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Activity Detail
The 2007/2008 Winter White campaign promotes the brilliant “white” side to Scotland, by surprising consumers with the volume of “white” things to see and do in Scotland over the winter period. The Winter White website www.visitscotland.com/white will be key to the campaign as all communications, sales promotion activity and media will lead to the website. We have partnered with several service accommodation providers to offer “3 nights for only £99 pp”. Self catering businesses will also be promoted within the campaign on the basis of 25% discount on accommodation booked for three nights or more. Over and above this we have 2 for 1 offers on Food and Drink, Attractions, Wildlife and Activities. |
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Why
Winter is a fantastic time to visit Scotland and is a chance to capture some of the most beautiful scenery found anywhere in the world. Based on the success of last years Winter “White” campaign, and the feedback from industry that Winter is a season that businesses historically have a reduction in sales, The Winter White campaign will run again this year to help increase the number of bed nights booked of the Winter Season.
Target Market
How - Mechanics
We will communicate with visitors through a number of routes (as detailed below) to drive them on-line to the Winter White website to discover the seasonal offers and all the fantastic “white” things to see and do. The visitors can then book accommodation on-line, or direct with the businesses. For activities, attractions, wildlife and food and drink they must book direct with the businesses.
Communication Activities
VisitScotland Direct Mail - Direct Mail to 160K consumers from the VisitScotland database. Creating awareness of all the wonderful white things to see, do and experience during their short break to Scotland in Winter.
VisitScotland Electronic Direct Mail Direct to approx 180k consumers from the VisitScotland database. Creating awareness of white things to see and do, whilst driving them online to look up the latest offers and book their winter break. Daily Mail - One week pre- promotion of the campaign in Scottish Daily Mail (w/c 29th Oct), circa 127,000 daily.
Partnership activity - Cream of Galloway, Johnston’s Cashmere, Wiseman Dairies On-pack, Hamilton and Inches
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PR
- Corporate and Consumer PR plan to work with Freedom team support the activity & plans
- Planned press release to key W2 publications promoting Winter White short breaks- featuring website. Diamond promo key in release.
- Planned release promoting Diamond Geezer poll (vote for which famous Scottish male you would like to receive a diamond from this winter).
- Call to action on PR activity will be www.visitscotland.com/white
- To register interest in this campaign, please contact your local Business Relationship Manager
- More information on Marketing Opportunities
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