A seasonal marketing campaign highlighting the natural and cultural heritage of the Highlands and Islands through the autumn months has been launched.
The Spirit of the Highlands and Islands autumn campaign, the final strand in a two-year project, encourages visitors to slow down and immerse themselves in the regions’ distinct culture and heritage.
We have partnered on the £1.16 million Spirit of the Highlands and Islands project with Highland Council and High Life Highland. Our role has focused on the delivery of a £500,000 multi-channel marketing campaign. This has focused on promoting the Highlands and Islands to Scottish, wider UK and European visitors.
This is the first time that we've worked with our regional partners to deliver a co-ordinated effort across the whole of the Highlands and Islands. We've spotlighted less-visited rural areas, bringing benefits across the regions, from Shetland to Arran and Cumbrae, and more.
The marketing campaign encourages visitors to explore and experience the less discovered parts of the region, inspiring future visitors to support local festivals and events, visitor attractions and outdoor locations across the area.
The project also promotes off-season visits and suggests visitors slow down and immerse themselves in local experiences. This will maximise the visitors' experience and contributes to the sustainable growth of the tourism sector.
The diversity of the Highlands and Islands – and its spirit – is at the heart of the project. Places, people and their stories are key pillars to the overarching campaign to attract visitors to experience these places for themselves. It also aims to inspire visitors to enjoy and care for the unique heritage they experience whilst here.
