Client: Visit Scotland
Scotland is being positioned as the ideal get away from a busy city life in a new advertising and marketing campaign from national tourism organisation, VisitScotland.
London based creative agency Coast has worked with VisitScotland to create a new cinema advert, which aims to attract more English visitors to Scotland. This is the first time the agency has worked with VisitScotland.
The VisitScotland campaign will also include press ads in film magazine ‘Empire’ for the first time and is being supported with a dedicated website visitscotland.com/perfectday
It's hoped around five million cinema-goers will see the new 90 second advert, which is part of a £2.7m campaign. The ‘silver spot’ advert will be shown in around 118 cinemas in London, the South and the Midlands for five weeks.
It's the first time that cinema advertising has been targeted at London, which has emerged as an important tourism market for Scotland following extensive research.
VisitScotland’s Head of UK & Ireland Marketing, Alistair Gronbach, said, “Our recent research has given us a very clear understanding of the markets that will bring the best return for Scottish tourism. This insight has enabled us to tailor this campaign for the midlands, London and the South of England specifically.
“There is huge potential within the domestic market, with less than half of English consumers having visited Scotland. The domestic market is crucial and we must continue to surprise and inspire UK visitors through our marketing, as we work with the tourism industry towards our shared target of increasing annual Scottish tourism revenues from over £4 billion at the moment to in excess of £6 billion by 2015.”
VisitScotland developed the initial concept for the campaign following discussions with Carlton Screen Advertising.
Edinburgh based agency Mediacom has worked on the media buying for the campaign, while VisitScotland's retained agency Union worked on the creative for the print advert and sampling postcards. Glasgow based agency Equator have worked with VisitScotland on the supporting website visitscotland.com/perfectday
VisitScotland is developing further campaigns for the UK market which will tie into the ‘Perfect Day’ theme.