C/T/54. Destination Marketing: Making 'Scotland the Brand'

This works looks at a case study by Durie et al (2006), which investigates the unique features that combine to provide a unique sense of place in Scotland. A report has to be written to take the findings and make them useful to destination marketers in Scotland. Some of the key tasks answered within this work are: demonstrate understanding of the use of image research in brand destinations, identify suitable target markets for Scotland based on the cluster of place/image attributes, make recommendations about the adaptation of a variety of destination marketing techniques to market Scotland and reflect these attributes, and identify ways in which marketing approaches should reach their intended markets. There is also a discussion on the type of marketing approaches, such as PR, print and electronic material, direct mail, sales promotion, personal selling and marketing facilitation and looking at why certain target markets are attracted to visiting the destination of Scotland.