Today (15 July) we've launched a £3 million marketing campaign with an emotive film welcoming back Scottish tourism and reminding us what a beautiful country we have right on our doorsteps.
The film, which can be seen and heard on TV and radio stations across Scotland from today, has the clear message that "Only in Scotland can travelling so little make such a big difference."
It encourages Scots to travel close to home in a responsible way and appreciate what’s on offer in their own country, featuring locations from across Scotland as well as representatives from Scotland’s tourism industry.
Our marketing strategy, which we announced on 25 June, includes up to 10 weeks of advertising across STV, Channel 4, ITV and Sky, a six-week campaign on Bauer radio stations across the country, as well as digital channels such as DAX and Spotify and Facebook advertising.
Our marketing activity will take a phased approached to ensure that tourism businesses will be able to open with the support of local communities and will have the safety of staff and visitors at the heart of the campaign.
The tourism industry in Scotland has been devastated by coronavirus and we're urging people to give their well-being a boost by rediscovering their own country.
The campaign will be extended to the rest of the UK from the end of July including a partnership with TripAdvisor and Expedia, and additional advertising with Hearst media titles including Cosmopolitan, Good Housekeeping and Red Magazine.
Only in Scotland: Why Scotland needs you
We’re delighted to finally be in the position to be able to launch a marketing campaign to celebrate the reopening of tourism. The COVID-19 pandemic has had a devastating impact on the industry, and we’d like to encourage people across Scotland to get out there and support businesses in any way we can.
This film celebrates the huge variety of activities we have right across the country, showing you don’t have to travel too far to have a fantastic experience. Alongside this though, it’s important we respect that tourism might not look the same as before, but the warm Scottish welcome remains. We ask that people follow the recommended guidelines, book in advance and respect the local communities so there’s something to enjoy for everyone.
It’s been an extremely tough period for Scotland’s tourism sector but thanks to everyone’s efforts in suppressing the virus, we are now at the stage where we can warmly welcome visitors once again.
VisitScotland’s marketing campaign will be instrumental in encouraging people back to our hotels, restaurants and visitor attractions. Our country has so much to offer and I hope people in Scotland take this opportunity to book a well-deserved break, and support our world-class tourism industry in turn.
With guidance for businesses and visitors now in place, I would encourage anyone looking to enjoy our attractions, cities and rural areas to plan ahead and familiarise themselves with advice on how to do so safely, whilst respecting local communities.
Share the love
We’ve made our films available for you to access and share with your visitors across your social media channels. We have a few different lengths of film available. If you would like to access these, they're available to share from our YouTube channel, and you can also download them from our Digital Media Library.
Please also use #OnlyInScotland and #Take5forTourism when posting and join in the conversation online.
A guide to safe travels in Scotland
We've also produced some materials for you to share with your visitors on how to enjoy Scotland responsibly as COVID-19 travelling restrictions ease.
These include 'A guide to safe travels in Scotland' film and a range of handy travel itineraries to keep you busy for two to four days exploring areas of Scotland. These are all based on recommendations by our industry experts as featured in the film, and we've shared a list of some familiar industry faces below.
From a local yacht charter in Ayrshire, to the Museum Manager of Aberdeen Art Gallery, who better to give you some suggestions for a Scottish holiday than them?
These are all available in our Holiday and Breaks in Scotland information. You can easily share this link with your visitors or alternatively to download the films to share with your visitors you can access these from our YouTube channel.
A huge thanks to our industry representatives
Apart from the stunning landscapes and footage of Scotland, you may also recognise some familiar faces that appear in our new film. A huge thanks to everyone involved in the making of this film, our warm welcome is safely in the hands of our amazing tourism sector.
Our industry representatives include:
- Adam Burns – Centre Manager, Willowgate Activity Centre, Perthshire
- Alex Robertson – Museum Manager, Aberdeen Art Gallery, Aberdeen
- Andy Barlow – Dirt School Mountain Bike Coaching, Scottish Borders
- Deirdre Henderson – Brand Home Manager, Oban Distillery, Argyll & The Isles
- Carylann Williamson – Owner, Garroch Glen Shepherd Huts, Dumfries & Galloway
- Hazel Pearson – Operations and Business Development Manager, Flamingo Yacht Charters, Ayrshire & Arran
- Helen Hume – Head Custodian, The Italian Chapel, Orkney
- Myra Wilson – Boat Hire Assistant, Scottish Canals, Falkirk
- Louise Nicoll – Owner, Newton Farm Holidays, Angus
- Richard Shucksmith – Owner, Shetland Photo Tours, Shetland
- Sally Nowell – Wildlife Guide, Speyside Wildlife, The Highlands
- Stuart Syme – Golf Professional, Scotscraig Golf Club, Fife
- Roy Brett – Chef/Patron at Ondine restaurant, Partner at The Fishmarket and Ishu Mehotra, and Head Chef at The Fishmarket, Edinburgh
- Dougie McCance – Scottish Piper, Glasgow
- Anne Smith – Housekeeper, Lewis Longhouse, Outer Hebrides
- Manny Babar – General Manager, Sleeperz Hotel, Dundee