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

Ruth Lees

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 its brand portfolio effectively.

"In early 2003, the adventure sports market in Scotland was highly fragmented made up of hundreds of small, independently run businesses competing with each other rather than for Scotland. No umbrella official body existed and VisitScotland, seeing the huge potential of developing an adventure sports brand, took the lead and pulled the marketing of Scotland's 'newest...

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