drummond castle gardens, crieff - visitscotland · • broadcast campaign contextually retargeting...
TRANSCRIPT
![Page 1: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/1.jpg)
Drummond Castle Gardens, Crieff
![Page 2: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/2.jpg)
To make it as easy as possible for people to discover Scotland and recruit as many advocates for Scotland as we can.
• Grow awareness of Scotland in priority markets• Drive seasonal and regional spread• Attract high value/spend visitor segments• Sustain key direct flight routes into Scotland
Content development/distribution and digital marketing are critical enablers in inspiring visits, holiday planning and advocacy.
MARKETING AIMS
![Page 3: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/3.jpg)
CONSUMER TRAVEL BRANDS
INDUSTRY PARTNERS
Broadcast media
VS
Trade
![Page 4: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/4.jpg)
HOW DO WE DO THIS?
• Ensure Scotland is on-line discoverable at all stages of the customer journey
• Tell compelling stories through creation of digital content and distribute far and wide
• Build advocacy• Leverage partnerships• Support businesses keen to internationalise and
develop new products to sell via travel intermediaries
![Page 5: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/5.jpg)
Content is King*
*But there’s no pointing in producing it, if it’s not being distributed.
![Page 6: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/6.jpg)
• VisitScotland.com – 50 million page views p.a.• VisitScotland blog – 20% YOY increase in traffic • Multimedia – cover many aspects of a holiday• Social media – FB 1.5M, Insta 1M, Twitter 363k• Email marketing – to database of around 800k• Paid media activity – predominantly digital• Influencers – through several marketing teams • Press & PR – UK and International PR teams• Travel Trade – dedicated website, BDMs, VS expo• Partner and industry platforms and channels
DISTRIBUTION CHANNELS
![Page 7: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/7.jpg)
LOCAL COVERAGE IN NATIONAL CONTENT
![Page 8: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/8.jpg)
LOCAL COVERAGE IN NATIONAL CONTENT
![Page 9: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/9.jpg)
THE POWER OF PARTNERSHIPS
![Page 10: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/10.jpg)
ONLY IN SCOTLAND• New integrated global campaign launching 22/10• Has appeal across market, segment and geography• Brings Scotland to life in an emotive, engaging way• Avoids talking to everyone about everything and to
no-one about anything!• Sits within Scotland Is Now umbrella• Our storytelling will showcase what’s special, unique,
distinct and exceptional about a visit to/in Scotland• Promoted in UK, USA, Germany, France and China• We’re keen to encourage partner/business adoption
![Page 11: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/11.jpg)
![Page 12: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/12.jpg)
ONLY IN SCOTLAND
• Content Partnership with Stylist Magazine• Broadcast campaign with Channel 4 (Jan – Feb TBC)• Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY
• Content Partnership with Matador (world’s largest independent travel publisher)• Content Partnership with REI (large US Outdoor Retail Group)• Content Partnership with Expedia targeting USA and Canada• Broadcast campaign in planning – likely to be NBC• Content Partnerships with Geo, Walden and Mairdumont, Addressable TV on SevenOneMedia• Display advertising on Trade Desk• Paid social activity on Pinterest, Facebook and Instagram
• Content Partnership with Le Figaro and Tetu• Display advertising on Amnet• Paid social on Pinterest, Facebook and Instagram
• Content Partnership with Mafengwo• Social campaigns with Weibo and WeChat
Planned media activity will include the following:
![Page 13: Drummond Castle Gardens, Crieff - VisitScotland · • Broadcast campaign contextually retargeting on programmes like Autumnwatch, Secret Scotland, SPOTY • Content Partnership with](https://reader035.vdocuments.us/reader035/viewer/2022062415/5fd35832ada30b4b1f53b60e/html5/thumbnails/13.jpg)
ONLY IN SCOTLAND NEEDS
You