case study visit scotland
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Our mission : PR Action plan to emphasize to key Promotion campaigns
Dates of the campaign :• 2009 – Campaign « Homecoming Scotland »• 2010 – Campaign « Meet the Scots »
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BtoB
BtoC
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Conception of dedicated press kit featuring Scotland through the main campaign interests “Homecoming Scotland”
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Conception of dedicated press kit featuring Scotland through the main campaign interests “MEET THE SCOTS”
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Concept: Presentation of Agenda of events for Homecoming Scotland Year to TourOperators, Airlines and Press in a venue in Paris where they can feel home !
Venue : Boutique Flamant - St Germain des Prés - Paris A furniture shop designed like a house : each room is dedicated to one specificity of Scotland : guests are invitged to play golf on a Wii in the kids room, to taste Scottish cuisine in the kitchen, do a whisky tasting in The living room, wear Scottish modern kilts in the dressing …
Guests : 150 people : press and trade
Approx Budget : 12 000 EUR
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Date Press Trips : number of Medias
Press releases / Newsletters
Press Coverage Value
2004 11 8 430 357 €
2005 19 14 719 675 €
2006 26 14 717 305 €
2007 15 12 1 643 888 €
2008 10 14 2 090 628,50 €
2009 39 13 + 3 newsletters 3 299 985 €
2010 30 9 + 10 newsletters 2 831 698 €
TOTAL 15097 releases : newsletters 11 733 536,50 €
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