UK and Ireland Marketing Campaigns

	TV and Cinema Campaigns
	VisitScotland has a portfolio of adverts which showcase Scotland in its best light, ranging from the Senses adverts to the more recent Events & Festivals adverts.

Freedom of Scotland:

	Scottish Café Trail 2007 - Second phase activity
	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.
	Unusual wedding
	Scotland is the only place in Britain that you can get married anywhere. We are looking to promote this further to attract more brides to Scotland as a wedding location.
	Anniversaries
	A new section has been launched on the Scottish Wedding site dedicated to encouraging visitors to come to Scotland to celebrate their anniversaries in style.
	Winter White 2007/08
	The 2007/08 Winter White campaign promoted the brilliant “white” side to Scotland, by surprising consumers with the volume of white things to see and do in Scotland over the winter period.
	Autumn Gold
	The 2007 Autumn Gold campaign promoted businesses during the autumn season, helping to attract visitors to Scotland for short breaks.
	Scottish Café Trail 2007
	The Scottish Café Trail is a project being run by VisitScotland to create a new trail to promote Scotland’s best cafés. The difference with this trail is it will be created by loyal visitors.
	Summer Campaign 2007 - Highland Spring
	This is the fifth year that VisitScotland and Highland Spring have worked together on a campaign on the London Underground,.which enabled us to showcase Scotland in London. The campaign this year included adverts on the Underground and above ground at rail stations. However, with new creative and new technology the partnership has been taken to new heights.
	Scottish Top 10 Campaign
	VisitScotland and Highland Spring are working together to promote the 'Scottish Top 10' Campaign. The aim of this campaign is to communicate that there are “many things to see and do” throughout Scotland and encourages visitors to browse and explore a purpose built website to discover the many Scottish activities that are available, from this they can create their own itinerary.
	Spring Campaign 2007- The Spring Collection
	The Spring campaign for 2007 expands on the Winter White campaign. The campaign collates tangible things to ‘see and do’ around Scotland during spring and early summer. The creative hook focuses on four key colours: pink, yellow, green and blue.
	Scottish Wedding Campaign
	On February 13 2007, VisitScotland launched a new website dedicated to tourism weddings to Scotland. This new website allows prospective brides to search for wedding venues, find information for their guests, discover Scottish laws and traditions and other information which will assist with their planning process.

Cities and Culture:

City Breaks Campaign

The city breaks market is very important to Scottish tourism, accounting for 3,700,000 tourist trips per annum (39% of all tourism trips) and £971 million of spend (48% of tourist trip expenditure). Source UKTS (2005). With continued growth in the short break, or 'city break' markets, lifestyle changes resulting in shorter and more frequent breaks, plus an increase in low cost access to Scotland, there is a clear opportunity to encourage even more tourists to take a city break in one of Scotland’s six cities,who are targetted with the city breaks campaign.

Outdoor Activities:

	Adventure Campaign
	The new Mountain Bike Guide forms part of the VisitScotland adventure campaign with a key mission establishing Scotland as Europe’s Adventure Capital whilst also promoting Scotland as the number one mountain biking destination in Europe. Also new to the Adventure Campaign is the first of the mountain bike podcasts, now available to download online.
	Golf Campaign
	Throughout November 2006, 65,000 potential UK market golf visitors were targeted by direct mail in order to promote the new Official Guide to Golf in Scotland.
	Walking Campaign
	The second edition of the new format VisitScotland Walking Guide follows the ‘Scotland. Created for Walking.’ theme. Its purpose is to provide key information for walking holidaymakers/short breakers planning a walking trip to Scotland.
	Fishing Campaign
	The main objective of the new Fish in Scotland brochure was to produce a useful and comprehensive brochure to fishing which will inform anglers of the variety of fishing that is available in Scotland throughout the year and one that enables them to plan and book their fishing trips.