How advertising helped widen the appeal of Historic Scotland's properties
This paper will show how Historic Scotland used advertising to overcome inertia. It will show how advertising introduced more domestic visitors, more first time visitors and visitors from a wider socioeconomic pool broadening the appeal of Historic Scotland. It will also demonstrate that the campaign generated a positive return on investment.
Historic Scotland is the government agency responsible for the built heritage of Scotland. They manage over three hundred properties including Edinburgh Castle, Stirling Castle, Urquart Castle and Fort...