THE Scottish Tourist Board is considering developing its database to produce personalised brochures.
Direct marketing manager Brian Wright said the STB is three years into a five-year plan to build a marketing database.
“In future we want to approach holiday takers and avoid brochure collectors by further segmenting the database,” said Wright.
The STB’s Autumn Gold campaign last summer, using names picked by the database, looks likely to achieve the targeted 30% conversion, he added.
“Our spring promotion trialled marketing by e-mail, but it is too soon to comment on the response,” he said.