‘Capture their Autumn Moments’ – VisitScotland’s Autumn publicity campaign

Finn & Alyssa

This article is reprinted from VisitScotland’s latest brief on Fife.  Contact Laura McGlashan to subscribe for regular newsletters with all the VisitScotland updates.

Finn Campbell Reekie and Alyssa Gaffney (left) are helping encourage more Scots to holiday at home during their favourite time of year, by being part of a national tourism publicity campaign.

The four year olds who are from Limekilns and Dunfermline respectively, and attend Pitreavie Kindergarten, helped launch VisitScotland’s latest seasonal campaign, ‘Capture An Autumn Moment’. The campaign aims to attract visitors to the region during autumn and help boost the growing trend of staycations.

Autumn has always been an important time of year for VisitScotland to promote and help extend the season for businesses. The focus will be around encouraging visitors to ‘Capture their Autumn Moments in Scotland’ and experience the wealth of activities that they can see and do here during a stay.

Like VisitScotland’s seasonal campaigns Winter White and Perfect Day, the campaign seeks to drive tourism across Scotland, with businesses, including restaurants and accommodation providers, encouraging customers to pay them a visit by offering special deals.

For the first time, the campaign includes a section dedicated to eco-friendly ways to experience Scotland.

Awareness will be driven throughout the UK through a multi-platform campaign, across TV, cinema, the internet and more.

Fife is promoted heavily across the Autumn Moments website, visitscautumnotland.com/autumn, which explores in detail the campaign themes and the best ways to see Scotland in autumn. (pictured right)

The campaign is based around the Autumn Senses cinema and TV advert and will focus around key autumnal things to see and do and individual pieces of activity will be targeted to each of the four warm segments (information on market segmentation). VisitScotland’s autumn ‘senses’ advert will be run on TV and in Cinema during September and into October and is expected to been seen by 27.4 million ABC1 adults across the British Isles.

All activity will have tailored objectives which will deliver visitors to the seasonal website for more information. http://www.visitscotland.com/autumn

Fife Council has chosen to upweight this campaign. Direct Mail has been created as part of this campaign to communicate key Fife seasonal messages featuring the best of what Fife has to offer in the Autumn to 40,000 consumers.direct mail

The direct mail piece (Right) includes a double-sided insert featuring striking imagery & promoting the key themes.

– Things to see & do in Fife in autumn

– Fife’s historic roots

– The celebrations at the St Andrews Festival 2009

– Wonderful walking in Fife, including wildlife sights

– Fife’s fantastic golf offering – and the luxury spa offering for the non-golfing visitor

– Planning ahead for the Open Championship in 2010

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