Tourism Chief Launches New Loch Lomond Scotland's Natural Playground Guide
Today (Friday 31st May) in Helensburgh Mike Cantlay, Chairman of VisitScotland teamed up with Directors of the Love Loch Lomond Destination Organisation and other local tourism businesses to launch an attractive new guide that capitalises on the area's strengths as Scotland's Natural Playground as part of the special Year of Natural Scotland.
150,000 copies of the new guide have been printed and are being widely used to underpin a carefully targeted £85,000 marketing campaign jointly funded by Love Loch Lomond, VisitScotland and Scottish Enterprise that is geared to generate £1.7milion of new business for the Loch Lomond, Clyde Sea Lochs and Trossachs area this year.
The new themed guide features sections highlighting gardens, viewpoints, waterfalls, walks, boat trips, nature reserves and a range of other things to see and do. It also includes a useful map and gazetteer to help visitors get the most out of their visit to what is Scotland’s most popular countryside destination.
Speaking at the launch Mike Cantlay said: ‘’I have been impressed with the way the trade have come together under the umbrella of the Love Loch Lomond Destination Organisation in recent years to promote the area so imaginatively and professionally with the help of our Growth Fund which is designed to encourage collaborative marketing activity.’’
He added: ‘’ It is no accident that Love Loch Lomond has received one of the highest Growth Fund awards we have approved this year as they have come forward with a well thought through package of marketing proposals to capture the real spirit of the Year of Natural Scotland and to firmly place the area on the map as Scotland’s Natural Playground.’’
Stuart Cordner, Chairman of Love Loch Lomond: “The new guide aims to showcase the wide variety of things to see and do and to extend visitor dwell times and spend levels as part of a wider campaign to promote the year-round strengths of this iconic Scottish destination.’’
‘’We are a very active consortium of 150 local businesses and are determined to strengthen the promotion of the area in an increasingly competitive marketplace. The Year of Natural Scotland and the availability of funding support from VisitScotland and Scottish Enterprise is enabling us to punch well above our weight in UK and European markets.’’
For further information contact:
Love Loch Lomond
Photo attached- Mike Cantlay, Chairman of VisitScotland is pictured with Directors of Love Loch Lomond and other representatives from the local tourist industry at the guide launch.
Notes to Editors
1. Love Loch Lomond is a trade led body that is passionate about promoting the Loch Lomond, Strathendrick, West Trossachs and Clyde Sea lochs area as a must see year round quality destination and it enjoys the support of 150 local businesses, local Councils, VisitScotland and Scottish Enterprise.
2. VisitScotland is providing Love Loch Lomond with £42,500 of match funding from its Growth Fund and Scottish Enterprise is providing a further £15,000 contribution to the £85,000 marketing campaign. campaign.
3. The new Love Loch Lomond Guide is being distributed widely in priority target markets in Scotland and the North of England via 650 outlets such as motorway service areas, airports, railway station and ferry ports.
4. Other marketing activity includes extensive press and online advertising, posters on trains, press visits and social media promotions to raise awareness of spring into summer offers in the area.