VisitScotland and DFDS unveil latest partnership marketing campaign to help encourage year-round travel
The beauty and benefits of a holiday in Scotland during autumn, winter and spring are being showcased to visitors from the Netherlands and Germany, as part of a new marketing partnership between VisitScotland and DFDS Seaways.
The new digital campaign aims to inspire potential visitors to Scotland by ferry, using DFDS Seaways routes connecting mainland Europe to the UK, by highlighting the unique sights and experiences on offer at this time of year.
Visitors travelling during the traditional off-season months can enjoy a stunning array of colours as the seasons change, clear dark skies and cosying up by the fireside after a long day exploring.
The campaign plays on a sense of adventure, appealing to those thinking of Scotland for a touring holiday with their car, motorbike or motorhome with the call to action to travel to Scotland with DFDS on their Amsterdam to Newcastle service.
Inspirational videos have been running across social media platforms Pinterest, Facebook, Instagram since the end of August. The campaign is taking advantage of automated technology media buying platforms Quantcast and Dentsu Programmatic to target and reach potential consumers more effectively with relevant online display advertising. The aim is to ensure Scotland and DFDS are front of mind with those booking a last-minute trip in 2023 and those thinking ahead to spring 2024.
The campaign has included regional imagery from across Scotland, including the South of Scotland, Edinburgh & the Lothians, Aberdeenshire, Arran, and Loch Lomond & the Trossachs, based on insights that show German and Dutch visitors like to tour far and wide when they travel to Scotland.
The initial campaign came to an end on 22 October. It will be followed up by two additional campaigns, delivered in partnership with Visit East Lothian and the South of Scotland Destination Alliance that will run until November.
These smaller campaigns will take advantage of the warmed-up audience to drive further regional spread off the earlier activity.
This latest activity continues a decade-long partnership with DFDS Seaways and aims to build on the success of previous joint campaigns to help support the continued and responsible recovery of the industry.
In 2022, Scotland welcomed 236,000 German visitors, who generated £171m tourism spend that year, as well as 212,000 Dutch visitors who generated £135m spend that year.
VisitScotland Director of Marketing & Digital Vicki Miller said: “Last year record numbers of international visitors chose the October to December period to travel to Scotland, so we know the appetite for our lochs, glens and historic landmarks is strong right across the year.
“Partnership working is at the heart of what we do and our collaboration with DFDS Seaways will help drive international tourism from these key European markets.
“Our marketing aims to connect with visitors, drawing on their emotions and showing them what a visit to Scotland’s diverse regions can feel like year-round. We want all destinations to benefit from tourism and this is reflected in our marketing activity promoting responsible travel in Scotland, including practical information and advice to visitors travelling by caravan and motorhome.”
“International visitors are absolutely key to bringing in revenue for businesses during the remainder of 2023 and into 2024, helping to build on the shoots of recovery in tourism and events, one of Scotland’s most valuable industries.”
Philipp Päper, DFDS Seaways Head of Route Marketing North Sea said: “Our partnership with VisitScotland is a perfect match thanks to DFDS’ presence in the Netherlands and Germany, and VisitScotland’s expertise on Scotland’s beautiful destinations.
“The Amsterdam-Newcastle route provides continental travellers the ideal way to get to their Scottish travel destinations stress-free year-round. Passengers are set to benefit greatly from our partnership campaign, as welcoming them to our DFDS ferries means that they can start their holiday the moment they step aboard.
“They can count on a best-in-class service, with a variety of restaurants, entertainment options and even Duty Free shopping onboard”
David Hope-Jones OBE, Chief Executive of the South of Scotland Destination Alliance (SSDA), said: “The South of Scotland is an unmissable destination 365 days a year and we’re really eager to get the word out about how much there is to see, do and experience in the Scottish Borders and Dumfries and Galloway in every season.
“The SSDA is delighted to be working with VisitScotland and DFDS Seaways on this collaboration to highlight our incredible region to overseas visitors and show them that Scotland really does start here.”
Elaine Carmichael, on behalf of Visit East Lothian said: “East Lothian is ideally placed for visitors arriving by DFDS Seaways to the North of England and, as well as being a base for holidays, makes the ideal start or end point for their trip to Scotland.
” This campaign sits well with our key markets, and we know from attending trade shows and our work with the travel trade industry that there is a real appetite from German and Dutch visitors for all that East Lothian has to offer.
“We are delighted to be taking part in this initiative in partnership with VisitScotland and the South of Scotland Destination Alliance to showcase our regions and bring benefits to our businesses over the autumn and winter months.”
The adverts drive traffic to custom in-language landing pages on:
For advice on responsible travel, visit:
www.visitscotland.com/travel-planning/responsible-tourism
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