Our global marketing campaigns
We've been busy promoting Scotland to the world, ensuring it’s top-of-mind for travellers. Our activity aims to influence visitors, whether leisure or business, through the channels we know they use for travel inspiration.
Our key objectives across all of our activity, across our own and our partners channels, is to promote seasonal and regional spread. This includes PR and travel trade marketing activities, such as working with key tour operators, DMC's and transport partners.
Our aim is to position Scotland as an inclusive, year-round destination in a sustainable way. Our campaigns also promote Scotland as a destination for enriching personal experiences.
The purpose of our global marketing campaigns is to inspire audiences to move to the next stage of the 'visitor lifecycle'. This means encouraging individuals to consider and choose Scotland as a destination, followed by booking a trip to then visit and experience Scotland first-hand.
We achieve this by increasing awareness and inspiring people with everything Scotland has to offer all year round. One way we achieve this is through sharing engaging video and photo content on our own owned and earned channels.
A van promoting Scotland parked beside the Cologne Cathedral. Credit: VisitScotland
