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England: foot & mouth disease
UK: 9/11 bombings
Bosnia: civil war
Caribbean: “trouble in paradise”
Everyday credibility in a 24/7 world
Case Studies
Impact: Domestic travel drop – uncertainty – “countryside closed ?”
Solution: • Media communications: clarity + honesty = credibility;
dedicated 24/7 spokesperson • Consumer telephone “hotline” • Close liaison with COBRA (Cabinet Office Briefing Room A) • Domestic marketing campaign with trade partners
Result: • Public understanding – rather than rumour • Faster return to growth
England: Foot and Mouth Disease
England: Foot and Mouth Disease
Lessons:
• Communication: quick, frequent, honest
• Spokesperson: dedicated, 24/7
• Public trust: reality rather than rumour
• Recovery: faster return to growth
Impact: International travel freeze
UK after 9/11: Impact & Challenge
Challenge
• To get the world travelling again
• To recover tourism to UK
• To deliver an additional 1 m visitors to UK
• To unite the UK tourism industry behind a shared goal
"Million Visitor Campaign"
• 31 partners – c. £45m (c. 50/50 cash/contra)
• Market Focus: campaign in 7 major countries
• Website for British SMEs: 3,000+ holiday offers in 3 months
• Close liaison with COBRA (Cabinet Office Briefing Room A), cross–government – national emergencies
• Protocol bypass: ‘Access all areas’ – JDI mentality
• Speed: Every second counts for the industry & the tourism season
UK after 9/11: Solution
UK after 9/11: Result Recovery: Tourism to Britain from USA recovered 16% faster than to the rest of Europe
RoI: ….. +1.1 million visitors …………+ £518m “an extremely good investment for Britain plc.” (UK Tourism Alliance Annual Report 2004)
Recognition: E-marketing awards – Highly Commended “a clear, tidy project done in adversity, with good sales results”
Role Model: The "Million Visitor Campaign" used as a model of good practice for tourism destinations in crisis
UK after 9/11: Lessons
• Partnership: no time like a crisis to find common cause
• Be bold: closed doors are easier to open in a crisis
• Focus: you can’t do everything
• Speed: impact vs. protocol
Impact: Reputation lag (civil war & genocide)
Action: • Target resilient markets – younger, active, adventurous: “destination pioneers”
• ‘Normal’ news stories – tourism highlights (e.g. activities)
Result: • Slow creation of awareness • Investment in tourism facilities • Gradual growth
Bosnia- Herzegovina: Post-Conflict (2007…)
Bosnia- Herzegovina: Lessons
• Target markets: focus on most resilient/adventurous & others will follow later……..word-of-mouth
• Media stories: ‘normal’, positive, tourism highlights
Caribbean: ‘Trouble in Paradise’
Impact: • Wider Caribbean • Drop in tourism
Solution: • Clear story – police – govt. – tourism sector • Update when certain
Result: • Recovery time
Lessons: • Clear, regular communication – avoid rumour
Everyday Credibility in a 24/7 World
• 33% believe what a brand says about itself
• “If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the internet, they can each tell 6,000 friends.”
(Jeff Bezos - CEO Amazon.com)
• 92% believe what peers say about a brand (Neilsen)
Event Scale Classification Recovery Period
Source: World Crisis Analysis White Paper, OAG Market Intelligence (Aug 2011)
Crisis Recovery
Event Scale Classification Recovery Period
Low Singular localised event: e.g.: earthquake, tropical storms
Up to 3 months (Country)
Source: World Crisis Analysis White Paper, OAG Market Intelligence (Aug 2011)
Crisis Recovery
Event Scale Classification Recovery Period
Low Singular localised event: e.g.: earthquake, tropical storms
Up to 3 months (Country)
Medium Multiple event: e.g. widespread virus (SARS), extreme natural disaster
3-12 months (Regional)
Source: World Crisis Analysis White Paper, OAG Market Intelligence (Aug 2011)
Crisis Recovery
Event Scale Classification Recovery Period
Low Singular localised event: e.g.: earthquake, tropical storms
Up to 3 months (Country)
Medium Multiple event: e.g. widespread virus (SARS), extreme natural disaster
3-12 months (Regional)
High Global event: e.g.: global financial shocks, World Trade Center attacks
12-36 months (Global)
Source: World Crisis Analysis White Paper, OAG Market Intelligence (Aug 2011)
Crisis Recovery