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Article published 30/01/2023

Neil Christison, Regional Director

Welcome to Neil Christison, Regional Directorthe 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 Loch Lomond, Trossachs, Stirling and Forth Valley, from the launch of our film guide to the region’s first tourism industry networking event since 2019 and much more.

Find out more about how 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.

Regional marketing

LLTFV on our social channels (October - December)

3.53 million

Number of times LLTFV content reached people on their social channels

182,000 engagements

Reactions, likes, comments, shares and saves on LLTFV posts

Reach of 575,000

Top performing post by reach was a striking shot of The Kelpies on Facebook

LLTFV corporate PR coverage

Our Corporate PR team work closely with Scottish and UK media to raise awareness of our work to promote LLTFV to visitors and support for industry. 

Some of the highlights include:

  • The launch of our Great Days Out in Scotland campaign featuring Blackness Castle, Divergent Games Escape Rooms, Doune Castle and Stirling Castle

  • Our new film guide Set in Scotland featuring films shot in LLTFV. These include Mary Queen of Scots (2019), The Eagle (2011) and the Holy Grail (1975) to name a few

  • The results of the Scottish Agritourism Growth Tracker, an important sector in LLTFV, highlighting the value and future opportunities for farms and rural communities

  • We celebrated four regional winners at the Scottish Thistle Regional Awards

  • A press release supporting the Forth Valley industry networking event

To view all the press releases, visit our media centre.

Consumer PR team highlights:

Regional iCentre updates

  • Aberfoyle iCentre

    We hosted a late night shopping and networking event in December. Some of our retail suppliers and local attractions - Doune Castle and The Steamship Sir Walter Scott at Loch Katrine joined us. Carol singers from the Christmas tree light switch on also joined us, creating a wonderful festive atmosphere.

    Feedback from locals and exhibitors was positive. We're already looking ahead to plan village events this year!

  • Stirling iCentre

    In December we took part in the Go Forth Christmas Window Competition with 26 businesses around the city taking part. We showcased some of the amazing products that are available in the iCentre as part of our display. And, it was also fun dressing our window up to incorporate a winter theme for people to come and enjoy. Locals voted for their favourite window, and we made it through to the second round. 
    Well done to Keepsake Scotland who had the most votes for the best window!

LLTFV Thistle Award winners

Good luck to all the Thistle Award finalists from the region who will go on to compete at the Scottish Thistle Awards National Final on 9 February 2023 at Edinburgh International Conference Centre.

Scottish Thistle Awards regional winners featuring Perthshire
Regional Thistle Winners. Image credit - Chris Watt Photography.

You can browse the 2022/2023 National Finalists on the Scottish Thistle Awards website.

Year of Stories highlights for 2022

  • Community Stories Fund campaign

    Tanuki Tales event in Clackmannanshire was one of the many events supported by the Year of Stories Community Stories Fund.

    The events were promoted across various newspaper titles in October as well as display ads, social media posts and online articles.

  • Great Days Out campaign

    We partnered with News UK and Reach PLC to showcase a range of attractions through a series of online articles. The attractions featured were all part of our current Great Days Out campaign.

    A series of articles went live across a range of national and regional newspapers. Doune Castle, Stirling Old Town Jail and The Japanese Gardens all featured in The Sun. Doune Castle also featured in an online article in the Daily Record.

  • The List campaign

    A media partnership with The List ran from March to November 2022 to promote the Year of Stories events programme. It included articles, e-newsletters, display ads and social posts. Events highlighted in October and November included Tales from the Castle which took place in Stirling. 

  • Year of Stories case studies

    The new Stirling XP app collaboration between Stirling Council, BT and Seymour Powell featured within our Year of Stories case study on new initiatives and campaigns created by tour operators and attractions across Scotland. Take a look.

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