This item was published during the term of a previous administration that ended in April 2007
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Western Isles tourism campaign
05/04/2004
The Western Isles Tourist Board advertising campaign for
2004 was unveiled today.
Throughout April and May bus shelters in Glasgow,
Edinburgh and London will carry posters complete with
Hebridean sound effects using a marketing technique which
is the first of its kind in Scotland.
The new sonic posters have a built in sound system,
which plays a three-minute tape whenever the sensor detects
pedestrians passing.
Frank McAveety said that Scotland's tourism industry
will be boosted by creating, innovative and original
marketing campaigns that attract visitors.
Mr McAveety said:
"Tourism is important for the future wealth of Scotland
and in providing jobs, particularly in rural areas like the
Western Isles. We can harness the natural beauty of the
Western Isles and the unique culture and warmth of the
people to attract visitors to the islands.
"Over 180,000 visitors travel to the Islands each year
and tourism is worth over £39 million to the local economy.
This campaign will, I am certain, boost those impressive
numbers even further."
Angus MacMillan, Chief Executive of the Western Isles
Tourist Board said:
"We are delighted to be using this innovative new
technology to promote tourism to the Hebrides. It is an
exciting new way of getting the feel of one of the most
beautiful parts of Scotland across to our potential
visitors.
"We hope that this will excite and encourage more and
more people to visit the Hebrides and see and hear the
wonderful sights and sounds for themselves."
Tom Richards, Head of Sales for Scotland for JCDecaux,
the owners of the bus shelters, said:
"JCDecaux aims for creativity for our clients and we
have developed a number of innovative products. The product
we have used here is called 'Sonic', which means that we
can add a further dimension to the poster, capturing the
attention of the potential customer through sound and
visual stimulation.
"The Western Isles Tourist Board has used this
technology to play sound bites of breaking waves merged
with traditional Scottish tunes which really gives holiday
makers a feel for what a break in the Western Isles might
be like."
The Executive recently announced a £20 million
investment package aimed at increasing tourism revenue by
50 per cent over ten years, ensuring that Scottish tourism
is in the best possible shape to grow in the 21st
century.