Visit Scotland: From tourist board to 'Destination Brand'
Scottish tourism was suffering from both 9/11 and foot and mouth disease in 2001, with the newly created VisitScotland needing to build its brand. The plan was to create a 'destination brand' to encourage the younger more upmarket spenders to take a short break to Scotland from the UK. Using TV and cinema 'The Senses' and clever media segmentation the campaign succeeded in raising UK visitor spend in Scotland by over 20% - from £900m to £1100m. Not only was there a rise of 3% in trips to Scotland but visitors spent on average and extra £30 when they came