We’re working with partners across the country to amplify and inspire people living in Scotland to Love Local during the festive period. Alongside Scotland's Town Partnership (STP) and other partners, we’re working to support the local tourism and events sector with local initiatives during its time of need to help with the devastating impact of the pandemic.
We all have a role to play in the recovery of our country’s valuable tourism industry, whether it’s eating out, booking a break on your doorstep, or buying from a local business (when it's safe to do so). The #ScotlandLovesLocal campaign spearheaded by STP encourages people living in Scotland to get behind their local businesses to help protect the places and businesses we all love to visit.
In this article:
Businesses supporting love local - top tips
Businesses and events across the country are getting involved and supporting the Love Local message, here’s just a few examples to provide you with inspiration and some practical examples for your business.
Love Local – inspiration
Create new website information 'things to do'
Crieff Hydro in Perthshire has created a fantastic ‘Top 10 things we love’ blog on their website which signposts to local businesses nearby that their visitors can experience while staying at the hotel. It's important to keep your website up-to-date and creating new content such as ‘things to do’ in your local area is a fantastic way of supporting local businesses. And, if you let the local businesses know your promoting them, they may also share with their customers.
Giving the gift of a voucher
A lot of businesses are now creating gift vouchers, Knockomie Inn in Morray has put together some great gift vouchers for their visitors including afternoon team to stay vouchers. Gift voucher companies such as SKChase or Gift Voucher Brilliance are used by hospitality businesses, however you can also do it yourself. Consider showcasing your own products as gift vouchers, for people to give it as a gift.
Creating an offer for locals
Businesses across Scotland have been reaching out to their new local audience and creating an offer or package just for locals. The Balmoral Hotel in Edinburgh created a new package to attract locals to stay at the hotel - The Curfew Club - allows visitors to stay and dine in their own room with a range of complementary movies to enjoy. In Perthshire, Comrie Croft offered residents in Perth & Kinross 50% off accommodation bookings over certain dates as part of their love local promotion.
Connect with your local Destination Management Association
Most areas across Scotland have a local tourism association, or local authority that have also tapped into the love local message. Whether they are running a regional campaign, or initiative make sure you check it out.
Spread the word
Wigtown Book Festival has been celebrating the businesses in Wigtown with their #shoplocal campaign. They have been highlighting how you can support local businesses, as well as the benefits of shopping locally, on the Wigtown Book Festival and Explore Wigtown Facebook pages, as well as in their e-comms and in their blogs. In addition to this, they created ‘Book Bonds’ a new way to support Wigtown Book Festival and the many booksellers of Scotland’s National Book Town in Wigtown, who have been affected by the lack of visitors during the coronavirus outbreak.
Scotland’s Town Partnership has created a handy toolkit highlighting the many ways to join in and get involved in #ScotlandLovesLocal - from images and branding, to a helpful webinar showing how your business can use the resources and promote the love local message. You can find the toolkit on their website.
What's VisitScotland doing?
Today (1 December) we’ve launched our latest marketing campaign to support the #ScotlandLovesLocal activity, targeting people who live in Scotland to support local businesses and events and become a tourist where you live (if safe to do so).
Our activity features a virtual Christmas marketplace, that will be promoting themes throughout December, encouraging people to support local businesses whether that’s visiting a local attraction, booking into a local hotel for the night or attending a virtual event. As part of this activity, we’ve developed a series of short videos to share across our consumer channels promoting accommodation, food and drink and attractions as part of our Christmas countdown and have a section within our virtual marketplace dedicated to promoting to business offers and initiatives for locals to enjoy throughout the festive period.
Here's how you can get involved
Submit your offer/promotion/initiative
Do you have an existing offer or are you running an initiative supporting local businesses that we can help promote?
Businesses and events across Scotland can provide us with details on any existing or new offers or initiatives to feature as part of our latest festive marketing promotion to support #ScotlandLovesLocal.
These offers will feature within our dedicated campaign webpage on VisitScotland.com to help inspire locals to explore their own doorstep, throughout December.
Already promoting an offer, initiative or promotion to your local audience, then we’d love to hear from you.
Please note: when opening the ‘Submit your offer’ PDF, please download and save to your device before completing, saving again and sending it to us via email. Please check the form you attach contains all the information you’ve added.
In line with the #ScotlandLovesLocal campaign activity we invite businesses to work with us, this is an open invitation to all businesses/partner/tourism groups to submit an offer / promotion or initiative to us for the #ScotlandLovesLocal campaign or make a general enquiry.
Please note that we are not bound to select or proceed with any offer / promotion or initiative, and we reserve the right to cancel or remove these offers at any time. We also reserve the right to amend the selection category as necessary.
Terms and conditions
By completing and sending an offer / promotion or initiative to us, the businesses/partner/tourism group is agreeing to comply with our terms and conditions. You should carefully review and ensure that you understand and accept the terms and conditions before completing and sending any offers.
We’ve created a virtual Christmas marketplace to inspire people living in Scotland on what to see and do on their own doorstep - with some great ways to support local this December. From buying their Christmas dinner supplies from a local high street food shop, to visiting a nearby gallery and gift shop for a Christmas present, or how about treating yourself to a change of scene and a night at a local hotel. Take a look at the page which has a series of videos focusing on hotels, shoping local and snowsports to name a few, with great snippets of information to share with your customers from your own website or via your social media.
During December our email marketing team will also be sending out emails to our Scottish database - thats over 100,000 people, we'll be talking to about supporting local busisness this Christmas and signposting back to our main #ScotlandLovesLocal webpage.
To support this countdown to Christmas and beyond our consumer social media team will be highlighting some of the inspiring things to see and do locally across Twitter, Facebook and Instagram using #ScotlandLovesLocal and #ScotlandIsNow. You can join in too, by using the hashtag in your posts and joining in the conversation online or by simply resharing our posts.
If not already, you can follow us on Twitter, Facebook and Instagram using @visitscotland
Business support and advice
We’ve pulled together some valuable tips and advice for businesses and events, to help support the love local message and navigate through the current COVID-19 crisis and beyond.
From updating your web listing, to a guide for organising and delivering virtual events and a handy guide to help businesses understand how to communicate on social media and talking to a new local audience during COVID-19, you can find all this information on VisitScotland.org.