1. TRENDS & CAMPAIGNS Susan Briggs DalesTourism.com DalesDiscoveries.com

2. Taking advantage of trends 1. Find something that is happening 2. Understand how that makes people feel 3. Show you understand 4. Use the trend as a call to action, to increase sales

3. Using trends  Do we need to present our “product” slightly differently?  Adapt words, images to appeal to different mindsets?  Which trends can help us get attention on social media?  How can we use trends as calls to action & booking?  Could they help us develop new products or experiences?

4. Key trends  Better  Local  Yolo, Fomo, Jomo  Now  Human brands  Quirky fun

5.  New expectations of quality  Chances to learn something  Wellness Better

6. Better – learning skills

7.  Local pride  Sense of community  Detailed & specific  Lasting & permanent Local

8. YOLO, FOMO, JOMO  You only live once  Fear of missing out  Joy of missing out

9. Now!

10. Human Brands

11. Quirky fun & intrigue  Playful risks & leaps of faith  Real insider info  Love (pleasant) surprises)

12. HAPPY DALES

13. Heart-felt happiness  Local love, sense of community  Quirky fun, pleasant surprises  Living in the moment  Building on FOMO  Offering chance of JOMO  Human brands – friendly locals  Chance to make it better

14. Happy Dales  Book: Yorkshire Dales Guide to Health and Happiness  Dedicated destination PR activities  Social media and word of mouth promotion  Development of a visitor database, newsletter CRM activities  Happy Hearts  Treasure hunts

16. Benefits:  Look more carefully, find new places - enhanced visits, more recommendations  Info about where visitors go, what they do - useful market research !  Attractive postcards as visit reminders for repeat visits and recommendations  Quirky idea will help generate word-of- mouth referrals and media interest  Visitors will be encouraged to go into shops, cafes, pubs, attractions to pick up the other postcards in the series!

19. Get involved  Be a postcard pick-up point  Offer a prize  Sponsor postcards, web feature

20. DalesDiscoveries.com  Fine dining, food & drink  New skills, learning activities, experiences  More family fun  Insider Guides

21. TRENDS & CAMPAIGNS Susan Briggs DalesTourism.com DalesDiscoveries.com