The challenge

Sail Scotland is the National Marketing Organisation for Sailing and Marine Tourism. It is a membership based organisation and currently has a core membership of around 60 companies. Membership of Sail Scotland ranges from small holiday companies to large multi-national marinas. The broad aim of the project was to make a step-change in digital marketing capabilities by creating a set of branded tools for use by Sail Scotland, which will be used as the focus for all future marketing activities and communications.

The solution

This was centred around a highly accessible new responsive website with a bespoke creative design based on user persona research. Highly searchable content, mapping integration (Google & Navionics charting) and member-generated content provide an engaging user experience.

eCRM integration, eCRM integrated competitions, social media feeds and SEO activity help to drive traffic and capture data for re-marketing activities. Sections in foreign languages, tides, navigation, and wider access to the wider tourism experience (e.g. food, events) were also included in the final solution.

Don't take our word for it. Visit www.sailscotland.co.uk and see for yourself.

Key audiences:

  • International yachting tourists
  • Domestic/local yachting community
  • Existing SailScotland members
  • Potential members & associate members


We’re looking forward to an ongoing partnership with Metadigital. Their can-do attitude and ability to deliver on budget will continue to help us push our marketing plans forward.

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