Visit Scotland

Driving long-haul consumer marketing for over 12 years.

Purpose Branding, Stakeholder & Cultural Change, Social Impact, G-Think

“Green Team are hugely inspiring, challenging (in a good way) and the bedrock of VisitScotland’s successful long-haul consumer marketing. Green Team have demonstrated their worth to VisitScotland many times over through delivery of innovative and on-brand campaigns, digital platforms and media strategies.”

Ewan Colville, International Marketing Manager- Australasia & North America, VisitScotland

Brief:

Initially heavily focused on a traditional media approach, Green Team’s challenge with VisitScotland has been to ensure that Scotland’s diverse tourism offering remains relevant and enticing in an ever-evolving contemporary context.

Strategic thinking:

Using a digitally lead media mix to position our messaging and indeed, Scotland’s key hot spots, our approach as been to make ancient castles and landscapes as relevant as their dynamic cities hubs to all those seeking a little adventure, romance and culture all at once.

Creative:

From Scotland’s legendary countryside, castles, lochs, cities and evergreen people, we’ve created virulent videos and dramatic sweepstakes. We’ve wrapped buses and subway cars, placed tartan umbrellas on vendor carts and handed out haggis in Manhattan during Scotland Week. And we’ve never failed to exceed their goals.

Results:

53:1 ROI ratio across long-haul market campaigns. Double digit growth in online traffic to VisitScotland websites.