In partnership with High Life Highland, a new campaign which highlights the natural and cultural heritage of the Highlands and Islands has been launched today (Thursday 16 June).
We're supporting through a contribution of £125,000 and delivery of the consumer marketing campaign.
The Spirit of the Highlands and Islands project seeks to encourage visitors to explore and experience the more remote and rural parts of the Highlands and Islands. It aims to inspire visitors to support local events, festivals, workshops, visitor attractions and outdoor locations across the Highlands and Scotland's many islands.
The project looks to grow capacity by encouraging visitors to come during the shoulder season, and to responsibly experience local areas with outstanding natural and cultural beauty which have capacity to welcome more visitors. The campaign will target both domestic and international markets, and include a strong responsible tourism message. It will showcase all the Highlands and Islands have to offer while highlighting the areas as unique, authentic, and easily accessible - including for active pursuits.
The campaign aims to benefit local communities too through greater economic potential and creating and sustaining jobs, businesses, and services.