natural History centre at Glenborrodale; the Kilchoan Community Centre and Ardnamurchan Lighthouse visitor centre.
You can find out more about the area at www.ardnamurchan.com

The eArdnamurchan website is at: www.eardnamurchan.com

This is a Lochaber Enterprise Limited area, part of highland region although the postal address is Argyll.

Scottish Holiday Info will be exhibiting on stand J9 at the VisitScotland Expo 2004 in Aberdeen on 21/22 April. Please do come and meet us, we are hoping to also display information & crafts from the Lochaber area.

Contacts for more information:
Peter Lorman-Hall, telesales. 0870 881 0680. (see profile)

Mrs Rennie McVicar scothol@tiscali.co.uk (only available via email but will phone back)
Eric & Rennie McVicar are both Scottish and have been involved in tourism for several years.

Profile from Peter & Margaret Lorman-Hall

"We had never been to Scotland before, so we came up for a weekend to stay at Foyers and see Loch Ness. We were so taken with the ruggedness of the landscape, and the wonderful wildlife that I felt compelled to sell our house near Newmarket and move to the Highlands.

Both Peter and I were very fortunate in that we worked for ourselves from our home office, so it was that we put our house on the market and prepared for the 600+ mile journey northwards with our 'family' of 3 cats, a springer spaniel and a large Togggenburg billy goat.

We had already sold our property in England so decided to move up in any case and found a property to rent on the Ardnamurchan peninsula, a beautiful, remote and unspoilt part of Scotland.

We have been very happy here for the past 2 years, although we have still to find an affordable house to purchase."
Margaret Lorman-Hall.