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Appetite for adventure

Press Release   •   Sep 25, 2017 12:55 BST

Jim Clarkson, Regional Partnerships Director at VisitScotland, and Neil Combe, Manager of Crieff Succeeds BID, toast the Growth Fund award

A new £44,000 marketing campaign is aiming to make Crieff the “destination of choice” for those seeking adrenaline-pumping adventure and good food.

The Perthshire town’s wealth of outdoor activities, as well as its restaurants and shops, will be the main focus of the 12-month digital drive, which has received a £22,000 boost from the VisitScotland Growth Fund.

Crieff Succeeds BID (Business Improvement District) will produce a number of online videos to promote the town to the short-stay tourism market in Edinburgh, Glasgow and the North-East of England.

Blogs, press trips and social media will also help to raise awareness of Crieff, which lies within 90 minutes’ drive of 90 per cent of the Scottish population.

Among the town’s tourism offerings are Glenturret, Scotland’s oldest working distillery, Crieff Hydro and Campbell’s – one of the country’s oldest bakeries.

It also boasts stunning scenery and a string of top independent shops, all of which will feature prominently in the new campaign.

The announcement was made at Pura Maison by Neil Combe, Manager of Crieff Succeeds BID, and Jim Clarkson, Regional Partnerships Director at VisitScotland.

Neil Combe said: “This substantial award from VisitScotland’s Growth Fund is a real vote of confidence in our vision to promote and develop Crieff. The town is an attractive visitor destination and a magnet for outdoor enthusiasts. It has so much to offer and our ambitious online film project will showcase the people, landscape, history and culture through its range of outdoor activities, food and drink, and local cuisine.”

Jim Clarkson said: “We promote Scotland with Scotland. Partnership and collaboration is at the heart of Scottish tourism and VisitScotland works with local industry to develop and deliver initiatives that grow the visitor economy. We are delighted, therefore, to support Crieff Succeeds BID’s exciting new campaign through the VisitScotland Growth Fund. The town has a huge amount to offer potential visitors and it is great to see so many tourism businesses coming together to inspire more people to experience Crieff.”

The VisitScotland Growth Fund supports collaborative tourism marketing projects which focus on growth and ensure that visitors experience the true Spirit of Scotland. To be eligible for a Growth Fund award, applicants must place a strong emphasis on digital marketing and the creation of digital content assets. They are also encouraged to align themselves with Scotland’s themed years, including the 2017 Year of History, Heritage & Archaeology.

For more information on Crieff, go to www.visitcrieff.scot

To find out more about the VisitScotland Growth Fund, go to www.visitscotland.org/growthfund

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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  • 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.
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  • 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