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Visit Scotland | Alba
Article published 16/09/2020

UK-wide campaign launches to boost domestic breaks through autumn and winter

A new UK-wide campaign to encourage people to take a domestic break during autumn and winter has been launched by the UK’s national tourism organisations.

The £5 million ‘Escape the Everyday’ campaign, which is a partnership between VisitEngland, VisitScotland,  London & Partners, Tourism Northern Ireland, and Visit Wales, highlights the quality destinations, visitor attractions and experiences on offer across the UK’s cities, countryside and coast to boost tourism across the shoulder season and beyond.

The campaign kicks off today (16 September 2020) with a short video and branded content across social media, digital display and ‘on demand’ television advertising.

The content also drives online ‘traffic’ to with ideas and links to information on autumn and winter activities and experiences across the nations and regions.

The campaign, which complements our ‘Only in Scotland’ campaign, is also calling for tourism businesses, visitor attractions and destinations across the UK to get involved.

VisitBritain’s latest domestic consumer sentiment research shows that only 19% of Brits surveyed anticipate taking an overnight domestic trip in the UK during September and October, and 21% between November and March.

The Escape the Everyday campaign, part of the UK Government’s GREAT Britain campaign, is expected to generate more than 200,000 additional domestic overnight holiday trips in the UK.

Get involved - toolkit

Escape the Everyday toolkit image

A free toolkit has been created to provide you with information and tools for how we can work together to build consumer confidence and inspire consumers on the thousands of ways they can Escape the Everyday on a short break in Scotland.

It offers marketing materials that destinations and tourism businesses can download, adapt and use to promote their local offer to boost tourism across the shoulder season and beyond on the themes of ‘Discovery’, ‘Freedom to Explore’ and ‘Treat Yourself.’

The toolkit includes information about the campaign with details of partnership opportunities.

Social media

One of the easiest ways to get involved is on social media. It offers a quick way to reach your audience and potential customers with messaging.

Businesses are being encouraged to share their top three favourite ways to "escape the everyday" on social media, from launch day onwards. 

Use Facebook, Instagram and Twitter to encourage those who visit to share their experience with #EscapeTheEveryday or ask your followers what they do to #EscapeTheEveryday in Scotland.

The campaign complements our current ‘Scotland Needs You’ campaign, which encourages Scots to travel local to make a big difference.

Getting your content shared by us need not be difficult. We're always on the lookout for fantastic, relevant content to share with our audience to inspire people on where they can visit in Scotland. Make sure you tag us @VisitScotland.

Remember to also include #OnlyinScotland in your post, to increase your discoverability amongst an audience who are actively seeking Scotland inspiration.

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Scotland is a fantastic destination whatever the season. Whether it’s our stunning landscapes or our world-famous tourism offering, our delicious food and drink or renowned warm welcome, we want visitors to rediscover all our country has to offer this Autumn and Winter.

The COVID-19 pandemic has had a devastating impact on the industry, and many businesses have shown real resilience to adapt their services and welcome visitors back in a safe and responsible way. We hope by working with our tourism organisation partners this campaign will be an additional tool to help businesses attract more visitors in the coming months.

Tourism is facing its biggest challenge in a generation and will need support for some time to come. Recovery will require a collective effort, working in collaboration and partnership with all those who have an interest in tourism to inspire visitors to support the industry in its time of need. We must act as one to ensure the best possible outcomes for the whole of the visitor economy.

Vicki Miller, VisitScotland Director of Marketing

National weekend swap

As part of the Escape the Everyday campaign the tourism organisations are also partnering on an upcoming ‘national weekend swap.’

Social media ‘influencers’ from across the UK are set to ‘swap’ their own respective nation or region for another across two weekends in September (18 to 20 and 25 to 27), to responsibly explore and promote the local destinations, activities and experiences on offer in line with government guidance.

The content generated during the trips will be shared across the influencers’ social media channels as well as by the tourism organisations to tempt younger audiences to take a short-break in the UK.

We’re Good to Go

The We’re Good to Go’ industry standard and consumer mark launched in partnership with the national tourist boards, is supporting visitors to book a break with confidence, reassuring travellers that tourism businesses are following official guidelines to welcome them back safely.

More than 6,500 businesses have signed up for the We're Good to Go scheme in Scotland and social media is full of people proudly displaying their award.

Consumers want reassurance, so if you haven't already done so, don’t miss out and register now – it’s free, quick and easy to do.


We're Good to Go logo

Locations featured in the short video are: London skyline; Bath Spa, England; Seven Sisters, Sussex; Pembrokeshire Coast, Wales; Cambridge, England; Birmingham, England; V&A Museum, London; Old Royal Naval College, Greenwich, England; God's Own Junkyard, London; Bowie Street Art, London; Sheans Horse Farm, Ballymoney, Northern Ireland; Zipline, Dumfries & Galloway, Scotland; Loch Ness, Scotland.