VisitScotland has announced a new marketing strategy focused on helping rebuild tourism as businesses prepare for opening this month.

The strategy, which includes broadcast and digital advertising will target the Scottish domestic market first of all, before expanding to the rest of the UK and include activity with popular travel platforms such as TripAdvisor and Expedia.

The marketing activity will begin with a ‘restart ’ stage capitalising on the school holiday months for the family market, promoting the different types of holidays and breaks throughout the country and inspiring Scots to travel at home with a ‘call to arms’  to make a real difference to the tourism industry and enjoy what’s on their doorstep.

The main focus of the strategy, aimed at the domestic market will be a Hero film which relays the message ‘You don’t have to travel far’, reminding Scots that there’s a lot to discover close to home that will make a big difference to their health & wellbeing after a period of staying at home but also make a big difference to Scotland.