Our aim is to create and maintain a strong tourism brand for Scotland in our international markets, which clearly expresses our brand essence - Dramatic, Enduring and Human. For more information on our brand, click on the link.

In our communications, we focus on promoting the inspiring, authentic and unique Scottish experiences – in this competitive global industry, we need to clearly differentiate Scotland from other countries. We also strive to provide lots of practical information on how to get the most out of a visit to Scotland – be it travel guidance or insider tips on what to see and do. We also aim to communicate the opportunities for “social engagement”, as our research has shown that meeting and getting to know the locals is one of the most enjoyable parts of a visit to Scotland.

We ensure impact and increased brand awareness by the consistent use of key themes, tone of voice and visual cues, through a range of communications including advertising, advertorial promotions, websites, direct marketing, PR and exhibitions. We exploit the latest CRM technology to effectively manage a strong database with which we communicate timely, targeted messages which meet people’s information needs.  

We also work with partners from the travel trade to increase the availability of bookable product, as we know that holiday planners want a convenient and easy transition from planning to booking. For example, we partner with key airlines, such as Ryanair, EasyJet, Continental and Delta, to increase the conversion potential of our marketing, and where possible, extend our activities through collaborative marketing investment. As people live busy lives and want to make the very most out of their holiday time, destinations which are accessible through convenient and time-saving direct flights or other travel connections are especially attractive.  

Please click here to read about our online marketing strategy

Please click here to read about our Travel Trade and Distribution Strategy

Please click here to read about our Partnerships

To find out more about our International Marketing campaigns and how you can become involved, please go to our Marketing Campaigns section.