Date a Hot Scot Campaign
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Campaign Objectives:
Campaign Background: This is the second year of the Date a Hot Scot campaign. It is a PR driven campaign and aims to increase visits to Scotland from the USA, UK and key European markets. (See markets involved under target audience). The campaign targets the 20-40 female age group with a” quirky” date a hot Scot message, using the Scottish men in a kilt and the Scottish sense of humour to get them thinking about Scotland and a possible Scottish holiday. Throughout the campaign, the focus is on promoting the Scottish people and capturing the true spirit of Scotland through its welcoming people who are passionate about, and proud of, their country. By using these angles, we aim to appeal to a broader audience and be able to deliver key messages. We will deliver strong messages about key brands: Touring, Active, Cities, Culture and Romantic Scotland. The mechanic of delivering personal experience and insider tips gives us the opportunity to deliver on social engagement, that research shows is so important to our visitors. The focal point of the campaign is the website, www.dateahotscot.com, where women can vote for one of 20 eligible Scottish men and win a dream trip to Scotland to meet them. They are also invited to sign up to receive information from VisitScotland in the future. The 2007 campaign is building on the success of the 2006 campaign where more than 90,000 visits were made to the website in just four weeks, with 20,000 registered voters and media coverage reaching over 50 million people. The 2007 campaign aims to increase the reach of the campaign by rolling out to new markets, including the UK domestic market and by developing key media partners in all of the markets. Activity Details: The campaign will run from February till May 2007 (voting ends 12 April), covering print, web, direct mail, press relations and Tourist Information Centre promotions. It is a PR driven campaign and teams are working with media partners in UK and overseas. The campaign mechanism is the website www.dateahotscot.com. There are links from this campaign website to visitscotland.com gateway sites. Women from around the world are invited to vote for their favourite Hot Scot on the website. All those who enter are eligible to win a trip to Scotland for them and a girlfriend. There will be PR activities throughout the campaign with key media pushes taking place at the launch (to recruit the hot Scots) – firstly in October then in February and March (voting period) with a final push in USA during Tartan Week and then the final set of media activity will take place during May when the prize winners travel. Target Audience: Females aged between 21 and 40 from the UK, N Ireland, Republic of Ireland, USA, Canada, Australia, Italy, France, Sweden, Spain, Netherlands, Germany, New Zealand and South Africa. Campaign Partners: Airline partners sponsoring prize winners:
Other partners:
For the prize winners‘ trip in May, there will also be in-kind support from businesses. Participants are staying at Malmaison for three days with a gala party at Edinburgh Castle (see website for all prize participants supporting the promotion). To register interest in this campaign, or to search our database for other marketing opportunities, go to www.visitscotlandboi.co.uk or contact your local Business Relationship Manager |
