Mon 14 Jun 21
VisitScotland have launched their latest marketing campaign for Scotland’s Year of Coasts and Waters 20/21, which shines a spotlight on water wellness activities across the country. After a prolonged period of lockdown there is evidence that people are either trying new activities or taking active steps to help look after their health and wellbeing. The growing popularity of activities like wild swimming and paddle-boarding, coupled with the well documented benefits of being near the water, has led to an emerging consumer trend in relation to water wellness.
The Year of Coasts and Waters 20/21 campaign will reinforce Scotland’s position as an ideal location to capitalise on the popularity of this trend, highlighting relevant experiences, businesses and locations where visitors can enjoy water wellness activities.
The campaign will run throughout summer 2021 and VisitScotland are encouraging all tourism businesses, groups and activity providers to get involved in sharing this campaign and promoting the water wellness experiences and products your business or destination offers.
The trend goes beyond watersports, and our campaign will feature a wide spread of experiences that do not involve getting in the water and are less adrenaline focused. This includes wildlife watching, walks along coastal and inland settings, sailing, visiting distilleries, enjoying seafood and visiting coasts and waters-themed attractions.
The campaign activity will showcase the fantastic range of water wellness experiences, both on and near water, that you can discover across Scotland during the Year of Coasts and Waters 20/21.
New consumer content to support this campaign has included the creation of new videos focusing on wild swimming and general water wellness experiences. Take time to watch these, and share across your social media platforms to inspire your future visitors.
You can find the campaign landing page at www.visitscotland.com/water-wellness
Corporate and consumer media releases have been issued and a paid digital advertising campaign will go live later in June.