Wed 18 Sep 19
As signs of Scottish autumn start to show, the season opens us up to promoting Scotland in a whole new colourful light – and VisitScotland's marketing reflects this.
VisitScotland undertake a wide range of consumer marketing and PR activity in the UK and international markets to promote Scotland across the globe throughout the year. From digital campaigns, inspiring visitors to come to a specific region.
VisitScotland want to inspire and influence by reaching the right audience with the right message at the right time; encouraging potential visitors to book a trip in Scotland. To make sure they're achieving their goal, they measure the impact of their marketing activity via feedback from consumers that engage with our communications.
Following their UK & Ireland autumn winter marketing campaign, which ran from September 2018 to February 2019, VisitScotland commissioned a survey through an independent research agency to establish how effective it was at encouraging prospective visitors to take a holiday or short break in Scotland during that period.
VisitScotland had a wealth of insights from this consumer survey and you can view the highlights from the 2018/19 UK & Ireland autumn / winter evaluation at https://www.visitscotland.org/news/2019/autumn-winter-visitor-survey