The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

November 5, 2010 | 2 min read

Tourism body VisitScotland has revealed that its ‘Perfect Day’ spring/summer marketing campaign delivered a return of £70m for the Scottish economy this year.

The organisation has said that the campaign represents ‘a record achievement’ and is it’s most successful seasonal campaign ever as it looks to break the £100m target set for its as part of its ‘guerilla marketing drive’ announced earlier this year.

Mike Cantlay, chairman for VisitScotland echoed Malcolm Roughead’s statement when he was appointed chief executive of the organisation, saying that tourism could lead Scotland out of the recession.

“I believe it is the most powerful asset this country has,” said Cantlay.

“With every challenge comes opportunity and the success of this campaign is testament to that. Our Perfect Day activity this year, alongside drives like ‘My Scotland’, our ‘European Touring Campaign’ and more recently the ‘Autumn Moments’ campaign has demonstrated that we can be fleet of foot and deliver results which bring both immediate and long term benefits to businesses.

“Working in partnership with tourism businesses and partners across Scotland our marketing activity is showing tangible benefits, with a third of respondents being influenced by the Perfect Day communications and a massive 61% agreeing that the campaign would influence them to take a trip later in the year. This sort of activity isn’t just marketing jargon, it’s real and it’s protecting livelihoods and increasing jobs.

“There is huge potential for tourism growth, but to achieve that we all need to pull together. Earlier this year we pledged to work closely with tourism businesses and partners to bring in £100 million for Scotland - today’s figure shows we are well on the way not only to meeting that target, but to smashing it. ”

VisitScotland is now waiting to find the results of its European Touring Campaign and the Autumn Moments activity, which will be combined with the Perfect Day figure.

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