VisitScotland: Winter Twenty Ten

Tourism is among the five leading sectors of the Scottish economy, but there has been an historic lack of visitors to Scotland in winter.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands