Visit Scotland - Perfect Day

VisitScotland is the national tourism agency for Scotland. It exists to market Scotland as a quality destination, providing leadership and direction for the development of Scottish tourism to get the maximum economic benefit for Scotland. The organisation has a wide range of stakeholders including tourists to Scotland, tourism service providers, community bodies, press and politicians.

VisitScotland is the national tourism agency for Scotland. It exists to market Scotland as a quality destination, providing leadership and direction for the development of Scottish tourism to get the maximum economic benefit for Scotland.

The organisation has a wide range of stakeholders including tourists to Scotland, tourism service providers, community bodies, press and politicians.

Client brief & objectives

In 2007 VisitScotland implemented a sophisticated customer segmentation strategy, designed to enable the organisation to engage with Scotland's prospective and returning visitors in a more personalised and relevant way. The key challenge the organisation has is in engaging with the difficult-to-reach London-based consumer segment, which holds the perception that Scotland is difficult to get to, and offers little in the way of exciting and unique experiences. VisitScotland wanted to challenge, and ultimately change, this perception.

Objectives

  • Build the Scotland brand among the London-based demographic.
  • Acquire new, profiled customer data to power the customer relationship management (CRM) programme.

Strategy

Research showed that the target demographic for this campaign is cash-rich, time-poor and motivated by the chance to experience new places and activities - ideally ahead of anyone else in their circle, as they enjoy being the first to try new things and being able to boast to their friends about it! A campaign theme was developed around the concept of experiencing your perfect day in Scotland, highlighting how easy it is to get from London to the islands of Scotland and showing the unique and life-enhancing experiences to be had in Scotland.

A commercial was produced, which told a brand story about a couple flying from London to Glasgow, then on to the islands for a perfect day of activities including landing on the beach at Barra, sea kayaking, and cooking supper and enjoying a dram under the stars.

A four-week cinema campaign was booked in London and the South East. The Union was commissioned to produce point of sale postcards for distribution in participating cinemas, as well as produce a press advertisement to run in Empire magazine, the world's biggest movie magazine, to launch the campaign. Equator was commissioned to design and build a campaign website, as well as carry out a Pay-Per-Click (PPC) campaign to drive traffic to the site. All campaign materials used a consistent design approach to deliver a fully integrated campaign. This was based around a cinematic theme, utilising imagery from the commercial to enable instant brand recognition.

The campaign website enabled users to view the cinema commercial, and access information about the places and activities featured in the commercial, along with suggestions of other places in Scotland where the activities can be experienced. A competition mechanism and send to a friend functionality were implemented to support data acquisition objectives.

Results

The campaign ran from February to mid-March 2008 and was very successful - on both on a brand-building and direct response level - in engaging with a typically highly non-responsive consumer segment.

  • Around 15,000 people visited the website over a six week period.
  • A fifth of visitors entered the competition - providing profiled, opted-in data for the CRM programme.
  • 125,000 postcards distributed and the Empire magazine advert viewed by c180,000 people, providing valuable brand exposure for Scotland in an entertaining and relevant way.
  • The PPC campaign generated 5% of total site traffic in an extremely cost effective way.