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Visit Scotland | Alba

Scotland is unique

Unique culture, history, food, drink, terrain even the way the light lingers on the landscape, and of course, let’s not forget the weather. But for all those that visit Scotland at whatever time of year, there is a vast array of things to see and do that are as marvellous as they are unique.

Even if there is something similar elsewhere in the world, there are numerous things that makes Scotland… well, Scotland. Our welcoming nature and humour, the proximity of locations and cities to unspoiled nature, our light and air, the magical and mysterious history, even our use of language and dialects.

It all combines to offer something very special. Every minute of every day of the year millions of visitors experience moments that will live long in their hearts and their thoughts.

Moments they experienced Only in Scotland.

Check out our latest 'Now is your time' summer campaign for 2021 and how to get involved

Now it's your turn to tell your unique stories!

How to get involved...

  1. 1

    Download the toolkit

    We've developed this toolkit with practical information on how to amplify your business within the campaign. 

     

  2. 2

    Get sociable

    Connect with us through our social channels and share the Only in Scotland message across your own. 

     

  3. 3

    Visuals speak volumes

    We've created material that you can use and filled our media library with images and videos you can use across your channels. 

Now is your time | summer film campaign 2021

'Now is your time' is our latest campaign, part of Only in Scotland, designed to showcase exactly what Scotland has to offer this summer and beyond to UK visitors. 

We’re focusing on the key offerings and diversity we know Scotland has in abundance – days out, short stays, city breaks, escapes and family gatherings. 

This campaign includes the creation of a series of new videos for different groups of visitors, from families of parents, grandparents and children to groups of friends, and couples. We’ve been out exploring Scotland and capturing new footage of exactly what Scotland has to offer each of us. 

Our consumer insights show that there's still a hesitancy about booking holidays this summer. This is mixed with a strong desire to take a much-needed break, especially for those still working from their homes. So, this campaign will focus on why now is the time for visitors to take a break in Scotland.

  1. How to get involved
  2. Our campaign content
  3. Our message to consumers
  4. Message examples
  5. Why it works
  6. The five key topics
  7. The activity we’re running
  8. Our channels
Dunnottar Castle, Aberdeenshire
Dunnottar Castle, Aberdeenshire

Image credit VisitScotland / Luigi di Pasquale

1. How to get involved

  1. 1

    Share

    Share the videos on your channels on social media, embed them on your website, or link to them from your email newsletters.

  2. 2

    Incorporate

    Incorporate the campaign into your consumer messaging about your business: “now is your time to stay / visit / explore…”.

  3. 3

    Create

    Create new content for your website on days out, short breaks, city breaks, escapes and gathering experiences at your business and nearby.

  4. 4

    Ensure

    Make sure your online business listings are up-to-date with opening hours, Coronavirus (COVID-19) practises and inspiring info on what you offer.

  1. 1

    Update

    Update your images on online business listings to showcase your business this summer in 2021.

  2. 2

    Check

    Check if you’re featured in any online content and share it on our channels – you might be in VisitScotland content, an influencer blog, or in content by an Online Travel Agent (OTA).

  3. 3

    Read

    Read more about the Only in Scotland creative proposition and how you can be involved further with the full Only in Scotland toolkit.

  4. 4

    Add

    Add #OnlyInScotland and tag us @VisitScotland whenever you post on social media.

2. Our campaign content

We'll publish 10 new videos at 30 seconds each, two for each of our five topics. You can already check out and share our 'Now is your time | Days out' video on YouTube.

The videos will be available on VisitScotland.com, alongside inspiration information for our consumers around each of the topics: 

You'll find refreshed imagery to support the campaign in our digital media library, all tagged so you can search for 'Now is your time'.

 

Back to summer film campaign 2021

Craik Forest, Scottish Borders
Craik Forest, Scottish Borders

Image credit VisitScotland / Luigi di Pasquale

3. Our message to consumers

Why Now is your time? To understand the concept around the strapline for the campaign, we've broken it down for you - this is the message to our visitors and what it means. 

NOW: If you’ve been wondering or waiting for the right time throughout lockdown, then now’s the time. Restrictions have eased, and the vaccination rate is fast. Not next year, not October, NOW is the time you need to be enjoying Scotland. 

