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Visit Scotland | Alba

Targeting the UK market to support the recovery of Scottish tourism

Phase 1 activity

Phase 2 activity

Phase 3 activity


Phase 1, 22 June – 14 July 2020
Highly targeted Facebook adverts (48 different creatives) were served to Scots (19 different regions) encouraging people to take day trips on their doorstep. At this time, overnight stays were still restricted, but by promoting what attractions were open locally we aimed to start local tourism.  

Phase 2, 15 July – mid September 2020
As restrictions were eased for Scottish tourism businesses, we were able to launch a high profile campaign encouraging Scots to ‘travel local to make a big difference’. Spanning the summer into autumn, this activity included a mix of TV, radio, digital, social and press promotion to inspire visitors to holiday at home. We also partnered with online travel agents to drive interest and encourage bookings.

Visitors were encouraged to ‘Know before you go’ to promote responsible tourism in its widest sense, and was updated to enable tourism business to highlight that they are ‘Good to Go’ and ‘Open’.

Phase 3, mid September - November 2020

VisitScotland – ‘Only in Scotland’ campaign continuation
We're continuing our ‘Only in Scotland’ campaign activity through autumn and into November. With the sentiment ‘live like a local’ and showcasing experiences that both Scots and visitors from the rest of UK can enjoy. Imagery will have an autumn into winter focus.

During the six months to March we'll promote a range of themes and Only in Scotland experiences for both city and rural breaks including walks and tours; myths and legends; coast and waters; dark skies and cosagach; luxury; wellness; winter sports; and romance. Food and drink, responsible tourism and accommodation will be integral to all activity.

Due to the volatility of the ongoing COVID-19 situation, paid activity will be primarily digital (video and paid social), as well as our ongoing partnerships with Hearst Publishing Group, Tripadvisor and Expedia.

VisitBritain – ‘Escape the Everyday’ campaign
Alongside the Good to Go campaign, VisitBritain will be encouraging people to take a UK Staycation with its ‘Escape the Everyday’ campaign.  Primarily running on Channel 4 and on catch up TV channels, there's also partnerships with The Times and The Sun; Buzzfeed and Netmums; Trip Advisor and Secret Escapes; as well as digital and paid social activity. 

Whilst this activity is led by VisitBritain, national tourism organisations (including VisitScotland) have been consulted in terms of content and the media mix. Where the activity appears in similar channels to our plans, we are liaising to ensure we duplicate as little as possible and reach as many people as we can with our messaging.

VisitBritain – ‘Good to Go’ campaign
To complement the ‘Escape the Everyday’ campaign, VisitBritain will also promote the ‘Good to Go’ scheme across the UK from mid October. Working in partnership with the nation’s tourist boards, the campaign aims to reassure visitors about taking a staycation in the UK and promote businesses that have signed up to the We’re Good to Go scheme.

More than 6,700 businesses in Scotland (as of mid September) have signed up for the We're Good to Go scheme and social media is full of people proudly displaying their award. Consumers want reassurance, and this new campaign will point them to these businesses. So, if you haven't already done so, don’t miss out and join the free scheme – it’s quick and easy to do.

Driving domestic recovery by targeting visitors at every stage of the customer journey

A wheel diagram depicting the different UK recovery stages in relation to the customer journey

UK recovery strategy customer journey

Published June 2020

Full customer journey – key insights and narrative for industry