GREAT Inverness Loch Ness Fund

Stimulating demand. Attracting more international visitors to the region. Supporting economic growth. 

The four-year £2 million GREAT Inverness Loch Ness fund sees us working in partnership with VisitScotland and Visit Inverness Loch Ness to build inbound tourism to the area.

Playing to its area’s strongest asset, we are showcasing the variety of experiences and special “moments” that can be enjoyed in the Inverness and Loch Ness area, using the theme “Tips for Master Hunters”. Launched in March 2016, the consumer media campaign is being supported by press, blogger and trade visits.

For the first phase of the project we are focussing on establishing the growth potential with the region through a wave of activity in France, Netherlands and the USA. The first phase included a digital media campaign featuring display advertising, social media, native and content partnerships which ran through March.

Activity included:

  • A Dutch press trip, an online and downloadable Inverness and Loch Ness guide on Dutch city guide site Yoropi and a dedicated e-newsletter was sent to 100,000 Dutch consumers.  
  • An Inverness Loch Ness supplement for French travel trade featured in L’Echo touristique reaching over 8,000 French travel trade.
  • An article on high traffic site Mashable for the US market featuring five must do Whisky tours of the Scottish Highlands.

In the second phase we will be targeting near European markets to optimise new air route access to Inverness.