Felicity Long
Over the years, VisitScotland has relied on emotion to draw international visitors to its shores.
The approach makes sense. After all, Scotland is a breathtakingly beautiful country, the folks are friendly and there is enough of a Scottish diaspora in North America that plenty of people can claim a genetic connection, even if it's just a wee drop from some long-lost relative, that the frequent marketing push to "come home" sends a powerful message. Of course, the destination also reaches out to people with no ancestral connection with exhortations to enjoy the country's enticing spirit of place.
Add to that the fact that Scots speak English, although I'll admit that it sometimes takes me a day or two before I can understand their version of it, and that the country is known for such stalwart attractions as golf and Scotch whisky, and you've really got something.
But despite all that, is Scotland really top of mind for most Americans? Sure, they might like to go, but will it occur to them to visit?
This year, VisitScotland is taking a different approach in its marketing campaign by reaching out not only to hearts but also to minds.
The destination is following up a recent global brand campaign called "the Spirit of Scotland" with a new, multiyear partnership with TripAdvisor, designed to target 70 million or so new visitors.
The idea behind the deal is that the partners will explore ways of using technology to promote Scotland to TripAdvisor users, even if they aren't specifically searching for information about the destination.
The collaboration might target travelers researching information about golf or hiking, for example, in other locations by promoting Scotland as an option.
Meanwhile, users who are already using the site to research Scotland specifically will see enhanced content promoting the destination.
"Our tourism industry has always been strong, spending by North American visitors leapt by almost 28% to [nearly $800 million] in the last year alone. However, it's crucial that we ensure Scotland's appeal reaches as wide an audience as possible," said first minister of Scotland Nicola Sturgeon, discussing the partnership.
As for what Scotland currently has on tap for visitors, 2017 is being called the Year of History, Heritage and Archaeology. Special events and tours showcase the country's vast history, from Neolithic stone monuments to medieval castles and museums, as well as explorations of distilleries and golf courses that combine history with hands-on activities.