‘Brilliant moments’ campaign a success say VisitScotland

A marketing campaign promoting Dumfries & Galloway to millions of people in the UK has been hailed a huge success by the national tourism organisation.

The figures show that VisitScotland’s 2014 destination marketing campaign ‘Brilliant Moments’ - a partnership with Dumfries & Galloway Council, Forestry Commission Scotland and P&O Ferries - reached nine million people throughout the UK last year. The campaign used beautiful, inspiring imagery of the region and enticing descriptions of what to see and do and places to stay.

Prize draws during last year’s campaign have seen more than 26,000 entries local tourism businesses helping by offering exclusive and fantastic prizes.

The Brilliant Moments campaign was active from April 2014 to March 2015 and included digital media, press trips, web and social media promotions, radio campaigns and advertising in national media which focused on the Mull of Galloway Trail as just one of the many visitor highlights of the region.

The Autumn campaign included a direct mail sent to 45,000 households and featured a prize draw to win three nights dinner, bed and breakfast at North West Castle Hotel in Stranraer as well as including a curling lesson on their rink, lunch at Creetown Gem Rock Museum and a Historic Scotland Explorer Pass.

An additional media prize fund was offered to two people and included two nights, dinner, bed and breakfast in Langholm’s Eskdale Hotel and a chocolate making class with Abbots Chocolates, as well as afternoon tea at Truly Scrumptious. Winners were also given a special guided tour of WWT Caerlaverock, near Dumfries and a Historic Scotland Explorer Pass to explore the region further.

Part of the campaign activity included a successful partnership with P&O Ferries and Forestry Commission Scotland. Within this activity Irish journalists were invited on press trips, digital and web marketing activity promoted the region and a prize draw included a two night stay at Kirkcudbright’s Castleview House, P&O ferry tickets, and two day bike hire from the Break Pad bike shop at Kirroughtree Visitor Centre along with free entry to Caerlaverock Castle. The Spring campaign also offered two people the opportunity to win a break to the region enjoying two nights B&B at Kirroughtree House Hotel and a two day tailored cycling or walking experience with Galloway Holidays.

The resulting 26,000 entries have been added to VisitScotland’s database for the future marketing of Dumfries & Galloway.

VisitScotland Regional Director, Paula McDonald said; “The Brilliant Moments campaign has been a great success with the prize draws really standing out in terms of success attracting more than 26, 000 entries from people all over the UK. It has been fantastic to work with so many local businesses throughout the region and with key partnerships such as P&O Ferries, Forestry Commission Scotland and Dumfries & Galloway Council, to leverage excellent incentives and capitalise on the strength of these national businesses operating in Dumfries & Galloway.”

Chair of the Council’s Economy, Environment and Infrastructure committee, Councillor Colin Smyth, said; “Building the local economy is the number one priority of the council and supporting tourism is crucial to achieving this. We know that Dumfries and Galloway has so much to offer with a large number of fun, unique and interesting activities and places for visitors to our region to experience and enjoy. Working with VisitScotland on campaigns to bring people into our region allows us to show what we have to offer. The Brilliant Moments campaign is a great example of this. We will continue to work in partnership with local businesses, attractions and with fantastic events and festivals, we will be able to grow our local economy and promote Dumfries and Galloway as a brilliant location with lots to offer.”

Forestry Commission Scotland Marketing Manager, Laura Stewart said; “Forestry Commission Scotland were delighted to work with VisitScotland, Dumfries & Galloway Council and P&O Ferries on the ‘Brilliant Moments’ campaign. It used stunning imagery of Galloway Forest Park to showcase the region’s great outdoors and I’m sure we’ll be welcoming more visitors from across the UK this summer as a result.”