The Union has launched a new campaign with Midlothian and Borders Tourism Activation Group (MBTAG) to promote the Scottish Borders and Midlothian as a tourist destination. The aim of the campaign is to raise awareness of the region to international and domestic travellers to increase tourism footfall.
The ‘Scotland Starts Here’ campaign showcases to visitors that it is in the Scottish Borders and Midlothian that Scotland’s identity and soul were born – not only from a location perspective, but also because the two areas that have shaped the nation’s history and culture for centuries. Aimed at visitors from the UK, Europe and international markets, the campaign focuses on four key themes: Hidden Wonders, Active & Outdoors, Food & Drink and History & Heritage. By putting a spotlight on authentic local experiences and award-winning products and businesses, it will increase potential visitors’ awareness of what the area has to offer for short breaks and holidays. It signals the first phase of a new tourism drive across the areas and the wider South of Scotland. Over the past three years, MBTAG has engaged more than 800 businesses in workshops, training and product development to make them more tourism ready.
‘Scotland Starts Here’ comprises a new brand, website and digital campaign that will be promoted across a range of media and digital channels. From podcasts exploring the legendary stories and activities within the destination, to digital ebooks outlining itineraries for potential visitors and a range of videos that showcase the best the region has to offer.
MBTAG Project Manager Jemma Reid commented: “For many people travelling to Scotland, the Scottish Borders and Midlothian is where their very first experiences, touchpoints and memories of Scotland are forged. The launch plays to this and celebrates the unique history and cultural experiences that our region has to offer. We are easily one of the most accessible, most breathtaking and exciting parts of Scotland and we are thrilled that we can now showcase this to the max and through working with local businesses we can take the Scottish Borders and Midlothian to the world. 2020 is the start of some big things for our local tourism industry!”
Lyndsay Snoddon, Account Director, The Union, added “This has been a great campaign for us to work on. We’ve been highly involved since the beginning and have worked closely with the MBTAG team to develop a brand for the destination in an attempt to really help put the region on the map as one of Scotland’s best attractions. We’ve developed a range of assets that will be promoted across digital channels, targeting the different stages in the travellers planning journey to ensure that we maximise the potential of the campaign. We’re looking forward to continuing to work on this over the coming years and watch the region grow and develop as a result.”
“Making Midlothian and the Borders a renowned destination on a global scale is an exciting venture and a fantastic opportunity for Dalkeith Country Park to be part of. We have so much to offer in this wonderful part of Scotland. To have these impressive digital assets to showcase where Scotland Starts to new audiences as well as inspire visitors from around the world is game-changing. We look forward to seeing Midlothian and the Borders thrive as a result.” Remko Plooij, Managing Director, Dalkeith Country Park.
Find out more at www.scotlandstartshere.com