Welcome to Scotland

Jacqui Souter and Anna Lilleengen

A dual-pronged approach of qualitative and quantitative international research allowed VisitScotland to revolutionise brand positioning and consumer communications, leading to massive increased interest in Scotland as a 'must visit' destination.

Destinations and locations
United Kingdom
Communications development research
Strategy

Welcome to Scotland

Jacqui SouterVisitScotland, United Kingdom

Anna LilleengenNunwood Consulting Ltd, United Kingdom

INTRODUCTION

Competition within the world of tourism is fierce. International destinations are continually vying to be on top of the 'must...

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