The story so far
Last year we saw the launch of our Brand Scotland global campaign Scotland is Now. Here in 2019, we’re still at the very beginning of our journey with Brand Scotland. Our four strategic pillars have various streams of work underway and there are some major digital projects afoot, all with ambitious goals. Let’s take a look back on activity since its launch in April last year.
In the first six months we had more than 122 million views of our videos, in excess of 9.2 million of these have been for 30 seconds or longer.
We have more people than ever coming to the Scotland.org website, with the number of users up 35% on the same period the previous year. What’s more, we’re seeing considerable growth in key target markets – 139% more web visitors from London, 83% more from the US and 1,133% more from China.
Scotland.org sent 134% more clicks through to VisitScotland websites than the previous year. This is testament to the fact that we’re not only reaching more people with our Scotland messaging but we’re encouraging them on a more streamlined and effective user journey, enabling them to go on and fulfil their needs with ease.
New campaign guidelines were launched to ensure appropriate flexibility for travel trade, events and other applications for individual partners.