Linlithgow Palace has won a prestigious Scottish award for marketing excellence.
The visitor attraction took the top prize at the 2013 ASVA (Association of Scotland’s Visitor Attractions) awards on Wednesday for its ‘Colours’ campaign, designed to drive visitors to the annual ‘Spectacular Jousting’ event over two weekends in June and July.
As well as an art-deco style campaign, and a range of outdoor advertising, for the first time Linlithgow Palace tweeted ‘‘live’’ from the first Saturday of the jousting to create a Twitter buzz on the day, generate conversation and increase user generated content.
The judges said: “This was an excellent submission. A diverse range of techniques were used, particularly in relation to the use of technology in reaching new and diverse audiences, and great connections were made in the local visitor and business community.”
Gillian Macdonald, head of marketing at Historic Scotland, said: “The benefit of the Spectacular Jousting marketing has raised the profile of Linlithgow Palace and the town.
“At the end of September, Palace visitors were up 36 per cent on the previous year, and while this cannot be directly attributed to the jousting marketing, there is no doubt that it contributed greatly.”