Cairngorms has leading role in major new marketing campaign
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A campaign encouraging visitors to explore the beauty of the strath and wider Highlands in winter has been launched.
'Find Your Winter Wonder Highlands' is the first marketing campaign of its kind to unite Highland Destination Management Organisations in a unique collaboration.
The Cairngorms Business Partnership, Visit Inverness Loch Ness, Lochaber Chamber of Commerce, NC500, Venture North, Skye Connect and Visit Moray Speyside are financially contributing, with further tourism groups providing advice and content.
The campaign aims to raise the profile of the region as a winter destination and inspire visitors to explore the region off-season for a short break or longer holiday, to extend the tourism season and generate economic benefit during this time.
The initiative is being led by the Highland Tourism Partnership (HTP) working with VisitScotland.
Chris Taylor, VisitScotland Regional Leadership Director, said: “Responsible tourism is at the heart of everything we do. This fantastic campaign, which brings the Highland DMOs together to promote not only their own areas but the Highlands as a whole, aims to provide an immediate boost to businesses who have been severely affected by the pandemic.
"It also highlights what an amazing range of experiences visitors can have in the Highlands in winter – from snowsports and the Northern Lights to whisky tasting and winter wildlife.
“We want to encourage visitors to slow down and savour some of our great locations in winter - when the region is traditionally quieter, which will help manage numbers throughout the year and provide our visitors with a unique and rewarding experience.”
Frazer Coupland, Chairman of the Highland Tourism Partnership and also CEO of Lochaber Chamber of Commerce, said: “We all know that individual businesses cannot normally penetrate larger markets, however, a collaborative approach enables the Highlands to gain greater traction and heighten awareness of the wonderful product we love to promote.”
As a partnership of destination marketing organisations in the region, the HTP collectively covers more than 1,000 businesses in the Highlands from across all sectors – hotels, B&Bs, attractions, tours and food and drink.
The campaign began in late January, will run through February and has seen the destinations contribute a total of £17,500 in funding to help amplify the content created by the individual destinations through a new dedicated video and landing page on visitscotland.com.
Here, visitors can discover more about Aviemore and the Cairngorms National Park; Inverness and the mysterious Loch Ness and the snowsports available in Lochaber.
This campaign complements and builds on the £494,000 Destination and Sector Marketing Funding for the region, administered by VisitScotland, to help the region's destinations rebuild and recover from Covid-19.
The initiative is targetting primarily the Scottish and northern English audience.
For more information about the campaign click here
