Following the success of its 2009 ‘Make Your Own History’ marketing campaign - which resulted in membership levels reaching an all-time high - Historic Scotland is launching its latest major drive to encourage Scots to make the most of their country’s rich heritage.
The 2010 ‘Make Your Own History’ campaign, which runs from 26 March to 11 July, will highlight the opportunities for great family days out offered by Historic Scotland’s outstanding heritage properties and leading visitor attractions.
And to encourage families to enjoy the historic highlights on their doorstep and become Historic Scotland members, ‘Make Your Own History’ is offering a special incentive - 15 months’ membership for the price of 12. A year’s free entry for all the family to Historic Scotland’s 78 paid attractions already costs less than £7 a month but during the campaign, an additional three months is being offered for free.
The new campaign features a high-profile television advertisement fronted by ‘Monarch of The Glen’ actor Hamish Clark. It will be screened for the first time on 26 March and is being aired on STV, Channel 4 and Channel 5 until the end of June.
The humorous commercial shows Hamish on horseback at Edinburgh, Stirling, Doune and Blackness Castles, making an impassioned speech to a gathered crowd. He calls on Scottish families to forego boring and mundane weekend activities and instead, to make the most of their free time by enjoying unforgettable visits to Scotland’s great historic sites.
As well as urging people to make their own history by enjoying memorable experiences at Historic Scotland attractions, Hamish promotes the special sales incentive of three months’ free membership.
In addition to the TV ad, the ‘Make Your Own History’ message will be promoted through a mix of marketing elements including PR support, a leaflet door drop, a dedicated microsite, the websites of Historic Scotland and Edinburgh and Stirling Castles, text messaging and on-site sales.
For the first time, Historic Scotland is also using social networking sites Twitter, Flickr, YouTube and Facebook in its marketing mix to reflect their increasing prevalence and enable visitors to post images of their visits online.
Another advantage membership offers is free entry to an extensive and varied range of events and activities at Historic Scotland’s attractions. This year’s highlights include a Jousting Extravaganza at Linlithgow Palace in July, a Celebration of the Centuries at Fort George near Inverness in August, daily events throughout the summer at Edinburgh and Stirling Castles, and Christmas family activities.
For more information on the ‘Make Your Own History’ membership offer, visit: www.3monthsforfree.co.uk (From Fri 26 March)
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