As a tourist destination, Scotland is celebrated for its historic cities and picturesque countryside.
While continuing to promote those and other well-defined characteristics, VisitScotland sought to expand travelers' expectations beyond whiskey and bagpipes by positioning the country in a different light. That meant focusing PR efforts on new consumer audiences and media outlets, especially in the US and Canada.
Strategy
Working with AOR Laura Davidson Public Relations (LDPR), VisitScotland determined two goals: promoting the country's west coast as an adventure destination for active ...