Littlehouse Media

#myoutdoorcapital – OCUK to put visitors firmly in the frame

The Outdoor Capital of the UK announces funding boost from VisitScotland for video marketing campaign

 

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, Scotland’s national tourism organisation.

 

Launched in the spectacular surroundings of Glen Nevis, the campaign will include the development of a suite of online films to be shared on the OCUK’s website and social media channels.

 

The videos, which will be both 11 and 55 seconds in length, 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 and the West Highland Museum, as well as top class food, drink and welcoming accommodation.   The videos will also show how accessible the OCUK is for all, with visitors from throughout the UK able to “connect to their adventure” via the Caledonian Sleeper.

 

VisitScotland, has match-funded the OCUK’s exciting new digital campaign through its Growth Fund, while OCUK will also benefit from a further £20,000 from the Highland LEADER Programme.

 

The digital campaign will target UK-based 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.”

 

With a strong emphasis on user-generated content, visitors to the region will be encouraged to share their experiences on social media using the hashtag #myoutdoorcapital. 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.”

 

ENDS

 

Media Contacts:

For interviews, images and further information please contact:

Paddy Cuthbert | Littlehouse Media | E: [email protected]

M: +44 (0)7913 951717; or

Tom Maxwell | VisitScotland | E: [email protected] | T: 0131 472 2409

 

Image attached:

Photo Caption: John Fotherinham, Chair of the Lochaber local area partnership, The Highland LEADER Programme, and Scott Armstrong, VisitScotland’s Regional Director for the Highlands, ‘frame’ Jodie Fraser and Chris O’Brien of the Outdoor Capital of the UK at the campaign launch in Glen Nevis.

Photo Credit: John Paul/VisitScotland

 

A selection of images of the launch can be downloaded here: https://www.dropbox.com/sh/s1hz7o6xk6btrla/AAD4ccBAvnawXSHNZbstZ6G3a?dl=0

 

Useful websites & social media channels:

Lochaber Chamber of Commerce – http://www.lochaberchamber.co.uk/

The Outdoor Capital of the UK – http://www.outdoorcapital.co.uk/

 

Twitter: https://twitter.com/Outdoor_Capital

Facebook: https://www.facebook.com/Outdoorcapitaluk

Instagram: https://www.instagram.com/outdoorcapitaluk

YouTube:

 

To find out more about the VisitScotland Growth Fund – http://www.visitscotland.org/growthfund

VisitScotland on Twitter – https://twitter.com/VisitScotNews

 

For further information on Scottish LEADER programme from Scottish Rural Network go to: https://www.ruralnetwork.scot/funding/leader

For information on The Outdoor Capital of the UK funded project got to:

https://www.outdoorcapital.co.uk/connect-adventure-raising-profile-lochaber/

 

Notes to editors:

 

The Outdoor Capital of the UK is Lochaber Chamber of Commerce’s tourism element. Under the OCUK brand the Chamber of Commerce publicise, sponsor and promote Lochaber as a leading tourist destination within the UK. The Outdoor Capital of the UK website is the site to go to for local events, activity providers and visitor accommodation in Lochaber – http://www.outdoorcapital.co.uk/

 

Through a range of collaborative marketing initiatives and activities the organisation promotes Fort William and Lochaber as the best place in the UK for everyone to experience the outdoors; with a view to developing local jobs and wealth and encouraging sustainable economic growth – #myoutdoorcapital.

 

Visitors interested in the outdoors are very important to the economy and community of Lochaber. There are over 65 different activities to choose from in an amazing landscape that encompasses the small isles to Ben Nevis with White Water Rivers, sea, lochs, beaches, forest, glens, cliffs and mountains in between.

 

