Our Marketing
VisitScotland markets Scotland to the world through
international and UK campaigns, directed by a strategy designed to
maximise the economic impact on Scotland's economy.
Our research enables us to:
- segment the market for potential visitors
- target our resources effectively
We make use of all channels – traditional and online – as well
as partnerships with public agencies and private businesses, such
as Highland Spring.
Events and trade exhibitions are also important routes to market
both in the UK and overseas. We maximise all opportunities to reach
and talk to our customers.
Our worldwide marketing strategy includes a range of print and
online communications, websites and campaigns all year round. We
work directly with groups and Area Tourism Partnerships to ensure national and
local marketing initiatives are aligned.
Campaigns vary in length and complexity. Most involve some form
of traditional marketing communications (TV and cinema advertising,
direct mail etc) but, increasingly, web-based channels are both
popular and effective, given their reach.
Our marketing activities continue at a local level with staff
from network offices and VisitScotland information centres
liaising with local businesses.
These 20,000 tourism businesses are also our customers and we do
our best to support them in their endeavours.
This section provides information on our:
- Marketing campaigns (including an archive of past
campaigns)
- Marketing strategies
- Examples of how we deliver for Scotland
- Marketing funding
