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The results are in…

VisitScotland delivers economic success by showcasing Scotland and The Highlands on a global stage as a place to visit and invest in.

Working in partnership with The Highland Council and local Destination Management Organisations, VisitScotland’s spring/summer campaign for 2015 has encouraged visitors to experience brilliant moments in The Highlands and return again and again.

The campaign complemented the national UK & Ireland Marketing Brilliant Moments activity and utilised multiple channels, reaching a total audience of 3.9 million potential visitors, which is a 162% increase on the audience reached as part of the Spring 2014 activity.

Some of this season’s activity highlights included:

Press adverts reaching a total circulation of over 495,000 readers and a dedicated direct mailers sent to over 20,000 potential visitors across the UK.

Digital channels, including Facebook adverts, emails and banners delivered over 3.3 million opportunities to see Highlands’ imagery and messaging from February to April.

Activity directed consumers to the VisitScotland website, where they could read further information on the region and enter a prize draw through a dedicated landing page. The spring campaign delivered almost 10,000 competition entrants, capturing data for future VisitScotland communications marketing the region. The Highlands landing page had over 19,000 web visits, which saw an increase of 153% compared to last year.

Additional activity included a partnership with Inverness Airport, Inverness and Loch Ness Tourism Business Improvement District and Flybe to promote Inverness and The Highlands to an Irish audience, features in the Daily Mail ‘It’s Friday! What’s On’ and inclusion in VisitScotland’s e-zines.

VisitScotland is committed to working in partnership with our public sector partners and the local industry to maximize the visitor economy and build on the successful development of tourism in The Highlands. If you would like to be involved in future marketing and promotional opportunities please complete the form at visitscotland.org.

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