A tourism marketing campaign 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, which features Scottish endurance cyclist and record-breaker Mark Beaumont and is aimed at promoting the adventure tourism potential of the region, was a finalist in the Place Brand of the Year category at the City Nation Place Awards.
The ‘Wild About Argyll’ 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 an ambitious 12-day journey across the entire region, involving 12 different sports, 32 individual adventures and an epic challenge every single day.
Mark Beaumont said: “Wild About Argyll was such an inspiring project to be at the heart of, I was blown away by the pride and enthusiasm from everyone in the region, it felt like this publicity campaign had been crying out to happen, lifting the stone on an untold treasure in Scotland. But this is easy to say in hindsight, it took real insight, a huge amount of hard work and logistics to pull off a campaign that looked brilliantly simple and immediately inspiring, and yet was hugely ambitious and collaborative behind the scenes.”
“Argyll has been overlooked as a wilderness destination. It may have been known for its sailors and empty nesters, but Argyll and the West Coast Isles have amazing landscapes and sports – and people have been missing one of Scotland best adventure playgrounds.The Wild About Argyll campaign has worked brilliantly to transform people’s perception of the area.”
Watch the Wild About Argyll video here: