UK Market Fishing Campaign

This is the third year that Pro-Sports Promotions have produced the fishing brochure for VisitScotland. Each year a stronger relationship is built with the fishing industry so that they can advise us on editorial content for this product.

This year, an editor was chosen from the fishing industry. This is the main piece of print to fulfil fishing queries.

Activity Detail:

Produced in association with Pro-Sports Promotions who solicit the advertising and produce the brochure on out behalf. Resources were from the angling Tourism Development Group to assist with editorial content.

Objectives:

To produce a useful and comprehensive brochure to fishing in Scotland 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 to Scotland.

Target Audience:

Research from UKTS 2003 has shown that visitors for whom fishing was the main reason for their holiday were more likely to be aged 45-54 (24%) though the 16-34 and 55-64 groups were steady at 18% and 19%. The majority were exclusively male at 93%.

Campaign Promotion:

This brochure will be used for all fishing enquiries in response to advertising, direct mail campaigns, consumer exhibitions and online brochure requests. It will also be distributed via TICs throughout the UK.

Measurement & Evaluation:

Initial feedback from the industry is that they are pleased with the final product and their level of involvement with the brochure this year. Campaigns that occur with brochure fulfilment will be monitored and feedback at exhibitions will be noted.

Direct Mail

This is the third direct mail piece that has been created for fishing. 12,000 more names were mailed this year, making the total mail size approximately 25,000.

Activity Details:

25,000 mailers were distributed at the beginning of March, 15,000 to names on the VisitScotland database that had previously shown an interest in fishing and 10,000 that were bought from two sources, Behaviourbank and Tightlines.

Campaign Objectives:

Persuade people to request the Fish in Scotland 2007 brochure
Increase names on the VisitScotland database with people interested in fishing
Overcome consumer misconceptions regarding fishing in Scotland
Direct people to visitscotland.com/fish

Target Audience:

Predominantly male (93%), aged 25–54. The 45-54 age group is the strongest market, staying an average of five nights. They enjoy being in the great outdoors; it is an important aspect in their life.

Campaign Promotion:

To promote Scotland as a fishing destination and persuade anglers to request a Fish in Scotland 2007 brochure
An incentive was offered through a partnership with Hilton Dunkeld Hotel in Perthshire.

Measurement & Evaluation:

The return rate will be monitored. The target is 11%.