VisitScotland

  • VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
  • The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
  • This will be supported by seven overarching strategies:
  1. Marketing: we will market Scotland and its outstanding assets to visitors from all parts of the world, including the promotion of Scotland to people living in Scotland to visit different parts of the country
  2. Events: we will support the national events strategy and its delivery, and sustain, develop and promote Scotland’s international profile as one of the world’s foremost events destinations
  3. Internationalisation and International Engagement: we will utilise all our platforms to enable Scottish-based tourism businesses to better understand international opportunities and market to a global audience and we will work within One Scotland Partnerships to optimise the potential of Scotland’s Diaspora and our strategic partners at regional, European and global levels
  4. Customer Experience: we will provide information and inspiration to visitors both locally and globally via their preferred medium of choice
  5. Quality and Sustainability: we will provide support and advice to businesses, with the goal of improving the quality and sustainability of the tourism sector in Scotland. We will provide quality assurance to visitors through our Quality Schemes
  6. Inclusive Tourism: we will strive to make tourism in Scotland inclusive and available to all
  7. Working in Partnership: we will listen to and work with the industry, partners and communities to shape our offering and support
  • VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
  • The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
  • Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP
  • The Scottish Government is the Managing Authority for the European Structural Funds 2014-20 Programme. For further information visit www.gov.scot or follow @scotgovESIF
  • For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
  • Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
  • For holiday information on Scotland go to www.visitscotland.com
  • For information about business tourism in Scotland go to www.conventionscotland.com
  • 2017 Year of History, Heritage and Archaeology – 2017 is the year to delve into the past and discover Scotland’s fascinating stories through a wide-ranging variety of new and existing activity to drive the nation’s tourism and events sector, boosting tourism across Scotland.
  • The Year of History, Heritage and Archaeology begins on 1 January 2017 and will end on 31 December 2017. It will build on the momentum generated by previous themed years in Scotland including the 2015 Year of Food and Drink, Homecoming Scotland 2014, the Year of Creative and the Year of Natural.
  • The Year of History, Heritage and Archaeology is a Scottish Government initiative being led by VisitScotland, and supported by a variety of partners including Creative Scotland, Scottish Tourism Alliance, Scottish Enterprise, The National Trust for Scotland, Historic Environment Scotland, Highlands and Islands Enterprise, Built Environment Forum Scotland, Heritage Lottery Fund, Museums Galleries Scotland and Traditional Arts and Culture Scotland.
  • The Year of History, Heritage and Archaeology is supported by £570,000 of Scottish Government funding.
  • The Year of History, Heritage and Archaeology events fund is managed by EventScotland, part of VisitScotland’s Events Directorate.
  • more information visit visitscotland.com/HHA2017 or join the conversation at #HHA2017

 

You Might Also Like

Hostelling Scotland opens four summer youth hostels in 2018

Sporting legend Gavin Hastings to inspire Lochaber at Ideas Week 2017

Nevis Range and Trek renew commercial partnership for 2019/20

Run day and night at the new Tweed Valley Trail Run

Lochaber Ideas Week programme revealed

The Cream of Enduro will rise to the top at Comrie Croft

Hostelling Scotland, a new brand identity unveiled

‘Death Zone’ mountaineer, Nirmal Purja, to headline Fort William Mountain Festival 2020

300 Dutch adventurers to run, bike and kayak across Scotland

Discover Scotland’s ‘Braw Buildings’ with Hostelling Scotland

International partnership benefits Nevis Range snowsports enthusiasts

Fort William Mountain Festival 2021 goes Covid-19 safe

Fort William – the perfect cruise destination

Glen Nevis Youth Hostel re-opens after major redevelopment project

The new Pentland Trail Centre – The future for Edinburgh biking

Margo Paterson appointed as CEO of SYHA Hostelling Scotland

SYHA appoints Lois Marshall as Youth & Volunteer Engagement Manager

Entries open for SKI-AN-DURO, Scotland’s new ski and mountain bike Enduro

Paul Merton Visits SYHA’s Loch Ossian Hostel – Paul Merton’s Secret Stations

Fort William has all the Mòd cons

Go Swim Loch Lomond – a new open water event for Scotland

£100,000 awarded to innovative Scottish mountain project

‘What would Mary do?’ at the Fort William Mountain Festival

Media Advisory – UK’s highest Shinty match to promote tourism in Lochaber

Inverness Youth Hostel gets a fresh new look

An appetite for adventure in the North West Highlands

Lochaber Tourism Summit 2019, a must-attend event for Highland tourism businesses

New Lochaber website aiming high

Noel Williams wins 2019 Scottish Award for Excellence in Mountain Culture

It’s Up to Us…to step up and save our mountain paths

Planning on holidaying at home? Give hostelling a go!

Finance and Economy Secretary, Kate Forbes, opens car park and off-grid toilets at Skye’s Iconic Fairy Pools

Discover Your Adventure – Fort William Mountain Festival 2023 programme announced

A muckin’ great Audax, perfect for Cream o’ the Croft road cyclists

Nevis Range moving forward with interim CEO Rod Pashley

Lochaber’s Nevis Range becomes an accredited Living Wage employer

Fort William Mountain Festival back to a live, multi-venue event in 2022

Hostelling Scotland to temporarily close Youth Hostel network

Call for nominations to join Hostelling Scotland’s Board of Trustees

Campaign to save Scotland’s mountain paths raises over £218,000 in first year

Frazer Coupland appointed Chair of The Highland Tourism Partnership

New look Edinburgh Central Youth Hostel, new era of hostelling in the Capital

Monster Meets Mountain – Nevis Range joins forces with the Cobbs Group

Chris O’Brien, MD of Nevis Range, shortlisted for Business Leader of The Year

Rob Cochrane wins 2019 Scottish Youth Award for Excellence in Mountain Culture

Immerse yourself in Lochaber Ideas Week 2019

Dr Liz Cameron, Scotland’s voice of business, to headline women’s networking lunch

Route announcement confirmed for HSBC City Ride in Edinburgh

Loch Ossian and Torridon Youth Hostels shortlisted in TGO Reader Awards

Two Scottish youth hostels celebrate landmark anniversaries

Young people invited to collaborate in Muckin’ good summer festivals

Nevis Range team up with Endura

New hydro scheme powers Scottish mountain resort

Hostelling Scotland fully open for business after two years

Run Scotland on The Ultra Tour of Arran

Loch Ossian and Glencoe Youth Hostels, big winners in TGO Reader Awards 2024

Gravelfoyle – Gravel Cycling at the heart of Aberfoyle’s new tourism brand

Run Scotland in two days with the new Ultra Tour of Arran

SYHA Hostelling Scotland assist in a Recovery Version

SYHA collaborates with Glasgow Caledonian University

Business Community Programme launched for Lochaber Ideas Week 2018

Celebrating 90 years of Scottish hostelling

Visit Moray Speyside launches their biggest ever UK marketing campaign

Enduro riders, prepare yourselves for a Highland Clan battle!

