VisitScotland are working with the Highland Spring brand to promote the ‘Scottish Top 10’ campaign.  The campaign communicates the “many things to see and do” throughout Scotland and encourages visitors to browse and explore a purpose built website to discover many tangible Scottish activities they can do and create their own itinerary. This itinerary - their Top 10 – will not only act as a holiday reminder but can also be entered into a draw to win their own Scottish Top 10.

Campaign Objectives
To encourage visitors within our key target market - Younger Domestic Explorers both families and couples, to come to Scotland for a break . The aim is to whet their appetite by discovering activities and attractions they may not have been aware of, and making the activities and attractions more accessible to them. The activity will also communicate with Mature Devotees and Affluent Active Devotees to encourage them to find new reasons to come back and visit again, giving them ideas of additional activities, so they can try new things.

Target Market
Primary  - Younger Domestic Explorers- both families and couples
Secondary - Mature Devotees & Affluent Active Devotees

How – Mechanics
Consumers will be communicated to in a variety of ways via as many touch points as possible –   these include web, on-pack, print & press.They are encouraged to go on line and browse/select from hundreds of suggested “things to see and do” and create their own ‘Scottish Top 10’. This is not only a holiday planning resource but it is also incentivised by a competition which gives them the chance to win their Top 10. The printed booklet and the website both encourage the  consumer to create/use their own itinerary as well as it being  a competition entry.

Activity:

	Highland Spring Bottles
	The promotion will be advertised on 35 million bottles of Highland Spring. This will drive consumers to the website or request a booklet to take part.
	Inserts
	1.27 million ‘Scottish Top 10’ booklets inserted into key titles including: The Guardian Weekend magazine (7th July), OK (18th July) Heat (10th July). It provides a great taster of the many things to see and do that Scotland has to offer and drives consumers online to get further inspiration from nearly 350 linked activities.
	Website
	www.visitscotland.com/top10 is the main fulfilment for the activity. Visitors will be offered a wealth of information in a manner which allows/encourages repeat visits to select their own itinerary which will be stored and recognised each time they visit – like an online shopping basket!    There are over 350 attractions on the site for them to select from each with pictures/details and links to operator details
	Product Sampling
	Product sampling will also take place from 16 July until the end of the month in locations across the UK ranging from Glasgow to London. Bottles of Highland Spring with the Top 10 advert will be distributed as well as packs of wildlife trump cards, emphasising Scottish Wildlife as a key message.
	PR
	VisitScotland corporate and consumer PR teams will support the activity and  plans.
	E-newsletters/ eDM
	A VisitScotland eDM to consumers on the database is scheduled for release at the end of July 2007. Inclusion in a third party eDM is also planned to increase communication of the campaign

For further information on this specific campaign, contact Suzanne Casey (0131 472 2019) or Lorna Bruce (0131 472 2004).