Year of Food and Drink
| Campaign Launch Date: | 26/05/2010 |
| Type of Campaign: | |
| Campaign Objectives: | - Contribute towards the value of food & drink to the economy
- Raise visitor rating for overall quality of food & drink by 2014
- Increase membership of EatScotland.com by 2014
|
| Target Audience: | - Affluent Southern Explorers
- Younger Domestic Explorers
- Mature Devotees
- Affluent Active Devotees
- Scottish residents
- Irish residents
|
| Business Opportunities: | |
| Relevant for: | All |
| Located in: | National |
The main focus of this campaign is increasing awareness of the
great food & drink experiences visitors can have on a trip to
Scotland.
TV
Autumn and Winter Senses ads will be edited, and the end frame
will include the Scotland Food & Drink logo.
Sales Promotion / Media
Seasonal activity:
Three bursts of activity are planned for Autumn, Winter and
Spring 2011.
This activity will draw out the great produce that Scotland has
to offer and how visitors can experience this by focusing on dining
experiences, food & drink events and festivals, plus food &
drink visitor attractions, i.e. distilleries.
Activity is planned to include a piece of print that will be
inserted into a national title to gain exposure but this will also
include a sales promotional element for data capture. In addition
other related partners will be sought to engage with further sales
promotional activity to ensure that good awareness of our key
messages is achieved.
Cafe Days
During the Autumn campaign a call for nominations will be sent
out to visitors to let us know about great cafes they have
discovered and what they did the day they found them, through the
seasonal website.
For Spring 2011 this information will then be used to
communicate to other visitors ensuring that they are aware of the
great cafes throughout the country whilst on their day’s out-
walking, biking, sightseeing etc.
Daily Record
Food and drink will be featured in the 20 week campaign running
in the Daily Record from June 2010 until early next year. In
addition funding will be used to increase the exposure of food and
drink at events across the year, one of which will be the Scottish
Food & Drink Fortnight in August.
Existing Activity
Across all activity delivered this year for UK & Ireland
Marketing food and drink messages will be enhanced to increase the
presence and messages about Scotland’s excellent produce and food
& drink experiences on offer.
Local Marketing
Branding will be created to support the Year of Food & Drink
for display in 100 VisitScotland Information Centres across the
network. The opportunity is being investigated to see if displays
of local produce can be created in each Information Centre, helping
visitors to find local food & drink experiences in the area
they are visiting. In addition, produce stocked within the
Information Centres is being reviewed to see if there are any
opportunities to increase this or work with suppliers to gain more
coverage of Scottish produce.
Outreach activity will include food and drink offers in
literature produced for activity. Where events allow sampling of
Scottish produce they will be included in the activity and through
the VisitScotland Bus will be able to help provide visitors with
up-to-date information on local EatScotland places to dine in the
area.
Relationship Marketing
The presence of food and drink messages will be increased for
this year’s activity in both offline and online activity. 200,000
prospective visitors will be contacted by direct mail through our
three seasonal campaigns. 600,000 visitors are contacted each month
(excluding December) through online ezines.
Partner Events
Throughout the country, partner events will be planned to help
local businesses network with each other and understand how they
can also get involved in the Year of Food & Drink. The aim of
these events is to:
- increase awareness of the year and encourage local dialogue so
businesses can support each other locally
- provide ideas and suggestions for businesses to try to improve
their food offering and ensure that visitors are getting great
local food and drink experiences across the country.
Web Development
Improvements to the www.EatScotland.com website will
be implemented to support this year’s activity, including:
- Branding for the year will be added to the site
- Flag will be added to Restaurant entries so that visitors whose
first language is not English can click on the flags and see the
information translated on the Scottish Government’s site
- The Best Bars Scheme will be added to the website
- The online search will be improved to include Best Bars
businesses and enable the results pages to be printed out easily,
providing excellent top line information for visitors to print out
at home or VisitScotland Information Centre staff/accommodation
providers to print out and give to visitors
- Section to be created to support three key occasions this year:
Scottish Food & Drink Fortnight, St Andrews Night, Burns
Night
- VisitScotland.com will link to EatScotland website for all
eating & drinking enquiries
PR
Our PR team will developing a plan of activity utilising food
& drink-related personalities and known food icons to promote
the year. This will include promotion of different menus and
recipes with dishes created using chefs and producers throughout
Scotland which will showcase other things to see and do around the
country.
Corporate PR
The corporate communications team will develop corporate PR
opportunities with the Scottish media throughout the year,
including set-piece photo-opportunities and story placement.
Scottish Thistle Awards
It is hoped that Scotland’s Food and Drink’s Young Chef of the
Year will create the Scottish Thistle Awards canapé to be served
during opening reception alongside the AG Barr “Scottish Thistle
Award Cocktail”. The cocktail will be selected from entrants of the
Taste of Scotland Award who have been asked to submit a cocktail
using Barr’s Original product. Menus for the event will focus on
Scottish local produce.
Business Tourism Unit
VisitScotland's Business Tourism Unit (BTU) will work with the
different city convention bureaux, using the year's theme as a hook
to bid for food and drink-related conferences. As well as
communicating food and drink messages in PR activities targeting
meeting planners and conference organisers they will showcase
Scottish food and drink at BTU-organised events.
As well as this, they will work with venues and business event
organisers to increase awareness of the Year of Food & Drink
and encourage them to become involved and utilise
the resources available here on VisitScotland.org. The
BTU will also encourage food-related businesses to come to Scotland
and host their events.
