What We Do

Autumn Moments

Campaign Launch Date:	06/09/2010
Type of Campaign:	UK & Ireland
Campaign Objectives:	increase tourist visits to Scotland increase visitor spend in Scotland encourage work with industry partners emphasise the wealth of “things to see and do” in Scotland during the autumn months
Target Audience:	Affluent Southern Explorers Younger Domestic Explorers Mature Devotees Affluent Active Devotees
Business Opportunities:
Relevant for:	All
Located in:	National

Following the success of last year’s Autumn campaign, VisitScotland will again be running a programme of marketing activity to encourage consumers to ‘Capture Your Autumn Moments in Scotland’.

Central to the campaign is a newly-edited version of our Autumn TV advert, complete with a new voice-over by historian and ‘Coast’ presenter Neil Oliver, which will be shown throughout Scotland, the North of England, London, Ulster and the Republic of Ireland until 26 September.

Autumn Moments Website

The ad will encourage consumers to visit the Autumn Moments website at www.visitscotland.com/autumn The site contains inspirational images to convey the beauty of Scotland during the autumn period as well as the wealth to things to see and do in Scotland at this time of year, from the best places to see autumn colours, to attractions and activities that can be enjoyed throughout the county.

Media Promotion

As part of a £1.5 million programme of activity supporting the campaign, we’re undertaking a range of media promotions with partners such as The Guardian, The Independent, the Irish Independent and Expedia.

Sales Promotion

In addition we have a comprehensive programme of sales promotion activities planned which will see us run competition prizes in print, on-pack, online and in-store with a wide range of partners who are household names, from UKTV Food to Drambuie.

Creative Theme

A new autumn creative theme has been introduced for the mailpacks and enewsletters which will go out to thousands of consumers on our database who have demonstrated an interest in visiting Scotland.

We will be continue to be a strong focus on our My Scotland activity aimed at encouraging residents of Scotland to get out and about and experience all that’s on offer right on their doorstep during the Autumn month.

Year of Food and Drink

As part of the legacy years following the conclusion of Homecoming last year we are currently promoting Scotland’s Year of Food and Drink, and there will be autumn activity to showcase the high quality of Scottish produce and superb range of dining opportunities available to consumers.

Outreach Activity

We will be in attendance at various events throughout the autumn period, including:

At the events, we’ll be handing out copies of a specially produced autumn offers booklet containing around 80 offers on attractions and activities across Scotland with the aim of encouraging visitors already here to stay longer and spend more. Meanwhile our VisitScotland Information Centres round the country are introducing a range of autumn displays to give visitors a real flavour of autumn in Scotland.