VisitScotland Growth Fund award supports new campaign showcasing Dunfermline and west Fife

EDINBURGH, Scotland, 2019-Dec-04 — /Travel PR News/ — A new campaign will bring more visitors to Dunfermline and west Fife by showcasing the town and area’s history and heritage with the help of VisitScotland.

Led by Dunfermline Heritage Partnership (DHP) with the support of Fife Cultural Trust Dunfermline & West Fife Tourism Association and Fife Tourism Partnership, the digital marketing campaign will draw on Dunfermline’s strong heritage and cultural story to encourage more visits to the town and surrounding area, including Culross, North Queensferry and Inverkeithing.

The national tourism organisation is supporting the campaign with a £12,750 VisitScotland Growth Fund award. This award provides support to national, regional and sectoral tourism groups across Scotland to help them deliver partnership marketing campaigns.

The project aims to develop and share inspiring content and stories across social media which will showcase the area’s rich history to visitors across the UK. This will include e-books, itineraries and work with influencers. The new content will sit on the campaign’s landing page on Dunfermline.com.

Five themes have been identified to showcase Dunfermline and west Fife’s world class heritage. It is hoped these will allow DHP and its partners to grow a strong brand identity and better promote the area. The five themes are Cultural & Creative, History & Heritage, Royalty & Pilgrimage, Carnegie’s Legacy, Sporting Heritage & Outdoors.

Home of the Forth Bridge World Heritage Site, Culross Palace, Pittencrieff Park, Andrew Carnegie Birthplace Museum, Dunfermline Carnegie Library & Galleries, Dunfermline Abbey & Palace, Dunfermline Heritage Quarter and Abbot House, Dunfermline and west Fife has a remarkable heritage offering which is often overlooked by people out with the area. This campaign aims to promote the area as a destination with a contemporary, traditional and diverse range of things to see and do.

Michelle Sweeney, Director of Creative Development & Delivery, Fife Cultural Trust, said: “Fife Cultural Trust are delighted to be lead funding partner within the Dunfermline Heritage Partnership on this initiative to promote Dunfermline and west Fife as a visitor destination through social media. The total package of £25,500 will enable the creation of a portfolio of digital media including ebooks to be used in campaigns throughout 2020 which will ensure the area continues to grow as a tourist destination.

“Dunfermline’s heritage quarter is thriving thanks to the dedication and drive of all the partners and this has recently been evidenced by the plethora of awards it has received, inclusive Pittencrieff Park as Scotland’s number one park, Carnegie Birthplace museum taking the national award as most family friendly museum, while our own Dunfermline Carnegie Library and Galleries added to its impressive trophy cabinet with two more awards at the recent Association for Heritage Interpretation awards including best in the Museums and Historic Properties/Sites category as well as the best overall award for excellence.”

Caroline Warburton, VisitScotland Regional Leadership Director, said: “Dunfermline and west Fife has so many wonderful stories for visitors to discover and I’m very pleased that we are supporting this innovative campaign with our Growth Fund award.

“The area is steeped in history ancient and modern, such as Dunfermline being established as a Royal Burgh in the 1100s, more modern engineering feats such as the Forth Bridge and Queensferry Crossing and the region’s recent success as a set for Outlander and Outlaw King. I look forward to seeing the town and west Fife’s rich heritage come to life to showcase Scotland’s ancient capital as a top visitor destination.

“At VisitScotland we want to champion collaboration, spearhead digital innovation and promote local areas and events to ensure the benefits of tourism are felt across the country.”

For more information about Dunfermline, the surrounding area and the campaign, go to www.dunfermline.com

For more information about VisitScotland Growth Fund, go to www.visitscotland.org/supporting-your-business/funding/growth-fund

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://media.visitscotland.org
• For tourism statistics and frequently asked questions go to http://www.visitscotland.org/media_centre.htm
• 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 http://www.visitscotland.com
• For information about business tourism in Scotland go to http://www.conventionscotland.com

Year of Coasts and Waters 2020

• Scotland’s Coasts and Waters will be showcased throughout 2020 and celebrated with a programme of activity designed to support the nation’s tourism and events sectors.
• The year, led by VisitScotland will sustain and build upon the momentum of Scotland’s preceding Themed Years to spotlight, celebrate and promote opportunities to experience and enjoy Scotland’s unrivalled Coasts and Waters, encouraging responsible engagement and participation from the people of Scotland and our visitors.
• A year-long programme of events, activities and ideas will shine a spotlight on the impact our waters have had on Scotland, from the formation of beautiful natural features to the creation of our national drink – whisky.
• Join the conversation using #YCW2020
• Following an industry consultation, the Themed Years will now take place every second year to enable more time for planning and collaboration. 2022 will celebrate the Year of Scotland’s Stories.

Contact:

Email: Ashley.Baxter@carat.com
Tel: +44 131 561 7973

Source: VisitScotland

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