Monster campaign to target overseas visitors

A VISITBRITAIN campaign using the legend of the Loch Ness Monster is returning to entice international visitors to visit and Inverness and Loch Ness outside the summer season.

The six-week digital and social media campaign got under way last week in France and Germany, two of Britain’s largest and most valuable inbound visitor markets, and the Netherlands.

VisitBritain’s ‘Come hunting for Nessie, stay for the experience’ campaign promotes the diversity of experiences and outdoor activities on offer across the Loch Ness area, inspiring visitors to stay longer.

VisitBritain director of marketing Clare Mullin said: ‘The legend of Nessie is a fantastic springboard to promote the breathtaking scenery, activities and experiences that you can only have on a trip to Inverness and Loch Ness.

‘We want to inspire visitors to book a trip right now to come and explore this stunning part of the Highlands, spreading the economic benefits of tourism outside the peak holiday periods.’

VisitInvernessLochNess chief executive Graeme Ambrose said: ‘From majestic mountains to monster-hunting on Loch Ness, from friendly locals, fantastic food, cosy inns and spectacular accommodation in stunning locations, Inverness and Loch Ness offer amazing experiences all year round.’

‘Come hunting for Nessie, stay for the experience’ is part of a longer-term campaign to grow inbound tourism to the area outwith the traditionally busy summer period. It follows VisitBritain’s digital and social media ‘Tips for Monster Hunters’ campaign which ran last year in overseas markets.

Loch Ness and Inverness is also promoted globally through visits by international media and travel buyers and with local businesses and destination partners attending international trade events.

Latest figures from VisitBritain show that there were 340,000 international visits to Inverness in 2016, up eight per cent on the previous year. Overseas visitors to Inverness spent £115 million in 2016, up 46 per cent on 2015.