How it ensures tourists are made aware of cultural activity at (a) local and (b) national levels.

Cultural messages are woven through VisitScotland’s core marketing campaigns and press activity including the new year-round domestic Surprise Yourself campaign, the European Meet the Scots campaign, the long-haul I am a Scot campaign, and My Scotland campaign activity with national media. Cultural activity features in the TV advert, national and local websites, things to see and do guides, and e-newsletters to consumers. VisitScotland Information Centres promote cultural activities in their area.
The cultural messages in all marketing activity will be greatly expanded during 2012 to maximise the opportunities offered by the Year of Creative Scotland and the Scottish events in the Cultural Olympiad including Open Weekend, Big Dance, and Forest Pitch. A new TV ad, PR activity, travel trade activity, websites and sales missions will position Scotland as a creatively vibrant country and a world-class cultural tourism destination.
VisitScotland and partners are working to take advantage of the Olympic and Paralympic games overlapping with the Edinburgh’s Festivals, in particular pursuing opportunities for extensive positive media coverage to increase the impact, attendance and worldwide visibility of the festivals.