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Must visit Highlands and Moray

Millions of potential visitors across the world have been given a range of reasons to visit the Highlands and Moray Speyside in 2016 through VisitScotland’s partnerships with local organisations and the media.

Marketing
Between February and April 2016, VisitScotland worked with Highland Council and destination organisations across the region to deliver a spring marketing campaign promoting the region to potential visitors from England and Scotland. 

 

The campaign featured:
● Website display banners, generating over 3.1 million opportunities to see messaging about the Highlands.
● Advertising in a range of publications, with a total reach of over 500,000.
● Direct mail to 18,000 warm prospects on our VisitScotland database who are interested in taking a break to the Highlands.
● A prize draw on visitscotland.com to win a break in Wester Ross working with Highlands Holidays Self Catering in Gairloch and Inverewe Gardens. This generated over 31,000 web visits.

In addition, between March and May 2016, VisitScotland worked with Moray Speyside Tourism on a smaller campaign to specifically promote Moray Speyside, funded in part by Moray Speyside’s VisitScotland Growth Fund award. 

 

The campaign included: 

● Website display banners generating over 235,000 opportunities to see messaging about Moray Speyside.
● A prize draw to win a break in Moray Speyside. Partners involved in the prize draw included: The Station Hotel, Johnstons of Elgin and ACD Executive. This generated over generated 4,451 web visits. 

 



 

Consumer PRomotion
Between October 2015 and March 2016, our Consumer PR teams generated 266 pieces of coverage on the Highlands and Moray Speyside, with a potential reach of over 100 million people. Highlights include:

Our European Consumer PR team achieved an incredible five-page special on Scottish whisky in the hugely influential Figaro Magazine. The article covers many of the region’s distilleries and raves about Talisker, Aberlour and Glenmorangie whiskies.

Extensive coverage of North Coast 500, including in: leading German daily newspaper Die Zeit and zeit.de (online) and The New York Times’ annual "Places To Go in 2016" roundup.

Fantastic photography of the Highlands in Mashable's case for Scotland being a "Must Visit" 2016 destination. 

 



 

Get involved
VisitScotland delivers economic success by showcasing Scotland on a global stage as a place to visit and invest in. Consumer PR and Regional Marketing are just some of the plethora of ways we do this. Other activity includes our consumer eZines (enewsletters), social media, re-launched website, work with travel trade, consumer events, business events, global Spirit of Scotland campaign, and much more.

Find out about the latest opportunities to work with VisitScotland.

 

 

Part of this activity is funded by the VisitScotland’s Internationalisation Programme 2015–2018. A grant of £11.7 million from the European Regional Development Fund is enabling VisitScotland to work ambitiously to support Scottish tourism businesses to attract more visitors and income from international markets. The Scottish Government is the Managing Authority for the European Structural Funds 2014–20 Programme.


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