Scottish Natural Heritage Partnership
| Campaign Launch Date: | 14/06/2010 |
| Type of Campaign: | |
| Campaign Objectives: | - Contribute towards overall Perfect Day objectives to increase tourist visits/spend to Scotland between March and August by generating + £25m incremental income to Scotland’s Economy.
|
| Target Audience: | - W2 - Younger Domestic Explorers based in Scotland
- likely to be younger couples with young families and limited income therefore the activity will consistently communicate the wide range of things to see and do which are appropriate to both couples and fa
|
| Business Opportunities: | |
| Relevant for: | All |
| Located in: | National |
VisitScotland are delighted to be working again with our new
partner, Scottish Natural Heritage (SNH). VisitScotland has agreed
to work jointly with SNH for our Perfect Day campaign.
This second piece of joint activity with SNH will raise
awareness of how beautiful, special and importantly how accessible
National Nature Reserves (NNRs) are in Scotland.
The aim of this activity is to communicate that visitors are
very welcome on NNRs and in the summer people can reap the physical
and emotional benefits of enjoying these special places which:
- look after the best of Scotland's nature on behalf of everyone
who lives in or visits Scotland
- provide unique opportunities to visit, enjoy and learn more
about Scotland's nature
- showcase the positive work by SNH and partner bodies to look
after the country's nature
Outdoor Activity:
Four key NNRs have been selected for promotion via 48 and 6
sheet outdoor activity throughout Scotland showcasing the
activities that can be undertaken at a visit to an NNR by all:
- St Abb's Head NNR will promote bird watching with the
strapline:"Forget your laptop and enjoy every single tweet.
Perfect"
- Corrie Fee NNR will promote walking with strapline:"Bring a
compass and lose yourself for a day. Perfect"
- Taynish NNR will promote photography with strapline:"Cameras
poised for passing wildlife. Perfect"
- Tentsmuir NNR will target the family (W2) market with beach
adventure and strapline:"Just bring a sandwich and sense of
discovery. Perfect"
Press Activity:
Tentsmuir NNR will be promoted to our W2 families in the Daily
Record 'Summer Starts Here' supplement on 16 June (pre school
holidays) to encourage parents to consider a day out at the
NNR.
Online Activity:
In addition to Tentismuir, three additional NNRs will be
promoted via solus emails encouraging consumers to enter a
competition to win a weekend break and an NNR experience:
- Creag Meagaidh NNR - Win the perfect wildlife watching
experience
- Craigellachie NNR - Win the perfect lesson in nature
photography with SHNs photographer
- Tentsmuir NNR - Win the perfect wildlife watching
experience
- Flanders Moss NNR - WIn the perfect wildlife watching
experience
Sales Promotional Activity:
Activity with Michelin I-SPY guides is being developed for
Perfect Day activity 2011, thereby reinforcing SHNs commitment to
continue working with VIsitScotland.
Joint Partner Page:
On the Perfect Day site there is a dedicated partner page with
SNH, all activities will drive traffic to this site as well as
seperate competition pages where entrants will be directed back to
the partner page.
The partner page has specific NNR references to encourage visits
during summer and will highlight relevant things to see and do
during this time at key NNRs identified by SHN.
