Top Tips on Accessible Marketing - VisitEngland€¦ · Tips & Trends on Accessible Marketing • 1...

Unlocking the Purple Pound Conference 2015 Ross Calladine & Jane Kelly 18.03.15

Top Tips on Accessible Marketing

Three Pillars of Accessible Tourism

Physical

Facilities

Information &

Promotion

Customer

Service

Accessible Tourism

• Description of facilities & services

• Informed choice

• Promotional tool

• Use free VE on-line tool

www.visitengland.com/accessstatements

• Put on website

Tip 1: Maximise Your Access Statement

Tips & Trends on Accessible Marketing

Examples

Lakeland Motor Museum

Sandcastle Waterpark

http://www.visitengland.org/accessstatements

• Audit and report from Access Consultant e.g. NRAC registered www.nrac.org.uk

• Tourism Specialists e.g. Brian Seaman, Access New Business

• Build relations with local DPULOs - Sandcastle Water Park e.g. Aiming Higher Charity

• Disabled Persons User Led Organisations (DPULOs) https://www.gov.uk/government/publications/disabled-peoples-user-led-organisations-list-and-contacts

Tip 2:Get Input from Access Advisor and Disabled Groups


http://www.nrac.org.uk/



https://www.gov.uk/government/publications/disabled-peoples-user-led-organisations-list-and-contacts

















Tip 3: Undergo Disability Awareness Training


www.disabledgo.com/tourismtraining

• Increase your knowledge & confidence

• DisabledGo Online Training

• Over 140 free places left (up to 5 per business)

• 6 modules; 1-2 hours total

“It opened my eyes and helped me understand about disabled guests and what more we can

do”

Jason Parry, Harbour Hotels General Manager

http://www.disabledgo.com/tourismtraining

• Strong contrast between background and text

• No text over images

• Avoid blocks of text in capitals & italics

• Use symbols and pictograms

• Provide large print version over 16 point

• Follow guidelines: www.actionforblindpeople.org.uk/assets/Uploads/downloads/making-it-clear-colour-690.pdf

Tip 4: Make Interpretation & Information Easy to Read


http://www.actionforblindpeople.org.uk/assets/Uploads/downloads/making-it-clear-colour-690.pdf











• Photography that represents diversity of visitors

• Inspire and raise confidence to visit

• Include in all media and museum galleries

Tip 5: Take Photos of People with Access Needs


• Clearly signpost from homepage

• All access info. in one place

• Avoid using ‘disabled/disability’ in the title

• Include Access Statement as Word download

• Include photos/video of people with access needs

Tip 6: Provide an ‘Access for All’ Section on your Website


Examples

Winford Manor, Bristol

ss Great Britain

Tip 7: Test your Hearing Loops


• 1 in 6 hearing loss; 2m hearing aid users

• Action on Hearing Loss Research at 20 top London attractions: Only 3 had useful loops

• Check weekly with fire alarm

• Use the Sonido listener with headphones

• VAQAS assessor can demonstrate loop testing during annual visit

• Read Listen Up! www.visitengland.com/access

http://www.visitengland.org/access

• Large print menu

• BSL and subtitles

• Handheld audio guides with BSL / subtitles – Brighton Pavilion, Roman Baths

Tip 8: Provide info. in alternative formats


• Never use as a storage space

• Ensure emergency pull cord is in reach from floor

• Keep the transfer space clear – train the cleaning team

• Flip top bin not pedal bin

• Strobe light fire alarm

• Rails contrasting colour to wall

Tip 9: Improve Toilet Etiquette!


• Personal Emergency Evacuation Plan (PEEP)

• People with specific requirements or need assistance during evacuation

• Check in: “do you require assistance in the event of evacuation?”

