Marketing: response to coronavirus (COVID-19)

As the world emerges from the pandemic, VisitScotland is launching a global campaign to ensure Scotland is top of mind for those first returning visitors, recognising the emotional connections people are looking for in a holiday post pandemic. 

Our job is to: 

• Help Scottish tourism recover as quickly as possible, in a responsible way 
• Position Scotland as a responsible year-round destination that stands out and responds to consumer desires 
• Maintain and grow our share of the domestic market 
• Increase awareness and consideration of Scotland internationally 

Insights driven

Crucially, insights inform our marketing communications and we know that tourism has never been so competitive – we need to stand out. 

We'll target new audiences recognising that young people (Generation Z) will lead the international travel market’s post Covid revival, as well as inspiring our more traditional visitors through our social, email and intermediary partner channels. 

VisitScotland.com will include new inspirational content to encourage visits this year, whilst our ongoing programme of consumer PR activity will tap into new trends, pitching why people should visit Scotland. 

We know that consumers are looking to fill the void from lockdown with experiences that promise to stir the emotions and elevate in-the-moment moods. They increasingly want to understand the impact of their actions - on the people around them and the wider world.  

Consumers are focusing on what matters to them in life. 

Our manifesto

To help us with our shift in focus, and in addition to our main campaign video, we’ve created a manifesto video. This is a declaration of our intentions, motives and views on how the consumer should see Scotland through the representation of our marketing efforts. It explains how Scotland can respond to the needs of Buzz Seekers, offering them the chance to create experiences that fulfil their emotional needs.  

Responsible tourism at the heart of our activity

Responsible tourism sits at the heart of our marketing output with our short-term focus being on those markets which will deliver speedy recovery for the tourism economy whilst supporting medium term growth from key markets.

Scotland is Calling

Our £8.5 million campaign Scotland is Calling campaign launched in September 2021, and phase two will peak during March 2022, with activity live in all our priority markets, including UK, France, Germany, US, Canada and China plus other key international markets to inspire people to visit Scotland. 

This phase of the campaign will focus on the emotions that people when enjoying their holiday in Scotland. 

Organic social and influencer activity 

The campaign will be launched across our social channels in key markets on 9 March 2022, including video, stories and reels. In addition, we will be working with influencers in the UK, US and China to spread our Scotland is Calling message to a younger demographic. 

Multi market partnerships 

We will continue our content partnership with National Geographic, working across our key markets in UK, Europe and North America, encouraging visitors to "Slow up in Scotland" and take their time to get the most out of their holiday.  In addition, our successful partnership with Expedia will continue across key markets – targeting people that are actively researching holidays and encouraging them to choose Scotland. 

Our marketing campaign activity in the UK

The UK remains a critical market for 2022 bookings and will aim to encourage visitors to take a domestic UK break in Scotland this year. In addition to core our activity, we will also be working in partnership with key transport partners such as LNER, Avanti and Loganair to amplify our Scotland is Calling message further. 

Our marketing campaign activity in international markets

Our research shows that there is high pent-up demand for international travel, and it is critical that Scotland has a high profile as multiple destinations compete for these first returning holidaymakers. Generally spending more than their UK counterparts, and staying longer, international visitors will help achieve responsible tourism objectives of higher value visitors, spending more in local economies. 

Overall objectives: 

• Stimulate demand and drive bookings for spring into summer 2022 

• Inform, reassure and inspire visitors to consider Scotland post COVID-19 and post-Brexit

• Work with transport partners to support the return of direct access routes 

• Support intermediaries to re-gain capacity with timely information and inspiration 

• Work with strategic partners to maximise opportunities

Get involved

We want to work with you, our businesses, destinations and communities to ensure that visitors and locals can have a fantastic experience when tourism begins to recover. 

Here is how to get involved:

Get in touch

You can contact us directly on the following channels: 

• Contact business advice team: [email protected]  

• Sharing virtual tours or web cams: [email protected]  

• Information on new experiences you’re developing: [email protected]  

• Advice regarding insights: [email protected]