New digital initiative toasts finest Scottish pub & bar stories for the first time

For the first time ever, a major new digital initiative launched today is celebrating the role that pubs and bars play in telling visitors the great stories of Scotland. The project recognises the importance of the licensed trade to the wider Scottish tourism industry, and is designed to drive more holidaymakers to visit a Scottish pub or bar during their stay.

Scotland’s Pubs and Bars – A Story to Tell, delivered in partnership by the Scottish Licensed Trade Association, VisitScotland, Diageo and Tennent Caledonian Breweries, is match-funded with £55,000 from the VisitScotland Growth Fund.

The idea for the initiative came after the VisitScotland 2011/12 Visitor Survey demonstrated that:

• at least 58% of all visitors, and 71% of foreign visitors, to Scotland visit a pub or bar when they’re here.
• there is already a positive image of Scottish pubs, particularly in the UK and European markets.
• this could be built upon to encourage existing visitors to visit more pubs during their visit and for pubs to be a must-visit place for new visitors to Scotland.

From ghostly goings on and tributes to local heroes, to the national bard’s nightly antics and the discovery of the next big band, the campaign tells of a wide range of intriguing and sometimes surprising stories that pubs and bars have to tell.

The project, which includes a website and app, will encourage UK and international visitors to Scotland to discover the stories behind public houses across the country. The app allows users to access information even when in some of the country’s most remote areas: whether at the top of Scotland’s highest mountain or (for those who have a waterproof phone) at the bottom of the sea.

120 of the country’s most fascinating licensed premises from almost every area of Scotland feature on the website and app, which will be publicised online, in press, through social media and in other marketing material.

Each pub or bar has nominated a resident storyteller among their staff, someone who can delight customers by sharing details of establishment’s exciting and often awe-inspiring history.

Paul Waterson, Chief Executive of the Scottish Licensed Trade Association, said:

“The SLTA is delighted that our Pub and Bar Stories campaign, the biggest Scottish pub and bar promotion ever, is now up and running. Every area of the country is represented from Orkney, Shetland and the Western Isles to Argyll and the Borders. The 120 pubs and bars involved can now share their unique stories, not only with their Scottish audience, but through various marketing opportunities, the international visitor. Scottish pubs and bars are an integral part of the communities they serve and have a vital role to play in the success of our tourism business.

“We are proud of our trade, our people and our heritage and are determined to make sure our stories help to make 2014 a special year for the Scottish Licensed Trade.“

Malcolm Roughead, Chief Executive of VisitScotland, said:

“A visit to a Scottish pub or bar is a great way to experience our country’s famous hospitality and that’s what this campaign is all about - finding, celebrating and sharing the finest Scottish stories from our finest pubs and bars.

There has been an excellent response to the initiative and we hope that these premises can benefit from this extra exposure and welcome even more visitors through their doors.”

ENDS