Meet the Scots 


VisitScotland's international Meet the Scots advertising campaign ran in North America, Germany, France, Australia and the Middle East and was additionally communicated below the line in Spain, Italy, the Benelux and Scandinavian countries and New Zealand.


The campaign was based on the successful 'Meet the Scots' concept, which used a group of 23 'Scots' ambassadors who each represent a different theme associated with Scottish tourism such as food and drink, Scottish culture, the activity or event sectors.

Using real people lends authenticity to the campaign and also helps to convey the unique and iconic aspects of Scotland in ways that are intriguing, personable and contemporary. This approach helped to target the International Cultural Explorers segment, who seek genuine experiences whilst on holiday and enjoy engaging with locals.


Campaign Objectives:

  • Visitors to Scotland: Identify potential and previous travellers to Scotland and convert these into new and repeat visitors.
  • Seasonal spread: increase the uptake of touring holidays particularly between March to June and September / October.
  • Geographic spread: promote all areas of Scotland and encourage tourists to visits

Meet the Scots Creative



Campaign Activity:


At its core the Meet the Scots campaign featured an online calendar to provide information and inspiration to visit Scotland any time of the year. Each month was introduced by a different Scot and associated with a theme such as Celtic January or Whisky May. Bespoke content described the best events and activities that month as well as flaura and fauna to look out for and seasonal produce to try. The Scots also shared their insider tips on these pages so each month inspires consumers to stay longer and explore further.


The campaign was multi-touchpoint including advertising aligned with a strong PR programme and supported by e-newsletter communications, Social Media promotions, brochure fulfilment and an intermediary marketing programme. The advertising bias was towards online promotion, which is an effective and efficient way to reach our online savvy overseas audience.


All of the consumer touchpoints directed traffic to our website, which provides rich and colourful inspiration and information on Scotland and host listings for Scottish tourism businesses, competitions to assist consumer data capture and Scotland itineraries to help overseas visitors plan their trip.

The campaign ran from January 2015 to early summer 2015.


Campaign Partners


The campaign was supported by many industry partners such as United, Qatar, CIE Tours, Lufthansa, KLM, Germanwings and DFDS Seaways. Scottish tourism businesses and campaign partners are featured via web listings and special offers, through content and our PR programme.


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