VisitScotland Business Events: Journey to Change Campaign

We were tasked with supporting VisitScotland Business Events with the launch of its Journey to Change campaign, which showcases how business events can be catalysts for global social and economic transformation.

Activity
The team conducted interviews with key spokespeople from Scottish not-for-profit organisations and businesses. The interviews were used to create blogs and thought leadership pieces which tie into the United Nations Sustainable Development Goals. We supported this with news releases, case studies, newsletters and social posts targeted to the international meetings and events media. We also liaised with VisitScotland’s European agencies to brief them on the key messaging and media collateral ahead of the educational online launch event to ensure all target markets were aware of the campaign.

Results
We achieved a total of 47 pieces of coverage for the launch of Journey to Change across meetings and events media titles in the UK, Europe and North America, with a combined reach of 2,330,156.

We continue to work with VisitScotland Business Events to create evergreen content for its website, newsletter and social media platforms. We also curate and share relevant and timely content to meetings and events titles, on significant UN international days.