Visit East Lothian

The business challenge

To develop a digital marketing strategy that would help raise brand awareness across all digital platforms, connect with key audiences and bring more people to the region.

The marketing breakthrough

Research involved 1:1s with key East Lothian Council staff, an interview with Visit Scotland, an online survey to all businesses in the region who are affected by tourism, face-to-face consultation with businesses and an additional survey on digital habits, completed by 281 tourists to East Lothian. Analysis of this research provided a clear foundation for our work. We developed a full content strategy and action plan for 12 months across all digital channels. This was supplemented by recommendations for how best to resource the implementation and best practice guidelines for website management.

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Quote

With the whole of Scotland being such a varied and inviting place to visit, creating a digital strategy for East Lothian was a vital part of its marketing ambition to draw in repeat and new visitors to the region, and living in the area myself I was able to impart personal insight and passion into an exciting project.

- Vicki Whetton, Genoa Black, Director.