Aberfoyle to host new endurance gravel cycling event and festival

Unique Mountain Culture Award goes to novice search and rescue dog teams

Nevis Range is making it snow all season long!

Are you hard enough to take on The Double Stalker?

Coast to Coast – run, bike ride and kayak 105 miles across Scotland

Jura, the Border Collie, trains to become the first Ski Patrol rescue dog at Nevis Range

Nevis Range, Scotland’s highest snowsports destination, open for business

The UK’s first waymarked gravel cycling trails opened near Aberfoyle

SKI-AN-DURO, a new ski and mountain bike Enduro for Scotland

An Teallach wins €60,000 European Outdoor Conservation Association grant

Chris O’Brien appointed Destination Manager for the Outdoor Capital of the UK

‘Connect To Your Adventure!’ – big success in just 7 weeks

Nevis Range to turn back the clock to 1989 to celebrate 30 years of adventure

Nevis Range looks forward to reopening in July

Hostelling Scotland begins phased opening of Youth Hostel network

Lochaber Tourism Day with Cal Mac – Debate, Engage, Network

The ultimate runners’ sightseeing tour of Edinburgh returns

‘A Meeting of Minds 2’ celebrates innovation in Scotland’s aquaculture sector

Get your adventure challenge on with Project: Explore

Three female adventurers to take on epic 1936 cycling trip

Developing for the future at Nevis Range!

VisitScotland’s Lord Thurso to deliver The Charles Kennedy Memorial Lecture

New European partnership to upskill adventure tourism in five countries

Danny MacAskill launches video, ‘Danny Daycare’. Best ‘uncle’ ever?

Top award for World renowned Scottish landscape photographer, Colin Prior

Hostelling Scotland’s network opens for 2023. Give hostelling a go!

OATS in search of a Fairy Pool of staff

Media Advisory – 500 runners to tame Edinburgh with the inaugural Ultra Tour

Expert of mountain rescue, ‘Heavy’ Whalley, wins top mountain festival award

Outdoor Access Trust for Scotland wins two rural industry awards

Scottish Climbing Instructor, Tim Miller, wins Youth Mountain Culture Award

SYHA opens new summer youth hostel in Edinburgh

Gold and Silver gongs for Torridon and Loch Ossian Youth Hostels in TGO Reader Awards

Lochaber’s ‘Connect to Your Adventure’ digital marketing campaign, a huge success

SYHA Hostelling Scotland – building Scottish hostelling for the future

Changing times at Nevis Range Mountain Experience!

Sustainable active travel and food tourism at the heart of new adventure film

SYHA partners with Ayrshire College for valuable volunteer experience

The Ultra Tour of Arran, a big draw for international adventure tourists

Epic Halloween tale of ‘Ned vs Monster’ in the Outdoor Capital

Media Advisory – Images – The Ultra Tour of Edinburgh

Nevis Range and Trek announce a partnership for 2018/19

Fort William Mountain Festival 2024 – Come and discover your adventure

People are at the heart of SYHA Hostelling Scotland!

Start your Highland biking adventure at the new Nevis Range Bike School

Youth development key to Edinburgh Central’s 10th Anniversary

Hot water on tap for Loch Ossian Youth Hostel

Keith Legge, CEO of SYHA Hostelling Scotland, steps down after 13 years

SYHA’s Glasgow Metro youth hostel awarded 3 stars by VisitScotland

Outdoor Capital Activities and Attractions Expo open for tourism business

Lochaber Ideas Week returns to Fort William after a two-year covid hiatus

Figurehead environmental campaigner, Dave Morris, wins top mountain award

New Beinn a’ Ghlo trailhead car park gives back to the mountains

Lochaber community is pulling together to give Nevis Range a lift after lockdown!

Big Biking October – two International bike events for the Outdoor Capital

Haggis from Scotland’s first free-range Haggis farm goes on sale in Lochaber

Lochaber Chamber calls for urgent action to address the critical public transport infrastructure crisis

Millburn Academy ensures a warm welcome to Inverness Youth Hostel

OCUK unveil their new branded gondola at Nevis Range

Nevis Range announces Commencal as new global gravity sports partner

Summer Youth Hostel Returns to Glasgow

Inspirational volunteer, Steph McKenna, wins Youth Mountain Award

Popular Youth Hostel on Loch Lomond side re-opens after major upgrade