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VisitScotland Business Events are delighted to announce that Project

Legend, our first national Business Events engagement campaign, will

launch on the 6th November 2017.

What is Project Legend 4

How will it work 6

How do we get involved? 10

What will we say? 12

Project Legend timeline 14

Where will we host content? 16

What are the measurements? 18

Unified message 20

LAUNCH 24

Promotion 26

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For the first time, we will have a unified voice with advanced

messaging in the promotion of the Scottish Business Events Sector. We

will evolve our communications from ‘how Scotland’ to ‘why Scotland’

Project Legend will create further alignment with Scottish Government

Growth Sectors and grow our relationships with academics and

industry ambassadors throughout Scotland.

Project Legend will allow further opportunities to strategically enhance

our operation at international trade shows and create industry leading

sales missions in our key markets.

This is our opportunity to educate international buyers on Scotland’s

credentials in order to generate Business Events leads for Scotland.

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Each sector will be showcased for 2 consecutive months with each city

and identified region having a dedicated week to promote their area.

PERIOD SECTOR

NOV/DEC 2017 TECHNOLOGY

JAN/FEB 2018 EDUCATION

MAR/APR 2018 CREATIVE

MAY/JUN 2018 ENERGY

JUL/AUG 2018 LIFE SCIENCES

SEP/OCT 2018 ENGINEERING

NOV/DEC 2018 MARINE

JAN/FEB 2019 SURGERY & MEDICINE

MAR/APR 2019 DIGITAL

MAY/JUN 2019 SPACE

JUL/AUG 2019 HEALTH

SEP/OCT 2019 FOOD & DRINK

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WEEK ACTIVITY

WEEK 1 VisitScotland IntroductionAn overview of the sector across Scotland

WEEK 2 – 5 City Showcase Each Convention Bureau with their associated Conference Centre & universities/industry will have a dedicated week to promote their own messagingon the current sector. Participation by other members in the region is highly encouraged

WEEK 6 & 7 Regional Showcase VisitScotland will promote 2 identified regions strong in the appointed sector. Other regions are encouraged to participate and generate their own content if appropriate during these weeks

WEEK 8 SummaryVisitScotland will round up the themes and key messaging from around Scotland

Per Sector (with each sector showcased for 2 consecutive months)Each week starts Monday and finishes Friday

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DAY MEDIA ACTIVITY

MONDAY VIDEO Introduce your week by outlining your area’s expertise in the identified sector. Make an impact and include your local ambassadors/experts.

TUESDAY -THURSDAY

BLOGS Create 3 blogs (1 per day) that outline the work in the identified sector in your area from three different local experts/organisations.

FRIDAY SOCIALPLATFORMS

Highlight the key messages from your dedicated week.

A suggestion on how your dedicated week should look

Link your messages to the campaign with:

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Project Legend gives you the opportunity to join a national voice for

business events in Scotland, but keeping your style, your identify and

your uniqueness.

CONVENTION BUREAUS

- Showcase your city, your universities, your research centres

- Tell stories from your experts, your academics, your industry

leaders

- Record them, write about them and encourage them to write

about themselves, their work and their institutions

- Talk about the events you’ve hosted or are going to host that

connect with the current sector

- Encourage the whole city to take part. Get stories, videos from

across the region and ensure everyone likes and shares your

content online and with their clients

CONFERENCE CENTRES & UNIVERSITIES

- Collaborate with your convention bureaus (if applicable) as well as

creating your own content. The more content produced by your

city/region, the higher the exposure

- Talk about your clients, ambassadors & academics. Video them and

write about them

- Share your events past and future that link into the current sector

- Share case studies that link into the current sector

HOTELS & VENUES

- Share your events past and future that link into the current sector

- Talk about your clients and ambassadors, video them and write

about them

- Does your venue play a unique role in some or all of the sectors

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TYPE HOW

SOCIAL MEDIA

VisitScotland will monitor the campaign hashtag on twitter: and report back on a monthly basis

Content shared on LinkedIn should also use this hashtag and link to the VisitScotland Business LinkedIn page

EMAIL VisitScotland will ask for database size and number of opens for each email sent in relation to the campaign, if applicable.

WEBSITE VisitScotland will monitor the increase of traffic to conventionscotland.com and on the specific campaign pages.

LEADS VisitScotland will request a simple monthly report on leads generated by this campaign to include; amount, sector, delegates, value. No sensitive information will be requested.

PR AVE (Advertising Equivalent Value) will be calculated throughout the campaign.

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Project Legend will create many stories from around the country that

delve into our innovative spirit, our pioneering ambition and bold

outlook. These stories will come across in many formats and in unique

style. What will unite them will be a unified message for Scotland.

All content should highlight the campaign message

Download this logo:

http://www.conventionscotland.com/Legend/Technology

All content should be shared with the hashtag

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CALL TO ACTION

Create ideas. Create change. Create events in Scotland.

KEY MESSAGES

#IDEASBECOMELEGEND

Scotland, Where Ideas Become Legend

Events create ideas, ideas create change, Scotland where ideas become legend

Events drive progress, events drive development, events drive ideas. Scotland, where ideas become legend

Events create connections, events create collaboration, Events create ideas. Scotland, where ideas become legend

Innovation, invention, pioneering. Scotland. Where ideas becomelegend

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PERIOD ACTIVITY NOTES

Jan 2018PCMA Convening Leaders

Promotional work and PR during and after PCMAConvening Leaders Conference in Nashville

Spring / Summer2018

US Education Forums

Promotion of Project Legendand use of generated content during US sales missions/education forums

May 2018 IMEX FrankfurtProject Legend reception and PR activity

Jun 2018 Meetings Show UKProject Legend reception and PR activity

Oct 2018 IMEX AmericaProject Legend reception and PR activity

Nov 2018 Renewal Campaign

Marking the first year with a ‘look back’ PR campaign on Project Legend progress with national & international press with supporting activities

Nov 2018 IBTM BarcelonaProject Legend reception and PR activity

Throughout INNOVATETHENATIONWhere appropriate, national ambassador network activity will link with Project Legend

An example of our continued promotion of Project Legend throughout

year 1. This list is not exhaustive and more activity will be included

when opportunities arise.

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