Union Direct have won a prestigious UK Travel Marketing Award in London this week. The awards, organised by the Chartered Institute of Marketing, celebrate the effectiveness of marketing in the travel and tourism sector each year. Union Direct won the Direct Marketing category for its work on VisitScotland; for the ”Winter White” promotion. The campaign delivered an increased response rate up to 9.4% and a return on investment of £15.5 million. The entry beat Virgin Holidays and London Luton Airport to the top prize. The award comes on top of other awards Union Direct has won for VisitScotland in 2009, when the agency picked up two awards at the IDM Business Performance Awards. Gus Chalmers, Managing Director of Union Direct, said, “Working for Scotland’s national tourism body is a pleasure in itself. However gaining recognition such as this is a nice endorsement of the good work we do in partnership with our client. The development of VisitScotland’s customer segmentation, and the CRM programme, has been a very rewarding project for everyone involved.”