This item was published during the term of a previous administration that ended in April 2007
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Scots urged to say 'wish you were here'
06/02/2002
A campaign that asks Scots to encourage friends and
relatives overseas to holiday in Scotland was launched
today.
Minister for Tourism, Culture and Sport Mike Watson
launched the Scottish leg of the VFR (visiting friends and
relatives) Campaign which asks the public to send out the
message 'wish you were here'.
The VFR campaign, organised by the British Tourist
Authority (BTA) in partnership with VisitScotland, invites
the public to call the VFR hotline number 0844 477 8366.
Recipients are asked to nominate up to four friends and
relatives overseas who are sent an information pack on
holidaying in Scotland together with a letter from Mike
Watson.
Launching the event at the Royal Yacht Britannia, the
Minister said:
"2002, as Golden Jubilee Year, is the ideal time to
encourage friends and relatives to come home to Scotland
and join in the celebrations.
"It is all too easy to forget the magnificence of
Scotland when living here. Yet, our mountains, lochs,
beautiful cities and the rich diversity of our culture are
renowned the world over. It is these images and memories
that friends and relatives hold of Scotland and it is
these, coupled with the warm welcome of the Scottish
people, we must encourage them to enjoy.
"Many tourists have been discouraged from travelling to
Scotland following last year's foot and mouth epidemic and
the unfortunate events of September 11
th. Thankfully, that is all behind us and
Scotland is now disease free. So there is no reason for
visitors to miss out on all that Scotland has to offer.
"The letter I signed today, and the campaign that it
supports, is heart felt. I am proud of Scotland, of her
culture, her people and the splendour of her countryside. I
want to share this experience and to welcome friends and
relatives home."
The VFR campaign is part of BTA's new £5 million UK OK
Come to Britain campaign. The broader campaign targets
overseas consumers direct, with the VFR campaign the only
element addressing the British public. VisitScotland is
working in partnership with the BTA to ensure a strong
Scottish element to the campaign.
The campaign will be promoted through regional, national
and local newspapers and television. Scots will be invited
to call the VFR Hotline on Tel: 0844 477 8366 to receive
their campaign pack. This pack will contain:
- A set of four Scotland postcards (for mailing to
friends and relatives).
- A joint letter from Philip Riddle, Chief Executive
of VisitScotland, and Jeff Hamblin, Chief Executive of
the BTA, encouraging the Scots to take part and invite
their relatives and friends to Scotland.
- A letter from Mike Watson.
- A copy of BTA's Hidden Britain brochure and
campaign stickers.
The Scottish participant's name is entered into a draw
for ten prizes. Winners receive British Airways flights to
be gifted to the nominated friend/family member to visit
the UK. Prizes also include seven nights hotel
accommodation for the Scottish winner together with a
partner or friend and nominated guests at a Crowne Plaza,
Holiday Inn or Intercontinental hotel.
Figures for 2000 show that the VFR market is worth
approximately £161 million to the Scottish economy. It
represents 418,000 visits and 4,586,000 nights in hotels
and B&Bs.
Ruth England, presenter of
Wish You Were Here, launched the UK campaign at
Buckingham Palace earlier today when she 'sent' a giant
postcard, signed by the Prime Minister Tony Blair, inviting
visitors to the UK.