Growth Fund case studies

 

The VisitScotland Growth Fund has worked closely with over 50 groups across Scotland since 2011 to help deliver a range of collaborative marketing campaigns.
 
Below you will find examples of groups who have worked together to target new markets and expand their marketing reach and use of digital channels.
 
The case studies give details on how the campaigns were implemented and how Growth Fund has impacted on their organisation and marketing activities:

 

Edinburgh Tourism Action Group (ETAG)

 

ETAG began as an informal networking group in 2000 and was formally constituted as an association in 2007. Its aim is to create a strong tourism community that works together to deliver growth for businesses, a great experience for the visitor and economic benefits for Edinburgh and Scotland as a whole.

 

The Edinburgh Chinese Social Media Campaign (ECSMC) comprised a £40,000 Growth Fund grant and contributions from private businesses and ETAG. It involved a social media campaign to promote Edinburgh to the Chinese market.

 

Project Cost - £110,000

 

Growth Fund Award - £40,000

 

PDF document Edinburgh Tourism Action Group case study - size 0.98MB

Growth Fund Cairngorms Business Partnership Cairngorms Business Partnership (CBP)

 

CBP is a not for profit private sector led affiliated Chamber of Commerce, which seeks to promote economic development within the Cairngorms National Park and support the interest of local businesses.

 

The project was a partnership between CBP and Serco (who operate the Caledonian Sleeper) and targeted audiences in London and the South East of England. The campaign highlighted the excellent transport links with the message that it is easy to travel to the Cairngorms National Park for short breaks, where the journey is part of the experience. The campaign included a digital guide, short videos, online marketing, familiarisation trips, competitions and blog content.

 

Project Cost - £60,000

 

Growth Fund Award - £30,000

 

PDF document Cairngorms  Business Partnership case study - size 693kb

Growth Fund Glasgow Life, Love Loch Lomond, ScotRail Glasgow Life, Love Loch Lomond and ScotRail

 

Glasgow Life has a number of roles including promoting the city in terms of tourism, events and conferences. Love Loch Lomond is an industry-led destination organisation that operates in the Loch Lomond, Strathendrick, West Dunbartonshire and Clyde Sea Lochs areas. ScotRail is a provider of rail services throughout Scotland.

 

The campaign focused on the target markets of Edinburgh and Aberdeen and packaged together Glasgow and Loch Lomond to create a City-Plus proposition. This promoted the opportunity to enjoy both an urban and rural environment within one break. It involved a 12-month multi-channel marketing campaign to raise awareness of the two areas, their proximity to each other and the easy access by rail.

 

Project Cost - £68,000

 

Growth Fund Award - £34,000

 

PDF document Glasgow Life, Love Loch Lomond and ScotRail case study - size 972kb

Growth Fund Venture North Venture North

 

Venture North is a voluntary group founded in 2013 to promote the tourist offer of Caithness and Sutherland, with a grassroots collaborative ethos.

 

The rationale for the project was the view that Caithness & Sutherland had previously been under-represented in terms of its tourism offer. The campaign highlighted the attractions on offer and focused on the shoulder months around the summer season to help reduce seasonality.

 

Project Cost - £20,000

 

Growth Fund Award - £10,000

 

PDF document Venture North case study - size 1.27mb

Aberdeen Festivals Growth Fund Case Study

Aberdeen Festivals

 

A cultural initiative, Aberdeen Festivals brings together ten festivals to sustain, further develop and promote Aberdeen’s vibrant and  distinctive festivals offering.

 

During 2015 the group delivered a marketing campaign across print, radio and digital formats called ‘Visit Aberdeen - where festivals, food and drink make great weekends’. Working alongside local businesses in Aberdeen to create an overall ‘Festival Deal’ – it collated a range of offers from festivals, craft beer outlets, independent hotels and locally owned restaurants.

 

Project Cost - £50,000


Growth Fund Award - £25,000

 

PDF document Aberdeen Festivals case study - size 448kb

Discover Scottish Gardens (DSG) Growth Fund case study

Discover Scottish Gardens (DSG)

 

DSG developed by the group Scottish Gardens Network Ltd, is a network of gardens, plant nurseries and related businesses that promote a rich diversity of gardens to Scotland's many visitors.

 

In March 2015, DSG began a 12 month launch campaign project focused primarily on the development of a new national brand for Scottish Gardens and the cascading of that brand through various channels including website, email, leaflet, advertising, events and exhibitions.

 

Project Cost - £60,000

 

Growth Fund Award - £30,000

 

PDF document Discover Scottish Gardens case study - size 993kb

Oban & Lorn Tourism Association (OLTA) Growth Fund case study

Oban & Lorn Tourism Association (OLTA)

 

OLTA is a cooperative company limited by guarantee with the prime function of growing the visitor economy in Oban and Lorn.

 

The project was a 12 month campaign building on the positioning of Oban as the 'Seafood Capital of Scotland'. The main aim was to move towards more digital activities that would ultimately result in more people visiting Oban and Lorn.

 

Project Cost - £30,000

 

Growth Fund Award - £15,000

 

PDF document Oban & Lorn Tourism Association case study - size 636kb

 Sail Scotland Growth Fund case study

Sail Scotland

 

Sail Scotland is the national marketing organisation for sailing and marine tourism. Sail Scotland delivers a range of strategic marketing activities, aimed at bringing more sailing visitors to Scottish waters.

 

The project was developed to assist Sail Scotland to make a change as an organisation from a focus predominately on UK boats shows, to being a strategic marketing organisation, with a multi-channel approach targeting a balanced portfolio of domestic and European markets.

 

Project Cost- £45,000

 

Growth Fund Award - £22,500

 

PDF document Sail Scotland case study - size 512kb

 

Previous Growth Fund Awardees

 

PDF document List of Growth Fund 2014-2015 Awardees - size 42kb 

 

Video case studies

Hear first-hand from our groups about their experiences with Growth Fund.

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