A marketing campaign aimed at promoting Moray Speyside through direct engagement with the travel trade has been given a funding boost of £12,200 by the national tourism organisation.
VisitScotland has awarded Growth Fund money to Moray Speyside Tourism (MST), part of Moray Chamber of Commerce, to help the destination marketing organisation grow its #madeinmoray campaign.
The campaign has been developed as a result of previous engagement with the travel trade and will use MST’s five key themes (Landscape & Nature; History, Heritage & Culture; Food & Drink; Action, Adventure & Outdoors and Shopping & Staying) to demonstrate to operators offering small group tours that Moray Speyside is an ideal destination to experience the best of Scotland in miniature.
Activity will focus on Moray’s key target markets of Netherlands, Germany, USA and Canada, with the option to extend into secondary markets of Australia and New Zealand. As part of the campaign, three 90-second videos will be created which will be supplied to 20 targeted operators.
Five themed itineraries will also be created for travel trade and Moray Speyside Tourism staff will attend key travel trade events, including VisitScotland Business Development Missions, the UKinbound annual conference 2018, ITB in Berlin and World Travel market 2018.
Moray Speyside is a diverse area, ranging from the fertile coastal plain of the Laich of Moray to the hillier, more rugged terrain of Speyside. The region is already renowned for its Malt Whisky Trail and Spirit of Speyside Whisky Festival, whilst Forres has established itself as the home of the European Pipe Band Championships, attracting 20,000 visitors to a one-day event.
In April 2017, Moray Speyside Tourism led regional representation at VisitScotland expo and over the course of the two-day event, held 335 business meetings with representatives from over 30 countries. Feedback indicated demand to develop new product programmes or to extend existing nearby routes and itineraries into Moray Speyside.
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.
Jo Robinson, VisitScotland Regional Director, said:
“Moray Speyside is a fantastic destination in its own right and I am delighted that we are able to help pin the region firmly on the map with the help of Growth Fund money.
“The #madeinmoray marketing campaign is a fantastic way of promoting the region using its key strengths. There is a clear desire from the travel trade for new product programmes, refreshed itineraries and themed packages for clients and the Moray Speyside Tourism team have demonstrated that this is their key focus.
“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.”
Laurie Piper, Tourism Operations Manager at Moray Speyside Tourism, said:
“As a small organisation with a limited budget, being able to access Growth Fund support is crucial to MST continuing to build Moray Speyside’s profile as a world-class destination.
“This year is especially important as our #madeinmoray campaign will be the first Growth Fund campaign to focus on B2B and engaging directly with the travel trade as opposed to consumers.”
For more information on the VisitScotland Growth Fund, visit www.visitscotland.org/growthfund
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.