Visit Scotland | Alba

Our year-round marketing

Our always-on marketing compliments our consumer campaigns and intermediary activity. It reinforces the brand voice and proposition with "heartbeat" activity throughout the entire year.  

It prioritises performance-based techniques to regularly engage audiences. Meeting the audience needs with content and nudging them through the customer journey from awareness to consideration and planning.  

This type of activity targets micro-moments of online behaviour. For example, when consumers search on Google, view content from their favourite influencer, a video stops them scrolling through their newsfeed, or an article link catches their eye.  

In this article:

Our channels key statistics

Over 211 million

People reached through global organic social reach

Over 11 million

People who use visitscotland.com annually

1.3 million

Clicks from business web listings to their own websites

28 million emails

Sent by us to consumers each year

Source: VisitScotland 2022-23

Content marketing activity

Our marketing calendar for 2023 shows our monthly spotlight themes and key messages. These have been informed by global seasonal trends and user interests. These overarching themes create aligned messaging across our global digital channels, including:  

  • www.visitscotland.com in six languages 

  • social media channels  

  • influencer marketing 

  • email marketing to our consumer database 

This provides a mix of inspiration and planning information to engage our audiences, ultimately influencing trip planning and generating advocacy for Scotland.  

Examples of content marketing sharing Scotland's stories:

Gallery item 0 Tour guide tales Gallery item 1 Scotland: Explained Gallery item 2 Single Shot Scotland Gallery item 3 Meet the Maker Gallery item 4 Scotland Guides

Further information

Influencer programmes

We work with influencers in both an ad-hoc capacity, and as part of our dedicated programmes that run throughout the year.

Read More

Our marketing calendar

Discover how you can align with our marketing activity throughout the year to get the greatest reach.

Read More

Multimedia

Our VisitScotland media toolkit is continually refreshed, as our Multimedia team capture new imagery and video content. These offer a suite of assets that showcase a breadth of people and experiences across Scotland.  

Search and browse free resources to promote Scotland on our VisitScotland media toolkit.

PR activity

Our Global PR teams' activities vary across the year, they include: 

  • producing fortnightly, proactive media bundles tailored for key target markets.  

  • running a series of media pitches to A-list and specialist titles, press releases and news blasts, including key media moments and events.  

  • lead on a programme of face-to-face engagement and events 

  • conduct a rolling programme of press visits to provide media contacts with a firsthand experience of Scotland.  

Find out more about working with the press.

Want to see our latest activity?

Join us on social media to see our year-round activities, you can find us on: 

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Related links

Target markets

Find out about our focus markets and how we target marketing to specific audiences.

Travel trade

Find out about our Travel Trade and Distribution Strategy, including familiarisation trips, events attendances and training programmes

Marketing strategy

Find out about our marketing strategy and how it shapes our approach to campaigns and industry support.