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:

 

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

Cairngorms Business Partnership (CBP) Growth Fund case study

Cairngorms Business Partnership (CBP)

 

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

 

The project created a year-long series of targeted promotions, highlighting specific sectors (cycling, hostelling, golf, attractions and outdoor activities) and geographic areas (Royal Deeside, Angus Glens, Atholl & Glenshee, Aviemore, Glenlivet & Tomintoul).

 

Project Cost - £70,000

 

Growth Fund Award - £35,000

 

PDF document Cairngorms Business Partnership case study - size 416kb

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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