Published on : Saturday, January 28, 2017
Millennial Scots are being encouraged to connect with the Spirit of Scotland through an innovative VisitScotland marketing campaign highlighting our dynamic musical heritage.Throughout 2017, the national tourism organisation will inspire young Scots to engage with their country’s exhilarating contemporary traditional (Trad) music scene and discover the many amazing and unique Trad concerts and festivals held across Scotland, as part of the Year of History, Heritage and Archaeology.
The campaign aims to tap into the millennial Scots visitor market which is worth on average £267 million a year to the Scottish economy.The national tourism organisation unveiled its Trad music campaign at the launch of The List’s annual supplement The Guide to Scotland’s Festivals 2017 as part of Showcase Scotland today.
The campaign will include targeted social media promotion on sites such as Facebook, Spotify and Unruly, with electronic Celtic fusion band, Niteworks, who hail from the Isle of Skye, providing the soundtrack to an emotive promotional film.
In addition, a dedicated page on visitscotland.com will highlight a calendar of Trad events and showcase some of the bands which are setting the scene alight. As a social campaign, the initiative is set to achieve extended reach via supporters which have included Creative Scotland, Hands Up for Trad, BBC Alba and promoters and friends of Scottish music.