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:

Key Messages:

Campaign Channels:

Timeline:

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

KPIs:

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.