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Millennial focus for Oban and Lorn

Press Release   •   Oct 05, 2018 17:49 BST

OLTA Director Calum Ross, VisitScotland Regional Director David Adams McGilp, OLTA Director Linda Battison, BID4Oban CEO Andrew Spence and OLTA Director Neil Mackay.

The Seafood Capital of Scotland is reeling in adventure seekers and music lovers as part of a new campaign supported by the national tourism organisation.

The Oban and Lorn Tourism Alliance HAS been awarded £12,500 by the VisitScotland Growth Fund to help drive a new digital media movement - #VisitOban - aimed at millennials. The group want to show the world that there is more to Oban and the Lorn area than its incredible seafood.

The Seafood Capital of Scotland is reeling in adventure seekers and music lovers as part of a new campaign supported by the national tourism organisation.

The Oban and Lorn Tourism Alliance HAS been awarded £12,500 by the VisitScotland Growth Fund to help drive a new digital media movement - #VisitOban - aimed at millennials. The group want to show the world that there is more to Oban and the Lorn area than its incredible seafood.

The campaign is celebrating the Year of Young People 2018 and encouraging young travellers to explore the area and discover the diverse activities on offer. It will focus on using social media and working with influencers to reach people aged 18-34 living in Scotland and beyond.

Dynamic videos will highlight the best outdoor adventure experiences in Oban and Lorn and a downloadable live music venue trail for Oban will feature places to enjoy live music along with hangouts, places to stay, eat and drink and will also shine a spotlight on Oban Live – the biggest music event in Argyll.

Visitors can take advantage of Oban’s natural playground on both land and sea, including coasteering, kayaking, paddle boarding and wild swimming

OLTA hope to reach out to over 500,000 people with the project’s video and other online content and boost the impact of other tourism campaigns in the area, Wild about Argyll and Heart and Soul.

Andrew Spence CEO of Bid4Oban - the local business improvement district who have co-funded this new marketing and activity plan – said: “OLTA does a great job bringing visitors to Oban and this award will help them reach out to a new audience via social media and video to ensure that we’re enthusing the next generation by highlighting our adventure activities, fantastic scenery, food and drink and music.”

Neil Mackay, vice chair Oban & Lorn Tourism Alliance, said: “I have been involved with the Oban band scene for more years than I care to remember and recently we’ve witnessed a buzz around trad music with events such as Oban Live raising the town’s profile. We’re keen to capitalise on this and reach out to the Millennials who appreciate the link between music and place.”

David Adams McGilp, VisitScotland Regional Director, said: “Oban and the surrounding area are already shining stars in the region thanks to the incredible dining experiences available to visitors and locals but there is so much to see and do so a campaign like this is a brilliant way to build on the offering currently available in Oban and highlight the exciting experiences just waiting to be discovered.

“And it is wonderful to see that the national Year of Young People 2018 will be celebrated with a focus on young travellers. Partnership and collaboration are at the heart of Scottish tourism and we are delighted to support Oban and Lorn Tourism Alliance’s new campaign.”

For more information on #VisitOban visit: www.oban.co.uk

Dynamic videos will highlight the best outdoor adventure experiences in Oban and Lorn and a downloadable live music venue trail for Oban will feature places to enjoy live music along with hangouts, places to stay, eat and drink and will also shine a spotlight on Oban Live – the biggest music event in Argyll.

Visitors can take advantage of Oban’s natural playground on both land and sea, including coasteering, kayaking, paddle boarding and wild swimming

OLTA hope to reach out to over 500,000 people with the project’s video and other online content and boost the impact of other tourism campaigns in the area, Wild about Argyll and Heart and Soul.

Andrew Spence CEO of Bid4Oban - the local business improvement district who have co-funded this new marketing and activity plan – said: “OLTA does a great job bringing visitors to Oban and this award will help them reach out to a new audience via social media and video to ensure that we’re enthusing the next generation by highlighting our adventure activities, fantastic scenery, food and drink and music.”

Neil Mackay, vice chair Oban & Lorn Tourism Alliance, said: “I have been involved with the Oban band scene for more years than I care to remember and recently we’ve witnessed a buzz around trad music with events such as Oban Live raising the town’s profile. We’re keen to capitalise on this and reach out to the Millennials who appreciate the link between music and place.”

David Adams McGilp, VisitScotland Regional Director, said: “Oban and the surrounding area are already shining stars in the region thanks to the incredible dining experiences available to visitors and locals but there is so much to see and do so a campaign like this is a brilliant way to build on the offering currently available in Oban and highlight the exciting experiences just waiting to be discovered.

“And it is wonderful to see that the national Year of Young People 2018 will be celebrated with a focus on young travellers. Partnership and collaboration are at the heart of Scottish tourism and we are delighted to support Oban and Lorn Tourism Alliance’s new campaign.”

For more information on #VisitOban visit: www.oban.co.uk

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 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 (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:
  • Participation – looking at how young people can influence public services and decisions which affect their lives
  • Education – creating a stronger role for young people in shaping their learning
  • Health and Wellbeing – supporting young people to lead healthier, active lives and have opportunities to learn about and improve their mental health and resilience
  • Equality 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.
  • Enterprise 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
  • Culture – 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.

VisitScotland Growth Fund

  • VisitScotland’s Growth Fund encourages industry collaboration to deliver partnership marketing campaigns, in other words marketing Scotland with 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 2018 Year of Young People. More information at www.visitscotland.org/growthfund