Integrated consumer marketing
Our consumer marketing targets segments in the US, UK and in other key markets across the globe. Its aim, to make it easier for people to discover Scotland’s unique and memorable experiences.
We use campaign platforms and channels to speak to our target markets, providing inspiration to visit Scotland.
By using consumer trends and insights we deliver multi-layered activity in key markets. Using data and insights, we produce high impact brand media activity to drive awareness and consideration for Scotland. Visitor interest and intent is then converted to bookings via marketing with online travel agent (OTA) platforms and transport partnerships.
Our targeted media campaigns are supported year-round with an always-on programme of owned, earned and partner channel activity, aligned around our thematic content and creative production calendar. This helps strengthen storytelling by promoting Scotland's products, experiences, and places, and in turn stimulates advocacy.
Our online and offline channels provide the best possible customer experience before, during and after visitors arrive in Scotland. We encourage visitors to share their experiences widely and by doing so become advocates for Scotland.