VisitScotland claims that its most recent domestic advertising campaign ‘Surprise Yourself’ has produced its best results, raising £89.9m for the Scottish economy since it began in March.
The announcement was made by the organisation’s chairman Mike Cantlay and Scottish Government cabinet secretary for finance John Swinney, who added that a survey revealed that 70% of respondents had found the £3.5m advert, created by The Leith Agency, to be more emotionally engaging that previous campaigns.
VisitScotland Chairman Mike Cantlay said: “We are delighted with the results so far for Surprise Yourself. This is clear evidence that the staycation trend is far from over and we hope that the campaign will continue to inspire potential visitors and locals alike to explore the fantastic things to see and do in Scotland.”
Cabinet Secretary for Finance, Employment and Sustainable Growth John Swinney said: “The Scottish Government and VisitScotland are working hard to position Scotland as a first class destination for business and leisure tourism. The ‘Surprise Yourself’ campaign has generated an additional £89.9 million to Scotland’s economy since its launch in March – making it VisitScotland’s most successful domestic campaign to date.
“This positive news follows on from the latest ONS figures which show Scotland has seen a six per cent increase in domestic visitors in the first six months of 2011, compared to the same period in 2010, and a 13 per cent increase in expenditure. This growth is testament to the success of VisitScotland’s push on the ‘staycation’ market.
“More than 80 per cent of Scotland’s visitors come from the UK and the further strengthening of this market is very encouraging as we move into the ‘winning years’, which aims to capitalise on the huge economic opportunities that lie ahead, including the London Olympic and Paralympic Games, Homecoming 2014, Commonwealth Games and Ryder Cup.”