Activity to date
During the Respond and Reset phases, we paused proactive paid for marketing activity. All of our messaging re-inforced staying home and staying safe, whilst still providing inspirational and engaging content to keep Scotland top of mind.
As restrictions on travel meant we were no longer able to welcome visitors, we created a brand new film to encourage people to share their love and memories of Scotland. In the first two weeks, it was viewed over one million times.
Activity across our teams
We continued to connect with our followers and fans around the world during the Respond, Reset and Restart phases. While encouraging people to stay safe and stay home, we shared Scotland virtually.
We paused to consider what our customers needed, reviewed and reduced our frequency of communications and stopped automated email programmes. We constantly listened and reviewed content, choosing words carefully, with no direct calls to action to travel.
We worked across markets to pitch stories to media contacts, many of whom were still hungry for appropriate content. We also gathered media insights across all key markets to best inform our recovery approach. Our close media relationships have been invaluable for these activities during the phases.
People consumed more content than ever in response to COVID-19, with more time at home browsing the internet for news, current trends, and inspirational stories. We worked to develop suitable content ideas to support businesses and to inspire future visitors.
Our intermediary marketing activity includes destination inspiration and training, product development and intelligence gathering. We kept in close contact with our key contacts including tour operators, travel agents, destination management companies and online travel agents in our key markets, to help people get ready to sell Scotland again as soon as possible.