VisitScotland - From tourist board to 'Destination Brand'

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmentation programme with their strategic and media partners 1576 Advertising and Feather Brooksbank.
Agency: 1576 AdvertisingAuthors: Gillian Cairney and Ruth Lees

visitScotland

From tourist board to 'destination brand'

INTRODUCTION

In previous years, the success of Scottish Tourist Board (STB) activity has been measured predominantly by brochure requests...