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A ‘Ferry’ successful partnership

Press Release   •   Sep 20, 2017 09:57 BST

Culzean Castle was one of the many attractions in Ayrshire to feature in the campaign. Credit Kenny Lam

VISITSCOTLAND, P&O Ferries and the local authorities in Ayrshire are celebrating the success of a recent campaign to encourage visitors from Ireland to travel to Ayrshire & Arran.

The summer digital marketing campaign attracted engagement from more than 1.1 million potential visitors to the region when it aired between May and June this year.

Featuring some of the most memorable scenery and sights in the region, including Loudoun Hill near Darvel, Culzean Castle and the breathtaking beaches at Troon, the campaign aimed to inspire and raise awareness of the region to potential visitors in Ireland and encourage those visitors to travel via ferry.

It also featured some of the activities that make the most of the great outdoors in Ayrshire & Arran, as well as the many sights and visitor attractions that celebrate the region’s rich history and heritage.

VisitScotland Regional Director Annique Armstrong said: “We were delighted to work with P&O and East, North and South Ayrshire Councils on this dedicated campaign that we hope will show visitors in Ireland how accessible Ayrshire & Arran is and inspire them to come and visit the region.

“From the unspoiled coastline and unique buildings to the world-leading golf courses, this marketing campaign helped showcase the rich assets, hidden gems and unique heritage on offer in Ayrshire & Arran. By working closely with our partners to provide inspiration for visitors, we will continue to deliver economic success. Tourism is more than a holiday experience – it is integral to sustaining communities across Scotland by generating income and creating jobs.”

Sarah Rosier Head of Marketing from P&O Ferries said: “This will be the third year we’ve worked with Visit Scotland targeting visitors in Northern Ireland to take the ferry on the shortest, most frequent route from Larne to Cairnryan. Working with the Councils has enabled us to focus on a dedicated campaign highlighting the ease of taking the ferry and how much there is to see and do close by in Ayrshire and Arran. We look forward to working with the Councils again in the future!”

The recent marketing campaign builds on the success of VisitScotland’s Spirit of Scotland global campaign and #ScotSpirit movement which aims to raise the profile and reputation of the region as an outstanding place to visit, and to invest, live and work in.

The next phase of the partnership will focus on encouraging visitors from Ireland to travel by ferry to Dumfries & Galloway. The digital marketing activity, developed in partnership with Dumfries & Galloway Council, will take place between September and November, with the aim of inspiring visitors in Ireland to hop over on the ferry and experience all that the region has to offer. 

Notes to Editors

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  • 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:
    1. 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
    2. 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
    3. 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
    4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
    5. 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
    6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
    7. Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
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  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
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  • 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)
  • 2017 Year of History, Heritage and Archaeology
  • 2017 is the year to delve into the past and discover Scotland’s fascinating stories through a wide-ranging variety of new and existing activity to drive the nation’s tourism and events sector, boosting tourism across Scotland.
  • The Year of History, Heritage and Archaeology begins on 1 January 2017 and will end on 31 December 2017. It will build on the momentum generated by previous themed years in Scotland including the 2015 Year of Food and Drink, Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
  • The Year of History, Heritage and Archaeology is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Creative Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise, Built Environment Forum Scotland, Heritage Lottery Fund, Museums Galleries Scotland and Traditional Arts and Culture Scotland.
  • The Year of History, Heritage and Archaeology is supported by £570,000 of Scottish Government funding.
  • The Year of History, Heritage and Archaeology events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
  • For more information visit visitscotland.com/HHA2017 or join the conversation at #HHA2017