Scottish Thistle Awards 2001 - Scotland Year-Round
Winner - Scottish Youth Hostels: RentaHostel.com
In September 2000, SYHA launched the new RentaHostel.com website in conjunction with
a planned and targeted marketing campaign. Traditionally, many of the Hostels have been subject to seasonal
opening and the objective of the RentaHostel.com project was to generate additional occupancy and revenue
from exclusive group bookings during the ''closed'' season. The initiative has been an overwhelming
success, with RentalHostel.com business accounting for 86,000 from October 2000 to April 2001.
 Finalist -
British Trust Hotels: Gretna Hall Hotel
Since 1983 the Gretna Hall Hotel, Gretna Green, had traditionally remained closed for
the months of November through to February / March. Detailed research was carried out by British Trust
Hotels to re-assess the hotels target markets and examine the viability of remaining open all year.
Three market segments were identified as the tour market, leisure breaks and wedding market. The judges
were impressed by the creative marketing techniques adopted to target these groups and success which
was demonstrated through a consistent increase in business and profit, the creation of employment and
the reinvestment and renovation of facilities at the hotel.
Finalist - Scottish Borders Tourist Board - Scotland's Leading Short Break Destination:
''Land of Creativity''
''Land of Creativity'' was an initiative created by the Scottish Borders Tourist Board
to provide a year long programme of events, festivals, workshops, tours and trails celebrating the Borders
contribution to Scotland's literary heritage. A year round project, the initiative put emphasis on
the off season through the development of the Cycling, Walking, Music and Scott''s Selkirk Festivals.
The judges commended the focused use of media and excellent project marketing and promotional strategy
of the initiative. ''Land of Creativity'' was a successful campaign which resulted in an additional
17,500 visitors to the area and a benefit to the economy of 0.75million. The individual festivals will
continue, and are expected to generate a further 20,000 visits to the area.
Award
Description
This award recognised those companies or organisations which, through marketing, product development
or an event, have been successful in encouraging an increase in tourist business in traditionally quieter
times of the year.
Judges were looking for clear objectives, detailed research and creative marketing techniques.
A full evaluation of the results of the initiative had to be available at the time of entry.
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