Glasgow city breaks push with Guardian online
Glasgow is promoted as the ideal city for shopping, nightlife and the arts in VisitScotland’s latest push on short breaks for Scotland’s six cities this autumn, developed in partnership with the Guardian newspaper’s online magazine.
A dedicated VisitScotland cities microsite has been developed featuring quirky, magazine-style promotion of the six cities. The site is hosted by the Guardian online, which attracts 3.8 million unique UK users per month.
The campaign has been conceived to inspire consumers about the six cities by emphasising their diversity, and to drive consumers to the VisitScotland city breaks site—http://citybreaks.visitscotland.com—to grow registrations and stimulate bookings.
Users of the Guardian online are enticed to the cities microsite through a series of banners in various locations featuring a competition to win a weekend in a Scottish city.
The site then follows through on the interest in the competition with a fun quiz designed to profile your ideal Scottish city for a short break—typical of the multiple-choice features found in lifestyle magazines. Choosing answers that favour shopping, museums and galleries and stylish eateries will return Glasgow as your perfect city. There is also a series of 24 hour itineraries for each city, outlining some of the must-see attractions and activities.
“This campaign will generate a significant boost to our consumer database during its run,” said Elaine Dickie, VisitScotland Product Manager for Glasgow, “and we’ll be working closely with visitscotland.com to monitor trends in city break bookings during the period.”
The promotion runs for eight weeks in September and October, and can be viewed at: http://travel.guardian.co.uk/visitscotland
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