Friday, February 12, 2016

Mix your own business cocktail with the Spirit of Scotland ingredients

"VisitScotland has today launched a new global campaign which invites people from around the world to experience the Spirit of Scotland - and it wants you to get involved!" says the press release!

Having only had a few minutes to read over what is being launched there is a sense that the concept has the potential to bind not only tourism businesses across the country but be used alongside inward investment campaigns and overseas trade missions to emphasise not only the benefits of visiting Scotland but studying, living and investing here.

It certainly seems to be good use of a strong spirit from which any size of business can mix their own powerful marketing cocktail

It is however only a platform but it is a platform that appears to have many of the tools the industry needs to build more direct business. Videos and imagery, social media hooks and strong consistent messages that if used by tourism businesses and destination management organisations across the country with their own personalised and localised messages  could provide the coherence, the glue to promote the Spirit of Scotland more widely.

And it is undoubtedly that spirit that we all need to promote. Globally it's not about Ayrshire and the south west nor East Lothian and the Golf Coast. It is about Scotland and that unique essence that this campaign is trying to build upon.

In the short term businesses should start considering how they can piggy back the whole Spirit of Scotland message. Here's a knee jerk response
  • Create your own Spirit of Scotland webpage or pages using the term in the title and content and focussing down to your area and Property. Page Title Tag example: Spirit of Scotland in Ayrshire | Celtic Links Hotel | Irvine
  • Use the media provided. The quality video will seduce you. Embed it though - don't link out. Keep your user on your site 
  • Use the words and strap lines that are being provided and used in the promo materials. You can be guaranteed they are going to go viral. Make sure you give your website a chacne of being found for them.
  • Use the message and its tone in your writing too. The reason those words have been selected is that research indicates they engage.
  • Drop the message into your social media headers, email signatures, web footers, and even your check out invoices and PDF brochures.
  • Download the Guide to using the campaign linked below
  • and even if I personally find the #scotspirit a little cheesy the benefits may outweigh the cliche so use the hashtag!
Download the ScotSpirit Guide
It is not a frequent occurrence that we will praise VS so fulsomely but this campaign has been a long time coming but for it to work needs buy in from the bottom up now; not just the top down.
The call to action from VS and the Scottish Government goes on;

"Being one of the nation’s most important tourism drivers, events have a massive part to play in the campaign and EventScotland is calling on the industry to take part in creating a new social movement, which will reverberate globally.

From today, we’re asking you to help us show the world what the Spirit of Scotland means to you.
We’re asking, simply, “Have you #ScotSpirit?” In return we want you to show us how your company or event identifies with one of seven distinct ‘Spirits’ which we think comprise the Spirit of Scotland. These are Determination, Humour, Spark, Soul, Guts, Fun and Warmth.

Whether sharing an image that relates to these, or describing the very moment that you feel #ScotSpirit, we would love for you to be a part of this new mass collaboration. All you have to do is post or tweet what #ScotSpirit means to you on social media, using the #ScotSpirit hashtag, and you will potentially be engaging with the many thousands of people we are confident will become exposed to the campaign.

As well as sharing the most imaginative content with our worldwide followers via our social media channels, we will also be highlighting the ‘Spirit of Scotland’ through TV, radio and print marketing activity in key markets around the world.

This, we are confident, will help to generate overwhelming interest in Scotland and promote the #ScotSpirit movement, encouraging more visits to Scotland, as well as our many wonderful events. By becoming involved, you can benefit from the support of this campaign and, potentially, bring your event to a wider audience than ever before."

Scotland. A Spirit of its own: Spirit Waves

Scotland. A Spirit of its own: Spirit Lights

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