IS YOUR: Scotland is the place for you, not someone else. Whatever you like, whether it’s scenery, serene spas or pushing your limits whilst mountain biking, Scotland is the place for YOU to reconnect with yourself, your family, your friends and your partner. 

TIME: You’ve spent enough time indoors at your work-from-home desk, baking banana bread and keeping your distance, all for the greater good. But now you can finally get out there and take some time to yourself doing something that will truly make you happy inside again. 

ONLY IN SCOTLAND: Scotland is the country that is now ready to offer all the diverse range of experiences that will truly allow you to make the unique getaway that you’ve been looking forward to.

Add #OnlyInScotland and tag us @VisitScotland whenever you post on social media.

 

Back to summer film campaign 2021

Falkirk Wheel, Forth Valley
Falkirk Wheel, Forth Valley

Image credit VisitScotland / Luigi di Pasquale

4. Message examples

We've created some example text to make it easier for you to get involved and support the campaign across your own marketing and social media. Do you have your own images or videos of your business that complement these themes? Or maybe you've come up with some other exciting ways to incorporate 'Now is your time'. Use them and join in the conversation online. Remember to add #OnlyInScotland #VisitScotland
 

  • NOW IS YOUR TIME for a day out

  • NOW IS YOUR TIME to try something new

  • NOW IS YOUR TIME to choose a short break

  • NOW IS YOUR TIME to plan a city break

  • NOW IS YOUR TIME to book a city break

  • NOW IS YOUR TIME to get together

  • NOW IS YOUR TIME for a great escape

  • NOW IS YOUR TIME to catch up

  • NOW IS YOUR TIME to laugh together

  • NOW IS YOUR TIME to be a family again

  • NOW IS YOUR TIME to relax

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Bridge of Orchy Hotel, Argyll & The Isles
Bridge of Orchy Hotel, Argyll & The Isles

Image credit VisitScotland / Luigi di Pasquale

5. Why 'Now is your time' works

  • Mindset

    Taps into the mindset of people looking for permission and a location for getting away and it implies that this is the best time with a fear-of-missing-out (FOMO) tone.

  • Relevance

    It’s relevant to anyone and open to everyone’s interpretation.

  • Inviting

    It’s an invitation to explore and discover.

  • Messaging

    It’s positively affirmative, asserting action from Scotland to others to come and enjoy.

  • Diversity

    It captures the variety Scotland has on offer by alluding to the fact (along with the creative connect) that there’s something for everyone and what they need as a getaway.

  • Alluring

    It’s intriguing. It makes people think “What am I waiting for? Scotland has it all and they’re inviting me now.” This moves them into a planning stage and closer to the point of booking.

  • Uniqueness

    It infers that what Scotland offers is unique and even exclusive for the experience or the emotions you will feel here.

6. The five key topics

  1. 1

    Days out

    Primarily for Scots of all age groups, looking at new places to explore, broadening your horizons and experiences through culture, food & drink, activities and reconnection.

  2. 2

    Short stays

    Scotland is the best option for a short break, not a second-best choice. It’s about building lifetime memories through shared experiences, last minute getaways and the opportunity Scotland offers.

  3. 3

    City breaks

    Focusing on how Scottish cities offer more, with the cities+ experience. Our cities are compact and walkable with neighbourhoods, then it’s easy to go further and explore the nearby outdoor spaces. Also looking at how our cities are a safe, enjoyable experience in 2021.

  4. 4

    Family gatherings

    Looking at how you can re-engage with loved ones and extended families and build new memories together. Scotland is a great place for all ages who want that precious time together again.

  5. 5

    Escapes

    Looking at the benefits of a holiday to Scotland, both in terms of physical and mental health over the long-term. Promoting the genuine experiences you can have here now.

7. Our activity

We'll be promoting these films across owned channels such as social, email and press promotion, and paid advertising online through social media and influencer content, digital adverts and publishing partnerships.

 

Back to summer film campaign 2021

V&A Dundee, Dundee
V&A Dundee, Dundee

Image credit VisitScotland / Luigi di Pasquale

8. Our channels