A new £60,000 marketing campaign which aims to promote Scottish snowsports to new audiences has received a major boost from the national tourism organisation.
The Scottish Snowsports Marketing Group (SSMG) has been awarded £30,000 from the VisitScotland Growth Fund to help promote Scotland as a destination of choice for skiing and snowboarding under their brand of Ski-Scotland.
The 12-month digital drive will utilise video and social media channels to showcase the unique offering in Scotland – quality facilities, easy accessibility and beautiful scenery. Their aim is to target snowsports enthusiasts living in areas of England, Northern Ireland and the Scottish Central Belt who travel overseas for their annual ski or snowboarding holiday.
The campaign plans to use video footage and develop partnerships with industry and influencers to increase their social media reach. They will also feature a ‘Tartan Freestyle Tour’ of kilted, elite Scottish athletes to help provide a boost to the Scottish snowsports industry following a challenging 2016-17 season. The campaign will highlight the accessibility, good value, environmentally-friendly and ‘no fuss’ aspects of a Scottish snowsports holiday and is already creating a real buzz based on this winter’s excellent early season snow. This will continue in the run-up to season 2018-19.
The initiative will promote all of Scotland’s snowsports areas: CairnGorm Mountain, Glencoe Mountain, Glenshee, Nevis Range and The Lecht ski centres, and will also benefit other nearby businesses. It is estimated that a successful Scottish snowsports season can contribute more than £37million to the economy, of which only £7.5million is actually spent ‘on the hill’, at the snowsports resorts themselves. The remainder is spent on accommodation, shopping, alternative activities, eating and drinking and on transport, particularly fuel for the car.
Steve Duncan, VisitScotland Marketing Manager, said: “Not only does Scotland offer the best outdoor skiing and snowboarding in the UK, but the resorts are all easily accessible and boast some of the most breath-taking scenery in the world. Now is a great time to head for Scotland’s snowy slopes as there’s some fantastic snow conditions at the moment and overseas trips are likely to be more costly this year as a result of the weak pound.”
Chair of Ski-Scotland Andy Meldrum (pictured above) said: “We are delighted to have this support from VisitScotland Growth Fund which will allow us to use innovative activities and benefit from the huge reach of social media to promote the great skiing and snowboarding which Scotland’s mountains offer. Already, due to excellent early snow, we are benefitting from this new activity.”
The VisitScotland Growth Fund supports collaborative tourism marketing projects which focus on growth and ensure that visitors experience the true Spirit of Scotland. To be eligible for a Growth Fund award, applicants must place a strong emphasis on digital marketing and the creation of digital content assets.
To find out more about the VisitScotland Growth Fund, go to www.visitscotland.org/growthfund
Featured Image – Andy Meldrum (foreground), new Chair of Ski-Scotland, skiing in his kilt with friends at Glencoe Mountain Resort to celebrate the VisitScotland Growth Fund grant.
Photo: Fraser Band Photography