VisitScotland
VisitScotland appointed Jago to become its communications and PR agency in both Northern Ireland and the Republic of Ireland. Tasked with reinvigorating Scotland’s destination messaging we undertook intensive research to analyse, identify and brainstorm creative local stories tailored to engage local media.
650% increase in broadcast coverage
In Northern Ireland, against a backdrop of recession and zero advertising spend, our work generated a 650% increase in broadcast coverage with key messaging across all national TV and regional radio targets. This resulted in 200,000 Northern Ireland tourists travelling to Scotland and spending £55m. In the Republic of Ireland, our campaign strategy involved meticulous planning, on-street activations and extensive tailored media campaigns including VisitScotland’s first ever media coverage on RTÉ, leading to record-breaking visitors to Scotland for the first time.
