A new destination campaign has been launched to position the Outer Hebrides as the first choice for UK and Ireland holiday makers this year.
An extensive direct mail campaign is targeting 130K households throughout the UK and features the more surprising elements of the local area.
The print promotion details this unique part of the country which offers an unrivalled range of outdoor activities, and is the perfect place for surfing, rock climbing, sea kayaking, diving, and some of the finest fishing in Europe.
The campaign also mentions the rare species visitors can see, from golden eagles to killer whales. The brochure features the UNESCO Dual World Heritage islands of St Kilda which is home to the world’s largest colony of gannets and has the UK’s highest sea cliffs and some of the best beaches.
A national print and radio promotion as well as online activity and promotion through all VisitScotland Information Centres will also focus heavily on what Outer Hebrides has to offer and encourage more people to follow the staycation trend.
Alan McKenzie, Island Manager for VisitScotland, said: “In this Year of Creative Scotland we, in partnership with the Island Councils, are focusing on what the Outer Hebrides has to offer visitors in terms of its quality tourism product.
“This year’s Surprise Yourself campaign capitalises on the staycation trend and promotes the fantastic things to see and do in the area attracting many more visitors to come and enjoy what is available”.
Joe Macphee, Head of Economic Development with Comhairle nan Eilean Siar said, “Comhairle nan Eilean Siar strongly supports continued investment in the tourism sector and welcomes this initiative to raise the profile of the area further. Comhairle nan Eilean Siar working with VisitScotland and others shows a vibrant industry partnership in the Outer Hebrides.
“In a competitive market innovative ways of promoting the area will assist in developing this key sector of the local economy. The Outer Hebrides provides a unique visitor experience with a wealth of creative talent and cultural resources that complement the natural and built heritage of the area perfectly. Comhairle nan Eilean Siar welcomes this focus in the year of Creative Scotland.”