Phase two will support recovery of Scotland’s tourism industry
We’ve launched phase two of our £8.5 million global marketing campaign – Scotland is Calling. This brand-new phase has been designed to support the recovery of Scotland’s tourism industry in a responsible way and as quickly as possible.
We’re aiming to increase momentum to ensure that Scotland is the destination of choice for our international visitors while also continuing to grow our domestic audience too.
We’ve redesigned phase two to align with our consumer research and changed the direction of our marketing to respond to the emotional needs of our future visitors.
As we move beyond a time of uncertainty from the COVID-19 pandemic and look towards welcoming visitors back over the spring and summer months, we’re making sure that we take every opportunity to put Scotland at the forefront of the global consumers mindset. Especially those international audiences who still have to make their travel decisions for 2022.
We're running the campaign in key markets such as the US, France, Germany, and the UK and it includes partnerships with global brands like National Geographic, Expedia, and Facebook.