VisitScotland, formerly the Scottish Tourist Office, has reappointed 1576 to handle its &£6m advertising business.
The business is one of the most coveted in Scotland, and 1576 beat off competition from The Union, Faulds, M&C Saatchi and Leith to keep the business it has held since 1998. The statutory pitch was overseen by marketing director Malcom Roughhead. Media buying and planning by Feather Brooksbank and John Ayling & Associates are unaffected.
Since being appointed to the business, 1576 has created a national television campaign urging Scots to consider holidaying in Scotland and a Tube campaign aimed at Londoners. Plans for this year are said to include promoting Scotland’s ski slopes to experienced and amateur skiers and also its golfing holidays.
1576 played a part in rebranding the Scottish Tourist Office as VisitScotland in 1999, at the time of devolution.
The win comes one week after the British Tourist Authority rebranded as VisitBritain. VisitScotland is expected to launch a new corporate identity this year, created by design agency Navy Blue.