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The VisitScotland Growth Fund enables groups of tourism businesses to undertake new marketing activity or further develop current activity which will generate additional visitors to Scotland. The fund does not support repeat activity and should not be considered as core funding.
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- Groups are encouraged to have businesses from different tourism sectors, such as: accommodation, attractions, food & drink or activities, involved in the marketing project to further develop cross-selling opportunities.
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- Existing groups must demonstrate their ability to further develop current marketing activity. Applications must include activity which is considered “new”, ie working with new partners, targeting new markets, including new packages or offers, or using new media.
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- All marketing projects should focus on a project period of up to twelve months - projects are normally expected to commence no later than 8 weeks after formal project approval.
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- Groups should demonstrate that their marketing activity is aligned with that of VisitScotland; particular focus should be placed on the target markets which will enable a more targeted and successful campaign.
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- All marketing projects should address periods which have capacity to increase the number of visitors and occupancy levels.
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- Applications must demonstrate that due consideration has been given to address sustainability.
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- Applications should demonstrate that they embrace new media and e-commerce opportunities to make purchasing your product easier and more accessible. Particular focus should be placed on acquiring customer date and managing your relationship with the customer.
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- All marketing projects should demonstrate a clear added value offering to the targeted customer groups.
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- VisitScotland recognises that visitors expect a quality experience and accordingly all accommodation providers must participate in the VisitScotland Quality Assurance Scheme or a VisitScotland recognised Quality Assurance Scheme. All non-accommodation providers who are not participating in a VisitScotland Quality Assurance Scheme must adhere to the VisitScotland code of conduct and strive to enhance Scotland’s quality reputation.
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