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Visit Dundee Tourism’s A-Body’s Business
The Campaign Brief
With the much-anticipated opening of V&A Dundee on the horizon, Scotland’s City of Discovery was preparing for a new chapter in tourism.
VisitDundee, a new initiative established by local businesses and individuals, wanted to capitalise on growing visitor interest and encourage tourists to turn day trips into overnight stays, spreading the economic benefits across hotels, restaurants, shops and attractions.
Cunningly Good Group was tasked with launching VisitDundee, generating positive media coverage and public interest, and securing the attention of business leaders, politicians and potential stakeholders to help build support and attract future investment.
Cunningly Good Group’s Approach
We knew Dundee was about to have its moment in the spotlight. Our challenge was to ensure VisitDundee became part of the conversation. Timing was everything. We strategically aligned the launch with the Dundee and Angus Tourism Conference in March 2018, where Scotland’s Culture Secretary, Fiona Hyslop, was delivering the keynote address.
Drawing inspiration from Dundee’s much-loved comic character Oor Wullie, we created the cheeky campaign message “Tourism’s A’Body’s Business”, highlighting how everyone in the city stood to benefit from a thriving visitor economy.
We organised a media-friendly photocall at Dundee railway station featuring VisitDundee’s chairman and local councillor Lynne Short, issuing the story ahead of the conference. Behind the scenes, we briefed Scottish Government contacts, securing a commitment that Fiona Hyslop would reference VisitDundee in her keynote speech, alongside a supportive ministerial quote for our launch publicity.
With the VisitDundee team and our PR representatives on the ground at the conference, we ensured spokespeople and branding were ready to make the most of emerging media opportunities.
The Cunningly Good Results
The launch successfully captured the headlines, with VisitDundee dominating local press and television coverage of the tourism conference. Key outcomes included:
- Scottish Culture Secretary Fiona Hyslop publicly welcoming VisitDundee in her keynote address.
- Dundee and Angus Chamber of Commerce CEO Alison Henderson endorsing the initiative and adopting our “A’Body’s Business” campaign message in her welcome speech.
- VisitDundee becoming the leading story in local newspaper and television coverage.
- Hollywood actor Brian Cox lending his support, appearing in photographs with VisitDundee branding aboard RRS Discovery.
- National media enquiries, including interest from travel trade publications keen to hear VisitDundee’s perspective on the city’s tourism future.
The campaign successfully put VisitDundee on the radar of politicians, business leaders, tourism stakeholders and journalists, helping establish its voice during a pivotal year for the city’s visitor economy.
