Campania Homecoming Scotland 2009 optiune strategica pentru revigorarea turismului si iesirea din criza a Scotiei
Homecoming Scotland 2009 Strategic option for reviving tourism and Scotland exiting from the crisis

Summary/Abstract: Scotland means kilt, bagpipes, Loch Ness Monster, whiskey, medieval buildings and beautiful views. It is a country worth seeing. And who knew how to promote its brands. After 2008, when the number of tourists visiting Scotland decreased, especially in terms of tourism business, severely affected by the economic crisis, the organization VisitScotland aimed at raising revenues from tourism for the 2009-2012 timeframe. And it succeeded! Currently, the tourism industry is vital to Scotland’s economy, bringing up to £ 4,1 billion to the state budget and also providing jobs for 200,000 people. This paper analyses the promoting campaign “Homecoming Scotland” 2009 (“Return Home”). Tools and methods used by the Scottish are presented and effects at strategic level are evaluated. The study results indicate that a promoting campaign carefully designed and properly built for the country brand becomes a management option in the strategic development of the community.

• Details
• Contents