Presentation to industry November 2020

2. • Scotland digital campaign
• UK campaign
• Expedia
• HEARST Publishing
• VisitScotland Filming

3. • Continue to work with sector groups and
destinations
• Season launch of The Crown and St Andrew's Day
in November
• Planning for a new winter advocacy campaign
• Planning for Spring 2021 domestic campaign

4. Level 1Level 0 Level 2
Visitor attractions open
Leisure (except adult) open
Events permitted
Hospitality and shopping open
No travel restrictions
Indoor events closed
Quarantine in place
(on arrival to Scotland)
Dream Now, Book Now & 2021. Stay Safe, Good to Go, KBYG
Scottish influencers exploring Scotland
Always-on content marketing retargeting recent visitors to the site
Responsive sprint campaigns planning/creating/promoting multi-channel tactical content
Email book & travel now messaging
Selected B2C activity targeting forward lookers
Level 3 Level 4
Leisure reduced
Events closed
Leisure closed
Hospitality for locals only
No alcohol
No non-essential public
transport
All hospitality closed
Shopping closed
Dream Now, Travel Later
Organic social inspirational posts with clearly positioned copy
Inspirational-only email content
YouTube Brand Lift national videos, measuring Awareness & Consideration
Lead-generation ads driving newsletter subscribers
Owned channels
Content development planning ongoing
AllLocalScotsRoS&RoUK
Support Your Local Industry. Stay Safe, Good to Go, KBYG
HameTownTourist and local influencer engagement
Collaborations with local DMOs, LAs and sectorial groups to co-create content but position to pan-market audiences on our channels
Emails targeted to specific postcodes promoting attractions open in local area
B2C only inspirational activity with Publishing Media partners
Dream Now, Travel Now. Stay Safe, Good to Go
B2C and Partner activity - Digital paid/social/OTA/Publishing
media
Active content development, placing of content depending on
opportunities
Proactive comms with intermediary & industry partners
All
Possibly pause/
augment message
further depending on
extent of
restrictions/
performance
monitoring

5. TV ads seen at least
once by 4.5m Scots
6.3m sessions on VS.com - back to ‘normal’
levels. Much higher UK share
Nearly 50% of Expedia bookings to
Scotland within 6 days of travel (UK)
More than 23 k uses of #OnlyinScotland on social
channels since launch
SEE
THINK
PLAN
DO
ADVOCATE
Facebook posts reaching 2x more
non-followers vs last year
97,000 video views; 134,000 social
engagements; 100,276 page views
Expedia campaign uplift in
lesser known areas
High e-mail open rate
Scots with 34%
Trip Advisor reach = 2m
753k business referrals from UK
up 7% in October YoY
Over 53k nights booked as a
result of Expedia campaign
Slightly lower percentage of social posts identified as
containing a negative sentiment YOY

7. Results at a glance
Nights booked
Argyll & the Isles
More than 53K
4.2% (as of 5 Oct)

8. Results at a glance
Reach 2m

9. Results at a glance
People reached
Average article dwell time
2.9m
3:50
• Editorial
• Advertorial
• Social media
• Display ads

10. Results at a glance
Listeners
Grant Stott
10,300
One

11. Results at a glance
Video views
Pencils broken
82,000
Countless

12. Results at a glance
Video views
Bahookies revealed
~ 3.1m
One