New Kingdom of Fife campaign

Promoting Fife this autumn and winter

A press release from Welcome to Fife has launched its biggest ever consumer marketing campaign to promote The Kingdom of Fife as a short break destination during autumn and winter.

The campaign seeks to extend the visitor season and boost consumer footfall, spend and demand throughout the region in a sustainable and responsible way.

The campaign "The Kingdom, where it all begins" uses a new film, with supporting digital and press activity, welcoming those potential visitors to begin their journey of discovery in Fife and create memories that will last a lifetime.

The campaign also positions the region as the perfect place to enjoy a restorative break and provide visitors with the opportunity to relax, unwind and begin that process of reconnecting with themselves, friends, loved ones and nature. This is a timely message as consumers now recognise the important role the natural environment plays in addressing their mindfulness and mental welfare.

Campaign activity and themes

Targeting consumers in Scotland and North England, the activity runs from October until February 2024, with a targeted paid social media and digital advertising campaign across Meta, YouTube and Google.

This is being complemented with digital, social and print advertising in National Geographic Traveller and Coast Magazine.

Digital partnerships with online travel agents including Expedia, Hotels.com, Vrbo and Tripadvisor will support the drive of bookings to the area and a travel partnership with Scotrail will promote the campaign messaging and the ease of getting to Fife via public transport.

A programme of travel blogger visits and exclusive podcast activity will ensure first hand experiences of the region are promoted to a combined audience of over 200,000 followers.

All activity will direct people to the Welcome to Fife website for further inspiration to start planning their break with specific themes including;

• epic discoveries
• fresh adventures
• making family memories
• surprising flavours
• boost your wellbeing
• the home of golf
• nature calling