Marketing Campaign Brief: Tourism Scotland - Highlands Promotion 

Project Name: Discover the Scottish Highlands 2024

Objective:
The objective of the “Discover the Scottish Highlands” campaign is to position the Highlands as a must-visit destination for both international and domestic travellers. The campaign aims to highlight the natural beauty, cultural heritage, outdoor activities, and unique experiences available in the Highlands, driving an increase in tourism and promoting longer stays. The ultimate goal is to enhance the region's visibility and attract a diverse range of visitors, including adventure seekers, history enthusiasts, and nature lovers.

Target Audience:

1. Adventure Travelers:

   • Demographics:

     • Age: 25-45

     • Income: Middle to high-income individuals

     • Location: Primarily targeting North America, Europe, and Australia

   • Psychographics:

     • Passionate about outdoor activities like hiking, mountain biking, and water sports.

     • Looking for rugged, unspoiled landscapes and off-the-beaten-path adventures.

2. Cultural Enthusiasts:

   • Demographics:

     • Age: 35-65

     • Income: Middle-income individuals

     • Location: Global, with a focus on the UK, Europe, and North America

   • Psychographics:

     • Interested in history, local traditions, and cultural experiences.

     • Eager to explore historical sites, castles, and museums, and engage with local communities.

3. Nature Lovers and Wellness Seekers:

   • Demographics:

     • Age: 30-55

     • Income: Middle to high-income individuals

     • Location: Global, with emphasis on urban areas seeking nature escapes

   • Psychographics:

     • Drawn to serene landscapes, wildlife, and opportunities for relaxation and rejuvenation.

     • Interested in eco-tourism, sustainable travel, and wellness retreats.

Key Messages:

1. Majestic Landscapes:

   • The Highlands offer breathtaking scenery, from towering mountains and serene lochs to ancient forests and dramatic coastlines. Experience the untamed beauty of Scotland like never before.

2. Rich Cultural Heritage:

   • Discover the rich history and culture of the Highlands, from ancient castles and battlefields to traditional music, dance, and folklore. Immerse yourself in a land where history comes alive.

3. Outdoor Adventures:

   • Whether you’re hiking the iconic Ben Nevis, kayaking on Loch Ness, or cycling through rugged trails, the Highlands provide endless opportunities for adventure and exploration.

4. Wildlife and Nature:

   • Explore some of Europe’s last great wildernesses, home to a diverse range of wildlife including red deer, golden eagles, and otters. Perfect for nature enthusiasts and photographers.

5. Tranquility and Wellness:

   • Escape the hustle and bustle of everyday life. The Highlands offer a peaceful retreat with wellness experiences, including spa treatments, yoga retreats, and scenic walks.

Campaign Channels:

• Digital Advertising:

  • Targeted ads on social media platforms like Facebook, Instagram, and YouTube showcasing the stunning visuals of the Highlands.

  • Google Ads targeting keywords related to travel, outdoor activities, and cultural tourism.

• Content Marketing:

  • Blogs, vlogs, and articles on travel websites, sharing itineraries, travel tips, and stories from the Highlands.

  • Collaborations with travel bloggers and influencers to create authentic content highlighting personal experiences in the Highlands.

• Social Media:

  • Engaging content across Instagram, Pinterest, and TikTok featuring user-generated content, breathtaking photography, and short video clips of must-see spots.

  • Interactive campaigns such as photo contests, polls, and quizzes to engage potential visitors.

• PR and Media Relations:

  • Press releases, media kits, and partnerships with travel journalists to secure coverage in travel magazines, newspapers, and online publications.

  • Hosting press trips for journalists and influencers to experience the Highlands firsthand.

• Experiential Marketing:

  • Pop-up events and exhibitions in key cities showcasing Highland culture, cuisine, and virtual reality experiences.

  • Collaborations with airlines and travel agencies to create special travel packages and promotions.

Timeline:

• Pre-Launch:

  • January - February 2022: Build anticipation with teaser content, behind-the-scenes features, and pre-launch promotions.

• Launch:

  • March - April 2022: Full campaign rollout with digital ads, social media blitz, and media partnerships.

• Peak Season Push:

  • May - August 2022: Intensify efforts during peak travel season with special offers, influencer collaborations, and user-generated content.

• Post-Season:

  • September - December 2022: Focus on off-season travel, promoting autumn and winter activities, wellness retreats, and holiday getaways.

Budget:
To be determined based on the scope of digital advertising, content creation, media partnerships, and experiential marketing activities.

KPIs:

• Increase in website traffic and online inquiries related to the Scottish Highlands.

• Growth in social media followers and engagement rates.

• Boost in bookings for accommodations, tours, and activities in the Highlands.

• Positive media coverage and reviews from influencers and journalists.

• Increase in off-season travel bookings.

Unique Selling Proposition (USP):
The Scottish Highlands offer an unparalleled blend of natural beauty, rich cultural heritage, and outdoor adventure, making it a unique and captivating destination for travelers seeking both excitement and tranquility.