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卡罗琳和唐尼
案例简介：摘要: 苏格兰的旅游业是一项重要的业务，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” 为旅行者提供了开放的苏格兰旅游理念,这样做是在他们能够轻松快速地做出反应的情况下进行的。目标是从西班牙语、德语、法语和荷兰游客那里获得额外的 9000万英镑:当几乎 80% 的苏格兰游客来自英国时，这是一项雄心勃勃的任务。通过一场强调苏格兰传统并与瑞安航空公司合作提供廉价航班的新闻和互联网运动，“欢迎来到我们的生活” 运动取得了成功从主要市场增加 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, “欢迎来到我们的生活” 帮助 VisitScotland 做了更多的事情少。
卡罗琳和唐尼
案例简介：SUMMARY: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.
Caroline & Donnie
案例简介：摘要: 苏格兰的旅游业是一项重要的业务，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” 为旅行者提供了开放的苏格兰旅游理念,这样做是在他们能够轻松快速地做出反应的情况下进行的。目标是从西班牙语、德语、法语和荷兰游客那里获得额外的 9000万英镑:当几乎 80% 的苏格兰游客来自英国时，这是一项雄心勃勃的任务。通过一场强调苏格兰传统并与瑞安航空公司合作提供廉价航班的新闻和互联网运动，“欢迎来到我们的生活” 运动取得了成功从主要市场增加 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, “欢迎来到我们的生活” 帮助 VisitScotland 做了更多的事情少。
Caroline & Donnie
案例简介：SUMMARY: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.
卡罗琳和唐尼
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Caroline & Donnie
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基本信息
- 广告战役： #Welcome to our life.#
- 广告品牌： Scotland
- 发布日期： 2011-08-01
- 行业领域： 旅游景点 , 生活服务 , 旅游/娱乐
- 媒体类别： 海报/平面
- 广告语言： 德语
- 媒介平台： 网络
- 获得奖项：
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