Surprise Yourself 2011
| Campaign Launch Date: | 01/09/2011 |
| Type of Campaign: | |
| Campaign Objectives: | - Increase tourist visits and spend
- Generate £70m incremental income to the Scottish economy
- Achieve 600k visits to website
- Achieve 70K voucher downloads
- Capture new database contacts
- Promote Information Centre network
|
| Target Audience: | - Affluent Southern Explorers
- Young Domestic Explorers
- Mature Devotees
- Affluent Active Devotees
- Busy City Dwellers (Ireland)
- Well-Travelled Empty Nesters (Ireland)
- Northern Sometimers
- Better Off Traditionalists
|
| Business Opportunities: | |
| Relevant for: | All |
| Located in: | National |
Surprise Yourself
Autumn/Winter 2011
VisitScotland has developed a new creative strategy and concept
to encourage more people to visit Scotland. The strategy is to
re-enforce the existing icons and friendly people of Scotland, to
challenge possible pre-conceptions and stereotypes, by presenting
them with a ‘twist’ that showcases them in another way.
Surprise Yourself is the new VisitScotland consumer campaign
was launched on 16 March 2011 targeting the UK and
Ireland market. It supercedes the previous Perfect Day,
Autumn Moments and Winter White campaigns. Phase two of the
campaign launched on 1 September 2011.
Target Audience:
The campaign will target VisitScotland’s warm and cold segments
(6 in total) - as follows:
- Affluent Southern Explorers
- Young Domestic Explorers
- Mature Devotees
- Affluent Active Devotees
- Northern Sometimers
- Better Off Traditionalists
- Well Travelled Empty Nesters
- Busy City Dweller
Campaign Activity:
The Campaign will incorporate Cinema and TV advertising,
press, radio, direct mail, partner promtions, outreach and
VisitScotland Information Centre activity. All activity will
signpost the campaign site: www.visitscotland.com/surprise.
Visitors will be provided with inspiration on the wealth of
surprising things to see and do during an autumn/winter break in
Scotland.
Website:
All regions of Scotland will be featured and things to see and
do include:
- Food and drink
- Green Scotland
- Get Active
- Coast & Islands
- Events & Festivals
- Arts & Culture
- City Breaks
- Golf
- Wildlife
A new automated events feed offering a more dynamic, user
friendly, expansive lists of events and festivals taking place
throughout Scotland. Offers will continue to be promoted via
voucher downloads, inspiring and encouraging visitors to take
advantage of best value breaks with £5 - £100 discount
incentives.
TV Advertising:
The new TV advert will run
from 2 - 25 September with 20 second versions of the existing
advert. Over 18.5m people are expected to see the advert, on
average 5.2 times. Additional activity is planned for
January. The advert features locations:
- Edinburgh Castle &
Royal Mile
- Eilean Donan
Castle
- Three Chimneys,
Skye
- Fireball Festival,
Stonehaven
- Enchanted Forest,
Pitlochry
- King Tuts,
Glasgow
- Seaplane - both River
Clyde, Glasgow and Tobermory
- Strathconon,
Highlands
- Trawler on Kyles of
Bute (Loch Riddon)
- Lodge on Loch /
Treehouse, Loch Goil
- Golf Course,
Harris
- Glen Coe and Clachaig
Inn
Postal:
Surprise Yourself mailers will be distributed to over 622,000
names on VisitScotland’s database, from 16 September.
The mailer will feature 10 Surprises throughout Scotland, selected
to be relevant for different segments / regions as appropriate e.g.
How many surprises will you find in the Highlands?
Ezines:
Ezines will continue to be distributed monthly to all email
recipients with a follow up events specific mailer
for scotland based customers a fortnight later. All
ezines will encourage recipients to click through to download their
vouchers.
Dedicated Area Promotion:
Supported by and in partnership with Local Authorities and other
local partners - to promote visits to Scotland’s areas; promoting
key area product strengths and ‘best of’ products for autumn into
winter.
The following activity will take place between 1st
September 2011 and mid-March 2012:
-
Relationship Marketing - area specific direct
mail packs will be mailed mid-September and will cover, Fife,
Dumfries and Galloway, Scottish Borders, Arran, Highlands, Aberdeen
City and Shire, Orkney and Perthshire.
-
Media & Sales Promotion - dedicated bespoke activity will be
delivered to promote 7 areas - Ayrshire & Arran, Dumfries and
Galloway, Renfrewshire, Aberdeenshire, Aberdeen City, Orkney and
Outer Hebrides.
-
Area Guides - Where to Stay and What to See & Do 2012 guides
are due to be published in Dec 2011/Jan 2012.
Campaign Partners:
We will be undertaking a range of jointly-funded activities with
the following partners for the autumn/winter phase of the
campaign:
National Museum of Scotland:
Activity includes digital activity on
AA.com & The Trainline.com and solus emails with The Telegraph
and The Guardian.
Scotland’s National Nature Reserves:
this consists of developing the I Spy guide.
VisitScotland are also in discussion with the
following partners:
- Calmac
- Cityjet
- East Coast
- Mackies
- Ryanair
.
