Visit Scotland is set to hire either one or two agencies to target print, broadcast and online media based in New York and Toronto. A focus will be Tartan Week – held annually in New York’s Grand Central station in April – to celebrate Scottish culture.
The tourist body’s research in 2003 showed that American visitors perceived the Scottish as friendly, but their awareness of activities on offer in the country was ‘quite low’. The PR campaign will highlight activities such as golf and touring.
New-York based Laura Davidson Public Relations is the three-year incumbent.