With just over a year to go, Scotland’s national tourism organisation has today announced first details of its campaign to promote the city and the country to the world in the run-up to the Glasgow 2014 Commonwealth Games.
VisitScotland has pledged nearly £2.5 million in marketing support to target millions across the Commonwealth through a series of marketing and PR initiatives in the United Kingdom and abroad, complemented by events across the globe designed to build excitement and exposure ahead of the Games next summer.
The organisation has already targeted thousands of potential domestic visitors through a series of direct mailing initiatives, e-zines as well as visitor guides with further communications being ramped up as the Glasgow 2014 approaches next July. Alongside this, bespoke television advertisements will be shown to millions across the United Kingdom and Ireland later this year.
Much of the focus will see the organisation target key domestic markets designed to feed on the enthusiasm following London 2012, through tactical marketing in the South East of England, as well as focusing on the North West of England, itself the scene of the 2002 Commonwealth Games in Manchester.
A number of press trips with media from around the world are already planned. Throughout the next 12 months writers from major titles in India, Australia, and Canada are already confirmed to experience Glasgow, the Games venues as well as trips outside the city. This will also be complemented by a series of travel trade familiarisation trips.
As the Queen’s Baton Relay travels around the world, VisitScotland with partners will be taking part in a series of sales missions, trade workshops and media events. These are currently scheduled in India, Australia, New Zealand and Canada.
Mike Cantlay, Chairman of VisitScotland, said: “As Scotland’s biggest ever sporting event, the Glasgow 2014 Commonwealth Games offers a magnificent opportunity to promote Glasgow and the country’s prowess as a world leading tourism destination. Ahead of welcoming the world in 2014, we’re working hard to promote the Games as one of the must see events next year, engaging with world leading publications as well as pursuing a marketing campaign which will see activity from Bangalore to Toronto, alongside an extensive push here at home.
“Our message is clear: enjoy a magnificent Commonwealth Games, enjoy one of the best cities in the world - now go and enjoy the rest of Scotland.”
Fergus Ewing, Tourism Minister, added:“2014 is an exciting year for Scotland, when we will welcome the world through three major events: the Glasgow Commonwealth Games, Homecoming and the Ryder Cup.
“The Games alone will attract athletes and officials from 71 nations and territories and through this £2.5 million campaign we will be offering a warm welcome to people worldwide to join us in 2014.
“The Commonwealth Games is not just a world class sporting event – it’s also an opportunity to showcase Glasgow internationally as a first-class visitor destination.
“The Scottish Government is focused on capitalising on the economic, social and cultural benefits of the Games coming to Glasgow, and we are supporting the tourism industry to seize the unprecedented opportunities available next year.”
Lord Smith of Kelvin, Chairman of Glasgow 2014, said: “The Glasgow 2014 Commonwealth Games will be the largest sporting and cultural event Scotland has ever hosted and will attract a substantial number of international visitors from around the world. This represents a huge opportunity to promote Scotland as a major tourist destination both during and beyond the Games so that the positive impact of our celebration of sport lasts well into the future and is felt for many years to come.”
VisitScotland will be making further announcements about joint funding plans with partners such as VisitBritain, Glasgow City Marketing Bureau and Glasgow 2014 as the nation approaches Games time next year.
Scotland is set to welcome the world in 2014 with three momentous events: the Glasgow 2014 Commonwealth Games, the year-long Homecoming 2014 celebrations and the Ryder Cup at Gleneagles.
Scotland welcomes the World is about every visitor having the experience of a lifetime as the country takes centre-stage with a programme of global events which represent an unprecedented opportunity for tourism.
For further information please contact:
Corporate Press Officer
Tel: 0131 472 2052
Notes to Editors:
- Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
- The organisation has three key roles:
- To market Scotland to all parts of the world to attract visitors
- To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
- To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
- VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com
- The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy.
- According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
- For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
- Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
- For holiday information on Scotland go to www.visitscotland.com
- For information about business tourism in Scotland go to www.conventionscotland.com
- For more information on VisitScotland’s annual review please go to www.visitscotland.org/about_us/our_focus/annual_report.aspx