Press release -
Islands in funding stream
A £52,000 campaign to inspire people to visit the Outer Hebrides this spring and summer is being launched this week by VisitScotland, in partnership with Comhairle nan Eilean Siar.
The Outer Hebrides has long been a popular destination for visitors and the chain of islands boast a number of attractions, including the Calanais Standing Stones, the Gearrannan Blackhouse Village and Carloway Broch on the Isle of Lewis; Luskentyre Beach and the Harris Tweed Company on the Isle of Harris; and the RSPB Balranald Nature Reserve on North Uist.
Going on sea trips and expeditions are also a ’must’ for people visiting the islands and a number of events, including the Hebridean Celtic Festival, Sail Stornoway Maritime Festival and Harris Arts Festival, attract thousands of visitors every summer.
The campaign, which launches on Tuesday 2 February and complements VisitScotland’s Brilliant Moments campaign, will encourage visits during the spring and summer of 2015.
The new campaign will include press and radio advertising, e-zines and direct mail to consumers, targeting around 33,000 people who have expressed an interest in visiting the Outer Hebrides.
The direct mail brochure features stunning images of the islands, including the medieval Kisimul Castle in Castlebay, on the Isle of Barra, and East Beach, on the Isle of Vatersay. It will also involve digital activity, including Facebook posts, e-mails and online banners.
Tourism Minister, Fergus Ewing said:
"The Outer Hebrides are beautiful islands and a popular destination for many tourists. They have a rich heritage and are full of culture with something for everyone to see and visit. Tourism is vital for helping to support and sustain some of our most fragile communities and this new campaign is a chance to spotlight, celebrate and promote Scotland’s natural larder and quality produce to Scots and visitors alike during the 2015 Year of Food and Drink.
"Part of the charm of the Outer Hebrides is the travel to and from the islands, by sea or air, landing on the beach at Barra or sailing into the historic port of Stornoway which celebrates its 150th anniversary this year. The Scottish Government is investing around £60 million in a new vessel, the MV Loch Seaforth, and accompanying harbour works at Stornoway and Ullapool.
"I will be taking my family to holiday in the Western Isles again this summer. So I am putting my money where my mouth is. We found it last summer as close to paradise as it is possible to get on this earth!"
Alan Mackenzie, VisitScotland Islands Manager, said: “We have worked in partnership with Comhairle nan Eilean Siar to deliver this marketing campaign which shows exactly why the Outer Hebrides is such a must-visit destination for visitors from around the globe every year.
“This is Scotland’s Year of Food and Drink, so our dedicated campaign is reaching the strongest target markets for encouraging more people to come the Outer Hebrides through the spring and summer, when they can enjoy the huge variety of fresh, locally-produced food and drink on offer throughout the islands.”
Cllr Alasdair Macleod, Chair of Sustainable Development Committee at Comhairle nan Eilean Siar, said:
“I welcome the launch of this campaign and I believe it will have significant economic benefits for our islands. The Outer Hebrides offer the visitor stunning scenery, rich archaeological and cultural treasures and a magical Hebridean ambience. Fantastic natural produce from land and sea, including the internationally recognised Stornoway black pudding, are among the many other ingredients that make the Outer Hebrides a must-see destination, particularly as this is Scotland’s Year of Food and Drink.”
For further information about visiting the Outer Hebrides:
www.visitscotland.com/outerhebrides
ENDS
For further information contact:
(Mon-Thur)
Kim Walton
Corporate Press Officer - North
Tel: (01224) 269187
07805 802508
kim.walton@visitscotland.com
(Fri)
Louise Purves
Corporate Press Officer
Tel: (0131) 472 2052
07818 075519
louise.purves@visitscotland.com
Topics
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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 has three key roles:
- To market Scotland to all parts of the world to attract visitors
- To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
- To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
- 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.
- According to a recent Deloitte study, the tourism economy supports 270,000 jobs in Scotland in 20,000 diverse businesses. The same study calculates that the tourism economy contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
- 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 tourism in Scotland go to www.conventionscotland.com
Year of Food and Drink 2015
- 2015 is the Year of Food and Drink, a celebration of Scotland’s natural larder and the role that food and drink plays in shaping our economic success.
- Scotland generates over £2.5m per day through food and drink tourism.
- A series of themed months will create an appetite for key areas of Scotland’s food and drink industries – from seafood and whisky to berries and high-quality meat
- For more information, visit www.visitscotland.com/foodanddrink
