Scotland. Welcome to our Life 1 by G2 for Visit Scotland

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Scotland. Welcome to our Life 1

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Industry Culture, Leisure & Sport
Media Digital, Interactive & Mobile, Case study
Market Germany
Agency G2
Released September 2010

Awards

Effie Awards 2011
The Winners Leisure & Entertainment Bronze

Credits & Description

Tourism in Scotland is a significant business, contributing some £11 billion to the Scottish economy.

The aim of Visit Scotland’s new campaign was to differentiate the country from the hundreds of other tourist destinations, capitalizing on Scottish authenticity and tradition.

“Welcome to Our Life” presented travelers open to visiting Scotland with specific, motivating, culturally relevant travel ideas, and did this under circumstances where they could easily and quickly respond.

The objectives were to generate an additional £90 million from Spanish, German, French and Dutch visitors: an ambitious task when almost 80% of visitors to Scotland come from the United Kingdom.

With a press and internet campaign which highlighted Scottish tradition and combined with Ryan Air to provide cheap flights, the ‘Welcome to Our Life’ campaign succeeded in generating an additional £97 million from the key markets and also increased the average length of stay for all overseas visitors from 8 nights to 10.

In sum, “Welcome to Our Life” helped VisitScotland do more – a lot more – with less.

Title "Scotland. Welcome to our Life 1"
Agency G2 Frankfurt
City Frankfurt
Advertiser VisitScotland
Brand Name Scotland
Category Leisure & Entertainment
Market France, Germany, Netherlands, Spain
Country of Production Germany
Type Case Study