Local businesses in Dumfries and Galloway are being invited to be part of a new multi-million pound VisitScotland campaign which will target the lucrative domestic market in the UK.
The £2 million marketing campaign is designed to encourage residents in London, Yorkshire and the North-East to take a trip to Scotland. It will include TV, digital, outdoor and print advertising, online promotions, competitions and PR events to remind people that our country’s superb attractions really are ‘Closer than you think’.
In 2013, 370,000 trips were made to Dumfries & Galloway by visitors from England who spent £58 million in the region.
Local businesses are being asked to make the most of the short break market in 2015 and beyond by using a special suite of downloadable digital adverts showcasing local attractions such as Loch Ken and The Galloway Forest Park.
The activity is part of the national tourism organisation’s multi-million pound Brilliant Moments campaign which inspires people to explore and uncover the amazing experiences that are within easy travel distance of their home.
Short breaks have increased in popularity over the last few years following changes in working patterns, with people more likely to take a few small trips throughout the year rather than one big holiday. Over half (55-60%) of people that visit Scotland on holiday are on a short break (1-3 nights).
The ‘Brilliant Moments are closer than you think’ activity will involve partnerships with transport operators as well as accommodation providers across Scotland.
Scottish Tourism Minister Fergus Ewing said:
“Scotland is a great holiday destination for people from across these islands, and VisitScotland’s campaign will re-emphasise the many wonderful reasons why a trip north provides the perfect holiday. Scotland offers many opportunities for an affordable short break, whether a cultural weekend in one of our cities or a relaxing stay in a country hotel. Brilliant moments in Scotland can be yours!”
Charlie Smith, Director of Marketing at VisitScotland said:
“Many people south of the border may still think that getting to Scotland is a real mission in terms of distance and transport, but with exceptional new and direct rail and air connections it can actually be quicker to get to Glasgow for example than to make the daily journey to work for some commuters. Highlighting that makes people realise that the fantastic range of things to see and do which regions like Dumfries & Galloway offer is actually very much within their reach.
“We want to encourage the rest of the UK to come and visit their neighbours in Scotland and discover not only how easy it is to get here, but also how deliciously brilliant it is once they’ve arrived, with world-class attractions, landscapes, heritage, food and drink and culture. “
“Tourism is a vital part of Dumfries & Galloway’s economy, so I’d urge local businesses to make the most of this opportunity and help inspire even more UK visitors to sample the fantastic range of things there are to see and do in the region.”
The VisitScotland Brilliant Moment Breaks ‘Closer than you think’ campaign runs from May – July 2015 targeting audiences in London, Yorkshire and the North East. For more information, visit www.visitscotland.com
To download the Brilliant Moment campaign banner visit: www.visitscotland.org/Brilliant-Moments-Toolkit.aspx