CPN will raise awareness of Scotland as a venue for conferences, meetings and incentive programmes, said Visit head of business tourism Caroline Packman. The work will be divided between CPN’s Edinburgh and London offices – Edinburgh because of high local awareness of the product, and London because of the heavy concentration of journalists and businesses there. The account will be led by Scottish MD Angela Casey, reporting to Packman and the unit’s UK marketing manager Scott Robertson.
It will entail promoting coverage in trade magazines, general business media, national print and broadcast media and generating interest in events such as London’s International Confex trade show on 24-26 February.
CPN’s win followed a six-way pitch against Davies Tanner, Hulse Communications, BGB Associates, Leedex Euro RSCG and Harrison Cowley, and is worth £60,000 a year.
‘The key issues for Scotland are accessibility on the negative side – which is being overcome partly by PR, and partly by more frequent cheaper flights – and on the positive side, it is seen as a safe choice with fewer security alerts and less traffic,’ said Packman.