VisitBritain campaign pursues Nessie hunters

A VisitBritain initiative using the legend of the Loch Ness Monster is returning to entice international visitors to visit Inverness and Loch Ness in the Scottish Highlands.

The six-week digital and social media campaign starts this week in France and Germany – two of Britain’s largest and most valuable inbound visitor markets – and the Netherlands.

Clare Mullin, VisitBritain marketing director, said: “The legend of Nessie is a fantastic springboard to promote the breath-taking scenery, activities and experiences that you can only have on a trip to Inverness and Loch Ness.

“We want to inspire visitors to book a trip right now to come and explore this stunning part of the Highlands, spreading the economic benefits of tourism outside the peak holiday periods.”

Graeme Ambrose, VisitInvernessLochNess chief executive, added: “From majestic mountains to monster-hunting on Loch Ness, from friendly locals, fantastic food, cosy inns and spectacular accommodation in stunning locations, Inverness and Loch Ness offers amazing experiences all year round.”

Called ‘Come hunting for Nessie, stay for the experience’, the initiative is part of a longer-term campaign to increase inbound tourism to the area beyond the traditionally busy summer period.

It follows VisitBritain’s digital and social media ‘Tips for Monster Hunters’ campaign which ran last year in overseas markets.

There were 340,000 international visits to Inverness in 2016, up 8% year-on-year. Overseas visitors to Inverness spent £115 million in 2016, up 46% on 2015.