| Description | The evaluation of Tartan Week 2006 was carried out by Scotinform Ltd, an independent market research company, using the Model for Evaluating Overseas Events which was developed by the Scottish Executive. In 2006 the Scottish Executive funded 15 events at Tartan Week in New York; it was a nine-day programme of events which took place primarily in New York but also in Boston and Washington DC. |
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| ISBN | 0-7559-6380-6 (Web Only) |
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| Official Print Publication Date | |
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| Website Publication Date | December 18, 2006 |
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Scotinform Ltd
July 2006
FINANCE AND CENTRAL SERVICES DEPARTMENT ANALYTICAL SERVICES
ISBN 0 7559 6380 6 (Web only publication)
This document is also available in pdf format (496k)
CONTENTS
ACKNOWLEDGEMENTS
EXECUTIVE SUMMARY
CHAPTER ONE INTRODUCTION
BACKGROUND
THE TARTAN WEEK 2006 PROGRAMME
COSTS OF TARTAN WEEK 2006
CHAPTER TWO EVALUATION APPROACH
CHAPTER THREE PRE TARTAN WEEK
CHAPTER FOUR THE EVENT PHASE - IMPLEMENTATION
CHAPTER FIVE COMMUNICATIONS - MEDIA IMPACT OF TARTAN WEEK
INTRODUCTION
PRESS COVERAGE
BROADCASTS
INTERNET
TONE OF ARTICLES
INDIVIDUALS MENTIONED
TONE OF ARTICLES MENTIONING THE FIRST MINISTER
SUMMARY
CHAPTER SIX COMMUNICATIONS - IMPACT OF TARTAN WEEK ON WEBSITES
WEBSITES.
www.scotlandistheplace.com
www.scotlandinusa.com
www.tartanweekny.com
www.scottish.parliament.uk
www.tartanday.gov.uk
CHAPTER SEVEN PERCEPTIONS OF TARTAN WEEK AND SCOTLAND
INTRODUCTION
PROFILE OF RESPONDENTS
TARTAN WEEK 2006
MARKETING OF TARTAN WEEK
OBJECTIVES OF TARTAN WEEK 2006
IMPRESSIONS OF SCOTLAND
OVERALL AWARENESS OF SCOTLAND
TARTAN WEEK 2007
CHAPTER EIGHT SUSTAINED OUTCOMES OF TARTAN WEEK
CHAPTER NINE CONCLUSIONS AND RECOMMENDATIONS
APPENDIX ONE EXAMPLES OF DOMESTIC MEDIA COVERAGE TARTAN WEEK 2006
APPENDIX TWO EXAMPLES OF US MEDIA COVERAGE TARTAN WEEK 2006
APPENDIX THREE PHOTOGRAPHS FROM TARTAN WEEK EVENTS
The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.
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