“The Leadership Advisory Board helped raise the visibility of VisitScotland Business Events in North America and created a selection of brand ambassadors for Scotland in the meetings industry.”

Richard Knight, Marketing Manager/The Americas, VisitScotland

Embracing pipers

The Challenge

As the economic climate continued to improve, VisitScotland sought to develop deep, professional relationships with key clients and business events industry influencers in North America.


The DCI Strategy

DCI determined that the most strategic means to establish relationships and procure unadulterated input was to create a Leadership Advisory Board. This forum would allow VisitScotland to better understand meeting planner preferences and delegate trends, while cultivating destination “ambassadors” within the meetings space.


The Results

  • Created an advisory board of 10 delegates that represented the association, corporate and incentive segments, as well as trade associations and airline partners.
  • Facilitated two in-person meetings annually to secure insight and test marketing plans to help VisitScotland develop a long-term strategy.
  • Organized a VIP program at the Ryder Cup 2014 for advisory board members and guests to demonstrate the successes behind hosting a global event.
  • Refocused Scotland’s positioning in the North American market as a thought leader in business events and launched a re-invigorated proactive marketing plan targeting meeting planners.