Introduction

The Scottish Café Days is a project which highlights some of the great “things there is to see and do” as well as some of the best, visitor nominated cafes in Scotland.  The website will become an essential planning tool in organising a great day out.

The theme for this is based on the observation that on many great days out there is always time to stop for a hot drink and cake to keep the energy levels up, and discuss the day’s highlights.

Phase 1 was the call for nominations from our loyal visitors which resulted in over 3,700 completed nominations.   This list has been refined and we will launch with a website of around 200 cafes and associated activities.

There is the opportunity for the regions to do local up weighted activities to highlight this campaign amongst their visitors, encouraging them to spend more on a day out.

Campaign Objectives Increase tourist visits/spend to Scotland. Emphasise the wealth of things to see and do during a break in Scotland. Activity Details Promotion of Café Days website will be throughout the year and many elements are still being developed.

Confirmed activity so far includes:

• Daily Mail - Free recipe cards - There will be seven different recipe cards, each featuring a different café with the focus on the activities to see and do nearby that café. Call to action driving visitors online to visitscotland.com/cafedays for more information.
• Campaign will drive traffic to main site for data capture.  Activity commenced 23rd February and ran for one week.    
• Competitions will also be used as hooks to drive people from third parties on-line to win and discover more about Café Days.

Communication Activities

Website

• Approximately 200 cafes throughout the country will be featured on the website
• Provides in-depth information on the cafes and activities in and around these cafes
• Ability for visitors to link to 3rd party sites to aid planning of great days out
• Order or download recipe cards on-line so can have more detailed information on specific cafes and activities nearby, plus the recipes allow data capture.
• Central point to direct all 3rd party activity for data capture of visitor’s information.
• Poll to generate newsworthy data for further PR activity
• Ability to easily access 'Cafes Best For'… ie, best for wildlife, best for short walks etc.

Target Markets

Our target markets will be

• Younger Domestic
• Explorers Mature Devotees
• and Affluent Active Devotees

To register interest in this campaign, please contact your local Business Relationship Manager.

More information on Marketing Opportunities