Perfect Day
| Campaign Launch Date: | 17/03/2010 |
| Type of Campaign: | |
| 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 a spring/summer break
|
| Target Audience: | - Affluent Southern Explorers
- Younger Domestic Explorers
- Mature Devotees
- Affluent Active Devotees
|
| Business Opportunities: | |
| Relevant for: | All |
| Located in: | National |
After the success of the previous 2008 and
2009 campaigns, VisitScotland will again be running a Perfect
Day campaign to promote Spring/Summer, from the end of March
through to the end of August. The creative theme, as before, will
be based on the cinema advert with creative guidelines developed to
support this.
The campaign will promote Scotland as a destination with lots of
things to see and do focusing on Scotland’s Island’s and Coasts,
Great Outdoors, Wildlife, Food and Drink, Cities and Culture and
Golf. Additionally, the great Spring and Summer Scottish Events
Festivals will be promoted as part of the Perfect Stage.
The relationship marketing campaign will be based on the theme
“Create your Perfect Day in Scotland this spring/summer” and will
be communicated to all our warm segments both on and offline.
Due to the importance of the Scottish market, there will be
Scotland specific activity with the Perfect Day campaign,
commencing June. This will be ongoing activity to encourage people
living in Scotland to get out and about enjoying their country both
on day trips and short breaks.
Various regional up-weights will take place including media and
sales promotion activity targeted towards specific segments.
All activities have been embarked upon with key objectives,
which deliver visitors to the enhanced www.visitscotland.com/perfectday
website. The Perfect Day website will be home to over 200 industry
offers, valid until the end of June.
A dedicated Local Marketing campaign, focusing on on-arrival
consumer communications will take place.
Communication Activities
As well as the website, there will also be the TV and Cinema
advert availabe in our video player on this page. The Perfect Day
ad will run on TV in the UK and Ireland from April.
Partners
Perfect Day partnerships will again be a key focus for the
campaign and confirmed match funded partners include:
- Highland Spring
- easyJet
- Ryanair
- SNH
- Stenaline
- East Coast
- Forestry Commission Scotland
- BA City Flyer
- and Edinburgh Festivals.
