Activity Detail:

The Spring campaign for 2007 expands on the Winter White campaign. It 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.

Why:

This is a large-scale campaign which aims to encourage visitors within our target market (Young Domestic Explorers) to come to Scotland for a short break this spring and to try new or additional activities during their stay. This will help to increase accommodation bookings during April, May and June, in both serviced and self catering establishments, as well as promoting activities, wildlife, attractions and EatScotland restaurants. It also hopes to encourage Scotland to be front of mind when potential visitors are planning a holiday even out with the promotional period.

Who – Audience:

Primary Target: Younger Domestic Explorers: (W2s)
Secondary Target: Affluent Active Devotees & Mature Devotees

How – Mechanics:

To encourage this group of visitors to holiday in Scotland, we have produced a 12 page ‘Scottish Spring Collection’ voucher booklet for them. This will form the Direct Mail piece and also work as fulfilment to the many different elements of the campaign support. As well as the national booklet, there are Perthshire and Fife versions.

The vouchers are:

• Three nights accommodation for £99 per person
• Three nights accommodation for £75 per person
• £100 off four nights self catering accommodation
• £50 off four nights self catering accommodation
• Activity Operators – Buy one ticket get the second half price
• Wildlife Operators - Buy one ticket get the second half price
• Restaurants (EatScotland) – two course lunch for £12
• Attractions (National Trust for Scotland) – Buy one ticket get the second free.

All offers have the details of the operators who have joined VisitScotland in this promotion listed on the back of the voucher. There has been wide interest from the industry for these fixed condition offers and due to space limitations, we were forced to turn down many operators.

Activities:

The activities we are undertaking to promote this campaign and drive people to the website to order their voucher booklets are:

• Direct mail – 280,000 consumers sent ‘Scottish Spring Collection’ voucher booklet packed with great spring savings and activities to see and do throughout the country in spring.
• Spring website - www.visitscotland.com/spring - Interactive website helping consumers to select their holiday activities by colour, find more details about providers connected to the promotion, order voucher booklets and more.
• e-newsletter/ DM to VisitScotland database – Two e-newsletters to be sent to contacts on VisitScotland database, driving people to the spring website to order their voucher booklets.
• Interflora – Email to 600,000 contacts via their database, banner ad on Interflora website homepage.
• Dobbies – Ad in members magazine to 40,000, email to 15,000 Dobbies database, point of sale material in 20 stores, banner ad on website.
• Tiso – Email to 13,000 Tiso database, full page ad in catalogue, point of sale material in 12 stores.
• Crabbie’s – 50,000 neck tags on bottles, national distribution, including Tesco, Waitrose and Asda- on shelf over promotional period.
• Thorntons – Email to 140,000 Thorntons database, banner ad on website.
• Warburtons – Joint ad in Sainsbury’s magazine (circulation: 388,000)
• Highland Spring – Distribution of 40,000 bespoke ‘Scottish Spring Collection’ labelled bottles of water; to be handed out in high traffic train stations (Glasgow/ Edinburgh/ Manchester/ Leeds/ Newcastle). Estimated exposure to over 508,000 consumers.
• Perthshire and Fife - Fulfilment piece to be handed out along with some of the sampling activity.
• Taste of Scotland/ Highland Spring – 9,000 bespoke ‘Scottish Spring Collection’ labelled bottles of water to be distributed at Tesco’s Taste of Scotland event.
• Pigsback.com – Advertising online to gain 5.3 thousand voucher requests from the ‘Young Domestic Explorer’ target market.
• Banner Ads (AdPepper) – Advertising online to gain 2.3 thousand voucher requests from the ‘Young Domestic Explorer’ target market.
• Google – Search engine purchase activity to gain 12,000 clicks to Spring website.
• Royal Bank of Scotland Spring Fair – Flyer distribution by VisitScotland staff to all RBS staff and families at their Spring Fair.
• EatScotland restaurant - Promotional cards for participating EatScotland restaurants handed out with bill, driving visitors to the website for additional vouchers.
• Press Promotions – Competitions in Scottish Sun, Scottish Daily Mail and Scottish Daily Record- combined circulation of 958,000.

If you have any queries, please contact Suzanne Casey (0131 472 2019), Lorna Bruce (0131 472 2004).