VisitScotland claims twin marketing campaigns raked in £310m

VisitScotland has touted the success of its two primary marketing campaigns since the start of last year, claiming that between them they drew £310m of additional tourism money.

This estimate represents a 14 per cent increase on the same period in the previous year, driven principally by emerging markets through cross-media marketing.

Separately the tourism quango also said that its Surprise Yourself campaign succeeded in stimulating the domestic market, which accounts for 84 per cent of all visits.

It included a series of TV spots narrated by Neil Oliver that played up to significant events such as the Year of Creative Scotland 2012 and the Year of Natural Scotland 2013.

VisitScotland chairman Mike Cantlay remarked: "The latest results of our domestic and international campaigns show just how much VisitScotland continues to deliver for Scotland.

"As Scotland prepares to welcome the world in 2014, we're working extremely hard to grasp the magnificent opportunities there are for growth.

"We believe that the tourism industry affects all walks of life and we would call on everyone to recognise the potential that next year's unique events can have for the whole of Scotland."

Going forwards tourism is expected to receive a boost courtesy of Homecoming 2014, the Ryder Cup 2014 and the Glasgow 2014 Commonwealth Games.

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