The benefits to your business
Over many years, we have worked closely with tourism and events businesses. Together, we showcase the best that Scotland has to offer through our programme of press engagement. You could be one of those businesses.
Gain exposure for your business
We can help you reach a wider audience
Our Global PR team works with travel and lifestyle press across the world to encourage potential visitors to choose Scotland as their holiday destination. Think of inspiring coverage in newspapers, magazines, on TV or online. Telling the right story, to the right audience, at the right time is essential in a noisy marketplace. We target the most appropriate press to get in front of the right people when they’re considering where to go and what to do.
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Showcase your business
Showcase your business to journalists who write for key publications around the world and influencers whose followers are ready and willing to travel and spend.
Grow your customer base
Enhanced exposure for your business through press coverage and integrated consumer campaigns can increase interest in your destination and business and help to grow your customer base.
Help to extend your season
Our PR activity is mindful of regional and seasonal spread and often showcases “off-the beaten track” experiences and encourages visits in the quieter shoulder months, helping to extend your season.
How can you get involved?
You can get involved in our media activity in three different ways:
1. Tell us your story
Our Global PR team builds and nurtures relationships with key press across the globe to ensure that they become the trusted source of new ideas and opportunities. Quality story hooks and plenty of them are essential to pique interest for a holiday in Scotland.
If you have a good story to tell we would be delighted to share your news with our contacts.
Please consider the following pointers for what makes a good story:
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Is the story new and current?
Think new = news. New openings always work well with our media partners.
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Is it quirky or unusual?
Something slightly out of the ordinary is more likely to get picked up.
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Does it evoke an emotion?
Tapping into emotions helps to deepen engagement with your audience.
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Does it tie-in to trends?
Align with current travel trends to help us access coverage in the biggest titles. Have you seen a trend or story in the press that you could link your business to?
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Is it relevant?
Different people have different interests. Consider what market, title or audience you want to attract.
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Are you trade-ready?
This is particularly important for engaging with international markets. Find out more on working with the travel trade.
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"So what?"
What makes you excited about your business, what makes it different, what is the talkability factor that will make potential visitors sit up and take notice?
2. Tell us what's new for 2024
We produce and distribute regular communications to our database of key press contacts in the UK, France, Germany, US, Canada, China, Australia, and Middle East. We pitch the latest stories, themes and angles in a punchy, teaser format – for both consumer and trade publications.
A key element of this activity is our ‘What’s new for 2024’ section, which consumer titles look out for each autumn and to plan their travel editorial calendars for the next year.
If you have something to shout about for 2024 – new openings, tours, people, experiences, or trends that you’re adopting or are shaping your offering – please send these stories to travelpr@visitscotland.com for us to consider for potential inclusion in a communication or pitch to press.
3. Support a press trip
Press trips and visits allow journalists to experience everything a destination has to offer first-hand, from its scenery and attractions to accommodation and food and drink. This allows them to tell authentic stories to their audience which result in greater credibility, engagement and trust.
We operate a rolling programme of press trips throughout the year, designed to showcase a range of sectors and regions in all seasons. Any offers of support to host journalists are gratefully received and help us to extend our programme further.
If you’d like to offer support for accommodation, activities or experiences in return for potential exposure in a publication please email us at travelpr@visitscotland.com or talk to your Industry Relationship Manager. We’ll always work with you to ensure the press trip is the right fit for your business.
