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Advertising campaign aims for phased launch of tourism season



VisitScotland has launched a new marketing strategy with broadcast and digital advertising to help rebuild tourism as businesses prepare to reopen on 15 July.

The ads will target the Scottish domestic market first before expanding to the rest of the UK and travel platforms such as TripAdvisor and Expedia.

The ‘restart ’ phase will during the school holiday months will promoting different types of holidays and breaks to encourage families to take staycations.

A ‘Hero’ film will relays the message: “You don’t have to travel far”, showcasing attractions, activities, food and drink and accommodation.

Its phased approach aims to ensure communities are not overwhelmed by a sudden invasion of visitors. Future phases will promote Scotland across the UK and Ireland.

VisitScotland’s director of marketing Vicki Miller said:“The Covid-19 pandemic has had a devastating impact on the tourism and events industry so it’s vitally important that we work together to help restart the sector. Our teams have been putting together a marketing strategy that will support regions and sectors, by working with our partners across the country to create a collaborative  approach to welcome visitors again.

“We look forward to helping encourage Scots to rediscover their own country, supporting businesses as they prepare for the inevitable operational changes and ensure that communities feel comfortable and capable of welcoming visitors in a safe way.  

“It won’t be one size fits all however, we need to move at a pace that will be right for each part of Scotland, depending on the demographic of each region and how they’ve been affected by the pandemic.”

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Tourism Secretary Fergus Ewing said:“The campaign highlights the very many fantastic locations and attractions that lie close to home for so many of us. 

“By taking our first small steps back out on Scotland’s tourism trail, we can again begin to enjoy all of the benefits that our wonderful country has to offer – knowing that we will be helping not only our own wellbeing, but the wellbeing of our tourism sector.”



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