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Activity Detail
The 2007 Autumn campaign promotes businesses during the autumn season helping to attract visitors to Scotland for short breaks. The activity of the campaign is mainly done through the website,www.visitscotland.com/autumn , which includes: - Seasonal highlights across the country for autumn
- An offers section for accommodation and non-accommodation businesses
A competition section for a joint promotion between VisitScotland and “SuperJam”.
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Why
The Autumn Gold campaign has been successful ran for the past 12 years but this year, based on feedback from the businesses, it has been scaled down and a refocus has been placed on promoting Winter Breaks.
This year we are promoting via online information and upweighting it with one major partner on pack activity with "SuperJam".
How – Mechanics
Visitors will be communicated with through a number of routes to drive them on-line to to discover the seasonal offers. Visitors can then book accommodation on-line or download a voucher and book direct with the businesses.
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Communication Activities
VisitScotland eNewsletter - E-mail circa 140K visitors on the VisitScotland database to drive them on-line to the website to look up the latest offers and book their Autumn break.
Home Page Banner- VS.com - Feature on home page of VisitScotland.com to promote seasonal offers
Partnership activity: SuperJam - On-Pack promotion with SuperJam (www.eatsuper.com). This is a new jam created by a young Scottish Entrepreneur, Fraser Docherty includes only natural ingredients. The promotion will run on over 100K jars.
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Website
www.visitscotland.com/autumn is the main function of activity
PR - Corporate and Consumer PR plan to work with Freedom team support the activity & plans
- Press release to travel press promoting Autumn short breaks- featuring website
- Press release promoting link with Fraser Doherty – SuperJam.
- Call to action on PR activity will be www.visitscotland.com/autumn
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To register interest in this campaign, please contact your local Business Relationship Manager. More information on Marketing Opportunities
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