Positioning Scotland as a Business Tourism Destination
Scotland benefits from a remarkably strong brand in North America. DCI sought to convert this brand equity into a world-class business tourism brand by increasing the number of conventions, meetings and incentives business from the U.S. and Canada.
DCI communicated Scotland’s unique assets (birthplace of golf, leading industry professionals in sciences, oil, gas, & renewable energy and Scottish hospitality) to a targeted audience of MICE industry publications, meetings planners, incentive agencies and association management companies in North America. Convert this expanded interest into actual bookings.
- Over the course of the past year, DCI generated 58 RFPs for meetings and incentive business. 26% of these opportunities have been converted to bookings for more than £8 million in economic impact.
- Creation of the Scotland Leadership Advisory Board – a group of 12 industry leaders in North America – has helped Visit Scotland better position its unique assets.
- Editorial coverage in the top meetings publications (Association News, Convene, Meetings+Incentive, Prevue, Smart Meetings and Successful Meetings) has advanced awareness of Scotland’s meetings and incentives product.
- A complimentary public relations campaign developed by DCI for Scottish Development International, the country’s economic development arm, generated favorable coverage in Bloomberg BusinessWeek, The Economist, Financial Times, The New York Times, Reuters and CNBC’s Squawk Real-Time.