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News

Spirit of Scotland: VisitScotland’s New Marketing Strategy

VisitScotland representatives have been letting industry know about the new the marketing approach for 2016. In brief:

  • Their new theme – The Spirit of Scotland – represents a change in in approach for their marketing campaign. It also represents the new spirit of ‘working together’.
  • VisitScotland see themselves as guardians of the Scottish brand, rather than the owners of it.
  • Customer behaviour has changed and VisitScotland are changing accordingly.
  • VisitScotland are adopting a mixture of traditional marketing methods and working with partners, associations and businesses to generate content, recognising that user generated content is huge. It is a great opportunity to harness all the fantastic content being generated by individual businesses.
  • VisitScotland is asking for content from partners and businesses, recognising that user generated content is huge. It is a great opportunity to harness all the great content being generated by individual businesses.
  • VisitScotland is asking for content from partners and businesses, recognising that user generated content is huge. It is a great opportunity to harness all the great content being generated by individual businesses.
  • VisitScotland is looking at markets where the best conversion rates can be predicted in order to maximise budget: Scotland, England, some areas of North America, France and Germany.
  • VisitScotland will have a date driven approach to Google searches to ensure Google ‘loves them’.
  • Extensive consumer surveys into how to engage with customers has been carried out.
  • Changes to the VisitScotland website to be launched in January 2016 include:
    • It will be fully mobile optimised
    • There will be better navigation
    • There will be new mapping
    • Enhanced listings
    • Itineraries  – suggestions of what to do
    • Trip planning and scrapbook elements
    • Greater prominence of events
    • A community platform – a forum including local ambassadors who can help the visitor experience
  • VisitScotland has partnered with Trust You, which aggregates all review sites drawn from User Generated Content, offering a live score based on verified reviews. The score will be shown alongside TripAdvisor reviews. Allows benchmarking, monitors social media, offers weekly analytics, offers the ability to gather reviews without being a part of other review sites, scores change in real time. Open to QA’d and non QA’d businesses.
  • VisitScotland will be mobilising Visitor Information Centres, in order to increase reach to the places where visitors are.
  • The new strategy launches in the UK in March, aligning with STA Tourism Week.

VisitScotland will be issuing a toolkit to help self-caterers enhance their listings in due course, and we will get this out to Members as soon as we have it.

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