Digital campaign to promote Scotland’s coasts and waters

A new digital campaign is aiming to generate £1m for Scotland’s economy by inspiring visitors to get on a boat and enjoy some of Scotland’s amazing places, islands, and experiences in the Year of Coasts and Waters 2020.

Must Sea Scotland, supported by a £22,500 VisitScotland Growth Fund award, will use 360 degree virtual reality videos of must visit locations around Scotland’s coast to encourage visitors from the UK to take to the water next year and enjoy Scotland’s offering.

Using Scotland’s Year of Coasts and Waters 2020 (YCW2020) as a platform, the campaign is led by Sail Scotland who have partnered with National Trust for Scotland, Diageo and CalMac. This ensures Scotland’s islands, cultural heritage, and distilleries are all part of the key messaging for the campaign, giving it a broad appeal for the themed year.

Video and 14-page feature on Coasts and Waters in Scotland Correspondent 

Videos of bucket list locations in Scotland will be created to give visitors an immersive, on the water experience of some of the country’s top locations.The videos will be supported by blogs and itineraries that provide rich content, including how you can visit the bucket list location, and suggestions for similar experiences. This will introduce visitors to a whole range of other places and experiences beyond those captured in the videos.

Utilising online and social media channels, the campaign is aiming to reach over 600,000 potential visitors and, by raising awareness of the diversity of opportunities to experience Scotland by boat, generate additional Visitor Boat Nights in 2020. By targeting key markets with innovative digital content to grow the number and value of sailing and boating visitors to Scotland, it is in direct support of the National Marine Tourism Strategy, Tourism Scotland 2020 and YCW2020.

As part of the campaign Sail Scotland charter members, Ocean Sailing Scotland, have branded the hull of their first-generation Clipper 60 ocean racing yacht Taeping carrying the campaign message around the coast and at events throughout the next year.

“Scotland’s Year of Coasts and Waters 2020 is a huge opportunity to grow marine tourism, so we are delighted to launch our most ambitious and innovative marketing campaign ever, to encourage new and returning visitors to get on the water in 2020,” said Gavin McDonagh, Chair of Sail Scotland.

“Collaboration is at the heart of what we do at Sail Scotland. We are really excited with the support received from our partners and member businesses around Scotland who all working together give potential visitors the best chance to experience the enchanting, islands, waters and coasts of Scotland.”

VisitScotland Regional Director David Adams McGilp, Tourism Secretary Fiona Hyslop, CEO of Sail Scotland Daniel Steel and representatives from National Trust for Scotland, Caledonian MacBrayne and Diageo launch Must Sea Scotland at Kip Marina, Inverkip

Photograph by: Ian WatsonLaunching #MustSeaScotlape.

In 2020, Scotland celebrates its Coasts and Waters with a year-long programme of events and activities which will shine a spotlight on these vital elements of our landscape.

From our beautiful natural features including coasts, lochs and rivers to our industrial heritage such as our canals, mills and the creation of our national drink – whisky, Scotland’s Coasts and Waters have shaped our culture, our stories and our way of life.

“Must Sea Scotland is an excellent addition to the expanding calendar of activity for the Year of Coasts and Waters 2020,” said Fiona Hyslop, Scotland’s Tourism Secretary.

“The Scottish Government is committed to supporting digital innovation and this campaign’s use of 360 degree virtual reality aims to boost our economy by inspiring locals and visitors alike to explore Scotland’s outstanding coastline.”