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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:
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