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Published on : Friday, May 15, 2015
Londoners are being encouraged to swap the Northern Line for the Northern Lights and Notting Hill for Calton Hill this summer as VisitScotland launches a new campaign to capitalise on the booming short break market in the UK.
The £2 million marketing campaign, aimed at audiences in London, Yorkshire and the North East includes TV, digital, outdoor, print and London Underground advertising, online promotions, competitions and PR events designed to remind domestic audiences that Scotland really is “Closer than you think” to travel to.
The activity is part of the national tourism organisation’s multi-million pound Brilliant Momentscampaign, which inspires people to explore and uncover the amazing experiences that are within easy travel distance of their home.
Highlights of the campaign include:
Inspiring Geordies to ‘swap Newcastle for an old castle’ with a trip to Edinburgh
Persuading people from York to ‘swap the races for the horses’ with a visit to the Kelpies
Encouraging Londoners to create their own magical Harry Potter experience in the Highlands, and discover what a ‘real breath of fresh air’ feels like
There are around 1.5 million short city breaks to Scotland per year by UK residents, generating a visitor expenditure of £440 million.
Short breaks have increased in popularity over the last few years following changes in working patterns, with people more likely to take a few small trips throughout the year rather than one big holiday. Over half (55-60%) of people that visit Scotland on holiday are on a short break (1-3 nights).