To ask the Scottish Executive how much has been spent by Visitscotland on advertising in the United States of America in each year since 1999; in how many states advertising was displayed; what media were used to advertise Scotland, and, if television advertising was used, in what states and over what period.
VisitScotland spent the followingsums on marketing Scotland in the US since 1999:
Year | (£000) |
1999-2000 | 1,215 |
2000-01 | 1,810 |
2001-02 | 2,570 |
2002-03 | 2,444 |
2003-04 | 2,658 |
2004-05 | 2,458 |
Figures for 2005-06 will be availablewhen VisitScotland publishes its accounts later this year.
VisitScotland’s marketing strategyin the US is to concentrate consumer marketing on states which provide the greatestopportunity to attract visitors to Scotland. Factors include predisposition to travel to Europe andthe UK, access to international airline services, and access to direct airlineservices to Scotland. Based on these factors, VisitScotland’s marketing hasfor some time focussed on the areas around New York, Washington, Philadelphiaand Chicago, and since 2004 on Los Angeles, San Francisco, and the Atlanta areaincluding working closely with Continental and Delta airlines. In addition, theBoston area will be included in collaboration with FlyGlobespan from May 2007. However,VisitScotland makes extensive use of online marketing channels, which by their natureensure that its message does not only reach target markets, but is accessible acrossthe US as a whole.
VisitScotland’s US marketingstrategy does not include regular TV advertising, although it does include winningcoverage for Scotland on TV programmes targeting particular market segmentssuch as golf and touring. The primary channels are print and online marketing, includingdirect marketing to VisitScotland’s US online databases and those of its airlinepartners. PR is an important part of the strategy, and VisitScotland retains a PRagency in the US to maximise publicity for Scotland. Event marketing is alsoa feature, not least the major programme of activities around the Scottish Villageduring Tartan Week.