Press release -
Calling London
Londoners are being encouraged to swap the hustle and bustle of the Big Smoke for the peace and tranquility of the Cairngorms National Park in a new marketing campaign supported by VisitScotland.
With £30,000 of match-funding from the national tourism organisation’s Growth Fund, Cairngorms Business Partnership (CBP) is launching its first ever digital marketing campaign focusing on potential visitors from London and the South East of England.
CBP has teamed up with Caledonian Sleeper, on the £60,000 campaign, encouraging visitors to enjoy a relaxing journey from the centre of London to the heart of the Cairngorms National Park either to one of the six sleeper stops in the west National Park or via Aberdeen into the East of the Park.
The main focus of the campaign will be a digital guide, co-branded with Caledonian Sleeper, which will be packed with useful information on the enormous range of activities available for visitors in the Cairngorms National Park, including skiing, mountain biking, walking or experiencing the relaxed traditions of the communities within the National Park.
Among CBP’s other campaign activity is the production of new online video content, employing a series of guest bloggers and takeovers on Instagram.
Malcolm Roughead, Chief Executive of VisitScotland, said: “The Cairngorms National Park is one of Scotland’s most outstanding natural resources, attracting people from all over the world to enjoy its amazing range of world-class outdoor activities. We are delighted to help Cairngorms Business Partnership in this exciting new marketing venture through the VisitScotland Growth Fund and hope that it inspires many more people from London and the South-East of England to come here and explore exactly what makes the UK’s biggest national park so special.”
Mark Tate, Chief Executive of the Cairngorms Business Partnership, said: “We are delighted to have been awarded a VisitScotland Growth Fund award which will enable us to market the Cairngorms National Park to a new audience. In our latest visitor survey, 96% of visitors agreed with the statement ‘I love the Park’. We want more people to experience the stunning landscapes and special communities which are at the heart of the Cairngorms National Park. The Caledonian Sleeper is the perfect travel partner, our visitors can leave the bustling city and after a wee dram wake up to the stunning scenery of the Cairngorms. With the Sleeper the journey really is part of the experience.”
Peter Strachan, Caledonian Sleeper Managing Director, said: “The Cairngorms Business Partnership and Caledonian Sleeper are natural partners. By working together to promote the many attractive features of the Cairngorms, from its natural beauty to the abundance of sporting pursuits, we can offer the perfect escape to people living in the South East of England. With the Caledonian Sleeper it’s easy to leave the city and wake up in Scotland relaxed and ready to enjoy a break in the Cairngorms.”
The VisitScotland Growth Fund is open to groups of three or more businesses and can support well planned, inspiring and new marketing campaigns. For more information on the VisitScotland Growth Fund, please see www.visitscotland.org/growthfund.aspx
Topics
- Tourism
Categories
- corporate communications
- growth fund
Regions
- Scotland
Notes to Editors
- Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
- The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
- This will be supported by seven overarching strategies:
- Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland to visit different parts of the country
- Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
- Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international opportunities and market to a global audience and we will work within One Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
- Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
- Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
- Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
- Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
- VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP.
- The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit www.gov.scot or follow @scotgovESIF
- For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
- Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
- For holiday information on Scotland go to www.visitscotland.com
- For information about business events in Scotland go to www.conventionscotland.com
Year of Innovation, Architecture and Design 2016 - 2016 will shine a spotlight on Scotland’s achievements in innovation, architecture and design through a wide-ranging, variety of new and existing activity.
- The Year of Innovation, Architecture and Design begins on 1 January 2016 and ends on 31 December 2016 and will build on the momentum generated by the current 2015 Year of Food and Drink as well as previous years including Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
- Through a series of exciting events and activity, the year will showcase Scotland’s position as an “innovation nation”, its outstanding built heritage, and its thriving, internationally acclaimed creative industries sector.
- The Year of Innovation, Architecture and Design is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Scottish Government, Creative Scotland, Architecture + Design Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise and The Royal Incorporation of Architects in Scotland (RIAS).
- The Year of Innovation, Architecture and Design events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
- Join the conversation at #IAD2016
- Events can join the 2016 Year of Innovation, Architecture and Design Partner Programme throughout the year by visiting http://www.eventscotland.org/YIAD_partner_programme
