Paving the way for a new generation of visitors
A brand new film has been created by VisitScotland to inspire young people to visit Ayrshire & Arran.
Take a Different Path, which is supported by a useful eBook, has been delivered by the national tourism organisation in partnership with South, North and East Ayrshire Councils, to showcase the diversity of the region and encourage visitors to explore the area for longer.
It is hoped the video will particularly appeal to a younger audience and show them how intriguing and vibrant Ayrshire and Arran is as a place to visit.
The film, developed with the support of Whitespace, follows a young visitor as they explore a number of locations across the region, including the Machrie Moor Standing Stones, Culzean Castle & Country Park and the Scottish Dark Sky Observatory. Featuring the region's hidden gems as well as popular attractions, the video looks to encourage visitors to experience all that Ayrshire and Arran has to offer.
This is the first time all three Ayrshire & Arran councils have worked with VisitScotland to produce this kind of content. It is hoped the assets will be shared and used by local industry to help promote the area as a whole.
The supporting eBook gives more detail about each of the filming locations, as well as some additional attractions, and provides useful links to visitscotland.com and business' websites for further information. Using a simple design, it allows visitors to enjoy outstanding imagery of the attractions as well as learning more about them.
The project is particularly apt as Scotland celebrates the Year of Young People 2018. The latest of the Scottish Government's series of themed years, it looks to inspire Scotland through its young people aged 8 to 26, celebrating their achievements, valuing their contributions to communities and creating new opportunities for them to shine locally, nationally and globally.
Gordon Smith, VisitScotland Regional Director, said: "This fantastic video and eBook are a great way to showcase the region to visitors, particularly young people. From Brodick Castle & Country Park to Ayr Racecourse, the Scottish Maritime Museum to Dumfries House, some of the best locations in the area, both well-known and rare, are highlighted by this exciting new content.
"It was also great to work with South, North and East Ayrshire Councils on this project. VisitScotland champions collaboration and spearheads digital innovation to promote local areas and ensure they experience the benefits tourism brings."
Councillor Brian McGinley, South Ayrshire Council's Portfolio Holder for Enterprise, Tourism and Leisure, said: "The new film and eBook tell a colourful, vibrant and inviting story about the many fantastic visitor destinations we have here in Ayrshire and Arran – some of which will be known worldwide and others that are true hidden gems. As the birthplace of both Robert Burns and the Open Golf championship, it's great to see these attractions showcased alongside arts and culture, castles and heritage, major events and, of course, our stunning coastline and seas. We thoroughly enjoyed working with our neighbouring Councils and VisitScotland to create these new products and I have no doubt they will attract more young people to visit the area – and I'm sure they will encourage older visitors too!"
Councillor Alex Gallagher, North Ayrshire Council's Cabinet Member for Economy, said: "We are delighted to have worked with VisitScotland and our two neighbouring local authorities to produce this excellent video.
"The film highlights the beauty of Ayrshire, from our castles and parks to our scenic coastline and our beautiful islands of Arran and Cumbrae. I believe this project will encourage new visitors to the area to discover everything Ayrshire & Arran has to offer."
Fiona Nicolson, Tourism Development Officer at East Ayrshire Council, said: "Ayrshire is such an accessible region to visit both for day trips from the central belt or longer stays from further afield. In these days where people are looking for new authentic experiences, there is an abundance to be discovered here in Ayrshire and working with VisitScotland allows us to spread that message far and wide."
To view the video go to https://youtu.be/h7Bw5LbfPAYExternal link
To view the eBook go to https://ebooks.visitscotland.com/ayrshire-and-arran/External link
The full list of locations featured are as follows:
Kelburn Castle, Fairlie
Millport, Isle of Cumbrae
Dean Castle, Kilmarnock
Dumfries House, Cumnock
Scottish Dark Sky Observatory, near Dalmellington
Culzean Castle & Country Park, Maybole
Robert Burns Birthplace Museum, Alloway
Rozelle House Estate, Ayr
Scottish Maritime Musuem, Irvine
Brodick Castle & Country Park, Isle of Arran
Machrie Moor Standing Stones, Isle of Arran