Great outdoors going underground

Spectacular Highland landscapes will soon be visible 30 feet below Glasgow city centre, thanks to a £25,000 cash boost from VisitScotland.

Outdoor Capital of the UK has been given the money through the national tourism organisation’s Growth Fund for a year-round campaign aimed at encouraging more people from Scotland’s Central Belt to explore Lochaber.

The tourism arm of Lochaber Chamber of Commerce, Outdoor Capital of the UK will use part of the money, which is match-funded by its members, to advertise in the Glasgow Subway.

It will also produce a series of quarterly ‘webisodes’ on Youtube, which will promote the region’s outdoor adventure sports, its wildlife and landscapes, as well as its food and drink.

Thanks to the award, Outdoor Capital of the UK will be exhibiting at VisitScotland expo for the very first time. Scotland’s biggest business-to-business event takes place in Aberdeen from 22-23 April.

Frazer Coupland, Destination Manager at Lochaber Chamber of Commerce, said: “The Glasgow Subway carries more than 14 million passengers a year, so it’s a great place to remind travellers that Lochaber is just a couple of hours away by train or car. The money from the VisitScotland Growth Fund will help us to create a year-round marketing campaign, highlighting Lochaber’s terrific assets, including its food and drink, its iconic mountains and seascapes and world-class events and activities.”

Scott Armstrong, VisitScotland’s Regional Director for the Highlands, said: “The journey from Glasgow to Lochaber, through Glencoe, is one of the world’s most spectacular drives, and there is a wealth of things to see and do when you get there. We are delighted to support Outdoor Capital of the UK through the VisitScotland Growth Fund, something I am sure will encourage even more people from central Scotland to explore this amazing part of the country.” 

Lochaber is famous for its broad range of outdoor activities, including watersports, snowsports and cycling, with Fort William a regular host of the UCI Mountain Bike World Cup.

The VisitScotland Growth Fund supports a range of regional, national and sectoral groups to deliver marketing campaigns to UK and International audiences.

Funding can cover 50 per cent of approved marketing costs from a minimum award of £5,000 up to a maximum of £40,000.

Applications are welcome from both new and existing partnerships. For more information, go to www.visitscotland.org