VisitScotland: Winter Twenty Ten
Agency name: Blue-Chip Marketing Client name: VisitScotland Category: Sponsorship/Joint Effort/ Tie-in
BACKGROUND
IMPORTANCE TO THE SCOTTISH ECONOMY:
Tourism is among the five leading sectors of the Scottish economy. VisitScotland is charged by the Scottish Government to increase tourism revenues by 50% by 2015.
DOMESTIC (UK) AND INTERNATIONAL COMPETITION:
In attracting tourists from the rest of the UK - its key market - VisitScotland faces cut-price competition from domestic, European and worldwide destinations: competitors who spend an estimated €1.1 bn on advertising aimed at the UK's 62m consumers. (Scotland's population is 5m.)
VisitScotland...