Boost for campaign to push Cairngorms

A NEW campaign will help showcase the Cairngorms National Park to the world with the support of VisitScotland.

"Discover the Cairngorms National Park", aiming to inspire the international travel trade to list the UK's largest national park as a must-visit destination.

The initiative has received a £40,000 Growth Fund award from the national tourism organisation.

The fund supports national, regional and sectoral tourism groups across Scotland to deliver partnership marketing campaigns.

Led by the Cairngorms Business Partnership, the campaign will target international buyers in France, Germany, Scandinavia and North America for the first time.

The promotion will encourage them to list the Cairngorms within their product suite for travellers who design their own itineraries and arrange their own travel plans.

It will involve activities such as visiting international travel trade events, producing trade focused content and arranging familiarisation trips.

Backers have said the project will raise the international profile of the national park among the travel trade and increase visitor numbers and spend, especially from the key target international markets.

The SnowRoads, a fully immersive, digitally enhanced 90-mile route, will be one of the campaign's lead products.

The campaign will be supplemented by work with influencers, digitally-led marketing and new video content.

Mark Tate, CBP chief executive, said: "Our Growth Fund campaign is a true collaboration. As well as VisitCairngorms contributing on behalf of our members we are also receiving specific support for the campaign from the Cairngorms National Park Authority, The Fife Arms Hotel, Tomintoul and Glenlivet Holiday Homes, Rothiemurchus, Perth and Kinross Council and Caledonian Sleeper.

"Our £80,000 campaign will really help us reach an international audience whilst building our own skills and our members' skills."

Jo Robinson, VisitScotland Regional Director, said: "This exciting new campaign will help position the Cairngorms as a top destination for visitors in a number of our core markets."

Scott Ashforth runs The Whisky Castle and Highland Market in Tomintoul.

He said: "This campaign looks set to attract visitors from all over the world to the Cairngorms which will be great for the communities here."

The not-for-profit CBP has more than 380 members. For more on the Growth Fund go to www.visitscotland.org/supporting-your-business/funding/growth-fund.

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