Pan European City Breaks Campaign 2008
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Objectives To generate awareness and understanding of Edinburgh and Glasgow as city break destinations and to encourage increased sales of that product via travel trade and direct sell/web, as appropriate to the market. Aims Increase the number of visits to the identified European City gateway websites and to generate increased amount of database acquisitions. Activity Done through print, web, direct mail, press relations and TIC promotions. Timing This phase of the cities campaign runs from 15 September 2008 until early December in Germany and France. Italy, Sweden, Netherlands and Spain will benefit from PR, websites and e-communications. Overall theme: “Find your festival favourite” The various events making up the Winter Festival in Edinburgh and Glasgow are highlighted on on-line advertising, which leads consumers to new competition pages on the cities sites for France and Germany. Germany will also benefit from direct mail and inserts in glossy magazines. The visual style is based on postcards – one for each of eight competition prizes. Each prize is made up of a festival and a city plus activity to complement it. The prizes are: 1. Edinburgh Fiddle Festival + Rosslyn Chapel 2. Edinburgh Light Night + golf in East Lothian. 3. Edinburgh Yulefest + hiking in the Pentlands 4. Edinburgh Hogmanay + Loch Ness 5. Glasgow Hogmanay + Stirling Castle 6. Glasgow on Ice + Loch Lomond 7. Glasgow Celtic Connections + Glengoyne Distillery 8. Glasgow Burns Supper + Burns cottage. Prizes 7 and 8 also give us the opportunity to message the beginning of Homecoming Scotland 2009. The consumer will go into a mocked up souvenir shop in Glasgow or Edinburgh and browse the selection of postcards on a rack in order to select their favourite festival.
This forces the consumer to read about all of the different events and city plus activities before making his or her selection. It emphasises that there is a lot going on in the shoulder / off season and also gives a reason to visit now, rather than “some day”. The same competition will run in Italy, Spain, Netherlands and Sweden. E-communications E-communications have proved to be the most efficient method of reaching our educated, web-savvy target consumers. The backbone of the campaign therefore is regular e-communications to the VisitScotland database of Scotland fans (approximately 400,000 across Europe). The communication is in the form of monthly themed e-blasts, intended to drive traffic to the Cities gateway sites where rich information is provided. Web sites Further investment is going into the Cities web sites to improve functionality and to update content. The relevant web addresses are:
Above the line activity In Germany and France (the two countries with the highest city break potential), the e-communications and PR is boosted by a substantial above the line campaign funded by VisitScotland and its partners. France: Campaign funded by VisitScotland, Glasgow City Marketing Bureau and Edinburgh City Council. The Germany campaign is funded by the same partners with the addition of easyJet. Partners The following partners are investing in the campaign at a lower level, or in kind: Carriers / transport EasyJet, Air France, Jet2.com, Ryanair, Germanwings, Lufthansa, Flyglobespan, P&O, DFDS, KLM, SAS, Avis, First Scotrail Hotels Holiday Inn Express Edinburgh and Glasgow, Channings, Edinburgh Residence,Fairnington Premier properties Bonham, Best Western Bruntsfield, Burns Guest House, Balmore, The Howard Attractions Royal Yacht Britannia, Surgeons’ Hall Museum, Auld Reekie Tours, Trike Tours, Rosslyn Chapel, Stirling Castle Tour Operators TCH Voyages, BMS Voyages, British Travel Co,. Troll Tours, Villas y Vacaciones, Tourist Forum, Buro Britain, House of Britain, Rabbie’s Trail Burners Business Opportunities
Industry contact for further information is your local Business Relationship Manager. |
