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 Advertising||Authors: Gillian Cairney and Ruth Lees|
tourist board to 'destination brand'
previous years, the success of Scottish Tourist Board (STB) activity has been
measured predominantly by brochure requests...