Ayrshire & Arran Destination Alliance (AADA) has launched its biggest ever UK marketing campaign to help boost visitors to the region.
Article published 24/01/2022
Find Your Balance
The Find Your Balance campaign uses bespoke video and digital content to showcase the many experiences Ayrshire & Arran has to offer for restorative recreation. The newly produced video content highlights the many natural contrasts to be found in the region and encourages visitors to find their balance by escaping for a short break to slow down, relax, rejuvenate and enjoy leisure time once again.
Find Your Balance campaign film
Key campaign activity
The digital campaign will run across social media and digital channels from January – March 2022 and will include a mix of static image and video adverts on Facebook, Instagram and YouTube targeted at specific audiences across the UK. You can view the videos on the Find Your Balance page on the Ayrshire & Arran Destination Alliance website. Bespoke themed landing pages provide inspiration on Outdoor & Adventure, Wellness & Nature and Food & Drink experiences across the region to help visitors plan their break in Ayrshire & Arran.
In addition to the social media and digital advertising activity, the campaign also includes a substantial digital partnership with Hotels.com, to inspire visitors to book a short break and provide support to Ayrshire & Arran hospitality and tourism businesses by encouraging overnight bookings in shoulder months and extend the visitor season.
A programme of travel blogger visits during February will complete the region’s biggest ever marketing campaign and will provide potential visitors with an authentic insight into the many things to see and do on a short break in Ayrshire & Arran.
How do businesses get involved?
Tourism businesses in Ayrshire & Arran are being encouraged to get actively involved in the campaign to support the recovery of tourism and hospitality in their local communities. You can use the newly produced digital assets to complement your own content. Access the Find Your Balance campaign toolkit which includes links to images, videos and campaign branding assets.
The past two years have been full of uncertainty and challenges. Terms like work-life balance have been strained, we’ve been isolated from friends and family, leisure interests and socialising have been interrupted, and our mental health has been constantly tested. With coasts and countryside, mainland and islands, bustling towns and wide-open spaces, accessibility and rural escape, heritage and innovation – Ayrshire & Arran as a destination is the antidote to that, and the inspiration for our Find Your Balance campaign.
Focusing on a range of new digital content, co-produced with input from industry leaders, tourism businesses, activity providers and many more, the campaign will inspire new and returning visitors to catch their breath and regain their spark, by escaping for a short break to enjoy the sights, sounds and tastes of our special region.
As a not-for-profit industry-led organisation Ayrshire & Arran Destination Alliance has been at the forefront of drives to support the sector throughout the pandemic. The scale and ambition of the campaign is beyond anything we’ve been able to deliver for the region previously and our extensive collaboration with the tourism businesses across the region demonstrates the determination to support the sector at this time. With existing marketing channels reaching tens of thousands of visitors each month, an exceptional team already in place, and a range of exciting work planned over the coming months, we believe we can help our businesses and communities across the region to recover and regrow.
The Destination & Sector Marketing Fund was created to boost the sustainable recovery of Scottish tourism, helping to reach new audiences within the domestic market. We all know that, after a difficult two years, the chance to rebalance is an important factor for visitors in choosing to travel. By combining key attributes like food and drink, wellness, and outdoor activities, along with footage of the region's breath-taking scenery and produce, the Ayrshire & Arran Destination Alliance campaign will help inspire new and repeat visitors.
Tourism recovery
Find Your Balance was created with assistance from the Destination & Sector Marketing Fund, delivered by VisitScotland as part of the Scottish Government’s £25 million tourism recovery programme. Find out more about the COVID-19 tourism recovery programme.