driving domestic recovery by targeting visitors at every ... · of the customer journey only in...

Driving domestic Recovery by targeting visitors

at every stage of the customer journey

Only in Scotland: Generating advocacy

seeREACH AND VIEWS

SHAREINSPIRATIONAL CONTENT

SCOTLAND NORTH ENGLAND UK/ROI

SCOTLAND IS A PLACE I WANT TO VISIT

kpIs

SCOTLAND NEEDS YOU YOU NEED SCOTLAND PR

SEARCH

LOCAL AREAS / PRODUCTS

thin

k

kpIs

SHA

RE

CONTENT EN

GAG

EMEN

TTAILO

RED C

ON

TENT

SCOTLAND IS A PLACE I W

AN

T TO V

ISIT TO D

O ...

VS / PAID

SEARCH

CATCH-UP TV

VS DATABASE

PARTNERS

SEARCH

kpIs

plan

SCOTLAND IS A PLACE I WANT TO V

ISIT

NO

W

SHARE

PLANNING CONTENT

CHANNEL ENGAGEMENT OPT-

INS

SECTOR / ACTIVITY PARTNERS

SEARCH

TRANSPORT PARTNERS

LOCAL AREAS / DMOS

YOUTUBE

YOUTUBE

EMAIL / RELATIONSHIP

MARKETING

SHOWN INTENT

WORD OF MOUTH

EMAIL RELATIONSHIP

COMMUNITY

SHARE

do

I AM VISITING SCOTLAND

kpI

s

PARTNER ROI./ OPT-INS / REFERRAL VALUES

SHARE

PARTNER CONTENT

SECTOR / ACTIVITY PARTNERS

LOCAL AREAS / DMOS TRANSPORT PARTNERS

SHOWN INTENT

kpIs

advocate

I AM

REC

OM

MEN

DIN

G S

COTL

AND

SHA

RE

USE

R G

ENER

ATED

CONTENT

SOC

IAL S

HAR

ES / S

ENTIM

ENT

IN S

COTL

AND