A £50,000 tourism campaign to promote the attractions of Highland Perthshire is to be launched in the new year.
Pitlochry-based destination management organisation Highland Perthshire Ltd is to undertake the marketing campaign which will showcase what the area has to offer after securing VisitScotland funding.
Highland Perthshire Ltd, which covers the areas around Aberfeldy and Loch Tay, Rannoch and Tummel, Blair Atholl, Pitlochry, and Dunkeld and Birnam, has around 250 industry members, representing accommodation, activity providers, visitor centres and other tourism businesses.
Its online network, which includes highlandperthshire.org and the websites of four of the area’s tourism associations, provides an overview of the choice available to visitors, including sections on walking and cycling, nature and wildlife, history and heritage, adventure activities, events, accommodation, shopping, and food and drink. In an effort to further promote the area the group successfully applied to the VisitScotland Year of Natural Scotland Growth Fund to carry out a campaign which includes brochure development and distribution, online and print advertising, social media, public relations, competitions and special offers.
Peter Guthrie, Highland Perthshire Ltd’s development manager, said: “We are delighted to receive this vital funding which will enable us to implement a professional marketing campaign, building on the extensive research we carried out in 2011.
“That research told us that, overwhelmingly, once they’re here people love Highland Perthshire and 92% said they wanted to come back again.
“However, many also told us they were surprised by just how much the area had to offer, and that makes our mission pretty simple do our very best to make sure potential visitors know what a stunning part of the world this is, making their decision to come here in the first place easier, encouraging them to stay longer and making them feel they will have to return.
“Highland Perthshire is a perfect fit for the 2013 Year of Natural Scotland theme. It doesn’t matter where you are in the area, you’re never more than a few minutes from an amazing view, a historic location in a wonderful landscape, an opportunity to experience our nature and wildlife or a thrilling adventure on one of our stunning rivers.
“And what better time of year than the early summer when the days are long, the weather typically drier than later in the summer, and nature is at its most vibrant?”
Throughout the campaign, Highland Perthshire will invite potential visitors to Take Five at the Heart of Natural Scotland, focusing on sets of “big five” activities or experiences as introductions to the range of things to see and do in the area.
From February, highlandperthshire.org will host a series of competitions where visitors will have the opportunity to win just such sets of experiences, donated by local businesses.
Fergus Ewing, Scotland’s tourism minister, said: “The Year of Natural Scotland is a fantastic opportunity to showcase our country’s beautiful natural heritage to the world.
“Highland Perthshire has so much to offer visitors as I witnessed for myself in a recent visit to the area and I am sure this campaign will be a great success.”
VisitScotland chairman Mike Cantlay said: “It is important for tourism businesses to work together to make the most of the opportunity presented by the Year of Natural Scotland and we are delighted to present this growth fund award to Highland Perthshire Ltd, who will use the money to show the wealth of natural things to see and do in this beautiful part of the world.
“The Year of Natural Scotland provides us with an excellent opportunity to make the most of Scotland’s magnificent natural heritage and increase visitor numbers in the process.”
rburdge@thecourier.co.uk