Evelyn & Lady Claire|海报/平面|广告营销案例【ADGuider广告指南】

伊芙琳和克莱尔夫人

案例简介：苏格兰旅游业是一项重要的行业，为苏格兰经济贡献了大约 110亿英镑。访问苏格兰的新活动的目的是利用苏格兰的真实性和传统，将该国与数百个其他旅游目的地区分开来。 “欢迎来到我们的生活” 为游客提供了访问苏格兰的具体、激励人心的、与文化相关的旅行理念，并在他们可以轻松快速做出反应的情况下这样做。目标是从西班牙、德国、法国和荷兰的游客中获得额外的 9000万英镑: 当苏格兰近 80% 的游客来自英国时，这是一项雄心勃勃的任务。通过媒体和互联网宣传活动，强调苏格兰传统，并与瑞安航空公司合作提供廉价航班, “欢迎来到我们的生活” 活动成功地从主要市场增加了 9700万英镑，并将所有海外游客的平均逗留时间从 8 晚增加到 10 晚。总之，“欢迎来到我们的生活” 帮助 VisitScotland 做得更多 -- 用更少。

伊芙琳和克莱尔夫人

案例简介：Tourism in Scotland is a significant business, contributing some £11 billion to the Scottish economy. The aim of Visit Scotland’s new campaign was to differentiate the country from the hundreds of other tourist destinations, capitalizing on Scottish authenticity and tradition. “Welcome to Our Life” presented travelers open to visiting Scotland with specific, motivating, culturally relevant travel ideas, and did this under circumstances where they could easily and quickly respond. The objectives were to generate an additional £90 million from Spanish, German, French and Dutch visitors: an ambitious task when almost 80% of visitors to Scotland come from the United Kingdom. With a press and internet campaign which highlighted Scottish tradition and combined with Ryan Air to provide cheap flights, the ‘Welcome to Our Life’ campaign succeeded in generating an additional £97 million from the key markets and also increased the average length of stay for all overseas visitors from 8 nights to 10. In sum, “Welcome to Our Life” helped VisitScotland do more – a lot more – with less.