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: 1576 | Author: 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...
