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


From tourist board to 'destination brand'


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