Perfect Café Days at BTTF
VisitScotland showcased the very best that Scottish tourism has to offer to buyers from the UK market at the British Travel Trade Fair in Birmingham recently, as well as continuing the Perfect Day campaign and further promotion of the Café Days campaign.
BTTF
VisitScotland and 29 stand partners showcased the very best that Scottish tourism has to offer to buyers from the UK market at the British Travel Trade Fair in Birmingham last week.
Record numbers of visitors attended this year’s event, which, it was announced at the show, was the last in its current form. Next year’s event will be called ‘Best of Britain’ and will take place in London, from 26 to 29 March.
Perfect Days
VisitScotland announced the second phase of its successful Perfect Days campaign at the show. Building on the first phase of the Perfect Days campaign, which launched earlier in the year with a cinema advert directed by ‘Girl with a Pearl Earring’ director Peter Webber, whose family come from the Outer Hebrides, promotional work for the second phase will commence on Easter Monday, 24 March 2008.
While the first phase targeted potential visitors from London, the South and the Midlands, the spring phase of Perfect Days will use the cinema advert as part of a themed media campaign aimed at potential visitors - in particular families and young professionals and older more affluent consumers - from the north of England.
Focusing on the wealth of things to see and do during a spring break in Scotland, Perfect Days will encourage people to use VisitScotland’s specially designed website, www.visitscotland.com/perfectdays to create their own perfect day. VisitScotland will be working with several key partners, including CalMac, Arnold Clark, Hilton and the Scottish Youth Hostel Association on a fully integrated joint media campaign in support of Perfect Days.
Café Days
VisitScotland also promoted its new Café Days campaign at BTTF. Featuring almost 200 cafes, Café Days highlights Scotland’s favourite visitor-nominated cafes – as well as the range of things to see and do within an easy distance of these establishments. Each café has been hand-picked by visitors who sent in their nominations last year, detailing the café and the activities they did the day they found it. The first part of this campaign generated an overwhelming response with nearly 4,000 consumers taking the time to write about their favourite establishments and the activities they enjoyed nearby.
The new Scottish Café Days website www.visitscotland.com/cafedays shows visitors where they can get a great cuppa and cake while on holiday as well as promoting the attractions and activities they can experience in the surrounding area, helping them to plan a great day out.
VisitScotland Director of Business Engagement, Eddie Byers, commented: "It is VisitScotland’s ambition to work with the industry to grow tourism revenue by 50% by 2015 and attending events such as BTTF – which is expected to have attracted around 3,500 participants this year – is a great example of how we can work in partnership towards achieving this goal.
"Campaigns such as Perfect Days and Café Days also contribute towards achieving this by, for example in the case of Café Days, using some of our best cafes as a hook to encourage visitors to try out other activities in the area which will benefit both the individual businesses, local and national economies and most importantly allow the visitors to fully experience what Scotland has to offer."
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