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Activity Detail
VisitScotland is running a competition to promote Scotland as an unusual wedding destination. Scottish brides will be driven to the weddings website to inform us about their unusual Scottish wedding. With the winning entries we will create a PR hook to gain media coverage further supporting Scotland as a destination where you can get married anywhere. This coverage is to include media interviews resulting in press and radio coverage, article in a wedding title and coverage on our website.
Why
Scotland is the only place in Britain that you can get married anywhere. We are looking to promote this further to attract more brides to Scotland as a wedding location. By leading with articles on being able to get married in unusual locations we aim to make brides re-consider Scotland as a destination to hold their wedding. Weddings themselves bring considerable revenue to Scotland. In addition the numerous guests the opportunity is also provided to turn these guests into Scottish holidaymakers. Thirdly, there is the revenue opportunity from repeat visits from the married couple and their guests.
Who - Audience
Recruitment Phase Primary Target: Young couples who have been married in Scotland in an unusual location.
Results Coverage Primary Target: Young couples who are looking to get married across all segments especially South East England based.
How – Mechanics
Recruit Scottish brides who have been married in unusual locations throughout Scotland via numerous communication routes.
All routes will drive Scottish brides to www.visitscotland.com/scottishwedding so they can enter the competition. The promotion has the incentive of a prize – win a luxury break to The Boatshed at Ardanaiseig Hotel, Argyll.
All entries will consist of a description of up to 400 words and up to 2 images.
Winning entries will then be promote via media interviews. Coverage to be secured in a selected wedding title, newspapers and radio coverage and on the VisitScotland Scottish Wedding site.
Communication Activities for Recruitment
Scottish Wedding Directory eNewsletter
- Inclusion of the promotion in the Scottish Wedding Directory eNewsletter to its members, driving them on-line to www.visitscotland.com/scottishwedding to enter the promotion.
You & Your Wedding
- Banner on home page of You & Your Wedding website to send people to www.visitscotland.com/scottishwedding to enter the competition.
- A specific page on You & Your Wedding site to promote the competition too. |
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Scottish Wedding Website
- www.visitscotland.com/ scottishwedding is the central location where brides can enter the competition. All communication routes will drive brides to the site to enter.
- Banner on home page to drive brides to competition entry
Competition page – page explaining the competition and what they need to do as well as the prize.
Image and Copy – page for visitor to upload up to 2 images to support their entry and also submit up to 400 words of text.
Details page – A page for them to provide their personal details.
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On-Line Judging – a section for the judges to access the entries, so they can go on-line and review entries. Enabling all judging to be done remotely in the judges own time.
Wedding Photographers
- Contact wedding photographers we work with and ask them to contact Scottish brides they have worked with to drive them online to the website to enter the competition.
PR
- Corporate and Consumer PR plan to work with wedding plan to support the activity
- Initial activity to help drive a call to Scottish brides to come on-line and submit their entries
- Call to action on PR activity will be www.visitscotland.com/scottishwedding .
Communication Activities for Promoting Results
You & Your Wedding
- Feature unusual Scottish wedding entries/ venues on the You & Your Wedding website under Real Weddings section. Have a link from the feature online to the website.
- Publish article in You & Your Wedding Mar/ April edition which is on-shelf in February. This will have a unique angle so that it is different from the earlier news stories. |
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Sarah Haywood - Media day with Sarah Haywood in January to gain radio and press coverage of the results. TV coverage too if possible.
Coverage aimed to be national or South East biased. |
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Scottish Wedding Website
Promotion of results and unusual wedding destinations on www.visitscotland.com/scottishwedding .
PR
- Corporate and Consumer PR activity to promote results in January.
- Call to action on PR activity will be the website.
- Activity to target newly engaged brides and potential future brides to consider Scotland as a wedding destination. Promote Scotland as a destination where you can get married anywhere using the results of the competition to support this.
To register interest in this campaign, please contact your local Business Relationship Manager. More information on Marketing Opportunities
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