Scotland’s iconic events and festivals are being used as a draw for affluent visitors from London and the south of England. VisitScotland has created a new website - www.visitscotland.com/liveit - as part of a range of marketing activity targeting these hard to reach consumers.

Recent consumer research identified that 40 per cent of all visitors to the UK take part in an event or festival during a short break to the UK.

Promotion of the new website through electronic direct mail and a partnership with Guardian Unlimited will reach over 3 million consumers.

As well as focussing on events and festivals the new website has sections on traditional and contemporary music; film, TV and theatre; food and drink; museums and galleries; heritage; and shopping are also designed to drive more visitors to Scotland.