UK visitors targeted for Falkirk short breaks

Over the summer, we worked in partnership with Visit Falkirk on a marketing campaign to encourage Scottish residents and visitors from Northern England to take a short break in the Falkirk area.

The campaign included new attractions like Blackness Bay and Rosebank distilleries as well as historic locations like Kinneil House and Blackness Castle.

Travel media articles, digital adverts and paid social media activity were all used in the campaign. The main objective of the paid social media adverts was to drive people to the newly launched VisitFalkirk.com website. Our activity on Facebook and Instagram was seen over 943,000 times.

Exterior of Rosebank Distillery. Credit: Visit Falkirk

The region has recently enjoyed international exposure as the Kelpies celebrated their 10th anniversary, while the latest Scotland Visitor Survey revealed the importance of attractions for British visitors to the Falkirk area. 

The domestic market was chosen as the target audience for the campaign as a result of the Visitor Survey insights which highlighted that just under three quarters of visitors to the region are from the UK.

The survey also found that visitors to the region particularly enjoyed visiting attractions, heritage centres and viewing architecture. As a result, as well as the distilleries and historic sites, other locations in the campaign included:

• the Hippodrome
• the Falkirk Tunnel
• Falkirk Town Centre Heritage Trail
• Bo-Ness and Kinneil Railway 

The Kelpies at Helix Park, Credit: Visit Falkirk