Nessie ‘monster hunting’ marketing campaign launched

Tips to track down the Loch Ness Monster are at the heart of a new campaign to encourage foreign tourists to visit Inverness and Loch Ness outside the peak season.


The Inverness Loch Ness digital marketing campaign, run by national tourism agency VisitBritain, starts this week across three markets – the Netherlands, France and the US. Another digital marketing push will start later this year.


The three-week campaign, part of a longer-term plan to boost international tourism in the area, uses ‘tips for monster hunting’ to highlight the culture and countryside in the Inverness and Loch Ness area.


One ‘tip’ encourages visitors to ‘build up your courage’ by visiting the Glen Ord whisky distillery, another recommends that monster hunters ‘step into camouflage’ by donning a Scottish kilt and hiding out at The Dores Inn, Inverness, while another advises hunters to ‘patrol the area’ by taking to a kayak on Loch Beinn a’ Mheadhoin.


Joss Croft, VisitBritain marketing director, said: “The Loch Ness and Inverness area is a fantastic destination to be enjoyed all year round. We want to inspire visitors to book a trip and come and visit right now so the economic benefits of tourism are spread throughout more of the year.”


Graeme Ambrose, VisitInvernessLochNess chief executive, added: “Drawing inspiration from the enduring appeal of the Loch Ness Monster is a great way of showing just how much our area has to offer to international visitors at different times of the year, and we hope it will encourage more people to come and experience this fantastic place for themselves.”


Malcom Roughead, VisitScotland chief executive, commented: “The Inverness Loch Ness campaign complements our recently launched Spirit of Scotland creative campaign using powerful landscape imagery and friendly locals as reasons to visit. We hope it will encourage more visitors to experience this area outside peak times, sustaining jobs and communities.”


The Inverness Loch Ness campaign has been developed with input from the Scottish national tourist agency VisitScotland and locally by VisitInvernessLochNess, and is part of the UK government’s GREAT Britain campaign which promotes Britain internationally.