'There's no place like home'
- VisitScotland targets domestic market
In the second phase of a major
four-pronged marketing campaign, VisitScotland is specifically
targeting people who live north of the Border.
Capitalising on the popularity of staycations, My Scotland is a
£250,000 drive which the national tourism organisation expects will
generate £7.5 million. Around 40 per cent of trips in Scotland are
taken by those who live here and the campaign encourages residents
to leave their passports at home and discover some of the many
unique delights their own country has to offer.
Expected to reach more than three million people across the
country, the My Scotland campaign includes major media
partnerships, online advertising and a series of outstanding
special offers which can be viewed at www.visitscotland.com/perfect
We will be speaking to tourism businesses the length and breadth
of Scotland to secure terrific deals as My Scotland shines a
spotlight on the country's wealth of things to see and do and
showcases the quality and value on offer.
Starting with Stirling and the Trossachs last Saturday, the
campaign will focus on a different part of the country each week
and will run until the end of the year.
VisitScotland chairman Mike Cantlay said: "Holidaying on home
turf is a growing trend and one which we're seizing with both
hands. Even those who have lived in Scotland their whole lives will
find that there is still much for them to explore and discover.
Tourism is the sustainable bedrock of the Scottish economy and
working together it's our responsibility to sing Scotland's praises
not just to the rest of the world, but to those living in this
country. It's time for a renewed domestic push to help get tourism
growth back on track and, working in partnership with the industry,
we can achieve exactly that."
My Scotland is the second phase of a major marketing drive which
will see VisitScotland invest £5m across four major campaigns
during 2010. Together these are expected to generate at least £100m
for tourism businesses across the country.
Alongside the robust ongoing marketing push, VisitScotland is
ambitiously targeting short-term tactical activity, spurred on by
the recent volcanic ash cloud situation. Given that VisitScotland
markets Scotland as a year-round destination, it is ideally placed
to respond swiftly to such unforeseen events.
Based around feedback from accommodation providers and others
whose success depends on strong visitor numbers, the 'ash rescue'
package included free advertising opportunities on the Perfect Day
website and an immediate cash injection of more than £100,000 to
help promote Scottish tourism businesses. Almost 1,000 Scottish
businesses took advantage of the offer.
Tourism Minister Jim Mather said: "Scotland is a world class
destination both for Scots and visitors from across the globe.
Our rich heritage, breathtaking landscapes and iconic food and
drink are just some of the many reasons why 15 million
people visited Scotland during the first year of Homecoming last
year - boosting growth in our tourism sector by 2.7 per cent
against a global drop of 4 per cent and contributing £4
billion to our economy.
"As we move towards a second year of Homecoming in 2014, it
makes strong economic sense for the tourism sector to continue its
robust response to recent challenges with a focused effort to
encourage Scots to enjoy and explore the must-visit, great
value destination that lies at their doorstep."
For further information, please contact:
Kerry Thomson
Corporate Press Manager
kerry.thomson@visitscotland.com
Tel: 0131 472 2324
Mob: 07767 004982
ISDN: 0131 555 2814
Out of hours urgent enquiries: 07699 766986
Notes to Editors
- VisitScotland is Scotland's national tourism organisation. Its
core purpose is to maximise the economic benefit of tourism to
Scotland.
- The organisation has three key roles:
- To market Scotland to all parts of the world to attract
visitors
- To provide information – and inspiration – to visitors and
potential visitors so they get the best out of a visit to
Scotland
- To provide quality assurance to visitors and quality advice to
the industry and partners to help the industry meet and strive to
exceed customer expectations
- VisitScotland works together with tourism businesses to make
tourism a success for everyone and ensure the industry continues to
grow.
- The organisation employs over 1,000 people and has offices and
tourist information centres across Scotland.
- Tourism employs 200,000 people in Scotland in 20,000 diverse
businesses. Almost 16 million tourists take overnight trips to
Scotland. The industry generates over £4 billion revenue annually.
Tourism supports around 9 per cent of employment in Scotland
- For VisitScotland's press releases, tourism statistics and
frequently asked questions go to http://www.visitscotland.org/media_centre.htm
- For holiday information on Scotland go to http://www.visitscotland.com/
- For information about business tourism in Scotland go to
http://www.conventionscotland.com/
- For more information on VisitScotland's annual review please go
to http://www.visitscotlandannualreview.com/
