Abstract:

A dual-pronged approach of qualitative and quantitative international research allowed VisitScotland to revolutionise brand positioning and consumer communications, leading to massive increased interest in Scotland as a 'must visit' destination. A sophisticated qualitative approach enabled exploration of current perceptions of Scotland as a holiday destination, resulting in a radical new creative strategy. The new creative was released across Europe in the summer of 2004 with a phenomenal increase in consumer interest: from 13:1 to 25:1 in Return on Investment (ROI): the key measurement for success.