Drummond Castle Gardens, Crieff

To make it as easy as possible for people to discover Scotland and recruit as many advocates for Scotland as we can.

• Grow awareness of Scotland in priority markets• Drive seasonal and regional spread• Attract high value/spend visitor segments• Sustain key direct flight routes into Scotland

Content development/distribution and digital marketing are critical enablers in inspiring visits, holiday planning and advocacy.

MARKETING AIMS

CONSUMER TRAVEL BRANDS

INDUSTRY PARTNERS

Broadcast media

VS

Trade

HOW DO WE DO THIS?

• Ensure Scotland is on-line discoverable at all stages of the customer journey

• Tell compelling stories through creation of digital content and distribute far and wide

• Build advocacy• Leverage partnerships• Support businesses keen to internationalise and

develop new products to sell via travel intermediaries

Content is King*

*But there’s no pointing in producing it, if it’s not being distributed.

• VisitScotland.com – 50 million page views p.a.• VisitScotland blog – 20% YOY increase in traffic • Multimedia – cover many aspects of a holiday• Social media – FB 1.5M, Insta 1M, Twitter 363k• Email marketing – to database of around 800k• Paid media activity – predominantly digital• Influencers – through several marketing teams • Press & PR – UK and International PR teams• Travel Trade – dedicated website, BDMs, VS expo• Partner and industry platforms and channels

DISTRIBUTION CHANNELS

LOCAL COVERAGE IN NATIONAL CONTENT

LOCAL COVERAGE IN NATIONAL CONTENT

THE POWER OF PARTNERSHIPS

ONLY IN SCOTLAND• New integrated global campaign launching 22/10• Has appeal across market, segment and geography• Brings Scotland to life in an emotive, engaging way• Avoids talking to everyone about everything and to

no-one about anything!• Sits within Scotland Is Now umbrella• Our storytelling will showcase what’s special, unique,

distinct and exceptional about a visit to/in Scotland• Promoted in UK, USA, Germany, France and China• We’re keen to encourage partner/business adoption

ONLY IN SCOTLAND

• Content Partnership with Stylist Magazine• Broadcast campaign with Channel 4 (Jan – Feb TBC)• Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY

• Content Partnership with Matador (world’s largest independent travel publisher)• Content Partnership with REI (large US Outdoor Retail Group)• Content Partnership with Expedia targeting USA and Canada• Broadcast campaign in planning – likely to be NBC• Content Partnerships with Geo, Walden and Mairdumont, Addressable TV on SevenOneMedia• Display advertising on Trade Desk• Paid social activity on Pinterest, Facebook and Instagram

• Content Partnership with Le Figaro and Tetu• Display advertising on Amnet• Paid social on Pinterest, Facebook and Instagram

• Content Partnership with Mafengwo• Social campaigns with Weibo and WeChat

Planned media activity will include the following:

ONLY IN SCOTLAND NEEDS

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