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Scottish Thistle Awards 2001 - Area Tourism Initiative
Winner - 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.
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Integrating the Cycling, Walking, Music and Scott''s Selkirk Festivals, a common promotional banner was devised, but each event marketed with the appropriate tools. The initiative conveyed focused objectives and carried out significant research before and after the events. |
 ''Land
of Creativity'' was a successful campaign for the Scottish Borders, resulting in an additional 17,500
visitors to the area and a benefit to the economy of 0.75million to date. The individual festivals will
continue, and are expected to generate a further 20,000 visits to the area.
Finalist - Angus and Dundee Tourist Board
When Angus and Dundee Tourist Board
was established in 1996, it was faced with the challenge of bringing together Scotland's fourth largest
city and rural area, and creating a uniform marketing brand for such a diverse part of Scotland. Substantial
research was drawn upon and the ''Discover the Secret'' Destination Marketing campaign was launched
to turn around the previously negative perception of Dundee and the extremely low awareness of Angus.
The campaign had good objectives and utilised a wide range of marketing tools and distribution channels,
with continuous use of branding. The success of the project is reflected in the high instance of over
70% repeat visitors to the area, an overall increase in tourism value to the area and the creation of
local jobs.
The Wigtown Book Town Company
Since formally
launching as ''Scotland's National Book Town'' in 1998, Wigtown has become a unique and fascinating
place to visit, with over twenty book-related businesses and more scheduled to open throughout 2001.
The objectives of the Wigtown Book Town Company are to bring new life and prosperity to the town in
a sustainable and socially responsible manner, and this has been achieved via a good range of marketing
initiatives, locally and internationally. Scotland's Book Town has attracted up to 40,000 visitors over
the past twelve months, four times the number of annual visitors prior to the establishment of ''Book
Town''. The company''s initiatives have also significantly increased extended stays in the Dumfries
and Galloway area, and strengthened the local identity, allowing the organisation to build on this success.
Award Description
This Award was open to projects
designed to increase the visitor's understanding, knowledge and enjoyment of an area, be it through
a product, service or the area itself.
Entries were judged on their
ability to encourage the visitor to spend more, stay longer and return. The initiative should clearly
reflect and reinforce the ATB''s development strategy.
Judges were
looking for a clear evaluation of the project and tangible results should be available at the time of
entry. The winner received a specially labeled bottle of Glenturret Single Highland Malt Scotch Whisky
to commemorate their achievement.
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