Beaumont kicks off Wild About Argyll campaign
TUESDAY night’s launch of Wild About Argyll with Mark Beaumont in Glasgow was the culmination of months of work by Argyll and the Isles Tourism Co- operative (AITC) to pull together a campaign, which will appeal to a mass audience and will position Argyll and the Isles as Scotland’s adventure coast – the first choice destination for adventure tourists.
While the Wild About Argyll films showcase the stunning scenery, the amazing experiences and the fabulous adventures that await visitors to the region, what is more difficult to capture, but certainly has been, is the essence of Argyll. For anyone in the audience in the Corran Halls for Mark Beaumont’s talk on August 3 last year, it was tangible.
The spirit of Argyll is what drives AITC and this is what is delivered through the Wild About Argyll campaign – from the films, to the website and in every social media post and the e-brochure.
The campaign is underpinned by Mark’s consecutive 12- day adventure which saw him run, mountain bike, kayak, quad bike, horse ride, sail and open swim – not forgetting rowing a Viking longship – across the length and width of the region.
It was undoubtedly an amazing feat of endurance, but you don’t need to be Mark Beaumont to take on Argyll and the Isles – you choose your pace and make it as wild or mild as you want it.
The campaign has a heavy digital focus, with a dedicated Wild About Argyll campaign site (www.wildaboutargyll.co.uk) positioning Argyll and the Isles as Scotland’s adventure coast – on Glasgow’s doorstep.
The site has a big offering, breaking down this huge area into bite- sized chunks.
Find out more about things you can do on the water, explore trails, get close to nature but also find out about the area’s unique experiences, book an activity and, possibly for the first time in Argyll, there is a category simply called ‘ winning’. Find events that you can take part in – you never know you might take home the gold.
As well as winning events, the campaign also has a rolling set of competitions with some very special prizes donated by adventure providers – the first competition went live on Tuesday and you can win a pair of tickets for a Loch Lomond Sea Plane flight across Argyll courtesy of the Cowal Way.
There will be another competition launched at the Scottish Running and Outdoor Pursuits exhibition in Glasgow’s SECC from March 10-12 where you can win your ultimate Wild About Argyll adventure. This competition will run across the year and is something the dedicated adventure tourist will not want to miss out on. But there’s much more to come.
The campaign will air a 30- second cinema advert at the end of March for three weeks and it will appear in movie theatres across Scotland’s central belt.
Once again the AITC team will be at Visit-Scotland Expo, which this year returns to Glasgow’s SECC from April 26-27 and visitors to the AITC stand can be prepared to be Wild About Argyll.
In addition, more digital material including an e- brochure will be on offer, which can be downloaded to your device with a tap or a swipe.
This is a hugely exciting time to get out and explore Argyll and the Isles. While Glasgow’s west end was treated to Argyll adventures on Tuesday night as Wild About Argyll footage was projected onto Oran Mor’s spire – for those inside, they discovered the adventure has just begun.
Mark Beaumont launched AITC’s new campaign in Glasgow on Tuesday, which sees Argyll and the Isles promoted as Scotland’s adventure coast.