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<br /> SHARING the<br /> Spiritof<br /> Scotland<br /> A handbook for the promotion of Scotland -<br /> a plan for working together<br /> 1<br /> CONTENTS<br /> 2<br /> INTRODUCTION 4<br /> scotland's marketing strategy 6<br /> New global BRand 20<br /> refreshed website 40<br /> collaborative growth fund 50<br /> more tips and tools 54<br /> click section TITLE to jump to page<br /> 3<br /> “ It’s an incredibly exciting time to be working in<br /> tourism in Scotland. It’s not without its challenges but we are<br /> fortunate enough to work with a genuinely world class product that is<br /> making an ever-increasing and valuable contribution to the whole Scottish<br /> Economy.<br /> Spending by visitors generates £12 billion for the Scottish<br /> economy every year - equivalent t<a title="Industry e-book page 1" href="http://viewer.zmags.com/publication/9920e62b?page=1"> SHARING the Spiritof Scotland A handbook for the</a> <a title="Industry e-book page 2" href="http://viewer.zmags.com/publication/9920e62b?page=2"> CONTENTS 2</a> <a title="Industry e-book page 3" href="http://viewer.zmags.com/publication/9920e62b?page=3"> INTRODUCTION </a> <a title="Industry e-book page 4" href="http://viewer.zmags.com/publication/9920e62b?page=4"> “ It’s an incredibly exciting time to be working </a> <a title="Industry e-book page 5" href="http://viewer.zmags.com/publication/9920e62b?page=5"> that they are the best they can be. Inspiring vis</a> <a title="Industry e-book page 6" href="http://viewer.zmags.com/publication/9920e62b?page=6"> 1 6</a> <a title="Industry e-book page 7" href="http://viewer.zmags.com/publication/9920e62b?page=7"> Scotland's Marketing Strategy 7</a> <a title="Industry e-book page 8" href="http://viewer.zmags.com/publication/9920e62b?page=8"> Why change anything? Scotland's marketing strateg</a> <a title="Industry e-book page 9" href="http://viewer.zmags.com/publication/9920e62b?page=9"> Google accounts for 60% of web traffic to visitsc</a> <a title="Industry e-book page 10" href="http://viewer.zmags.com/publication/9920e62b?page=10"> We have called this our “discovery strategy” and </a> <a title="Industry e-book page 11" href="http://viewer.zmags.com/publication/9920e62b?page=11"> TripAdvisor-Scotland More and more holiday jo</a> <a title="Industry e-book page 12" href="http://viewer.zmags.com/publication/9920e62b?page=12"> Facebook | Instagram | Twitter| VisitScotland </a> <a title="Industry e-book page 13" href="http://viewer.zmags.com/publication/9920e62b?page=13"> SHOWCASING SCOTLAND WITH GREAT CONTENT Using th</a> <a title="Industry e-book page 14" href="http://viewer.zmags.com/publication/9920e62b?page=14"> content calendar SPRING MARCH • Activity Br</a> <a title="Industry e-book page 15" href="http://viewer.zmags.com/publication/9920e62b?page=15"> june • Activity Breaks inc. Golf • Cyc</a> <a title="Industry e-book page 16" href="http://viewer.zmags.com/publication/9920e62b?page=16"> content calendar AUTUMN september • New Yea</a> <a title="Industry e-book page 17" href="http://viewer.zmags.com/publication/9920e62b?page=17"> DECEMBER • Romantic Breaks • Spa Breaks • L</a> <a title="Industry e-book page 18" href="http://viewer.zmags.com/publication/9920e62b?page=18"> How can you capitalise on the discovery strategy?</a> <a title="Industry e-book page 19" href="http://viewer.zmags.com/publication/9920e62b?page=19"> ✓ Tell us all about your latest information, prod</a> <a title="Industry e-book page 20" href="http://viewer.zmags.com/publication/9920e62b?page=20"> 2 20</a> <a title="Industry e-book page 21" href="http://viewer.zmags.com/publication/9920e62b?page=21"> new global brand 21</a> <a title="Industry e-book page 22" href="http://viewer.zmags.com/publication/9920e62b?page=22"> 22</a> <a title="Industry e-book page 23" href="http://viewer.zmags.com/publication/9920e62b?page=23"> After extensive customer research in our key mark</a> <a title="Industry e-book page 24" href="http://viewer.zmags.com/publication/9920e62b?page=24"> “ENCHANTED & EUPHORIC" 24</a> <a title="Industry e-book page 25" href="http://viewer.zmags.com/publication/9920e62b?page=25"> “AWED BY THE MAJESTY OF THE LANDSCAPE” </a> <a title="Industry e-book page 26" href="http://viewer.zmags.com/publication/9920e62b?page=26"> "SCOTLAND IS AN INDIVIDUAL PLACE, NOT ONE OF MASS</a> <a title="Industry e-book page 27" href="http://viewer.zmags.com/publication/9920e62b?page=27"> “IT IS VAST, OPEN AND INTANGIBLE. YOU CAN’T HEM I</a> <a title="Industry e-book page 28" href="http://viewer.zmags.com/publication/9920e62b?page=28"> There is an intangible aspect of the Scottish exp</a> <a title="Industry e-book page 29" href="http://viewer.zmags.com/publication/9920e62b?page=29"> the Spirit of Scotland Scotland is blessed with </a> <a title="Industry e-book page 30" href="http://viewer.zmags.com/publication/9920e62b?page=30"> ‘The Spirit of Scotland’ is at the heart of our n</a> <a title="Industry e-book page 31" href="http://viewer.zmags.com/publication/9920e62b?page=31"> Campaign