Anne Roels, Marketing Manager, North RegionsCassie McEwan, Industry Relationship Manager

How to make the most of VisitScotland marketing opportunities

Only in Scotland • Showcasing unique experiences a visitor

can have only in Scotland • Storytelling at the heart of our strategy • Bring Scotland’s products & experiences

in an emotive and engaging way • Motivators and emotional drivers that

visitors are looking to get from a holiday

How do experiences drive our marketing?

Only In Scotland Emotional Drivers

Q4 2019/2020Theme Escapism

Motivators

Scenery & Landscapes / History & Culture /

Sightseeing & Icons

Product Cities / Touring / Film & Stage / Adventure

Getting Involved - Only In Scotland toolkit

https://onlyinscotland.visitscotland.com #ScotlandIsNow #OnlyInScotland

Toolkit: tips, creative assets and content calendar to make the most of the campaign.

• Promote opportunities to experience and enjoy Scotland’s unrivalled coasts and waters, encouraging responsible engagement and participation from the people of Scotland and our visitors.

• Toolkit visitscotland.org/ycw2020 imagery, promotional copy, tips & advice.

Year of Coasts and Waters 2020

1. LITTLE THINGS MATTER Use the official logo on your websiteMake sure your web-listing reflects how you will be celebrating the year

2. BE INSPIRED Check out how Themed Years have been successfully used by businesses

3. REACH OUT Be part of the conversation. Use #YCW2020

4. WORD OF MOUTH Share your knowledge - visitors look for hidden gems

5. AN EVENT-FULL YEAR Keep up to date with events

6. PARTNERSHIPS

VisitScotland Opportunities

How can VisitScotland help your business?

• Digital AdviceWeb listings, Online booking, Digital presence, online reputation, Website advice, Google AnalyticsSocial media Signposting to digital partners

• Signposting

• Quality Assurance: Star Grading, Taste our Best, Welcome Schemes, VIP

• Marketing Opportunities: Free web listings, iCentre Advertising, Consumer PR, Fam trips/Influencers, Marketing Campaigns, Social mediaThemed years, Toolkits

• InternationalisationTravel Trade website, Market profiles, Trade Missions, VisitScotland Expo, B2B events

Making the most of your web listing

Web listing on VS.com

➢ Social Media Widgets

➢ WBEs

➢ Facilities tab

➢ Prices Tab

➢ Up to 40 images

➢ YouTube videos

➢ Hyperlinks

THANK YOU. ANY QUESTIONS?  

Anne Roels, Marketing Manager, North RegionsCassie McEwan, Industry Relationship Manager