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Visit Scotland | Alba
Article published 22/10/2019

Spreading the love of Scotland through stories

We’ve launched our latest marketing drive, Only in Scotland, which shines a spotlight on the unique experiences the country has to offer and will help continue the push for more sustainable growth in the industry.

The activity is the next chapter of the Scotland is Now campaign and will reinforce the country’s position as a warm, welcoming and creative nation.

It comes as the result of extensive visitor research which showed the need for more investment at the start of the visitor booking process by providing inspiration and ideas to encourage them to book a trip to Scotland.

Only in Scotland activity

Activity will showcase the unique experiences and hidden gems you can discover across Scotland throughout the year. Local tour guides from around the country provide the backbone of the campaign, telling compelling stories which will be shown on VisitScotland.com and other media.

Our Tour Guide Tales tell the story of six guides showcasing the lesser known regions to encourage visitors to try out different parts of the country.

We’re investing around £2 million in the campaign with marketing planned in Germany, France, the US, UK and China. We’re working in partnership with Matador Network and Expedia in the US, Le Figaro and Amazon in Europe and Stylist magazine in the UK.

Activity will start today, 22 October, and run until March 2020.

What’s your story?

In addition to our marketing activity, we also want to work with you - the tourism industry. We’ve created an industry toolkit with tips on how to get involved, from example social media posts to print promotion to finding the right images – we’ve got it.

We’re encouraging people to come here throughout the year and no longer just explore the tourism hotspots, to get off the beaten track and realise what the locals already know – there are hidden gems just waiting to be discovered throughout Scotland – help us to showcase these to our visitors.

The best way to keep Scotland high on the list of must-see destinations is to make a noise loud enough for people to hear, wherever they are around the world. So, let’s get together and throw a spotlight on our regions. Our Only in Scotland toolkit contains everything you need to know.

This is a fantastic opportunity for us to continue our work in supporting the sustainable growth in tourism by encouraging further seasonal and regional spread from visitors across Scotland.

We’ve worked closely with the tourism industry to ensure we give them the tools to be able to support our Only in Scotland activity and help us showcase the breadth of attractions and experience our beautiful country has to offer.

Vicki Miller, Director of Marketing at VisitScotland

Scotland Is Now

Bringing together VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, Scottish Government and Universities Scotland for the first time with a single, bold narrative for Scotland, the Scotland Is Now initiative was launched in April 2018.

In its first year, the campaign aimed to grow awareness of the nation targeting the key markets of New York, San Francisco and London. Within its first nine months, the campaign delivered in excess of 127 million views of its videos, attracted over 1,000 uses of #ScotlandIsNow every day, reached thousands of businesses worldwide and drove increased referrals to all partner channels.

Scotland is Now was created to show visitors, students, workers, business partners and investors that Scotland is a small but progressive and inclusive nation that is doing incredible things.

We’ve continued to listen to your feedback and have developed an exciting way for us all to promote Scotland specifically to our visitors. We want to celebrate everything that makes Scotland unique and hope that you will join us.