Scotland picks two for tourist drive

The Scottish Tourist Board has hired London-based Affinity Consulting and sister company Countrywide Porter Novelli (Scotland) to promote the country as a tourist destination to the UK market.

The Scottish Tourist Board has hired London-based Affinity

Consulting and sister company Countrywide Porter Novelli (Scotland) to

promote the country as a tourist destination to the UK market.



The account came up for review after three years with The Communication

Group, which continues to work on a project basis for the board’s awards

and quality assurance schemes.



Affinity and Countrywide’s Scottish offices have been signed up for a

three-year contract, with an annual budget of pounds 150,000.



The Scottish Tourist Board is spending pounds 3.5 million on its

above-the-line campaign this year, which the PR activities will

magnify.



’There has been a significant growth in the short-break market recently,

and competition is more intense, so we have to shout louder,’ said

Graham Birse, director of PR for the Scottish Tourist Board.



Birse said the main tasks for the agencies were to raise Scotland’s

share of editorial, particularly in the south east and north west of

England, and to underpin the marketing strategy. While the campaign will

continue to target traditional travel media, other areas, such as food

or activity programmes, will also be targeted.



Birse said Scotland’s main competition came from cities such as Paris,

Prague and Amsterdam but that improved transport links with airlines

such as Ryanair and Easyjet, had made Scotland more accessible and

affordable.



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