UK & Ireland Marketing Strategy
The 'home market' has always been of great importance for
tourism in Scotland: 83% of all tourism trips to Scotland originate
from the UK (2009).
The UK remains our biggest market in terms of volume of visitors
(12.5 million) and value (£2.7 billion).
With this in mind, we market Scotland as a strong destination
brand to the domestic holiday market, basing its strategy on
wide-ranging and detailed consumer information - its 'consumer
segmentation model'.
VisitScotland's UK Marketing campaigns focus on offering
attractive products for the expanding short breaks market and also
for the need to extend the tourism season.
Following consumer research into its advertising, VisitScotland
has developed a new creative strategy and concept to encourage more
people to visit Scotland in the coming years. The Surprise Yourself
campaign supercedes the previous Perfect Day, Autumn Moments and
Winter White campaigns.
Seasonal refreshes will be reflected through images, offers,
on-line content changes and events.
We will be undertaking a range of jointly-funded activities with
the following partners:
- Ryanair
- Aer Arann/ Aer Lingus
- Ireland West Airport Knock
- SNH
- Festivals Edinburgh
In order to turn the VisitScotland Brand into reality visitors
need to be given a clear reason to come to Scotland now - to turn
Scotland from a 'might see one day' to a 'must experience as soon
as possible' destination.
To achieve this, we identify what people are specially
interested in doing while on their visit and promote Scotland
accordingly to these interests, highlighting events, the best time
of year for these interests and added value offers from relevant
tourism businesses, so that people are prompted to visit now.
These interests have been grouped together in our
'Product Portfolio':
|
Freedom |
Active |
Cities |
Culture & Heritage |
- Wildlife
- Castles/Heritage
- Gardens
- Island Hopping
- Hub touring
|
- Golf
- Mountain Biking
- Walking
- Climbing
- Cycling
- Watersports
- Adventure Sports
- Fishing
- Shooting
- Skiing
|
- Shopping
- Night Life
- Food & Drink
- Sport
|
- TV/Film
- Performing Arts
- Visual Arts
- Events/Festivals
- Heritage/
- Genealogy
- Museums
|