SWC300 Touring Road Route is a digital campaign led by Visit South West Scotland (VSWS) looking to increase awareness of the new route among key markets identified by VisitScotland.
It is anticipated this increased awareness will lead to more visitors coming to the area to grow the local visitor economy.
The national tourism organisation is supporting the campaign with a VisitScotland Growth Fund award. This award provides support to national, regional and sectoral tourism groups across Scotland to help them deliver partnership marketing campaigns.
The campaign will use a range of inspiring digital content to showcase the route to visitors with a passion for travel and adventure seekers from the UK and Ireland. This will include the creation of new films, images and itineraries as well as work with influencers which will be shared across YouTube, Facebook and Instagram.
It is expected the campaign will reach over 800,000 people via social media and at least double organic traffic to the South West Coastal 300 landing page on the VSWS website.
The campaign’s theme is that the SWC300 route will make visitors fall in love with South West Scotland. The campaign will showcase those aspects of the route which offer particular appeal to the key target markets: stunning scenery, a connection with nature and adventure sports. This theme has been identified as having the best fit with the target markets.