See South Scotland is an ambitious, targeted and co-ordinated marketing programme aimed at propelling the south of Scotland into the global spotlight, shining a light on everything that we have to offer.
In addition to our marketing activity, we’ve created this industry toolkit with tips on how to get involved, from example social media posts to television adverts that you can share on your channels to finding the right images – we’ve got it.
The best way to keep the south of Scotland high on the list of must-see destinations is to make a noise loud enough for people to hear, wherever they are around the world. So, let’s get together and continue to throw a spotlight on the south of Scotland.
About the campaign
Before we begin here’s a little more on the campaign. From 2018 – 2020, the See South Scotland campaign highlights that the experience of Scotland starts from the moment visitors cross the border and enter the south of Scotland, where they can immerse themselves in unique Scottish experiences right across the Scottish Borders and Dumfries & Galloway.
Our marketing is focused on sharing the tourism windfall to all regions of Scotland and outwith peak times. This new activity offers a real opportunity for tourism businesses across the south of Scotland to engage with the campaign and help drive forward regional success together.
We built two strategic business cases for Scottish Government which has allowed us to secure £1 million of investment from the Programme for Government to create an extensive destination marketing campaign which showcases the South of Scotland to new target markets in Europe.
Whether it’s sharing the hashtag #SeeSouthScotland across your channels with a stunning image, sharing the television adverts on social media or making sure your VisitScotland.com web-listing reflects how your business will be celebrating the year – every little bit counts.
Get sharing | TV advertising campaign
We’ve developed a series of adverts that’ll air across Channel 4's (C4) channels from Friday 6 March. The adverts bring to life the unique experiences on offer across the south and we’re delighted to be working in collaboration with Expedia to add a tactical element to the activity by encouraging bookings.
We have a wealth of stories and our people and their warmth of welcome sees visitors return time and again. Our adverts deliver an immersive picture for viewers, taking them on a journey across the south, revealing our dynamic sense of adventure, culture and culinary delights.
There are three 30-second television adverts each covering Dumfries & Galloway and the Scottish Borders under three themes: Adventure, Food and Drink, and Lifestyle. The adverts will be shown from Friday 6 March 2020 for eight weeks with media spots on C4 Main, C4 North, C4 London, and More4 to align with our key target audience. The adverts will also be shown within contextually relevant programmes to their theme.
The premiere of the lifestyle advert aired on More4 during Crufts 2020 on 6 March at 19:10. The premiere of the adventure advert was also on More4 during Guy Martin’s Great Escapes on 6 March at 19:50. And the premiere of the food and drink advert will be on Ch4 during The Great Celebrity Bake Off for Stand Up To Cancer on 10 March at 21:05.
The adverts convey passion for the south through personal endorsements from charismatic, REAL people, who operate experiences in the region. Take a look for yourself...
#SeeSouthScotland | lifestyle television advert
#SeeSouthScotland | adventure television advert
These adverts are available for you to use across your social media and online channels. Use them as often as you like to ensure everyone know the South of Scotland is the place to be.
The food and drink advert will be uploaded after its premier on 10 March.
Get snappy | visuals speak volumes
If you're looking for imagery and content to enhance your marketing material, we can help. We’ve been adding some fantastic new images to our digital media library and you can apply for access to use these images and videos for free.
The more visual your website or channels, the more potential visitors can start to see the whole picture of what their holiday in the south of Scotland might look like.
To access a range of free to use images from across the south of Scotland please register (for free) with our Digital Media Library.
Get sociable| join the conversation
Make the most of our new imagery, video and content resources in your own marketing materials and spread the word through social media by tagging #SeeSouthScotland on your social media posts where Dumfries & Galloway and Scottish Borders locations feature.
Join the conversation and share your own inspirational content across Facebook, Instagram and Twitter. Here's a few sample tweets to show how easy it is to spread the word.
In support of the campaign:
Let’s showcase the south of Scotland and encourage visitors from across the world to experience it for themselves! #SeeSouthScotland https://bit.ly/2BOULxo
Get behind the latest campaign #SeeSouthScotland by sharing the new film highlighting coastal and forestry activities across the whole of the south of Scotland on your channels! https://bit.ly/2BOULxo
To promote the region to consumers:
The south of Scotland has a wealth of stories and our people and their warmth of welcome sees visitors return time and again. Experience it for yourself #SeeSouthScotland https://bit.ly/2BOULxo
Whether it’s cycling deep into the forests, fishing for local seafood or discovering a literary hero, the South of Scotland has it all and more! Experience it for yourself #SeeSouthScotland https://bit.ly/2BOULxo
Get online | share our consumer content
Our See South Scotland campaign page can be found on VisitScotland.com. Take a look through all our content and link out to it from your own marketing activity / website.
