UK Awareness Guide 2008
The way visitors access and digest information is changing, leading to a move away from traditional brochures. Visitors now mix and match a range of traditional and online information sources to suit their needs. As consumer behaviour changes we are developing a new range of channels to entice people to Scotland and give them valuable information when they are here.
With more visitors now using the web, the number of customers requesting our UK Awareness Guide, which gives a general overview of Scotland has steadily decreased. To make sure we are meeting the needs of our customers, we have decided not to print the UK Main Awareness Guide this year.
The change will allow us to communicate to more consumers with more appropriate information for their needs. Indeed, we will continue to produce a wide range of subject specific guides such as our Mountain Biking Guide and accommodation guides to respond to inquiries.
We will continue to drive consumers online, encouraging them to visit specific websites through our marketing campaigns. Our future marketing plans focus on segmentation-specific activity where we provide our customers with detailed information depending on their interests, needs and attitudes rather than general information. The segmentation research on our UK target markets is available here
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