Visit Scotland - How The Adventure Sport Campaign Created A Step-Change for Brand Scotland

This paper demonstrates that over 2003 and 2004, VisitScotland capitalised on the Adventure Sport phenomena by extending Brand Scotland to include adventure sports, strategically and creatively building a strong brand ‘strand’ for the destination under the positioning ‘Scotland – Europe’s Adventure Capital’.
Agency: 1576Author: Ruth Lees

Visit Scotland - How The Adventure Sport Campaign Created A Step-Change for Brand Scotland

INTRODUCTION

This paper will demonstrate how VisitScotland built a successful Adventure Sports brand through TV, PR and Events, extending...