As the volume of content and information grows online, consumers are placing greater emphasis on the source of the information to gauge credibility, authenticity, and relatability.
VisitScotland's direct channels, including visitscotland.com, continue to play an important role in the marketing mix, with owned channels ensuring our content and messaging is discoverable, credible and accessible.
Marketing by numbers
Over 161 million
Organic social media reach
23 million
Page views on visitscotland.com
Over 411 million
Impressions served across our marketing channels
67 million
Total video views across consumer marketing channels and activities
Source: VisitScotland 2023-2024
What is our always-on marketing?
Our always-on marketing complements our consumer campaigns and intermediary activity. It reinforces our brand voice and proposition with "heartbeat" activity throughout the entire year.
It prioritises performance-based techniques to regularly engage audiences, meeting their needs. It does so with content and by nudging them through the customer journey from awareness to consideration and planning.
Our organic activity (social, email, visitscotland.com) and earned (PR) can flex more efficiently to take advantage of the short-term tactical opportunity and trends.
Market and industry insights around sectors, regions and local trends will be continuously reviewed and promoted.
This type of activity targets micro-moments of online behaviour. For example, when consumers search on the web, view content from their favourite influencer, or an article link catches their eye.
Content marketing activity
Our marketing calendar for 2025 shows our key messages, themes and trends for each season. These have been informed by global seasonal trends and user interests. These overarching themes create aligned messaging across our global digital channels, including:
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www.visitscotland.com in six languages
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social media channels
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influencer and content creator marketing
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email marketing to our consumer database
This provides a mix of inspiration and planning information to engage our audiences.
We seek to influence future trip plans by:
- showcasing the best of tourism and events experiences from across Scotland
- using the power of advocacy by sharing real, authentic experiences
Find out more about our marketing calendar on our Business Support Hub.
Video and imagery
Our asset library is continually refreshed, as our Creative Studio 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 in our asset library.
Our Creative Studio production team have been busy capturing Scotland through the lens, to bring Scotland’s story to life and inspire visitors from around the world.
We asked them to share a snapshot of their production highlights and behind the scenes moments over the last year.
Watch our “Day in the life of the Creative Studio” and see how Scotland shines through every frame.
Watch a sample of our videos on our YouTube channel
PR activity
Our year around PR programme includes:
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producing fortnightly, proactive media bundles tailored for key target markets
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running a series of media pitches to A-list and specialist titles, press releases, and news blasts (this includes key media moments and events)
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lead on a programme of face-to-face engagement and events
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conduct a rolling programme of press visits to provide media contacts with a firsthand experience of Scotland
Find out more about working with our press team on our Business Support Hub.
Want to see our latest activity?
Join us on social media to see our year-round activities, you can find us on: