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Caithness Features In Visit Scotland Campaign

14th March 2014

Highlands’ ‘Brilliant Moments’ in UK VisitScotland tourism campaign'

Brilliant moments in the Highlands are being promoted in VisitScotland’s latest UK tourism campaign.

A stunning landscape scene of Glencoe features on the front cover of the region’s direct mail, and inside, Cawdor Castle and Glenfinnan Viaduct are included as well as Homecoming Scotland 2014 events in the Highlands, such as Brew at the Bog at Bogbain Farm, near Inverness, and the Fat Tyre Weekend in Fort William. The campaign also features a prize draw to win a luxury stay in Caithness at Forrs Country Hotel with Old Pulteney Distillery and Castle of Mey.

The tourism organisation’s spring/summer campaign is now live and includes a direct mail campaign targeting around 24,000 contacts in the UK interested in visiting the Highlands or who live within a 2-3 hour drivetime.

The campaign will run from February until April to encourage visits during the spring and summer and will include a mix of communication channels, including national print, direct mail and online advertising.

VisitScotland’s £5.3m Brilliant Moments campaign is supported by TV advertising, starring Sir Chris Hoy, violinist Nicola Benedetti and Ryder Cup Captain Paul McGinley, which will run in the UK throughout this year encouraging people to come to Scotland as the world focuses its attention on the Glasgow Commonwealth Games, The Ryder Cup and Homecoming Scotland 2014.

The Homecoming Scotland 2014 programme now has over 700 events taking place throughout Scotland, many of which are being held in the Highlands and will feature across campaign activity.

Scott Armstrong, Regional Director of VisitScotland, said: “We have worked in partnership with the Highland Council to deliver this regional marketing campaign which aligns itself with the national Brilliant Moments marketing campaign, capitalising on once-in-a-lifetime events which will be hosted in Scotland this year.

“Scotland welcomes the world in 2014 with the Commonwealth Games, Ryder Cup and Homecoming 2014, so our dedicated direct mail, radio promotion and print advertising is reaching the strongest target markets for encouraging more trips to the Highlands through the spring and summer seasons.”

Councillor Thomas Prag, Chair of The Highland Council’s Planning, Environment and Development Committee, said: “With the lengthening evenings and promise of summer around the corner, spring is probably my favourite time of year. We all have our own “Brilliant Moments of Spring” whether it’s the daffodils in the grounds of Highland castles; bluebells brightening up the woods or the geese honking on their way home to leave room for the swallows as they start their arial ballet.

“It’s time to get outdoors and have many Brilliant Moments with Highland Council’s Countryside Rangers. Take your pick from their programme of guided walks and events across the Highlands in the year of Homecoming Scotland 2014 at www.outdoorhighlands.co.uk.”

Consumers can also enter a competition to win a brilliant break in the Highlands. Visit www.visitscotland.com/highlandspress

For more information on Brilliant Moments log onto www.visitscotland.com/brilliant

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