Discover Clackmannanshire and VisitScotland launch new marketing campaign to attract people to explore Britain’s smallest county

EDINBURGH, Scotland, 2017-Feb-27 — /Travel PR News/ — Scotland’s “Wee County” is set to make a big impression on potential visitors, thanks to a new £20,000 marketing campaign supported by VisitScotland.

Discover Clackmannanshire has received £10,000 from the national tourism organisation’s Growth Fund for a campaign to attract visitors on the strength of the stunning Ochil Hills and the other things to see and do in the area.

The Discover Clackmannanshire website will be revamped, and will feature new interactive mapping as well as walking and cycling itineraries.

The campaign will encourage people to explore what Britain’s smallest county has to offer, including scenic walks and cycle trails in the Ochil Hills; the Clackmannanshire Tower Trail; the county’s seven golf courses; and the Sterling Mills Outlet Shopping Village in Tillicoutry.

The money will also help pay for digital marketing activity, including the production of a new promotional short film about Clackmannanshire and a programme of social media targeting visitors from the likes of Edinburgh, Glasgow, Aberdeen and Dundee.

The campaign is match-funded by members of Discover Clackmannanshire, which include Inglewood House and Spa, Clackmannanshire Council, Sterling Mills Outlet Shopping Village, Alloa Round Table, Alloa Town Centre BID, Gean House/Ceteris, and The Woods Caravan Park.

Steven Campbell, Chairman of Discover Clackmannanshire and whose family owns Inglewood House Hotel and Spa, said: “Discover Clackmannanshire has recently undergone a resurgence with new, enthusiastic members coming on board and, by working closely with VisitScotland, we have clearly identified our visitor proposition and created an innovative, new marketing strategy. 

“By delivering a collaborative and better-resourced campaign, we hope to position Clackmannanshire as an excellent visitor destination, raising awareness and attracting new visitors on the strength of our stunning landscapes, great walking and cycling routes, and unique historic attractions.
“I would like to thank VisitScotland and our Tourism Partners for their support with this campaign. I believe that through this we will have a significant impact on tourism within Clackmannanshire.”

Liz Buchanan MBE, Regional Director at VisitScotland, said: “Defined by the stunning landscape of the Ochils and some excellent heritage attractions, Clackmannanshire has a great deal to offer visitors and has huge potential for growth in the visitor economy thanks to easy access from the cities. We are delighted to support Discover Clackmannanshire with this award from the VisitScotland Growth Fund and help raise the profile for the area for many new visitors.”

Growth Fund applications are considered from tourism groups comprised of three or more businesses. Applicants are required to align their marketing with VisitScotland’s strategies and campaigns, including the global Spirit of Scotland campaign. They are also encouraged to think about how they can take advantage of Scotland’s Themed Years, with 2017 being named the Year of History, Heritage and Archaeology.

Discover Clackmannanshire holds quarterly meetings and anyone with an interest in tourism in Clackmannanshire is welcome to attend. For more information, email Steven Campbell: steven@ewancampbell.com

For more information about Discover Clackmannanshire, go to www.discoverclackmannanshire.com

To find out more about the VisitScotland Growth Fund, go to www.visitscotland.org

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 seven overarching strategies:
  1. Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland to visit different parts of the country
  2. Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
  3. Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international opportunities and market to a global audience and we will work within One Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
  4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
  5. Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
  6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
  7. Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
• VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
• 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.
• The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit www.gov.scot or follow @scotgovESIF
• 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 events in Scotland go to www.conventionscotland.com

2017 Year of History, Heritage and Archaeology

• 2017 is the year to delve into the past and discover Scotland’s fascinating stories through a wide-ranging variety of new and existing activity to drive the nation’s tourism and events sector, boosting tourism across Scotland.
• The Year of History, Heritage and Archaeology begins on 1 January 2017 and will end on 31 December 2017. It will build on the momentum generated by previous themed years in Scotland including the 2015 Year of Food and Drink, Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
• The Year of History, Heritage and Archaeology is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Creative Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise, Built Environment Forum Scotland, Heritage Lottery Fund, Museums Galleries Scotland and Traditional Arts and Culture Scotland.
• The Year of History, Heritage and Archaeology is supported by £570,000 of Scottish Government funding.
• The Year of History, Heritage and Archaeology events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
• For more information visit visitscotland.com/HHA2017 or join the conversation at #HHA2017

SOURCE: VisitScotland

MEDIA CONTACT

Corporate Press Officer – National
Film Tourism, International Initiatives, Travel Trade, Growth Fund, Accessibility, Expo
tom.maxwell@visitscotland.com
0131 472 2409
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