(TAN): A global marketing campaign has been launched by VisitScotland to keep Scotland front of mind for potential visitors as they make their future travel plans.
‘Scotland is Calling’ is aimed specifically at overseas visitors who, research suggests, spend longer planning and researching their trips. It will form a strategically timed global roll-out to key markets – critical to helping to build back Scottish tourism sustainably – to support the long-term recovery of the country’s tourism and events industry from the impacts of Covid-19 and subsequent restrictions.
The ‘Scotland is Calling’ campaign aims to appeal to the hearts and minds of future visitors, inviting them to enjoy Scotland’s world class food and drink, events, film and culture. Targeted consumer content will feature on digital channels, social media and through publishing partnerships. VisitScotland will also engage with travel media through educational activity to help industry develop sustainable and responsible travel itineraries.
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Scottish Tourism Minister Ivan McKee said: “Scotland is one of the world’s leading tourism destinations and we want it to remain one of the top destinations for visitors from across the world.”
Vicki Miller, director of marketing and digital at VisitScotland, said: “International visitors are critical in helping Scotland’s tourism industry to build back sustainably as it recovers from the impacts of the Covid-19 pandemic. We know there is pent-up demand for travel and we want to ensure that we inspire potential visitors with what Scotland has to offer and make it their first-choice destination when they can travel.”
