VisitScotland - White Invite
Agency name: Blue-Chip Marketing
Client name: VisitScotland
Category: Sponsorship/Joint effort/ Tie-in
IN A NUTSHELL:
With a small budget this campaign exploits a major seasonal phenomenon, and ties-in with over 20 free and complementary promotional partners, to communicate a unique reason to visit Scotland.
VisitScotland is a non-profit body charged by the Scottish Government to promote Scotland as a tourist destination. (Target revenue increase +50% by 2015.)
This campaign is targeted at the rest of the UK (Scotland population c.5m, total UK population c.62m), but residing primarily in the north of England, Midlands and London, from which there are fast transport connections to Scotland.