The Outer Hebrides are being positioned as the ideal get away in over a month’s worth of press advertising in some of the UK’s most popular consumer magazines and newspapers. The campaign, which also incorporates TV, cinema, and London Underground advertising, aims to inspire people to take a break in Scotland this autumn.
Highlighting the range of events in Scotland, it will promote Scotland as a must visit, must return destination for UK visitors as we build towards Homecoming Scotland 2009, the year long celebration of our culture, heritage and some of the many great contributions Scotland has given the world. It includes a programme of new and enhanced events for the Outer Hebrides, and Scotland as a whole, between Burns Night (Jan 25) and St Andrew’s Day (Nov 30) next year.
The Autumn campaign will see full page advertisements featuring Callanish Standing Stones on the Isle of Lewis in both Good Housekeeping and Coast. They will also appear in Guardian Weekend, Observer Sport magazine, Saturday Telegraph and Irish press, targeting 1.9 million potential visitors with each advertisement until October 19.
The majority of Scotland’s visitors already come from within the UK and with concerns over the increasing cost of living and the value of the Euro making European travel more expensive for UK consumers, there is an opportunity to attract more domestic visitors to holiday at home this year.
The national tourism organisation has reallocated £1.5 million for marketing campaigns including additional domestic tourism campaigns, as well as activity in Canada and Europe, while at the same time maintaining its marketing in more challenging markets like the USA.
MaryAnn Maciver, VisitScotland’s Islands Manager, said: “This campaign will certainly help promote the Outer Hebrides’ tourism product, targeting millions of readers who may be contemplating a domestic break this autumn. And where better than the Outer Hebrides when there is something to suit all tastes?
“Homecoming Scotland 2009 will also be put at the forefront of people’s minds as we encourage family and friends to return for the celebrations and see how unique a trip to the Outer Hebrides can be with so much going on.
“Homecoming also offers a great opportunity for those of us lucky enough to live in the Outer Hebrides. Not only can we enjoy some of the great events ourselves, but 2009 is also the ideal time to invite family or friends back to the islands to celebrate with us.”
A Scottish Government initiative, Homecoming Scotland 2009 is managed by Scotland’s national events agency, EventScotland in partnership with VisitScotland. For more information on Homecoming Scotland, to sign up for the Homecoming Scotland newsletter or to send an electronic invitation to friends and family go to www.homecomingscotland2009.com
Homecoming Scotland events in the Outer Hebrides
July 17 – August 16 2009: Art on the Map 2009, various venues across the Outer Hebrides www.taigh-chearsabhagh.org
7-8 August 2009: Tattoo Hebrides 2009, various venues throughout Stornoway www.stornowayamenitytrust.co.uk
10-12 September 2009: Conference on Emigration from the Outer Hebrides, various venues across the Isle of Harris www.theislandsbooktrust.com
18-20 September 2009: Isle of Barra Whisky Galore Festival, various venues throughout the Isle of Barra
For a full events listing and to register for programme updates go to www.homecomingscotland2009.com
