Case Study

Scotland PR and Canadian Relations



VisitScotland sought to convert the destination’s strong brand equity into a world-class business tourism brand by increasing business events from Canada.


DCI leveraged “The Year of Architecture, Innovation and Design” in Scotland to execute an experiential event for meeting planners and MICE media in Toronto to increase awareness of Scotland’s unique assets and ultimately convert expanded interest into bookings.

A huge thank you to you all for making the week so productive and fruitful in terms of business and contacts generated. A real team effort! Malcom Roughead, Chief Executive at VisitScotland


  • Secured eight buyers and three MICE media to participate in an event in Toronto during Scotland Week, which included whisky tastings from a Macallan Brand Ambassador.

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