Peter Lederer launching the website
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Tuesday 8th April 2003
With more than 3,000 Internet visitors and enquirers per day, throughout summer and winter, the website at CairnGorm Mountain is among the busiest tourism sites in the country – which is hardly surprising for one of Scotland’s most vibrant year-round visitor attractions. But, rather than simply basking in that success, the company has recognised that such a valuable marketing and information tool has had to be upgraded to satisfy an ever-demanding market.
Said CairnGorm Mountain’s Chief Executive Bob Kinnaird:
“We introduced our first website in 1998 at a time of great upheaval when we were starting to build the new funicular railway and develop the facilities further. We were among the first visitor attractions in Scotland to recognise this emerging market and it has certainly paid dividends for us with enquiries coming in from all over the country and beyond.”
“Not surprisingly after five years, the site became outdated and no longer reflected the quality experience that CairnGorm Mountain now offers thanks to its recent £15m development. Our research confirmed the importance of the style of presentation as well as the quality of information, which not only had to be easily accessible but also updated regularly”.
Earlier this year, CairnGorm Mountain commissioned Avian, the Scottish award-winning website design company, to create a new website that would appeal to new markets seeking more and more information, better-presented and easier to digest. As part of its design brief, the designer was asked to provide a site that was “dynamic and easy to navigate” and one that would make an “immediate impact in selling both summer and winter”.
Said George Gall, Managing Director of Avian, who already handle websites for Walkingwild and Cycling Scotland (two niche VisitScotland campaigns) and Perthshire Tourist Board:
"We were delighted to receive this opportunity to enhance CairnGorm Mountain’s relationships with their customers, whether they be skiers or snowboarders, summer visitors or trade. The new website provides easy access to key information for all these markets and, most importantly, allows CairnGorm Mountain staff to easily update all key areas of the site themselves – one of the key aspects of a ‘dynamic’ site is ‘dynamic’ information."
The new CairnGorm Mountain site now includes a complete information section specialising in Corporate and Special events, making it easier to deal with enquires from this fast-growing sector of the tourism market. Contained within this sector is information on the various corporate facilities on offer at CairnGorm, including the highly acclaimed Ptarmigan Restaurant which, at 3,500 feet above sea level, is the highest in the UK and offers uniquely spectacular panoramic views of the Highlands.
Said Ian Whitaker, the company’s Catering and Commercial Director:
“Corporate tourism is a very fast-growing sector and we get lots of enquiries from companies looking for somewhere that is a bit different. On the new website, the combination of specific information and exciting visuals will enhance our existing image as being a quality corporate destination within a very discerning market.”
Other new features within the site include extensive local links to tourism businesses, including accommodation, within what is now being marketed nationally as Monarch Country.
Today’s launch (9th) of the new CairnGorm Mountain site by Peter Lederer, Chairman of VisitScotland, was one of the highlights of this year’s Expo 2003, Scotland’s major travel trade exhibition being held this week at Glasgow’s SECC.
Said Mr Lederer:
"In this age of instant modern communication it is vital for tourism business to be as well equipped as possible in order to compete in what is an intensely competitive market. CairnGorm Mountain's commitment to their visitors by developing the website is warmly welcomed by VisitScotland as an effective means of offering easily accessible and up to date information to meet the needs of visitors. I am confident this new look site will be attractive to many potential consumers and will act as a valuable asset to the attraction in developing its overall product."
The website’s new competition section has already allowed CairnGorm Mountain to pull off a spectacular promotional competition for Easter Saturday when visitors to the new website are being invited to Ski this Easter with Noel Baxter by simply leaving their name and address to enter a special prize draw. Noel Baxter recently won the UK Men’s Combined title and will be on site at CairnGorm Mountain throughout the day on Easter Saturday.
Further information from:
TANIA ADAMS
Tel: 01479 861304
Or
BILL NOLAN
Tel: 07885 071804
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