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 cannot compete with this level of advertising spend - but what it can do is promote its benefits instead through a promotional marketing strategy that reaches consumers in a way that is innovative, engaging and highly cost-effective.