The attractions of Perth and Kinross are to be promoted on a global stage by the largest marketing campaign the area has ever had.
Councillors have agreed to spend £500,000 over the next three years in response to pleas from the local business community.
Councillor Ian Miller, leader of Perth and Kinross Council, explained the thinking behind the move at Wednesday’s meeting of the strategic policy and resources committee.
“While Perth and Kinross has a good reputation as an event and outdoor activities destination, ongoing conversations with local business people have consistently highlighted their belief that more could be done to promote the area to a much wider audience,” he said.
“This additional investment of £500,000 over the next three years will allow us to launch a co-ordinated marketing plan highlighting everything which Perth and Kinross has to offer to day visitors and holidaymakers.
“We should not underestimate the reputation Perth and Kinross already has as a host for major events, such as The 2014 Ryder Cup, T in the Park, and the Blair Castle International Horse Trials. Our annual Winter Festival events in the city have grown year on year, and the bid to win the UK City of Culture 2021 title will bring with it many more events throughout the region.
“We need to capitalise on this success, and shout about the assets our whole area has to offer to make sure that no one is missing out.”
Mr Miller said that so far this year footfall in Perth city centre had bucked the national trend, growing by 7.5% against a decrease of 1.7% across the UK, with potential for further growth.
“We should not underestimate what Perth and Kinross has to offer,” he said. “We have a fantastic blend of modern urban areas, historic attractions, and beautiful green spaces, all within a short distance of each other.
“The marketing plan will be developed with partners such as Perth Traders’ Association, the Perthshire Tourism Partnership, and the Blairgowrie and East Perthshire Tourism Association (BEPTA) to ensure that it reflects the assets of the whole area.
“This is a significant investment, but it is an investment which I believe will reap significant benefits in terms of economic growth for Perth and Kinross.”
Members of the committee unanimously backed the campaign.
Councillor Alan Livingstone said he had been critical of the efforts in the past to support the local retail sector but felt this was “a wise move”.
“I applaud this, I think the tide is turning, I think things are improving,” he said.
