Activity Detail

A new section is launching on the Scottish Wedding site, www.visitscotland.com/scottishwedding/anniversary dedicated to encouraging visitors to come to Scotland to celebrate their anniversaries in style. The section called ‘Anniversaries’ has suggestions of romantic breaks throughout the country themed around the different traditional gifts for the different years of marriage.

Why
This campaign gives the opportunity to promote the country in a different light.  By using the traditional gifts as a hook we can tie in attractions, activities and establishments throughout the country to help encourage visitors to visit new areas.

Over 30,000 people exchanged vows in Scotland in 2001*. This page is to encourage them and many other visitors to plan a romantic break to Scotland to celebrate their happy day.

How - Mechanics

• PR Driven – The anniversary section has been added to the Scottish Wedding website, but the main mechanic for driving traffic to the site is PR lead.
• Both corporate and consumer PR will be doing activity over the forthcoming year to promote this section

Communication Activities

Promotion of activity via e-update and VS.org Issue National press release in conjunction with Madonna & Guy’s copper wedding anniversary on 22nd Dec Issue Regional press releases Issue release quoting comments from a TV Agony Aunt Pitch feature idea to radio station Article  from journalists to cover romantic breaks angle – referring to anniversaries Invite celebrities to celebrate their wedding anniversaries in Scotland

Website
www.visitscotland.com/scottishwedding/anniversary is the main fulfilment for the activity as consumers can find great ideas of places to  spend thier wedding anniversary.

To register interest in this campaign, please contact your local Business Relationship Manager. More information on Marketing Opportunities