Friday, September 24, 2010

At long last...we have a marketing executive at the top of VisitScotland


Guinness Shadow
Originally uploaded by Steffe
From Guiness to VisitScotland - a good move at last by the country's tourist body. Malcom Roughbead, the marketing director has been promoted to Chief Executive.
The organisation has been in turmoil for a few years - there have been petitions to parliament about its website, questions asked about its strategy. Members have left in droves. We never belonged, thank goodness, but we benefit from the advertising operation. In return our one cottage alone produces about £100,000 a year for the Glencoe and Highland economy from visitors.
If you can run Guinness brands world-wide, as Malcolm Roughhead has done then you can run VisitScotland. I know Guiness, and I worked with them at senior level years ago. They have a good marketing operation everywhere around the world.
Already, the first move at VS has been to concentrate a lot of attention on the domestic market for visitors from England and the rest of the UK. Hoorah! That's where the money needs to go. Fish where the fish are, for heaven's sake. More than 80% of our visitors are from the UK, we must, must, must keep them sold.
Well done VS, Congratulations Mr. Roughhead. We don't know each other but since we are both Fellows of the Marketing Society, and of the Institute of Marketing we may well run across each other sometime. Doubt it, though. I can't be bothered to go to their shindigs each year, and I'll bet he doesn't either.
John

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Short breaks in Scotland, Last minute cottage holidays Scotland, Autumn, Winter, Spring
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Misunderstandings about Scotland's weather
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The unofficial Scottish tourist Board
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