EAST RUTHERFORD, NJ: VisitScotland has hired MWW Group to promote the country as an ideal tourism destination for group business travel.
VisitScotland's branding mission is to marry its traditions - like its dramatic scenery, whisky, golf, and history - with the logistics of how it accommodates large groups of business travelers.
"We're trying to attract people through unique incentives, like holding board-level meeting in a castle... and guaranteed tee time on the St. Andrews golf course," said Karen Clarkson, marketing manager for VisitScotland's North American business tourism outreach.
MWW's consumer lifestyle group will handle trade and business media outreach, as well as support at events, trade shows, and conferences.
Despite terrorist attacks in London, Clarkson said that the organization has neither had to allay potential clients' fears about attacks, nor reach out to the media regarding terrorism safety.
However, Kurt Jenden, a MWW SVP who leads the account, said the organization should stress the country's safety.