Approach:

Recent research into tourist weddings, valuing the market at £65 million (excluding guest spend), has led to a two-pronged strategy:

1. To target brides as soon as possible after the proposal (possibly even before so that they have Scotland at the front of their mind) to increase the number of weddings taking place in Scotland
2. To target wedding guests in order to encourage increased length of stay when they come to a Scottish wedding.

The research highlighted that there is a lack of conversion from interest in getting married (8%) in Scotland into booking weddings here (1%). It is believed that a successful conversion can bring one couple on 2-3 trips to Scotland (both planning and the actual wedding) as well as trips for as many as 50 guests. In turn, these trips could encourage repeat visits – anniversaries, special moments etc, showcasing Scotland as a great holiday destination to guests.

The new target segment for seasonal campaigns of Younger Domestic Explorers will target both couples and families and so there is no longer a requirement for a dedicated Romantic Scotland website. By promoting Scotland as a wedding destination, VisitScotland is automatically painting Scotland in a romantic light.

Activity:

All wedding activity will highlight the fact that a registrar can marry a couple anywhere in Scotland, compared to other parts in the UK where it is only permitted in certain venues.

The first phase of the new Scottish Wedding website, www.visitscotland.com/scottishwedding was launched on 13 February 2007. Amongst the new developments is the inclusion of a feature by Sarah Haywood, celebrity wedding planner and author of The Wedding Bible. The website aims to build awareness of Scotland as a wedding destination for tourist brides & grooms and also gives Scottish wedding businesses the chance to join up with VisitScotland through online opportunities. The website provides a portal for fulfilment for all marketing activity.

The research undertaken also highlighted that the first places that brides-to-be look are online and in magazines.  With this in mind, we are currently planning off, and online, activity over Summer 2007.

Industry Opportunities:

If you are a wedding venue, we will shortly be offering the opportunity to appear in our listings on the website. Please contact your Business Relationship Manager to let them know of your interest.

If you supply another wedding service, please be aware that listings for these are provided by the Scottish Wedding Directory. You can contact them directly (tel: 0141 445 5545) to be listed on their site (and therefore on VisitScotland's) or you can talk to the VisitScotland team, details of which are below.

If you are interested in banner advertising on the site, please also let your Business Relationship Manager know of your interest.