VisitScotland targets T in the Park
July 18, 2010 by Gareth
VisitScotland took the opportunity to target festival goers this month by creating promotional and experiential marketing to take to T in the Park, the Balado festival in Kinross-shire.
VisitScotland’s activity was hoped to appeal to the festival going masses and would fit in as part of the organisation’s ‘Perfect Day’ campaign, which has been developed to promote days out in Scotland. Experiential and promotional marketing efforts were made at the festival to incorporate this campaign in a way that would specifically resonate with the festival goers. Partied-out festival goers could take the opportunity to chill out in the VisitScotland memory garden where therapists offered hand massages, whilst revellers could enter competitions to win a range of days out in Scotland.
Marketing teams drove traffic to the VisitScotland experiential area by taking photographs of the festival goers, who could then redeem the snap with a branded ‘Scotland to a T’ printed card photo frame. VisitScotland branded straw and canvas hats were also distributed to those entering the ‘My Perfect Day’ competition, which gave festival goers the opportunity to win tickets to the 2011 T in the Park festival and also adventure days in Scotland.
Nowadays, brands are looking for more innovative ways to engage with their consumers and creating branded experiences or printing branded goods means that there is a reward for a consumer’s attention and it is likely to increase perception of your brand. If a company is looking to develop a similar experience or create branded materials, there are print companies in Ayr or other areas in Scotland who will be able to help.