Stena Line campaign to boost Scottish tourism

In the current economic and travel market, many holidaymakers are looking closer to home for short break and holiday options. This week Stena Line and VisitScotland have launched a new holiday offer to appeal to the lucrative Ulster market.

Visitors from Northern Ireland brought a total of £145.53 million in tourism revenue into the Scottish economy last year and the £100,000 joint campaign being undertaken by Stena Line and VisitScotland will seek to boost that figure further. The campaign will encourage visitors to take the car and travel with Stena Line and will feature TV and radio advertising, 48 sheet posters, public relations, e-shots and web-based promotion. It includes a price-led offer from Stena Line allowing visitors from Northern Ireland to travel to Scotland from just £65 single for a car and driver, when they book online.

Stena Line’s sales manager for the UK & Ireland, Dermot Cairns, explained, “By teaming up with VisitScotland, we are highlighting reasons to travel to Scotland this autumn to potential customers in Northern Ireland. We are offering the best value ferry travel whilst promoting the many fantastic sights to see and activities to take part in at this time of year.

“Many people are understandably wary of flying and of travelling long distances at the moment so the trips we are promoting provide the perfect solution for couples and families wanting to get away for less. This will allow people to pack their cars and travel in modern, comfortable surroundings onboard the recently refurbished Stena HSS, safe in the knowledge that they can really relax and enjoy their break.”

Alistair Gronbach, head of UK and Ireland marketing at VisitScotland, added that Northern Ireland is an essential element of Scotland’s inbound tourism strategy.

He said, “We are very encouraged that one of the major transport carriers, Stena Line, has chosen to work with us to promote Scotland to visitors from Ireland. It is very important that we promote ourselves to our nearest neighbours as this market makes up a major percentage of our leisure visitors. Inbound tourism from Northern Ireland increased by almost 16 per cent in 2007 when compared to 2006 and with the current situation in the European travel market, indications are that this will increase again this year as people seek to holiday closer to home.

Anyone who takes advantage of this offer can make the most of Scotland’s glorious outdoors. The new Adventure Pass provides discounts and special offers on 50 adventure activities, wildlife and sightseeing tours throughout the country. The free pass is valid from 1 September 2008 until 31 May 2009 and covers a wide range of activities such as guided walks, bike hire, wildlife watching and adventure sports.

“Autumn is the perfect season to visit Scotland as the stunning countryside for which we are famous is at its very best and it’s also a good time to get out and enjoy a wide range of activities. Our Adventure Pass scheme allows visitors to claim up to 50 per cent discount on everything from 4x4 off-road driving safaris to ghost tours of Edinburgh, so there is something to suit all tastes. Check out everything on offer at visitscotland.com/adventurepass,” he added.

Further information is available online at stenaline.co.uk/scotland or visitscotland.com/realscotland.