Partnership marketing a fundamental part of our marketing strategy. It’s about identifying organisations that share our same goals and working together to promote Scotland to new audiences.
We got some exciting activity going live this month that encourages and inspires visitors to visit Scotland this spring, building on the success of some of our previous activity.
The following is a summary of our upcoming activity from our partnership marketing team.
First in our series of partners, we’ve teamed up with ScotRail again. This time, we aim to reach French visitors and encourage them to get "on board" and enjoy a Scottish railway adventure.
A series of activity includes detailed itineraries, YouTube shorts, social media posts, and articles that encourage rail travel to Scotland.
Our activity features on Hourrail, a low carbon travel media platform. It also includes a collaboration with social influencer, Tolt en Voyge, and a podcast and coverage in Geo, a travel publication.
We’re working with LNER to target visitors in London, encouraging them to escape the everyday commute and adventure to Scotland by train.
From display adverts to digital billboards and a wealth of rich digital information, passengers are taken on an inspirational journey that shows the adventures of travelling to Scotland by rail.
Reaching a younger demographic, we’ve teamed up with Refinery29, a creative global platform for young people. This publishing partnership includes articles, social media posts, adverts, and billboards.
We’ve also been working with Avanti to encourage visitors to experience city breaks from London to Glasgow and beyond.
To do this, we worked with Adara travel intent marketing platform activity. This lets us engage with users online through inspirational adverts and it lets us track our activity online.
The team have once again teamed up with Sustrans and Glasgow Life to show how exciting, and easy a day out in Glasgow can be on a bicycle.
Focusing on exploring the city’s attractions while celebrating the legacy of the UCI World Championships, this campaign will target residents in the northwest of England and in Scotland.
Taking to the air, our partnership with WestJet will focus on seasonal direct routes from Calgary, Toronto, and Halifax into Edinburgh.
Our partnership will inspire visitors to visit through a mix of social and digital media adverts.
We’re continuing our activity with Museums Galleries Scotland again this spring. We're bringing stories of the lesser-known museums and galleries of Scotland to life and show how they can offer an unforgettable, great-value day out.
Adverts and articles appear across The Sunday Times Scotland, thetimes.co.uk, and The Times Scotland Alba insert. These tell the story of Scotland’s Museum and galleries and encourage visits.
We’ve teamed up with RSPB to promote the great outdoors and their 77 natural reserves. Targeting a domestic market, this campaign aligns with our Good for the Soul visitor proposition.
As part of our publishing partnership with NewsUK, a series of adverts will feature across popular newspaper titles including, The Times and The Sun (both in print and online) to inspire visitors to Scotland and explore the RSPB sites.
