Opportunity to target global visitors
Marketing campaign for Borders Railway
The funding is from the Scottish Government, Scottish Borders Council and Midlothian Council and will market the longest domestic railway to be built in the UK for more than a century.
The tourism agency says the new route, which opens on 4 September, has attracted interest from around the world and is an opportunity to target new markets.
The campaign will launch this summer and will include outdoor, radio, and digital advertising in the UK, Germany and North America.
Press trips and PR activity will focus on core markets in the UK, France, Netherlands, Germany, Sweden, North America, Canada, Australia and New Zealand.
There will also be extensive social media activity, trade media and a dedicated page on visitscotland.com to encourage visitors to explore Edinburgh, Midlothian and the Scottish Borders by Rail.
Key themes include cycling, walking, mountain biking, food and drink, events, mining, textiles and literature.
Sir Walter Scott is expected to be a big draw for visitors who can can start their journey at the Sir Walter Scott monument and then travel the 30 mile route of the Borders Railway, taking in the scenery that inspired Scott’s greatest poems and novels, ending at Tweedbank, just a short distance from his Abbotsford House home.
Mike Cantlay, chairman of VisitScotland, said: “On a trade mission to Japan earlier this year, I was blown away by the interest and excitement in the Borders Railway as a unique new experience to discover in Scotland.
“This fascination is equalled across the world and we have already had a high level of interest from international press keen to encounter an area of Scotland they are unfamiliar with and learn about new cultures, architecture, heritage and traditions from mining to textiles, literature to cycling.
“The Railway will enhance Edinburgh, Midlothian and Scottish Borders’ economies and deliver prosperity to the regions by providing inspiring opportunities for businesses along the route.
“We are thrilled to be embarking on this marketing campaign and hope that businesses take real advantage of the free downloadable toolkit to grasp all opportunities presented by this exciting new attraction. We can’t wait to present the Borders Railway to the world.”