Everyone living in Scotland is aware of the importance of tourism to the economy. But they don’t always realise the vast number of businesses, and types of businesses, that are involved and the joint working that takes place, supported by Scottish Enterprise and VisitScotland. We were asked to help with copywriting a rich resource of case studies that demonstrate the ways that different tourism businesses have been able to utilise intelligence provided by Scottish Enterprise’s tourism intelligence team.
The case studies demonstrate the ingenuity and creativity of the tourism industry in Scotland as well as showing how the sector has been able to take advantage of the tourism intelligence that is available to them to enable them to use insights and research to business advantage.
Our task was to create, through copywriting, a series of short snappy case studies that would show other tourism businesses how they could benefit from the support of Scottish Enterprise tourism intelligence. The supplied information was often very different in terms of length as well as content, so careful planning was required to ensure content was consistent across each piece of copywriting.
As well as writing the case studies, we are also helping by writing summaries of webinars that have taken place about various business tourism topics. The summaries provide a busy business-owner working in tourism with a quick overview of new developments and initiatives within their sector to enable them to then add value within their own business. They also encourage the tourism sector to get involved in an industry conversation, share best practice and ideas.