VisitScotland Summer Destinations Campaign

VisitScotland partnered with Carlos Alba Media to develop a comprehensive suite of high-impact marketing materials to help revive the Scottish tourism industry after Covid.

Challenge

In the summer of 2022, as the world sought to emerge from the challenges of the global pandemic, VisitScotland launched its pivotal "Scotland: The Perfect Stage" campaign. The overarching aim was to spearhead the revival of the nation's vital tourism industry by broadcasting a confident and compelling message: Scotland's diverse array of events, attractions, and services were fully reopened and ready to welcome visitors. The campaign strategically targeted both domestic tourists from across the UK and international travellers, while also encouraging home-based Scots to rediscover their own country through a 'staycation', showcasing the unparalleled experiences available right on their doorstep.

Strategic Communications Planning

Audience Segmentation & Targeting

Multi-Platform Social Media Strategy

Content Marketing & Asset Creation

Our Process

Complementing the physical and digital assets, a strategically amplified social media campaign was deployed to maximise reach and engagement. Carlos Alba Media’s expertise ensured the campaign’s core message was disseminated effectively across multiple platforms, driving anticipation and encouraging audience interaction. This multi-channel approach successfully captured the renewed energy and excitement of Scotland’s cultural landscape, positioning the nation not just as a destination, but as the perfect stage for a memorable summer of events and experiences, thereby playing a crucial role in stimulating the sector's recovery.

Partnership & Stakeholder Management

The campaign's success hinged on collaboration. This skill was critical for managing the relationship with the agency (Carlos Alba Media) and, crucially, for engaging with a vast network of internal and external stakeholders: event organizers, local tourism boards, hotels, airlines, and cultural institutions to ensure alignment, gather assets, and amplify the message collectively.

Media Relations & Publicity

A core part of PR is earning credible third-party endorsement. This skill involves crafting compelling press releases and pitches, building relationships with key travel, culture, and sports journalists (domestically and internationally), and securing high-value media coverage that amplifies the campaign's message to a wider, trusting audience.

Brand Journalism & Storytelling

The campaign wasn't just selling a product; it was selling an experience and an emotion. This skill is the ability to find and tell authentic, human-centric stories—about the artisans at a food festival, the athletes in a sporting event, the performers at the Fringe—to create an emotional connection that goes beyond a simple advertisement.

Data Analysis & Performance Measurement

To prove ROI and inform ongoing strategy, professionals needed the ability to track, measure, and interpret campaign data. This includes analyzing website traffic, social media engagement metrics, conversion rates, media monitoring (share of voice), and ultimately, correlating campaign activity with tourism sector recovery data.

Result

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