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Activity Detail
| The Scottish Café Trail is a project been run by VisitScotland to create a new trail to promote Scotland’s best cafes. The difference with this trail is it will be
created by loyal visitors. the theme for this is based on the observation that on many good days out there is always time to stop for a hot drink and cake to keep
the energy levels up, and discuss the days highlights! |
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Why
This
campaign gives us the opportunity to promote Scotland in a new light. The campaign is set to benefit
all in the tourism sector. By using the cafes as a hook to draw visitors we will be able to promote
a wide range of nearby attractions and activities.
Target Market
There will be two waves of activity. 1st wave - call for nominations, 2nd wave - promote Scottish Cafe Trail. The initial wave of activity is focussed on Active Devotees & Mature Devotees. Our second wave of activity will be targeted at Younger Domestic Explores – both families and couples. We will promote the Scottish Café trail to these potential visitors ensuring they receive many additional ideas and reasons to come to Scotland for an unforgettable trip. |
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How - Mechanics
First Stage: Direct Mail
- Issue to 220K VisitScotland names on the database
- Mailing promotes the creation of the Scottish Café Trail, explaining the
proposition to the visitors and encouraging them to send us their nominations.
- Nominations incentivised by prize to win a break at the The Pierhouse Hotel, Port Appin.
- All nominations will be judged and from the nominations a café trail will be created.
- Issue to 220K VisitScotland names on the database - Mailing promotes the creation of the Scottish Café Trail, explaining the proposition to the visitors and encouraging them to send us their nominations.
- Incentive = competition offering participants the opportunity to win a break at the The Pierhouse Hotel
- All nominations will be judged and from the nominations a café trail will be created.
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Website
- Creation of a simple site for visitors to enter their café’s nominations.
Café
Trail eDM
| Issue eDM to circa.140k visitors on the VisitScotland database middle of August driving them online www.visitscotland.com/cafetrail to nominate their favourite café |
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PR
Second
Stage:details to follow
Website
- To communicate the café trail on-line to potential visitors and allowing
them to download a version as PDF
Booklet
- Creation of booklets to promote the national café trail
POS
in Cafes
- Advertise the trail in the nominated cafes, promoting the rest of the trail
for visitors to discover.
PR
- PR support to promote the café trail
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