A tourism marketing initiative designed to raise the profile and enhance the perception of Argyll and the Isles has captured global attention following its outstanding success.
The Wild About Argyll campaign is aimed at promoting the adventure tourism potential of the region, is a finalist in the Place Brand of the Year category at the City Nation Place Awards.
The global awards celebrate destinations that have shown exemplary work in attracting tourism, driving economic development and engaging citizens through great communications.
Argyll and the Isles will fight against other top destinations across the world including Toronto and Copenhagen to take the coveted prize sponsored by the New York Times at a global conference in London.
The campaign, launched in 2016, was the brainchild of Argyll and the Isles Tourism Cooperative (AITC) after it was recognised that the region needed a new brand focus.
Focusing on the lucrative Adventure Seeker market, and accessing funding from multiple funders including VisitScotland and Argyll and Bute Council, AITC engaged cyclist and adventurer Mark Beaumont on a 12-day journey across the region, involving 12 different sports, 32 individual adventures and an epic challenge every single day.
The results were a series of promotional films which have been seen by over 1.6m people online, over 1.1m subway users in Glasgow, 200,000 cinemagoers across the Central Belt and 15,000 people per day leaving Edinburgh Airport.
The online campaign has reached almost 2 million people and has driven more than half a million engagements (likes, comments, shares). The hashtag #wildaboutargyll had over 3.7 million impressions on Twitter alone within a week of the launch and the Explore Argyll website has seen a 79 pere cent increase in traffic from Millennials, the key target market for the campaign.
Although originally aimed at the adventure market, such is the success of Wild About Argyll it is now being adopted as the place brand for the region, being used by partners across the board in different sectors.