2. Marketing activity
We're working with partner organisations to deliver a coordinated approach to:
- Responsible tourism marketing
- Education activity
Building on activity in previous years, we delivered a campaign named Keep Scotland Unspoiled.
Keep Scotland Unspoiled used social media, local radio and digital marketing. It aimed to educate, inspire and inform people about issues such as:
- Water safety, fire safety, dog control
- The need to adhere to the Scottish Outdoor Access Code
We used humour to convey our key messaging. We also ensured we set a more positive tone around the need to behave responsibly when visiting outdoor places.
As part of our efforts this year to reach younger audiences, we also worked with some of Scotland’s top travel influencers. They created content for their channels themed around the key topics.