VisitScotland seeks agency to promote Scotland in US and Canada

by Matt Cartmell, prweek.com 05-Nov-09, 20:15

VisitScotland is searching for a PR agency to promote Scotland in the US and Canada.

The body responsible for tourism north of the border has a brief out to increase awareness of Scotland as a destination and increase visitor numbers.

The brief reads: ‘The overall goal of the US and Canada public relations programme is to increase publicity in targeted markets and publications, either as standalone initiatives or specifically in support of our consumer advertising promotions and campaigns in these markets.’

The brief will also seek to increase demand for VisitScotland information via its websites and the trade.

The appointed agency will secure media coverage in US and Canada as a result of proactive and creative initiatives.

The media coverage will include but not be limited to print, TV, radio and Internet. A publication hit list will be approved by VisitScotland to ensure the proper messages are being addressed through a range of outlets.