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Water Wellness Campaign

Mon 14 Jun 21

Scotland - a water wellness destination

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.

What kind of water wellness activities will VisitScotland be promoting?

  • Activities on or in water i.e. Watersports including sailing, stand up paddle-boarding, surfing, wild swimming, kayaking
  • Activities by or near water i.e. Coastal, river or waterfall walks, other exercise, yoga, meditation, stone skimming, art
  • Enjoying our natural assets – experiencing the relaxation and mental health benefits from being near water i.e. soundscapes such as waves on the beach; the smell of the sea; taking in the view of sunset from the shore or enjoying the view of a loch from a high vantage point
  • Appreciating wildlife - watching and learning about the wildlife that lives in Scotland's marine and inland water environments.

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. 

VisitScotland are working with partners including Water Safety Scotland and RNLI to highlight the importance of staying safe in and around Scotland’s waters and support the #RespectTheWater campaign.

 

Water wellness campaign activity

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.

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