Working for Business in the Outdoor Capital of the UK

Fantastic New Outdoor Capital Marketing Campaign Announced!

Stunning new videos to inspire potential visitors to “connect to their adventure” in Lochaber are to be created thanks to a £40,000 grant from the national tourism organisation.

VisitScotland has match-funded the Outdoor Capital of the UK’s (OCUK) exciting new digital campaign through its Growth Fund, while the group will also benefit from a further £20,000 from the Highland LEADER Programme. LEADER is part of The European Agricultural Fund for Rural Development: Europe investing in rural areas.

Launched in the spectacular surroundings of Glen Nevis, the campaign will include the development of a suite of online films to be shared on the OCUK’s website and Facebook page.

The videos, which will be in both will show how accessible the Outdoor Capital of the UK is for all, with people able to “connect to their adventure” via the Caledonian Sleeper.

They will also show that Lochaber not only boasts an outstanding array of outdoor activities, such as mountaineering, walking, snow sports and mountain biking, but also stunning scenery and fascinating heritage, including the Glenfinnan Viaduct, The Old Fort and the West Highland Museum.

The campaign will target UK-based consumers, including 20-something single travellers who are looking to wow their social media followers with spectacular images; families looking for a holiday that offers multiple activities; and members of the Baby Boom generation who have a high-level of income and enjoy self-guided tours and sampling local food.

With a strong emphasis on user-generated content, visitors to the region will be encouraged to share their experiences on social media using the hashtag #myoutdoorcapital. Using the hashtag will also give adventurers the opportunity to win breaks in Lochaber.

The first three weeks have seen the campaign reach 1.2m people, achieve 500k video views and inspire 44k interactions!

We hope that by April next year the campaign will reach 13m people and get 6m video views.

Scott Armstrong, VisitScotland’s Regional Director for the Highlands, said: “We are thrilled to give this Growth Fund award to the Outdoor Capital of the UK, so that the group can continue its excellent work in promoting all that this stunning part of the world has to offer. I’m sure the new digital campaign will prove a great success and inspire many more people to enjoy an unforgettable break in Lochaber.”

 

Chris O’Brien, Destination Manager of Outdoor Capital of the UK (Lochaber Chamber of Commerce), said: “VisitScotland, LEADER and a huge number of local businesses have given us the opportunity to put together a digital campaign that will reach millions of people and share with them the stories of Lochaber, inspiring them to join us in the Outdoor Capital of the UK for a wee adventure and to add to our tales by using #myoutdoorcapital.”

Growth Fund 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.

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

To find out more about LEADER, go to www.ruralnetwork.scot/funding/leader

 

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