The strategy, which will include broadcast and digital advertising will target the Scottish domestic market first of all, before expanding to the rest of the UK and include activity with popular travel platforms such as TripAdvisor and Expedia.
With tourism worth more than GDP11,5 billion to the Scottish economy, supporting one in 12 jobs, the sector has been devastated by the Covid-19 pandemic and subsequent lockdown and travel restrictions.
The marketing activity will begin with a ‘restart ’ stage capitalising on the school holiday months for the family market, promoting the different types of holidays and breaks throughout the country and inspiring Scots to travel at home with a ‘call to arms’ to make a real difference to the tourism industry and enjoy what’s on their doorstep.
The main focus of the strategy, aimed at the domestic market will be a Hero film which relays the message ‘You don’t have to travel far’, reminding Scots that there’s a lot to discover close to home that will make a big difference to their health & wellbeing after a period of staying at home but also make a big difference to Scotland. The film will feature some of the tourism industry from across the country representing the different sectors including attractions, activities, food and drink and accommodation.
The strategy introduces a phased approach to ensure communities, of which tourism businesses are a part, do not feel overwhelmed by a sudden influx on visitors, while getting the tourism industry up and running again.