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Driving domestic Recovery by targeting visitors at every stage of the customer journey Only in Scotland: Generating advocacy see R E A C H A N D V I E W S S H A R E I N S P I R A T I O N A L C O N T E N T S C O TLA N D N O RTH E N G LA N D U K/R O I S C O T L A N D I S A P L A C E I W A N T T O V I S I T kpIs S C O T L A N D N E E D S Y O U Y O U N E E D S C O T L A N D P R SEARCH LOCAL AREAS / PRODUCTS think kpIs S H A R E C O N T E N T E N G A G E M E N T T A I L O R E D C O N T E N T S C O T L A N D I S A P L A C E I W A N T T O V I S I T T O D O . . . VS / PAID SEARCH CATCH-UP TV VS DATABASE PARTNERS SEARCH kpIs plan S C O T L A N D I S A P L A C E I W A N T T O V I S I T N O W S H A R E P L A N N I N G C O N T E N T C H A N N E L E N G A G E M E N T O P T - I N S SECTOR / ACTIVITY PARTNERS SEARCH TRANSPORT PARTNERS LOCAL AREAS / DMOS YOUTUBE YOUTUBE EMAIL / RELATIONSHIP MARKETING S H O W N IN TE N T WORD OF MOUTH EMAIL RELATIONSHIP COMMUNITY S H A R E do I A M V I S I T I N G S C O T L A N D kpIs P A R T N E R R O I./ O P T-I N S / R E F E R R A L V A L U E S S H A R E P A R T N E R C O N T E N T SECTOR / ACTIVITY PARTNERS LOCAL AREAS / DMOS TRANSPORT PARTNERS S H O W N IN TE N T kpIs advocate I A M R E C O M M E N D I N G S C O T L A N D S H A R E U S E R G E N E R A T E D C O N T E N T S O C I A L S H A R E S / S E N T I M E N T I N S C O T L A N D

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Page 1: Driving domestic Recovery by targeting visitors at every ... · of the customer journey Only in Scotland: Generating advocacy see R E A C H N D A V I E W S S HA R E I N S P I R AT

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

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SEARCH

LOCAL AREAS / PRODUCTS

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CATCH-UP TV

VS DATABASE

PARTNERS

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SCOTLAND IS A PLACE I WANT TO V

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PLANNING CONTENT

CHANNEL ENGAGEMENT OPT-

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SECTOR / ACTIVITY PARTNERS

SEARCH

TRANSPORT PARTNERS

LOCAL AREAS / DMOS

YOUTUBE

YOUTUBE

EMAIL / RELATIONSHIP

MARKETING

SHOWN INTENT

WORD OF MOUTH

EMAIL RELATIONSHIP

COMMUNITY

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I AM VISITING SCOTLAND

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PARTNER ROI./ OPT-INS / REFERRAL VALUES

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