Find out about our activity to support tourism in Argyll & the Isles (October - December 2022)
This update includes:
Article published 01/02/2023
David Adams McGilp, Regional Director
Welcome to the first regional update of the year. In this update, we look back at our key activity in the last quarter of 2022. Our industry continues to adjust to tough new financial circumstances and it's clear that these will continue to impact in the year ahead. But there is much to build on and we remain committed to doing what we can to support the industry, whether that’s bringing people to Scotland, offering support and guidance to businesses, or creating opportunities for growth and investment.
Our marketing, funding and business support activities are all aimed at building on these shoots of recovery to support the responsible growth of our industry.
It's been a busy period in Argyll and the Isles – from the launch of our film guide, to influencer Foraged by Fern’s trip to Argyll & the Isles, supporting our Spirit of the Highlands and Islands campaign, on a packed four-day itinerary in the region. Our Great Days Out campaign with the Association of Scotland’s Visitor Attractions (ASVA) and Historic Environment Scotland offers discounted rates to one of the many fantastic attractions and experiences on offer across Argyll and the Isles.
Find out more in this regional update on how all our work is helping to support the ambitions of the national tourism strategy, Scotland Outlook 2030, for Scotland to be a world leader in 21st century tourism.
Marketing Argyll & the Isles
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Set in Scotland film guide
In November, we launched our updated Set in Scotland film guide. The 52-page guide, exploring big-screen locations across Scotland, includes more than 150 films and features 16 films shot in Argyll & the Isles. Download the Set in Scotland guide.
New blogs on visitscotland.com
- 15 Scottish tour ideas for book lovers
- 10 stunning stays in Scotland featuring Portavadie, Loch Fyne
- 14 places you must visit in Scotland in 2023 featuring the Kintyre Peninsula
- How to enjoy a local community experience featuring the Isle of Gigha and Blarbuie Woodland
- 8 cosy overnight stays and breaks in Scotland featuring Loch Awe
- 9 reasons why you should visit Scotland in 2023 featuring Kilmartin Museum
- 13 of Scotland's best dark sky stays featuring Ecopods Boutique Retreat in Oban and Hotel Ardanaiseig in Kilchrenan
Great Days Out in Scotland Campaign
This campaign highlights 'kids for a quid' tickets with Scotrail and entry to participating attractions in Argyll & the Isles. Running until the end of March, check out the toolkit on how you can submit an offer to attract more visitors.
Influencer Marketing
Influencer Foraged by Fern completed some influencer work in October, sharing content from trips to Kilmartin and mid-Argyll. The content devlivered over 35,000 views on Instagram and TikTok.
Partnership with The Guardian
Between October and November, we worked on a £60,000 publishing partnership with The Guardian to promote hidden gems and unique heritage of the Highlands and Islands. Argyll & the Isles were showcased in articles covering winter experiences, slow adventure, wildlife, history and ancient kings.
Argyll & the Isles on social media
5.34 million reach
Number of times Argyll & the Isles content reached people on their social channels
+299,000 engagements
Number of reactions, likes, comments, shares and saves on Argyll & the Isles posts.
1.1 million reach
A video of Duntrane Castle on TikTok was the top performing regional post by reach.
Argyll & the Isles in the press
Our Corporate PR team works closely with Scottish and UK media to raise awareness of our work to promote Scotland, Argyll & the Isles to visitors and support for the industry.
Some of the highlights from our Corporate PR team includes:
- Our new Set in Scotland guide featuring film locations in Argyll & the Isles
- An editorial from our Regional Director, David Adams McGilp, looking at the current challenges facing tourism businesses.
Consumer PR team highlights
Pan Market Following the launch of our Witch Trail in September 2022, press coverage of the trail was secured in October across a wide variety of trade, consumer and news outlets in various markets. Kilchurn Castle and Loch Awe were included in The Witch Trail and some of this coverage including:
UK - Following pitching on a beaches press release, Tiree was featured in The Daily Mail with the heading "The Hawaii of the North".
- In a feature by The Times on weekends away, Argyll & Bute was included.
Europe - Argyll & the Isles was featured in a piece by The Times on cycling in Scotland
- Germany's Country Homes magazine published a piece about 'green Glasgow' and how to combine the city with a trip to the Isle of Bute by public transport.
- After supporting the crew of a major German TV documentary for several months, we were delighted to see the 1-hour show air on Arte and ZDF (equivalent to the BBC). The documentary explored Scotland's stunning scenery by train and interviewed different people along the way including a guide on Mount Stuart on the Isle of Bute.
North America - In October, Inverary Castle featured in a round-up of castles across in Scotland in Travel + Leisure.
- In November, Travel + Leisure announced that the UK had been listed as their Destination of the Year 2023. With this accolade, Scotland shone brightly in a series of in-depth articles and features both online and in print. Coverage of Argyll within this included:
China & Emerging Markets - In November, Islay and Mull were featured in an article exploring winter destinations in Scotland by 3 Chinese publications which collectively reach over 2.5 million readers.
- In October 2022, Australian publication Global Travel Media featured Dreamcatcher Cabins at Loch Lomond and The Trossachs National Park in an article about autumn escapes in Scotland.
Hello from our iCentres
Across Argyll & the Isles, we have iCentres in Balloch, Bowmore, Craignure, Oban and Rothesay. Hear what our iCentres got up to between October and December.
- In Bowmore, a friends and family discount helped to increase local retail sales and visits. The team are looking forward to sharing the events programme with visitors when it is ready. A highlight for the team was welcoming an Australian couple who had visited Scotland in the spring but felt it wasn't long enough. They returned in December to escape the hot Australian summer heat and are already looking forward to another trip next year.
- At our Craignure iCentre, October saw the return of the annual Mull Car Rally which always brings lots of visitors to the island to spectate. The closed-road event covers the whole island over three days ending in a ceremony on the Sunday. The event is a date locals and visitors alike have pencilled into their diaries every year.
- Over in Rothesay, the iCentre was busy over the Christmas period with lots of locals doing their Christmas shopping as well as coming to admire the Christmas window display. Residents and visitors are happy to have the cinema fully re-opened again and screens were full in December for the showings of Black Panther and Matilda. The cinema was also used by a local carers group to provide respite for adult and young carers.
- In Oban, the team were involved in the delivery of the Winter Festival which was a great benefit for the town drawing in more locals and visitors. The team also had the pleasure to welcome many visitors from further afield, including a couple from New Caledonia who shared stories of their own homeland with the team.
- At our Balloch iCentre, the team saw a rise in visitors to the area thanks to the Drive In Movies taking place in November and December. They were also pleased to see more locals and visitors taking advantage of the brilliant Scottish produce and gifts on offer.
The Christmas window display at Rothesay iCentre
Scottish Thistle Awards - Argyll & the Isles winners
Good luck to Tigh na Mara Guesthouse, Coll Hotel, Beinn an Tuirc Distillers Ltd and Fèis Ìle - The Islay Festival, Highlands & Islands Tourism Awards finalists from Argyll & the Isles.
All regional winners will go on to compete at the Scottish Thistle Awards National Final on 9 February 2023 at Edinburgh International Conference Centre.
Thistles Award Trophy
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