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A campaign to showcase Oban to young people across the UK has reached almost 15million people with the help of VisitScotland.
#VisitOban, a digital marketing drive from the Oban and Lorn Tourism Alliance (OLTA), looked to inspire millennials to discover the cultural and adventure experiences available in Oban and the surrounding area. Using Facebook and Instagram as channels, its activity reached 14.9m people and generated more than 1.4m engagements.
The year-long project, which received a £12,500 VisitScotland Growth Fund award, created dynamic videos to highlight the best outdoor adventure experiences in Oban and Lorn. The films received more than 82k views during the campaign.
A downloadable live music venue trail for Oban was made showcasing where in the town to see bands as well as shining a spotlight on Argyll’s biggest music event, Oban Live. The success of the campaign helped contribute to a sold-out Oban Live where a record number of tickets were sold.
#VisitOban also played a key role in the Argyll and the Isles regional takeover across VisitScotland’s consumer social channels, with the activity reaching 5.4m people across the world.
The campaign was launched as part of the Year of Young People 2018, the most recent of the Scottish Government’s series of themed years, following the Year of History, Heritage and Archaeology 2017. Planning is already under way for the Year of Coasts and Waters 2020, a year-long programme of events and activities which will shine a spotlight on the impact our waters have on our country.
David Adams McGilp, VisitScotland regional director, said: ‘I’m very pleased to hear about the success of the #VisitOban campaign. The creativity and hard work from the whole team at Oban and Lorn Tourism Alliance, and the support from Bid4Oban, has helped promote the area as a top destination for young people.
‘At VisitScotland we want to champion collaboration, spearhead digital innovation, promote local areas and events and ensure that tourism is recognised for the positive impact it brings to Scotland.’
Andrew Spence CEO of Bid4Oban – the local business improvement district who have co-funded this new marketing and activity plan – said: ‘Oban Business Improvement District are delighted with the results of this initiative. It proves how important it is for all sectors involved in tourism across Scotland to work together. Our relationship with OLTA is crucial in promoting Oban and Lorn.’
Neil Mackay, chairman of Oban and Lorn Tourism Alliance, said: ‘Working with BID4Oban and Visit Scotland has enabled OLTA to gain maximum funding and exposure in marketing Oban and Lorn. It is crucial that all parties work together to promote and encourage visitors to the area. This initiative proves the success of partnership working. Long may it continue.’
The VisitScotland Growth Fund supports collaborative tourism marketing projects which focus on growth and ensure that visitors experience the best of Scotland. To be eligible for a Growth Fund award, applicants must place a strong emphasis on digital marketing and the creation of digital content assets.
For more information about the campaign and OLTA, go to www.oban.org.uk
For more information about VisitScotland Growth Fund, go to www.visitscotland.org/supporting-your-business/funding/growth-fund