In what is a world first by a national tourism organisation, the campaign features four women who, as friends, are filmed enjoying a golf break which also involves other fun activities off the course. The result is fun, engaging and inspirational content which will be aimed at VisitScotland’s key golf markets in the UK, Germany, the US, Scandinavia and the Netherlands.
The video content campaign, which has adopted the #HerScotland hashtag, had commenced organically Feburary 07 with the main 60 second video displayed on VisitScotland’s YouTube Channel https://youtu.be/KfMNvtRfw9Q.
VisitScotland want more women to come and experience golf on its many stunning, accessible and friendly courses as well as exploring the many other exciting activities on offer away from the golf course. Currently just 12 percent of golf visitors to Scotland are female, which represents a huge potential for growth considering that female golf participation in some European countries in particular is in excess of 35 percent.
The campaign will also be used to help support raise awareness of The 2019 Solheim Cup, the most prestigious event in women’s golf, which is being held from September 09 – 15 over the PGA Centenary Course, Gleneagles.
Malcolm Roughead, chief executive, VisitScotland, said, “VisitScotland is proud to be doing something that no other tourism body has done before by investing in a female focused golf destination marketing campaign. We pride ourselves on being a forward thinking and innovative organisation and I believe this campaign will help to put the focus on Scotland as a female friendly golf destination.”