The biggest campaign ever in the UK to increase the number of visitors to the region

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Ayrshire and Arran Destination Alliance (AADA) is launching its biggest ever marketing campaign this week to help boost tourism in the region.

The ‘Find Your Balance’ campaign uses bespoke video and digital content to showcase the many experiences Ayrshire and Arran have to offer for restorative leisure.

The new video content, with clever split-screen and match cut scenes, highlights the many natural contrasts found in the region and encourages visitors to “find their balance” by getting away for a short break to slow down, relax, rejuvenate and enjoy leisure time once again.

The digital campaign will run across social media and digital channels from January to March and will include a mix of static images and video ads on Facebook, Instagram and YouTube aimed at specific audiences across the UK.

The videos will also be featured on ayrshireandarran.com/findyourbalance, where personalized landing pages inspire outdoor and adventure, wellness and nature, and dining experiences across the region to help visitors plan their holiday.

In addition to social media and digital advertising activity, the campaign also includes a substantial digital partnership with Hotels.com, to inspire visitors to book a short stay and provide support for hospitality and tourism businesses in Ayrshire and Arran by encouraging overnight bookings in the intervening months. and extend the visitor season.

A program of travel blogger tours in February will complement the marketing campaign and provide potential visitors with an authentic insight into the many things to see and do during a short stay in the region.

Ayrshire and Arran Destination Alliance Chair Linda Johnston, of Auchrannie Resort, said: ‘As an industry-led not-for-profit organization, Ayrshire and Arran Destination Alliance have been at the forefront efforts to support the sector throughout the pandemic.

“The scale and ambition of the campaign exceeds anything we have been able to offer the region before and our extensive collaboration with tourism businesses in the region demonstrates the determination to support the sector at this time.

“With existing marketing channels reaching tens of thousands of visitors each month, an exceptional team already in place and a range of exciting work planned over the coming months, we believe we can help our businesses and communities across the region to recover and regenerate.

“By focusing on a range of new digital content, co-produced with input from industry leaders, tourism businesses, activity providers and many more, the campaign will entice new and returning visitors to catch their breath and regain their spark, escaping for a short break to enjoy the sights, sounds and tastes of our special region.

Ayrshire and Arran tourism businesses are encouraged to get actively involved in the campaign to support the recovery of tourism and hospitality in their local communities, and can use the newly produced digital assets to complement their own content.

A “Find Your Balance” campaign toolkit is available for download and includes links to images, videos and campaign branding assets.

The ‘Find Your Balance’ campaign has been created with the help of the Scottish Government’s Destination Marketing and Tourism Sector Fund. The fund is provided by VisitScotland as part of a national Covid recovery plan.

The Find Your Balance campaign logo.

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