Agency: The Union
Visit Scotland has launched a new London Underground and print campaign to target consumers.
It aims to communicate with the key audiences at a number of different touch points throughout their media week.
To remind / position Scotland as an exciting place to visit with ‘so much going on’.
To inspire this audience to take a break in Scotland.
To exploit new technology to again position Scotland as an exciting destination.
VisitScotland is aiming to target affluent professionals for whom holidays are an essential part of their lifestyle.
Based primarily in the South of England, they can be divided into two groups – those that have some connection and affinity with Scotland and are happy to take a break in this country; and those for whom Scotland is not even under consideration.
On London Underground a mix of Cross Tracks (48-sheets), Digital Escalator Panels (DEPs) and Transvision screens will be used.
Transvision - 10 animated screens at 9 key stations: Cannon St, Charing Cross, Fenchurch St, Kings Cross, Liverpool St (x2), London Bridge, Victoria, Waterloo
Cross Tracks - 65 sites for first 2 weeks and 15 sites for second 2 weeks (general distribution and key platinum sites). GNER is partnering on 35 general distribution sites (1st 2 weeks) and 10 platinum sites (2nd 2 weeks) with a tactical message highlighting the Edinburgh route.
DEPs - 66 animated screens (33 up and 33 down escalator) at 5 stations: Tottenham Court Road, Euston, Charing Cross, Paddington, Bond St
A range of creative executions (single page, full colour adverts) will run over a series of weeks in the magazines of the Evening Standard, Times (Sat), Sunday Times and Guardian Weekend.
These will be staggered so that the ads appear twice in each magazine over a seven week period from September 22 to November 11.