In January, VisitScotland launches its $0.5m US spring touring campaign. Car touring represents the largest leisure tourism market to Scotland from the US and the spring touring campaign is the largest campaign VisitScotland runs in the US. The 100% online campaign uses interactive and expandable banners with video footage incorporating both rural and city product.

Campaign activity is 100% online focused which fits well with the growing trend towards planning and booking holidays online. 92% of Scotland’s best prospects are online with the affluent baby boomer segment being a core target.

The campaign has a heavyweight reach of 64m media impressions with media partners including AOL and the online portals of major US newspapers including New York Times, San Francisco Gate and LA Times.

Partners in the campaign include tour operators CIE, BMIT, GCS and airlines, Continental and Delta Airlines.

All of the activity will respond to the US website, www.cometoscotland.com.

If you’d like to get involved in the campaign, please contact your local Business Relationship Manager who can advise you on e-newsletter and website inclusion options.