VisitScotland - From tourist board to 'Destination Brand'

Gillian Cairney and Ruth Lees

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmentation programme with their strategic and media partners 1576 Advertising and Feather Brooksbank.
Agency: 1576 AdvertisingAuthors: Gillian Cairney and Ruth Lees

visitScotland

From tourist board to 'destination brand'

INTRODUCTION

In previous years, the success of Scottish Tourist Board (STB) activity has been measured predominantly by brochure requests and an increase in trips to Scotland. We felt this was no longer sufficient in itself, so the focus of this paper is a much tougher measure spend. Could we attract a higher, more upmarket domestic visitor to Scotlandto counteract the devastating effects of footandmouth and 9/11? This paper shows that we did and how we did it....

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