Argyll in line for global adventure tourism award
A TOURISM marketing campaign to promote Argyll and Bute’s adventure credentials is in the running for an international award.
Argyll and the Isles Tourism Cooperative’s (AITC) Wild About Argyll campaign, launched last year and featuring Scottish endurance cyclist and record-breaker Mark Beaumont, is a finalist in the Place Brand of the Year category at the City Nation Place Awards.
These global awards celebrate destinations that have shown exemplary work in attracting tourism, driving economic development and engaging citizens through great communications.
Last year, the catego- ry was won by That’s Great Britain entered by the Cabinet Office at 10 Downing Street, the prime minister’s house.
Kintyre-based AITC director Niall Macalister Hall said: ‘Lots of collaboration went into it and it is promoting Argyll to a whole new sector of the market. All areas of Argyll have benefitted.’
AITC will be up against other top destinations across the world including Toronto and Copenhagen to take the coveted prize sponsored by the New York Times at a conference in London on November 9.
Accessing funding from multiple sources, including VisitScotland and Argyll and Bute Council, AITC engaged
cyclist and adventurer Mark Beaumont on an ambitious 12-day journey
across the region, involving 12 different sports, 32 individual adventures and an epic challenge every day.
The results were a series of promotional films that have been seen online, by subway users in Glasgow, cinema-goers across the
central belt and people departing Edinburgh Airport.
Although originally aimed at the adventure market, such is the success of Wild About Argyll, it is now being adopted as the place brand for the region, being used by partners
across the board in different sectors.
AITC teamed up with Glasgow Life during the campaign to celebrate the unique relationship between the City and Scotland’s Adventure Coast, and have even more ambitious plans for 2018.
Calum Ross, chairman of AITC, said: ‘I am absolutely delighted to see the Wild About Argyll place brand recognised internationally and sharing a stage with some high profile destinations.’
Mark Beaumont added: ‘Argyll has been overlooked as a wilderness destination.
‘It may have been known for its sailors and empty nesters, but Argyll and the West Coast isles have amazing landscapes, and sports – and people have been missing one of Scotland’s best adventure playgrounds.
‘The Wild About Argyll campaign has worked brilliantly to transform people’s perception of the area.’
Go to www.exploreargyll.co.uk or www. wildaboutargyll.co.uk or email info@exploreargyll.co.uk.
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