Mini eUpdate: Spirit of Scotland special

We are delighted to see that the ‘Spirit of Scotland’ campaign has captured the imagination. More than 20 million people have viewed our online campaign films and there have been 133,000 uses of #ScotSpirit on Twitter.
Critically, however, the campaign has helped deliver 576,000 business referrals to industry from since launch. That’s up 20% year-on-year, representing £200 million of potential visitor income in just five months.
This is just the start and we need your help to build on the early momentum in the second phase of the campaign.  Today sees the official launch of two new initiatives: the VisitScotland Online Community and the VisitScotland Information Partner programme.

We are moving from visitor information to visitor inspiration, by marketing Scotland with Scotland. We want to galvanise a nation behind this initiative, building on the spirit, pride and passion people have for this country to reach more potential visitors globally.

This is ultimately about reaching more visitors and putting them in direct touch with local people. The closer visitors get to those ‘in the know’, the more likely they are to visit and spend more in the area.

We hope you will join us by sharing your stories. Enjoy this mini-eUpdate.
Kind regards
Malcolm Roughead, OBE
Chief Executive, VisitScotland

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