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W1 ‘Affluent Southern Explorers’ up weight
Introduction
| A cinema campaign ran in February with a new ad entitled “Perfect Day”. This advert was created with the W1 segment of our target market as the primary focus, living out their journey from London via Glasgow to the Outer Hebrides. |
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Website
By developing The Perfect Day proposition online, this is a further way of communicating that there are many fantastic and varied things to do in Scotland by showing that as well as the locations in the ad there are many other places where you can undertake similar activities.
| The main objectives of the campaign are: |
- To increase tourist visits/spend to Scotland to contribute to growth ambition.
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- To emphasise the wealth of things to see and do in Scotland.
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- To encourage consumers to book and use the third party partner offers which we jointly promote
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Target Audience
Primary: W1 type consumers, “Affluent Southern Explorers”. Affluent professionals based primarily in the South of England for whom holidays are an essential part of their lifestyle. See more on target markets.
Activity Details
A multi communication channel campaign will engage with our target consumers at as many touch points as possible throughout their day, which will run until end of November and longer for on-pack and some competitions and offers.
On Pack
A primary focus of the activity will be via national on-pack promotions with selected partners relevant to the W1 segment.
Press Promotion
A press promotion with Sainbury’s Fresh Ideas Magazine will involve free promotional editorial and 165,000 A6 double-sided postcards for inserts in the Autumn edition, which was due to hit the shelves on 29th August. The prize for this activity is a 3-night break at the Bobbin Mill in Perthshire
Media Activity
There will be a media element to the campaign which will involve 3 full page advertorial style ads featuring our key trade partners in the London press with online activity supporting this.
Partners
Three partners are participating in the activity across the accommodation, visitor attraction and outdoor sectors:
PR
- Pitch features, interviews and press trips, where possible featuring Perfect Day partners.
- Meet with marketing partners to identify any mutually beneficial news hooks.
Website
The Perfect Day website is at http://perfectday.visitscotland.com/
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