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The Heart and Soul of Scotland is a new campaign led by Wild About Argyll (Argyll and the Isles Tourism Cooperative) and People Make Glasgow (Glasgow Life).
The initiative has support from VisitScotland Growth Fund, Argyll and Bute Council, ScotRail, CalMac, Loganair, Enterprise rent-a-car, Glasgow Airport, West Coast Motors and Love Loch Lomond.
The campaign is promoting Glasgow and Argyll as a twin destination where visitors seeking a short break can readily combine a city break with a micro adventure on Scotland’s Adventure Coast – and vice versa.
The campaign promotes 10 itineraries combining a city and rural stay, food, drink and cultural experiences with optional travel and micro adventures to each corner of both destinations based on transport options – and appealing to those seeking to play hard, experience local food and drink or immerse themselves in culture and heritage.
The campaign will be rolled out using film and five quirky word pairings showcasing contrasting Glasgow and Argyll experiences.
The campaign will be primarily digital using organic and paid advertising on Facebook, Instagram and Twitter. The priority audience is geo-targeted towards the east coast of Scotland and north of England and beyond as it will be promoted by each individual travel partner who have domestic and international audiences.
The campaign will be promoted online in two 10-week bursts either side of Christmas. Starting this month, each of the 10 area by area films will be released one at a time each weekend.
Then over the five weekdays the individual word pairings used in the film
will be shared with additional content intriguing and inspiring viewers on all that Glasgow and Argyll have to offer.
Over the course of each week there will be opportunities for operators and providers to join in the conversations and share their own related content.
Each week a new video and itinerary will be posted on Facebook and added to the campaign landing page – https://www.wildaboutargyll.co.uk/heart-and-soul/ – which will go live when the first film is released.
After Christmas, the campaign will continue to inspire and seek to convert lookers to bookers and focus on travel and the videos will be supplemented with partner content and promote city/coastal experiences which have synergies (word pairing style).
Given the twin destination three hashtags will be promoted online – #heartandsoul #peoplemakeglasgow #wildaboutargyll.