Visitor campaign celebrates Shetland’s ‘winter delights’
Andrew Hirst
A digital marketing campaign has been launched to attract more visitors to Shetland this winter.
The “Find Your True North” campaign was devised by NB Communications as part of the Promote Shetland service.
Utilising £60,000 of VisitScotland funding, the publicity drive is in addition to Promote Shetland’s aims to market the isles as an attractive place to live, work, visit, study and invest.
It features a new microsite with information about what to do during winter; the UK’s most northerly live video stream and a new film celebrating Shetland’s natural drama, wild weather, cosy accommodation, and fine food.
A Scotland-wide digital advertising campaign will spread the message that Shetland is the “ultimate destination for a winter break”.
It will also feature high profile social media activity targeting Scots living in, or close to, the cities with transport links to Shetland.
The campaign emphasises the adventure and excitement of a Shetland visit including wild weather, invigorating walks, exceptional wildlife, and the chance to marvel at the spectacular Mirrie Dancers.
NB’s head of content marketing Adam Civico said the desire to extend the season into the winter months had been a long-held aspiration for the tourism industry.
Shetland Tourism Association chairwoman Jolene Garriock said she was “really excited” about the campaign.
VisitScotland islands manager Steve Mathieson said Shetland’s “off the beaten track” appeal made it the perfect destination.
Eric Burgess-Ray
We all welcome visitors, but where are they going to stay during our winter, and where are they going to eat?
Linda Berry
We visited Shetland for 2 weeks in October, a visit rearranged from July because of the travel ban. Although many tourist attractions were closed, we had an amazing holiday, walking the wild and stunningly beautiful coastline daily, whatever the weather. For the most part, we were solitary walkers, but when we did meet people, usually residents, they were very friendly and helpful if we looked lost. The moorland reminded us of home (Bolton), especially the low mist and rain, but the heather is more stunted, unsurprising given the strength of the wind coming straight off the Atlantic or North Sea. I tried to imagine the heather in full bloom, covering the vast moorland with purple blooms. what a sight that must be. We fell in love with Shetland, out of season, and were very sad to leave, but what lovely memories we have to treasure.