Working in Partnership with VisitScotland
As Scotland's national tourism board one of VisitScotland's
roles is to contribute to the Tourism 2020
Strategy ambition of growing tourism revenue to £1bn by
2020. Partnership working is central to the delivery of the Tourism
2020 Strategy, and VisitScotland’s Marketing and Corporate
Plan. We work with a wide range of partners – international,
national, regional, local, commercial and non-commercial to
accelerate sustainable economic growth and further the aims of
tourism in Scotland. Our partnerships are
non-exclusive and can work in various ways,
tailored to mutual objectives which may include sharing of content,
data, analytics or delivering joint activity or
campaigns.
We believe that every visit enriches Scotland and the people we
welcome and we strive to nurture every visitor and make them a
life-long Scotland ambassador. Working with partners we want
to attract more visitors to Scotland and ensure that visitors have
a positive experience of their time in Scotland and that
collectively we deliver a world class visitor experience.
With finite resources our marketing approach is based on customer
insight and we prioritise our activities within the markets and to
the target audiences that we know will have an affinity with
Scotland and will give the greatest return on
investment.
Our strategy for partnership is 3-tiered:
(i) SHOWCASE – to allow us to tell Scotland’s story
in new and engaging ways, increasing awareness and propensity to
visit Scotland
- Working together with partners to build our national
reputation, we maintain high perceptions, bust myths and surprise
visitors with new angles which support the #ScotSpirit brand
message
- A recent example includes working with a carefully selected
group of influencers to showcase Scotland to their audiences
through their social media channels.
(ii) HEIGHTEN – to create greater enjoyment and
allow our audience to get more out of their break to
Scotland
- Working together with partners to develop and promote different
facets of a Scottish holiday, for example working with the partners
to provide offers or tickets which make it easier to travel around
Scotland and explore more – e.g travel passes; deals with car hire
companies, etc
- In this respect we are expanding the ‘free’ shared use of our
own data base of tourist information (under non-exclusive licence
agreements), by seeking partnerships with, for example, satellite
navigation companies to enhance their offerings to the public, and
thereby provide a wealth of tourist information to their users of
things to see & do and places to visit in Scotland.
(iii) FACILITATE –to make it an easier decision for
our audience to take a break/holiday in Scotland
- Working together with partners to help visitors travel around
Scotland by air, train, ferry, hiring a car or by promotion of
accommodation/hotel & tours
- Recent examples include: promotion of Scotland in partnership
with a Canadian tour operator; travel offers to our email database;
and promotion of Scotland in conjunction with the new Norwegian
flight from North America to Edinburgh.
More information on our marketing strategy is available
here.
If you would like to work in partnership with VisitScotland, please
contact info@visitscotland.com.
Please note that VisitScotland is not bound to proceed with or work
in partnership with any potential partner who sends an enquiry to
the abovementioned email address, and VisitScotland reserves the
right to cancel any partnership programme or amend its strategy for
partnership at any time.