The impact of MR on the development and marketing of the Edinburgh Military Tattoo

Diane MacGregor, Progressive

In common with all other organisations within the tourism industry in Scotland, the Edinburgh Military Tattoo has faced a number of challenges in recent years which have affected visitor numbers, such as global terrorism, the Iraq war and SARS. Despite this, the event has achieved growing tickets sales year on year, with the 2005 shows sold out months in advance of opening night.

Diane’s presentation explored the role of research in helping the client to anticipate and respond to changes in the audience profile, leading to targeted marketing strategies in key home regions. This has helped overcome the difficulties faced by the tourism industry and secured sell out shows in recent years.

Progressive has run an annual audience tracking study for the past 15 years on behalf of the Tattoo. Diane is an Associate Director at Progressive and has been responsible for managing the Tattoo account since joining Progressive in 1994.

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