OCUK to put visitors firmly in the frame
STUNNING new videos to inspire visitors to ‘connect to their adventure’ in Fort William and Lochaber, the Outdoor Capital of the UK (OCUK), and to encourage them to share their holiday experiences online, are to be created thanks to a £40,000 grant from VisitScotland.
Launched in the spectacular surroundings of Glen Nevis, the campaign will include online films to be shared on the OCUK’s website and social media channels.
The videos will show that Lochaber not only boasts an outstanding array of outdoor activities, such as mountaineering, walking, snow and water sports and mountain biking, but also stunning wildlife and fascinating heritage, including the Glenfinnan Viaduct, The Old Fort, as well as top class food, drink and welcoming accommodation. The videos will also show how accessible the OCUK is for everyone, with visitors from throughout the UK able to ‘connect to their adventure’ via the Caledonian Sleeper.
Scotland’s national tourism organisation VisitScotland has match-funded the OCUK’s exciting new digital campaign through its Growth Fund, while OCUK will also benefit from £20,000 from the Highland LEADER Programme.
The digital campaign will target UKbased consumers, including 20-something single travellers who are looking to wow their social media followers with spectacular images and video; families looking for a holiday that offers multiple activities and members of the ‘Baby Boom’ generation who have a high-level of income and enjoy self-guided tours and sampling locally sourced food and drink.
Scott Armstrong, VisitScotland’s regional director for the Highlands, said: ‘ We are thrilled to give this Growth Fund award to the Outdoor Capital of the UK, so that the group can continue its excellent work in promoting all that this stunning part of the world has to offer. I’m sure the new digital campaign will prove a great success and inspire many more people to enjoy an unforgettable break in Lochaber.’
Visitors to the region will be encouraged to share their experiences on social media using the hashtag #myoutdoor- capital. Using the hashtag will also give adventurers the opportunity to win breaks in Lochaber and other fantastic prizes throughout the year.
Chris O’Brien, destination manager of Outdoor Capital of the UK (Lochaber Chamber of Commerce), said: ‘VisitScotland, LEADER and a huge number of local businesses have given us the opportunity to put together a digital campaign that will reach millions of people and share with them the stories of Lochaber, inspiring them to join us in the Outdoor Capital of the UK for a wee adventure and to add to our tales by using the hashtag #myoutdoorcapital.’
John Fotherinham, left, chairman of the Lochaber local area partnership, The Highland LEADER Programme, and Scott Armstrong, VisitScotland’s regional director for the Highlands, put Jodie Fraser and Chris O’Brien of the Outdoor Capital of the UK in the ‘frame’ at the campaign launch.