Campaign is a huge hit

Lochaber Chamber of Commerce has announced its recent digital marketing campaign – Connect to your Adventure – to promote its destination tourism brand the Outdoor Capital of the UK (OCUK), has been a huge success with results far outstripping campaign projections and engagement from millions of people.

The campaign was match-funded with a grant from VisitScotland’s Growth Fund and additional funding from the Highland LEADER Programme, together with support from local businesses.

Over the 12-month campaign, 60 online videos, inspiring potential visitors to ‘connect to their adventure’ in Lochaber, were watched for a total of 1,661,500 minutes; monthly Facebook video views averaged 764,034; monthly Facebook reach averaged 1,934,060 and monthly engagement of Facebook users averaged 51,722.

The 60 short online videos were produced throughout the campaign. They showcased Fort William and Lochaber as not only boasting outstanding outdoor activities but also stunning wildlife and fascinating heritage, together with top class food, drink and accommodation. The videos also highlighted just how accessible the OCUK is for all, with visitors from across the UK able to Connect to your Adventure via the Caledonian Sleeper.

The videos were shared on the OCUK’s website and social media channels, and focused on Facebook and Instagram. In addition the Facebook videos could also be found using the interactive map on the Outdoor Capital website – http:// www.outdoorcapital.co.uk.

With emphasis on user-generated content, visitors to the region were also encouraged to share their experiences on social media using the hashtag #myoutdoorcapital. Use of the hashtag also gave adventurers the opportunity to win special short breaks to Lochaber.