Examples Watch Scotland's new TV ad a</a> <a title="Industry e-book page 32" href="http://viewer.zmags.com/publication/9920e62b?page=32"> #Scot 32</a> <a title="Industry e-book page 33" href="http://viewer.zmags.com/publication/9920e62b?page=33"> Spirit 33</a> <a title="Industry e-book page 34" href="http://viewer.zmags.com/publication/9920e62b?page=34"> #ScotSpirit - Harnessing the power of the nation </a> <a title="Industry e-book page 35" href="http://viewer.zmags.com/publication/9920e62b?page=35"> guts Spark warmth determination humour FUN so</a> <a title="Industry e-book page 36" href="http://viewer.zmags.com/publication/9920e62b?page=36"> 36</a> <a title="Industry e-book page 37" href="http://viewer.zmags.com/publication/9920e62b?page=37"> Ways to get involved @VisitScotland @VisitScot</a> <a title="Industry e-book page 38" href="http://viewer.zmags.com/publication/9920e62b?page=38"> ✓ If one of the 7 spirits resonates with your bus</a> <a title="Industry e-book page 39" href="http://viewer.zmags.com/publication/9920e62b?page=39"> Youtube playlist Contact Us: Social Channels</a> <a title="Industry e-book page 40" href="http://viewer.zmags.com/publication/9920e62b?page=40"> 3 40</a> <a title="Industry e-book page 41" href="http://viewer.zmags.com/publication/9920e62b?page=41"> refreshed website 41</a> <a title="Industry e-book page 42" href="http://viewer.zmags.com/publication/9920e62b?page=42"> visitscotland.com has relaunched with a total mak</a> <a title="Industry e-book page 43" href="http://viewer.zmags.com/publication/9920e62b?page=43">• A larger main image which displays better on mo</a> <a title="Industry e-book page 44" href="http://viewer.zmags.com/publication/9920e62b?page=44"> WAYS TO MAKE THE MOST OF THE NEW VISITSCOTLAND.CO</a> <a title="Industry e-book page 45" href="http://viewer.zmags.com/publication/9920e62b?page=45"> “My time is very tight. The digital review didn’t</a> <a title="Industry e-book page 46" href="http://viewer.zmags.com/publication/9920e62b?page=46"> NEW TOOLS FOR HOLIDAY PLANNING We’ve added usefu</a> <a title="Industry e-book page 47" href="http://viewer.zmags.com/publication/9920e62b?page=47"> 47</a> <a title="Industry e-book page 48" href="http://viewer.zmags.com/publication/9920e62b?page=48"> join the scotland community Our ne</a> <a title="Industry e-book page 49" href="http://viewer.zmags.com/publication/9920e62b?page=49"> Working with you You too can play a key role as c</a> <a title="Industry e-book page 50" href="http://viewer.zmags.com/publication/9920e62b?page=50"> 4 50</a> <a title="Industry e-book page 51" href="http://viewer.zmags.com/publication/9920e62b?page=51"> collaborative growth fund 51</a> <a title="Industry e-book page 52" href="http://viewer.zmags.com/publication/9920e62b?page=52"> VisitScotland’s Growth Fund supports groups with </a> <a title="Industry e-book page 53" href="http://viewer.zmags.com/publication/9920e62b?page=53"> Working with you Pooling resources, working toget</a> <a title="Industry e-book page 54" href="http://viewer.zmags.com/publication/9920e62b?page=54"> 5 54</a> <a title="Industry e-book page 55" href="http://viewer.zmags.com/publication/9920e62b?page=55"> more tips and tools 55</a> <a title="Industry e-book page 56" href="http://viewer.zmags.com/publication/9920e62b?page=56"> MORE TIPS AND TOOLS Every part of the visitor e</a> <a title="Industry e-book page 57" href="http://viewer.zmags.com/publication/9920e62b?page=57"> make the most of your presence online ✓ Read our</a> <a title="Industry e-book page 58" href="http://viewer.zmags.com/publication/9920e62b?page=58"> SHOWCASE THE VERY BEST CONTENT Here are a series</a> <a title="Industry e-book page 59" href="http://viewer.zmags.com/publication/9920e62b?page=59"> ✓ Share your content on your social channe</a> <a title="Industry e-book page 60" href="http://viewer.zmags.com/publication/9920e62b?page=60"> 60</a> <a title="Industry e-book page 61" href="http://viewer.zmags.com/publication/9920e62b?page=61"> 5 Ways to keep your videos short and engaging… </a> <a title="Industry e-book page 62" href="http://viewer.zmags.com/publication/9920e62b?page=62"> EXPERIENCE THE TRUE SPIRIT OF SCOTLAND We know f</a> <a title="Industry e-book page 63" href="http://viewer.zmags.com/publication/9920e62b?page=63"> Before, during and after their visit: ✓ Is our w</a> <a title="Industry e-book page 64" href="http://viewer.zmags.com/publication/9920e62b?page=64"> Need more help? Digital Tourism Scotland is a n</a> <a title="Industry e-book page 65" href="http://viewer.zmags.com/publication/9920e62b?page=65"> 65</a> <a title="Industry e-book page 66" href="http://viewer.zmags.com/publication/9920e62b?page=66"> #scot Join us in sharing the Spirit of Scot </a> <a title="Industry e-book page 67" href="http://viewer.zmags.com/publication/9920e62b?page=67"> spirit land, ensuring Scotland is found online </a> <a title="Industry e-book page 68" href="http://viewer.zmags.com/publication/9920e62b?page=68"> The Spirit of Scotland A new era of collaboration</a>