Unveiled on March 29, 2021, “Scotland Starts Here” is a marketing campaign and information hub for all those looking to discover the very best the South of Scotland has to offer.
The Scotland Starts Here campaign showcases that it is in the South that Scotland’s identity and soul were born – not only from a location perspective, but also as the pivotal areas that have shaped the nation’s history and culture for centuries.
The initial launch of Scotland Starts Here was developed by the Midlothian and Borders Tourism Action Group (MBTAG) on behalf of the Scottish Borders Tourism Partnership and Midlothian Tourism Forum. It signalled the first phase of a new tourism drive across the areas and the wider South of Scotland.
Now, under the umbrella of South of Scotland Destination Alliance (SSDA), it extended to cover the Dumfries and Galloway area and the key partnership will continue with Midlothian Tourism Forum. Featuring over 1,000-member businesses, travel inspiration and experience finders, this campaign signals a pivotal phase of SSDA’s marketing and product development activity.
Aimed at visitors from the UK, Europe and International markets, the campaign focuses on four key themes of Hidden Wonders, Active & Outdoors, Food & Drink and History & Heritage. By putting a spotlight on authentic local experiences and award-winning products and businesses, it will increase potential visitors’ awareness of what the area has to offer for short breaks and holidays.
As part of the campaign, a dedicated website (scotlandstartshere.com) also has been developed, as well as a mobile app and a suite of digital marketing assets including podcasts, eBooks, videos, blogs and social media channel and advertising campaigns.