VisitScotland reviews £2.5m ads

VisitScotland, formerly the Scottish Tourist Board, is reviewing its £2.5m advertising account, handled by 1576, and its direct marketing business, handled by DraftWorldwide.

VisitScotland, formerly the Scottish Tourist Board, is reviewing its &£2.5m advertising account, handled by 1576, and its direct marketing business, handled by DraftWorldwide.

The pitch will be overseen by marketing director Malcom Roughhead.

There are no plans to review the media-planning and -buying business, handled by Feather Brooksbank and John Ayling & Associates.

Visitor numbers have slumped and observers have criticised VisitScotland for lacking focus. The organisation blames the foot and mouth crisis and the terrorist attacks in New York and Washington for the drop in tourist numbers, especially from the US – a particularly lucrative market.

Plans for 2003 include promoting Scotland’s ski slopes to both experienced and amateur skiers. VisitScotland recently appointed international snowboarder Lesley McKenna, ranked fourth in the world, as its winter sports ambassador. The organisation will also be promoting golf in its key markets: the UK, the US, Sweden and Germany.

VisitScotland has appointed design agency Navy Blue to develop a corporate identity to be launched next year.

â¢The Scottish Executive has announced it will launch a new initiative called EventScotland. The new body will work alongside VisitScotland promoting the country as a suitable location for international events.

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