View from the Chamber
THE OUTDOOR Capital of the UK, Lochaber Chamber of Commerce’s tourism brand, is just seven weeks into ‘Connect to your Adventure!’, a year-long digital marketing campaign that encourages adventurous tourists to visit the area and share their own adventures online. It is already proving a huge success. The figures speak for themselves: 3.57 million people reached, 1.4 million video views, 1,000 uses of #myoutdoorcapital (the hashtag for user-generated online content), coverage in 30 online publications and blogs, and 110,000 likes, comments and shares.
A series of stunning new videos have already been posted on Facebook, with millions of people engaging with the brand as a direct result. The videos inspire potential visitors to ‘connect to their adventure’ in Lochaber, demonstrating just how accessible the Outdoor Capital of the UK is for all, with people able to travel to the area using the Caledonian Sleeper. They also also highlight how much there is to see and do in the area for all ages.
With a strong emphasis on user-generated content, visitors to the region have been encouraged to share their experi- ences on social media using the hashtag #myoutdoorcapital. Using the hashtag also gives adventurers the opportunity to win breaks in Lochaber. There have been 2,500 competition entries to date.
Lochaber not only boasts an outstanding array of outdoor activities, such as mountaineering, walking, snow sports and mountain biking, but also stunning scenery and fascinating heritage, including the Glenfinnan viaduct and The Old Fort.
The videos of between 11 and 55 seconds have featured all of these, including some of the area’s hidden gems, with the most popular so far being a feature on the West Highland Way.
The longer 55-second video features about Lochaber have included Wild West Safari, The Souter’s Lass, The Moorings Hotel, Arisaig and the Nevis Range.