My Scotland
| Campaign Launch Date: | 05/06/2010 |
| Type of Campaign: | |
| Campaign Objectives: | - Increase the number of day trips taken by Scots to 15.2m
- increase the number of short breaks taken by Scots to 6.01m
|
| Target Audience: | - Younger Domestic Explorers
- Mature Devotees
- Affluent Active Devotees
- Northern Sometimers
|
| Business Opportunities: | |
| Relevant for: | All |
| Located in: | National |
Scotland is a key market for Scottish tourism and the potential
of this market is growing. 40% of trips are by Scottish residents
and last year, Scottish residents staying overnight in Scotland
increased by 6.8% or 173,000 trips from January - June compared to
the same period in 2008.
Capitalising on the legacy of Homecoming 2009, the volcanic ash
predicament and the strength of the euro, we have launched a new
campaign to stimulate day and overnight visits for residents in
Scotland throughout the year. We want to inspire, inform
and convert this receptive audience to explore all areas of
their own country and be amazed, proud and surprised at what they
can do on a day trip or short break in their doorstep.
Strategies
- To communicate more specific messages to the Scotland audience
by using a mix of media which encourages day visits and overnight
stays.
- To zone content for day drip and short break inspiration by
working with partners which promotes a wide, relevant variety of
things to see and do.
- To promote clear 'find out more' pointers by promoting face to
face, online, brochure request and digital platforms which give the
audience a range of options to find out more.
- To collaborate with partners by offering a range of joint
activity opportunities
Creative
All activity will be promoted under the seasonal themed
campaigns of Perfect Day, Autumn Moments and Winter White. Our
point of difference for the Scottish audience will be the use of a
strapline - 'Enjoy your Scotland' whilst specific
media activity with the Daily Record will be branded 'So
Close to Home'. We will adopt a more familiar tone of
voice for our domestic market as we promote more specific detail on
things to see and do.
Activity Details
On and off line partnership with the Daily Record under the
strapline 'So Close to Home'.
- Full/lead page in the Daily Record (readership over
1.1M) Saturday Travel section. Each week will feature a
different region. The weekly page will run for 30 weeks every
Saturday. Content will include destination piece plus break out
boxes to feature events and last minute offers.
- Three column promotion will run on page 3 of the Daily Record
Saturday supplement either weekly or fortnightly for 20 weeks from
12 June. These promotions will feature a prize draw and reader
offer mirroring the destination in the travel section of the
paper.
- Six double page spreads to feature in the paper throughout the
campaign period.
- Online section of the Daily Record website on the url link
www.soclosetohome.co.uk will
inspire visitors and will allow them to upload their images taken
while on a Scottish break and leave comments.
Local Marketing
Outreach Events will be run alongside the Daily Record spreads.
These events will include product sampling and interactive
engagement with Scottish residents and visitors. Our messages will
encourage locals and visitors to use their local VisitScotland
Information Centre.
Radio - Summer Promotion
The ‘A Grand Day Out’ radio campaign with Bauer (stations -
Clyde, Forth, Borders, South West, North Sound, Moray Firth and
Tay) will comprise an online guide featuring things to see and do
all over Scotland with air trails badged with VisitScotland and
inspiration on what to see and do over the Summer. Launching from
late June for 13 weeks VisitScotland will update the seven sites
every week with ten new events / things to see and do ideas.
Website
There will be a bespoke section on the seasonal website for
the Scottish audience which will feature engaging, relevant content
for Scots. Last minute offers will be shown as part of the trade
VisitScotland.com package and there will be links to the
EatScotland
website.
Suggestions from businesses
We now have an email address set up to collect information on
events and what's on information from attractions and
businesses.
If you are aware of an event that you think might
be useful for the campaign please contact us via the email
address myscotland@visitscotland.com
