Volpa was tasked with helping to launch VisitDundee, a new tourism initiative to promote short breaks to the city. The aim of the launch was to create media coverage and public interest, and a buzz in the worlds of local business and local government.

In the words of VisitDundee Chairman of the Board, Paul Jennings: “We want the knock-on effect of Dundee’s new economic chapter to be felt throughout the whole city and region.”

The client wanted a launch that would engage the local people who will benefit from VisitDundee, as well as catching the eye of movers and shakers in the business community, local and national Government. To deliver maximum impact for our client, we needed to get our timing right and to have a word in a few ears pre-launch.


Volpa grabbed the headlines by cheekily adapting the tagline of Dundee’s icon Oor Wullie and proclaiming tourism to be “a’body’s business” because it touches so many of Dundee’s people and pockets.

We used our Scottish Government contacts to make Culture Secretary Fiona Hyslop’s team aware of the launch in advance and got the nod that Ms Hyslop would be mentioning VisitDundee in her keynote address to the Dundee and Angus Tourism Conference.

We ran with the ‘Scottish Government endorsement’ story the same morning, featuring a quote from Fiona Hyslop. In the end, press coverage of the opening of the Dundee and Angus Tourism Conference was dominated by VisitDundee’s messaging:

  • Alison Henderson, Dundee and Angus Chamber of Commerce CEO, gave the welcome address and a huge thumbs-up to VisitDundee, using our newly coined phrase “a’body’s business” to describe the city’s tourism
  • In her address to the sold-out conference, Culture Secretary Fiona Hyslop went on to talk about VisitDundee and why she welcomed its launch
  • In the local newspaper and TV coverage that day and the next, the focus was on VisitDundee first and foremost
  • Hollywood actor Brian Cox lent his weight to the campaign, popping into RRS Discovery to be pictured with the VisitDundee branding
  • Press enquiries came in from national press and the travel trade press, keen to make use of a fresh voice for Dundee’s tourism

The project delivered on the desired press coverage, and quickly positioned VisitDundee among politicians and other tourism stakeholders, putting it at the heart of the strategy for the city during a pivotal year.