A new marketing campaign aimed at encouraging adventure seekers and food loving culturalists to experience the best of both city and country life in Argyll, Loch Lomond and Glasgow has been given a £40,000 funding boost.
Best of Both, led by destination marketing organisation, Argyll & the Isles Tourism Cooperative, has been awarded the money by VisitScotland through its Growth Fund.
The 12-month campaign builds on previous Growth Funded campaigns #PackMoreIn and #WildAboutArgyll, which highlighted Glasgow’s proximity to the coast and countryside.
Best of Both will promote the dynamic short breaks offered by Argyll’s countryside and coastal credentials and Glasgow’s vibrant culture – found right on each other’s doorstep – which allow adventure seekers to combine a city break with micro adventures on Scotland’s “adventure coast”.
Films and itineraries combining the two destinations will be created as part of the joint campaign, while digital marketing will target more than a million prospective visitors living in the north of England and east of Scotland.
Argyll & the Isles Tourism Cooperative will deliver Best of Both with partners Argyll & Bute Council, Glasgow Life, Love Loch Lomond, Scotrail, Calmac, West Coast Motors and Loganair.
VisitScotland Growth Fund supports national, regional and sectoral tourism groups across Scotland to deliver partnership marketing campaigns and constituted groups can apply for awards of £10,000 to £40,000.
Liz Buchanan MBE, Regional Partnerships Director at VisitScotland, said: “Glasgow, Loch Lomond and Argyll & the Isles each offer unique experiences in their own right and, having proven their success in previous city-and-rural joint marketing together, I’m delighted that we are able to support this latest campaign through the Growth Fund.
“The campaign is a wonderful approach to promoting the rich assets of each destination in a way in which will enhance the visitor experience.
“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 innovative initiatives that grow the visitor economy.”
Calum Ross, Chair of Argyll & The Isles Tourism Cooperative, said: “Argyll & The Isles Tourism Cooperative is delighted to be awarded this Growth Fund grant for the ambitious ‘Best of Both’ campaign.
“During our Wild About Argyll campaign we have been building an innovative partnership with Argyll & Bute Council, Glasgow Life, Love Loch Lomond and our four main transport partners – Scotrail, Calmac, Loganair and West Coast Motors.
“This significant funding award will allow us all to cement these relationships and jointly deliver a really exciting dual destination campaign celebrating, quite literally, the Best of Both – the City of Glasgow and Argyll & The Isles, Scotland’s Adventure Coast.”
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’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 five overarching strategies: Marketing, Events, Quality and Sustainability, Inclusive Tourism, International Engagement.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP
- 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
2018 Year of Young People
- The Year of Young People 2018 will be the next of the Scottish Government’s series of themed years, following the Year of History, Heritage and Archaeology 2017.
- The Year of Young People (YoYP 2018) will inspire Scotland through its young people aged 8 to 26, celebrating their achievements, valuing their contributions to communities and creating new opportunities for them to shine locally, nationally and globally
- Central to YoYP 2018 will be a celebratory events programme that puts young people at the heart of its development and delivery, creating new and valuable experiences for young Scots and the wider public, with links to the inaugural 2018 European Championships.
- Over 200 young people throughout Scotland are currently being recruited to become YoYP 2018 Ambassadors. Ambassadors will ensure that people and organisations in their communities know about what’s happening and will lead on projects and activities to create events and opportunities to celebrate young people.
- The Year of Young People will have six themes which were developed in co-production with young people themselves:
- oParticipation – looking at how young people can influence public services and decisions which affect their lives
- oEducation – creating a stronger role for young people in shaping their learning
- oHealth and Wellbeing – supporting young people to lead healthier, active lives and have opportunities to learn about and improve their mental health and resilience
- oEquality and Discrimination – broadcasting the value of young Scots, challenging negative perceptions of young people, and supporting young people to take leading roles in challenging discrimination in all its forms.
- oEnterprise and regeneration – celebrating young people’s role in innovation, entrepreneurship and the Scottish economy as well as making Scotland a greener and more pleasant place to live
- oCulture – celebrating young people’s talent and contribution to Scottish culture and arts.
- Further information on what’s happening and how people can get involved can be found on the new website www.yoyp2018.scot or @YOYP2018 on Twitter.