Welcome to Scotland

Jacqui Souter
VisitScotland, United Kingdom

Anna Lilleengen
Nunwood Consulting Ltd, United Kingdom

INTRODUCTION

Competition within the world of tourism is fierce. International destinations are continually vying to be on top of the 'must visit' list. New entrants appear every year. The advent of low cost air travel has also meant that consumers can afford to be choosy about where to go. In a commercial environment where differentiation is the marketers' Holy Grail, uniqueness is an inordinately difficult end game!

In 2003 VisitScotland decided to face this challenge with a fresh outlook. The strategy was simple: to develop a Scotland 'destination brand' with appropriate communications which would meet consumer needs in key countries, enabling Scotland to become a top of mind, 'must visit' destination.