Bordering on World Class

Published on : Friday, May 29, 2015

b28hypyz8uxolpajoowvVisitScotland is investing £367,000 in a unique international marketing campaign to put the new Borders Railway on the map.

The funding has been given to the national tourism organisation by the Scottish Government, Scottish Borders Council and Midlothian Council to promote this, the longest new domestic railway to open in the UK for over a century.

With interest in the Railway from as far afield as Japan, New Zealand and Canada, VisitScotland has its sights set on the global market as well as the all-important domestic market to ensure visitors are aware of this remarkable new tourism experience in Scotland, which will take people deep into the heart of one of the less explored regions of the country.

The campaign, which will launch this summer, will include outdoor, radio, and digital advertising in the UK, Germany and North America. Press trips and PR activity will focus on core markets in the UK, France, Netherlands, Germany, Sweden, North America, Canada, Australia and New Zealand. There will also be extensive social media activity, trade media and a dedicated page on visitscotland.com to encourage visitors to explore Edinburgh, Midlothian and the Scottish Borders by Rail.

Key themes used within the campaign will be ‘soft adventure’ (cycling, walking, mountain biking), food and drink, events, mining, textiles and literature.

A big draw for visitors will be the attractions and landscapes associated with Sir Walter Scott and his writings. Delving deep into ‘Scott country’ , visitors can start their journey at the Sir Walter Scott monument and then travel the 30 mile route of the Borders Railway, taking in the scenery that inspired Scott’s greatest poems and novels, ending at Tweedbank, just a short distance from his beloved Abbotsford House.

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