Partnership marketing to broaden our reach

Partnership marketing round-up

As the industry faces further challenges as a result of the cost of business crisis, after an incredibly difficult period during the pandemic, we’re continuing to support the sector. We're working to demonstrate the value of tourism across Scotland, in a responsible way, through our marketing activity.  

Partnership marketing is a fundamental part of our wider marketing strategy. We’ve pulled together a summary of some of our recent activity to show how we’re helping make Scotland a must-visit destination for 2022 and beyond.

Our Partnership Marketing team (which includes Chris McDonald, John Murray and Jeremy Thomas as part of the wider Partners and Regions team) work with a range of businesses and organisations to combine forces and reach a broader audience.

This approach allows us to inspire new audiences, strengthen our relationship with national stakeholders and ultimately to grow our share of the domestic market.  

It’s crucial for us that we work with partners that share our responsible tourism ambitions and support our work to promote seasonal and geographic spread. By doing this we can co-ordinate the right product and experience(s) to our marketing activity, therefore maximising the opportunities.

Here's a round up of our recent activity:

1. Caledonian Sleeper

2. Museums Galleries Scotland 

3. Hostelling Scotland

4. UK and international market partnerships

Caledonian Sleeper

In our recent partnership with Caledonian Sleeper, encouraging people to consider rail travel when exploring Scotland, we created a video promoting breaks in and around Glasgow from London. It has been performing well… and it even features a pair of Heilan Coo 'baffies' (that's Scots for 'slippers').

Museums Galleries Scotland

We’ve recently teamed up with Museums Galleries Scotland (MGS) – which is the National Development Body for the Scottish museums sector. The exciting new campaign matches up nine influencers to explore museums in their local areas. 

Hostelling Scotland

Coming soon, we’re working with Hostelling Scotland in a brand-new campaign. This will involve a top content creator, Hollie and her two pooches Hugo and Spencer (also known as The Edinburgh Spaniels), showcase hostels in Scotland as a sustainable accommodation option which is easily accessible and dog friendly. 

The three hostels included within their adventures will be: 

• Torridon Youth Hostel
• Ullapool Youth Hostel
• Achmelvich Beach Youth Hostel

Keep an eye out for Hollie, Spencer and Hugo's adventures on Instagram. Share and amplify our message around amazing dog-friendly and easily accessible holidays in Scotland. 

UK and international markets

In our UK and international markets, our teams are also collaborating with partners who have a global reach, such as Expedia, to increase awareness and consideration of Scotland as a year-round destination. This aims to position Scotland as a leader in responsible and inclusive tourism.

Find out more about our partnership with Expedia.

In June, we launched a campaign with Qatar targeting Arab leisure travellers, as well as Expat travellers to Scotland, from Qatar, the United Arab Emirates (UAE) and Kingdom of Saudi Arabia (KSA). This is to increase interest in Scotland as a must-visit travel destination and drive referrals and bookings to Qatar Airways.

Our activity going forward will look to harness these opportunities, and connect with with organisations, partners and businesses to amplify our reach through targeted marketing activity. All with the focus to keep Scotland front of mind for future visitors.