We produced three articles for our consumer blog which were translated into German and Dutch. 15 Unexpected things to see and do in South Scotland, 9 Wellness Holiday Ideas in South Scotland and 18 Places to Stay When Touring South Scotland. Use them in your marketing.
We worked in partnership to produce a Developing Mountain Biking in Scotland Tweed Valley mountain biking video featuring US pro MTB athlete Eric Porter. Share it on your social channels.
We also have our year one inspirational film which follows a family of four as they take a road trip through the south to explore the coastal and forest activities on offer. We hope that you're still inspired by the film and will share it for your visitors via your social channels and websites.
And finally, have you joined our closed Facebook group? With more than 300 members it's been set up to share information and best practice on tourism in the south of Scotland. We'll keep you up to date with all things #SeeSouthScotland - so connect with us.
Be discoverable and bookable
As part of this campaign we’ll encourage people to visit the See South Scotland pages of VisitScotland.com. Your VisitScotland.com business listing is a great platform to showcase your business to a global audience so please check and update it to ensure it’s as accurate and eye-catching as possible.
And, if you don't have a listing with us, you can get one for free. All you need to know about a web listing.
For maximum impact online, your business needs to be discoverable and bookable. It’s about how easy it is for a visitor to find your business online, and whether a customer can then book your service online - whether that’s a room to sleep in, a tour, an entry ticket for your attraction, or reserving a table. Watch our advice video DIY: discoverable and bookable online for more.
We know that increasing numbers of people use Online Travel Agents (OTAs) to book their holidays – flights, accommodation and experiences. In 2020, at least 41% of visitors booked through OTA’s, so this is a route to market many should consider. OTAs offer a web-based system that allows you to accept bookings online. Watch our DIY: Online Travel Agents advice video for more.
Working with Expedia
As a direct result of industry feedback, we’re delivering a tactical campaign encouraging visitors to book a trip to the area primarily for spring but also the summer season. We're delighted to be working in collaboration with Expedia so that we can drive visitors to their site to encourage conversion/bookings as well as the See South Scotland pages of VisitScotland.com.
This is the first time Expedia has partnered with a national tourism organisation in this way. Expedia is the largest online travel agency in the world.
The See South Scotland activity will complement recently launched local campaigns Scotland Starts Here and South West Coastal 300 with messaging across activity promoting the wealth of fantastic experiences on offer in Dumfries & Galloway and the Scottish Borders (alongside our neighbours) and bring to life the stories and people that make the south of Scotland so unique.
Our adverts also build on our marketing drive, Only in Scotland, which shines a spotlight on the unique experiences and hidden gems the country has to offer and continues to support more sustainable growth in the industry.
Year one success
We’re delighted that the first year has been a major success, reaching a potential audience of more than 183 million people around the world. Read more on this success.
It’s now time to build on this momentum and keep the south of Scotland front of mind.
This is an exciting time for the South of Scotland. The best way to keep the south of Scotland high on the list of must-see destinations is to make a noise loud enough for people to hear, and our first ever regional TV advertising campaign allows us to do just that.
The Borders Railway
Scotland’s newest railway, part of the national Great Scenic railway network, opened on 6 September 2015, representing and exciting tourism opportunity.
Scotland is about building bridges, connecting places and bringing people together. Running between Edinburgh and Tweedbank in the Scottish Borders, the journey takes less than an hour and makes it easier than ever for visitors to explore the regions connected by the new railway line. In its first two years of opening it welcomed more than 2.6 million passengers.
Direct transport links are key to growing Scotland’s tourism industry and this line has helped transform the tourism economy and supports the ambitions for growth in the Scottish Borders, Midlothian and Edinburgh, reconnecting the south east of Scotland to a UK-wide network of rail and air travel hubs.
Borders Railway logo
Use our Borders Railway logos to help you promote your business to domestic and international visitors and be part of this exciting transport development. The logos can be used in printed and online marketing and PR materials, including websites and social media.