Tip 10: Agree a PEEP


Examples

Hilton

Thistle

• Responsible for developing access for all

• Develop an action plan

• Inspire colleagues

• Get access on the agenda

• Coordinate activity

Tip 11: Name an Accessibility Champion


Examples

Sandcastle - Sue Copp

• Equality Act 2010 replaced DDA, October 2010

• Think ahead and address barriers that may impede

• Do not treat less favourably

• Make ‘reasonable’ changes

• Provide auxiliary aids and services

• Enquire as to whether anyone in the travelling party has any access needs

Tip 12: Know your legal obligations


• VisitEngland Awards for Excellence

• The Cateys

• Benchmark your access

• Use exclusive logos in promotion

• Gain useful feedback

Tip 13: Apply for an Access Award


Examples

Calvert Trust Exmoor– Gold Winner 2014

Sandcastle Waterpark – Gold Winner 2013, Silver 2014

Access for All Tourism Award

Tip 14: Promote your Access for All

• Read VisitEngland’s Speak Up! Guide

• www.visitengland.com/access



• …it’s the law

• Highly trained animals –

NOT pets

• Independence and confidence for users

• Provide toilet area, water bowl

• Read ‘Take the lead!’ www.visitengland.com/access

Tip 15: Welcome assistance dogs


http://www.visitengland.com/access

• Complements written Access Statement

• Hidelow House

https://www.youtube.com/watch?v=6fLrZBGhpAM

• Houses of Parliament

https://www.youtube.com/watch?v=u7rWFqkaETg&list=UUMasyWuE1P2AaEKw_FkGq9g

• Sandcastle Waterpark

https://www.youtube.com/watch?v=nNAFB1tn-24

• YouTube automatic captions – correct the transcript!

Tip 16: Video Access Statement
















• Specially tailored activities and support

• The Deep - Quiet Days Lighting and sound levels adjusted, BSL-signed presentations, multi-sensory and interactive experiences

• Great North Museum: Hancock - Open after hours for local autistic group (started with 30 but grew to 200 after selected promotion)

• Sandcastle Water Park - Accessible

Coffee Mornings to encourage new groups to visit with Q&A and tours

• Science Museum – SIGNtific

Deaf-led British Sign Language events ‘Open Early’ days for people with autism

Tip AT1: Run Dedicated Sessions to Engage Disabled Groups


• Help those with sensory sensitivity

• Prepare, understand and organise visit

• Pre-empt events and scenarios

• Describe textures, colours & smells

• Involve local parents of autistic children

Tip AT2: Provide Pre-Visit Guide for Autistic Visitors


Examples

Eureka! National Children’s Museum

Manchester Airport – ‘Airport Awareness’

Hampton Court Palace

• Interpretation for visually impaired

• Touch tours – BALTIC, National Theatre

• Tactile objects – Science Museum e.g. Saturn 5 rocket

• Tactile maps - Roald Dahl Museum

• Tactile model – Knole House e.g. Tactile audio-described model of the house in the visitor centre

• www.museumsassociation.org/museum-practice/touch

Tip AT3: Think Tactile


http://www.museumsassociation.org/museum-practice/touch




• Visiting museums with disabled children can be daunting

• Free service for families of disabled children

• Dedicated member of staff for 2 hours

• Interact with disabled visitors

• Suggestions and advice

Tip AT4: Provide an ‘Extra Pair of Hands’


Examples


• Toilet facility suitable for the needs of people with severe disabilities

• Extra features including adjustable changing benches and ceiling hoists

• Match funding may be available e.g. local council

• Case study on www.visitengland.com/access

Tip AT5: Provide a Changing Places Facility


Examples

Sandcastle Waterpark

Camel Trail

Museum of Liverpool

Tate Modern


• Guide by English Heritage

• Solutions to all types of barriers

• Real examples

• Access solutions that combine conservation with modern design

• Increase people’s ability to engage with our cultural heritage

Tip AT6: Read ‘Easy Access to Historic Buildings’


• Quiet space with low sensory stimulation

• Pre-empt sensory overload

• Calm autistic children

• Available on request

Tip AT7: Provide a Quiet space or Sensory Room


Examples


Calvert Trust Exmoor

• Where physical access is restricted

• Ipad tour - BALTIC, Hever Castle

• Knole House

Tip AT8: Create a Virtual Tour


• Fit bathrooms that are

appealing for all guests

Tip A1: Think beautiful not clinical


• Grab rails that can be removed?

• National Accessible Scheme

• Rating scheme for accommodation

• Mobility, hearing and visual

• ‘One step ahead’ for older and less mobile guests

• www.visitengland.com/nas

Tip A2: Use the NAS to improve and promote your accessibility


Examples

Kernock Cottages, Cornwall

Ashridge Farm, Devon

The Royal Hotel, Somerset

http://www.visitengland.com/nas

• Provide information on:

• Accessible transport

• Accessible places to eat

• Accessible places to visit

Tip AP3: Think Visitor Journey


Examples

Kernock Cottages, Cornwall

Hidelow House Cottages, Worcestershire

• www.visitengland.com/access

• www.visitenglandawards.org

• [email protected]

• Twitter @RossCalladine @VisitEnglandBiz

• www.tourismforall.org.uk

Get More Top Tips!




http://www.visitenglandawards.org/

mailto:[email protected]

http://www.tourismforall.org.uk/

Top Tips on Accessible Marketing - VisitEngland€¦ · Tips & Trends on Accessible Marketing • 1...

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